Are your website visitors captive customers? When an organization fails to meet customer expectations—and the bar has been set high by industries outside of healthcare—the impact on brand can be great.
More than a third of visitors to health system websites surveyed by Greystone.Net and Klein & Partners, creators of gSight™, a healthcare and hospital website usability survey, say they intend to visit the site again—because they have to, not because they want to.
What are their biggest gripes?
Consumer experience with online billing is the #1 culprit when it comes to creating negative sentiment. Visitors who say they have to come back to the website are twice as likely to be paying a bill than those who want to come back, according to Greystone’s recent white paper, Improving the Digital Brand Dialogue. Conversely, when health systems fix these pain points, the results can be dramatic. Memorial Hermann got rave reviews from site visitors when it implemented a simplified billing solution (eHST, May 2016).
Online appointment scheduling is another potentially negative consumer experience, mainly because many health system websites still don’t have true self-service capability. Only 2.4 percent of healthcare appointments are self-scheduled, according to research from Accenture. By 2019, that number is expected to jump to 38 percent. “The capability … provides healthcare transparency and patient control, both of which improve trust, loyalty and patient satisfaction,” says Accenture.
What else do your customers hate about your website? And, more importantly, how can you fix these pain points? Learn more when you read the full article: Captive Customers: Do Your Patients Visit Your Website Because They Want To or Because They Have To?
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