Today's health care patients are taking a more active role in their care—and a more consumer-oriented approach to their health care providers. Attracting new patients is only part of the story: Your organization must also provide patients the same ease and convenience they have come to expect from any other business.
A growing number of health care systems and providers are investing in creating more consumer-like patient experiences, according to a study by ORC International. Despite these efforts, just 21% of patients say their experience with health plans and providers has improved in the past two years.
There’s a lot at stake here. Consumers are just as likely to change health care providers as they are to change hotels if they experience poor service, Accenture reports. Modernizing the patient experience can increase patient satisfaction and boost retention—and it starts with your website.
Some 53% of health care providers say their websites are their most successful consumer engagement channel. Here are six things your website needs to stay competitive.
1. Security: Nearly one-fourth (23%) of consumers use online portals to access their test results and almost one-third (29%) use portals to view their current health information, Healthcare Informatics reports. When you work with a website development company that focuses on HIPAA and ADA compliance, you and your patients can feel confident their data is protected.
2. Simplicity: How easily can patients navigate the site, find health care providers, and access their own information? Creating a uniform user experience across both your system website and your provider websites streamlines the process for patients. Web.com for Enterprise builds modernized websites that present a unified brand across your entire system.
3. Online scheduling options: More than half (54.6%) of consumers in a study by GetApp say scheduling appointments by phone is frustrating. Almost 70% of consumers in the study say booking appointments online is their preferred method, and 31% would be "much more likely" to choose a provider offering online booking than one that didn't. On third-party sites such as ZocDoc, patients are exposed to providers from other systems; hosting online scheduling directly on your providers' websites is more convenient and reduces the risk they’ll go outside your health care system.
4. Mobile-friendly: If patients can't use your organization’s website on their smartphones, you’re at a huge disadvantage. Web.com for Enterprise designs mobile-optimized websites that give you a competitive edge.
5. Virtual treatment: Nearly two-thirds (62%) of consumers with health insurance say they are open to virtual treatments, such as videoconferencing with health care providers. Offering video consultations can enhance your health care systems' appeal, especially for younger patients and parents of young children.
6. Health information: Sharing educational information about health concerns builds trust in your organization and your providers. Provide tools to help patients assess symptoms, blogs with useful medical advice, or research that reveals new insights. The marketing experts at Web.com for Enterprise can help with high-quality content creation and create website templates that make it easy to share that content across the websites of your provider locations.