Why Boston Children’s Hospital’s focus on measuring the patient experience is good for business
Torin Gilkey is Senior Manager of Digital Experience at Boston Children’s Hospital and an advocate of Customer (Patient) Experience. He recently sat down with us to discuss how ForeSee is helping his company understand their Voice of Customer as well as use tools like Feedback to drill into specific areas of the company’s website.
Why is it important for your company to measure the patient experience?
It’s really important because we’re able to tell the full story. There’s only so much we can learn [from patients] looking at appointment requests and the “contact us” form on the website. There’s no “Buy Now” button for healthcare. You can’t buy a heart surgery online, so being able to use the voice of the customer really helps us to tell that story the best that we can.
Why do you choose ForeSee to help you measure the patient experience?
ForeSee is a really great tool for us. We’re able to dig into the granularity to see the true experience [of a patient]. It lets us understand what they’re coming to the site for, learn a lot about our visitors, and then be able to see that layer of technical details. (When I put my geek hat on, I want to make sure we’re also delivering the right experience from the technical perspective). Being able to see all that, and then having the power of strong data analysis, is really great.
Tell us a story about how ForeSee has helped your company?
One of the greatest things we’ve been able to leverage ForeSee for has been to showcase how great our website is, and how we’re incrementally making it better. In our first year of implementation, we were able to increase satisfaction by 20 points, which is just phenomenal. When I’m in a meeting with physicians, and they’re like, “Oh, the website is terrible. This is one of the worst experiences we’ve ever seen” we actually can show that [satisfaction] trend graph. That gets me super excited, because we’re able to show that increase month-over-month for that first year of implementation. We’ve steadied out a bit since, but been continuing to improve everything. For us, it’s important to be able to show how we’re moving the needle and compliment the other KPIs that we use as well.
Can you tell us how you’re using the feedback button?
We’ve been using Feedback in production for about two months now, and have been really happy with our initial results. We are able to see insights at the page level, which is great when dealing with a lot of very specific information around very complex medical conditions.
For example, we recently got feedback in the form of a 5-star rating for [the resources on our website about a condition] called Moyamoya, which very few children in the world have. The reviews were just glowing. The patient’s family was saying how great the information was. It’s great to see that, because conversely, when we’re looking at a 1-star rating at the page level, we’re also able to say “This is an area where we need to focus, because the content is terrible.” I think we’ll be able to do a lot more with that.
Our initial response has been great since implementation, so we’re excited to move forward and really use Feedback to get down to the page-level.