By John Lavey, President

In June, Forrester released its 2022 Customer Experience (CX) Index. Forrester revealed that CX quality fell for 19% of brands tracked across 13 industries in 2022. It was the largest one-year drop in the history of the survey. 

What happened? Forrester suggested a “waning attention on customers, even though customers expect more from digital and hybrid experiences.” 

Healthcare can’t afford to drop its attention to customers. In September 2021, Press Ganey—a renowned leader in patient, member, employee and consumer experience across the healthcare ecosystem—surveyed more than 1,000 adults to evaluate consumer preferences and expectations for healthcare. What Press Ganey found and published in its 2021 Consumer Experience Trends in Healthcare Report echoes what is true in other industries: A digital-first mindset is the ticket to a positive consumer experience. 

So, how can digital content help?  For starters, organizations should focus their attention on creating trustworthy content. 

According to Press Ganey, 51.1% of patients turn to the web when choosing a new primary care provider (PCP). Even more specifically, consumers rely on search engines (22%) almost as much as they do doctor referrals (24%) to find a PCP. 

When considering content, think about these areas:

  1. Website: When patients visit your organization’s website, what do they find? Do they find stale content, stock photos, and an outdated list of services and physicians? Or do they find engaging blog posts from healthcare providers, educational material about conditions and treatments, and content that empowers them to participate in their own care?



  2. Social media: “Social media holds more opportunities than just advancing an organization’s brand and marketing strategies; it can also do a lot to help boost patient engagement,” Sara Heath wrote in a 2016 article for Patient Engagement HIT. Social media—specifically Twitter, TikTok and Facebook—can help connect prospective and current patients with patient education tools, develop a sense of community, and improve patient satisfaction.  



  3. Video: One of the best ways to build trust with prospective (and current) patients is through video. Video can make an organization seem more personable and approachable—which is important in an industry where people are often intimidated. 

How is your organization using digital content to improve the consumer experience?



About Hammock Healthcare Idea Email |
This post is part of Hammock’s award-winning Idea Email series. Idea Emails are sent every other week and share one insightful marketing idea. Idea Email comes in two flavors: Original and Healthcare. To subscribe to the original Idea Email (general marketing ideas), click here. To subscribe to the Healthcare Idea Email (healthcare marketing ideas), click here.

 

 

By John Lavey | Hammock President and COO

Mapping Experiences,written by Jim Kalbach, is a classic for marketing professionals who want to map customer experiences and design stronger ones.

The book has a wealth of practical ideas, and this one in particular has stuck with me: “When we map customer experiences, we are effectively mapping jobs to be done.” And there are three dimensions to checkoff within each job:

By: John Lavey | Hammock President/COO

I had an experience this week that showed me that the first priority of any healthcare marketing aimed at patients must be a better customer experience. To use the phrase learned in medical school training: primum non nocere (First, do no harm).

By Steve Sullivan, National Sales Director

I spent an eternity last week with U-Haul trying to solve a simple moving problem. I may as well have been looking for the Coke recipe or Google’s current search algorithm.

We were looking for a certain sized trailer for a family member’s move to a new city. But searching for the trailer online, getting help from customer service, and then seeing the difference between what exists at the local U-Haul center and what appears online—each person we talked to seemed to have been speaking a different language. And this is not complicated stuff.

By: John Lavey | Hammock President/COO

Trust has always been a cornerstone of the patient-physician relationship, and high levels of trust in medical institutions have remained steady in large opinion polls.

But as the forces of consumerism continue to transform the healthcare industry, the rules are changing—and content needs to keep pace.