Reflections on the Healthcare Patient Experience

Larry Freed, President of ForeSee, kicked off the 2013 Greystone Healthcare Internet Conference with an important presentation on the state of the online healthcare experience. Much of it focused on the multiple channels that patients now use. Interestingly, in the coming months, Google Analytics will offer a groundbreaking feature that will let you track your patients across their various devices. Patients will be looking for different things on different channels – quick-hitting tidbits on their cellphones, deep articles on their desktops – so be sure to offer what they’re looking for, where and when they want it.

Mr. Freed also reinforced that your patients’ expectations are rising every day, as they experience amazing websites from the for-profit sector. While it isn’t fair – those for-profit companies have far more resources than your hospital’s small digital team! – consumers are expecting the personalization of Amazon.com, the richness and nuance of the New York Times, and the ease-of-use of the main Google.com homepage. You can’t keep delivering the same thing in 2014 that you did in 2013, because you will disappoint your patients.

Need some numbers to prove the value of a good patient experience? According to Foresee, highly satisfied customers are 100% more likely to return to the website, and 145% more likely to recommend the website, and 141% more likely to use your website as a trusted resource. Moreover, Foresee claims to have a statistic that is 270 times more powerful than the Net Promoter Score any healthcare marketer is familiar with; I’m excited to learn more.

The second presentation of the day was Dr. Natasha Berger speaking on social media in healthcare, and all the notes are here.

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For more illustrations on how patients use social media and search, check out our webinar on The 2014 Digital Patient Journey on Tuesday, March 25th at 2 pm.

Patient Journey Webinar

About Matthew Fieldman

With 12 years of experience working in nonprofits all over the world, Matt became a leader in Fathom’s healthcare practice in 2012. Matt’s healthcare clients include organizations from small regional addiction recovery centers to massive hospital systems, from regional health insurance providers to the nation’s largest provider of senior assisted living solutions. Matt’s educational background includes earning a Bachelor’s of Science in Psychology from the University of Florida in 2000, a Master’s in Business Administration from The George Washington University in 2005, and a Certificate in Nonprofit Management from Case Western Reserve University in 2010. He attended the 2013 Mayo Clinic Social Media Residency in June 2013 and spoke at the Greystone Healthcare Internet Conference in November 2013. Matt is an alum of Cleveland Bridge Builders 2011, was named as an Ariane de Rothschild Fellow, and was selected to Cleveland’s “25 Under 35.”

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