By now you know consumer experience is a big driver for any business. Outside of healthcare, retailers and service providers have been developing best practices and increasing consumer engagement through better experiences, conveniences and choices for years. Whether you believe it or not, today’s patients and potential patients are consumers, and they make healthcare choices like they make other choices. If you want to remain relevant to these consumers and their increasingly sophisticated expectations, it’s time to catch up.
According to an annual report on consumer experience by Forrester, what they call CX drives three different types of customer loyalty – retention, enrichment and advocacy – and the best CX actually drives revenue growth.
Providing dynamic and exciting consumer experience is more than just a good idea. Without it you’ll not only lose consumers and revenue to other organizations, you’ll actually be failing your major duties as a marketer.
Consumers make choices, even healthcare choices, differently today – they research, ask opinions and weigh various options all before making that first phone call or scheduling a new appointment. Your job is to be there, solving their problems and answering their questions, to be their go-to source of information so when they are ready to make their decisions, they already trust you because you’ve already begun to provide a benefit to them.
You must provide valuable, reliable content and convenient, easy-to-use tools to consumers throughout their healthcare journeys if you want to engage them. And you must engage them if you expect to keep your job.
Especially in terms of profitability, healthcare models are in flux. And with consumer experience superstars like Target and Walgreens getting in on a share of the healthcare services market, their depth and wealth of knowledge about what consumers really expect means they’re going to steal your customers, your patients – known and potential – because they already know how to provide what consumers want in terms of digital access, customer service, online payment and more.
A 2014 survey conducted by Strategy& found that only 49% of healthcare consumers are currently satisfied with their overall consumer experience. 80% of those same consumers want to engage with their healthcare providers and facilities through digital tools and services for better care management, but less than a quarter currently do. This gap in desire versus reality is exactly where, as healthcare marketers, you need to dig in and provide those competitive experiences to make your organizations stand out and help drive revenue. Does showing your role contributes to revenue growth sound like something you’re interested in? If so, how do we figure out which aspects of consumer experience matter the most in healthcare?
Advisory.com’s data suggests healthcare consumers value convenience above all else, even seeing the same provider at each visit or those providers’ credentials. If you want to keep and engage these consumers, what are you doing to offer this convenience?
Here’s What Consumers Want You To Provide
- Omni-channel, always on access
- Transparency on cost of treatment
- Transparency on provider ratings
- Tech-based monitoring, especially for those with chronic conditions
- A 360 degree view of their health, from diagnoses and labs to care plans and follow-ups integrated across providers
- Tools, information and communication for shared decision-making
You can help offer these conveniences by partnering with the right technology platforms, ones that already believe in the almighty power of consumer experience. Influence Health is dedicated to continually evolving our consumer engagement platform to offer a 360-degree view of the healthcare consumer, to help healthcare organizations find, acquire, engage and retain patients for better health.
Want to make sure you’re offering the highest level of consumer experience you can? Download our Consumer Experience checklist, to see how you stack up. http://go.influencehealth.com/ConsumerExperienceChecklist