ForeSee released its annual healthcare benchmark to the media today that reports on the satisfaction that customers and patients have with their online experiences with companies within three major areas of the industry—Health Information, Hospitals and Health Systems, and Health Insurance.
Within these three categories we saw individual satisfaction scores range from 33 all the way to 88 on our 100-point scale. This dramatic range shows that while some companies are doing extremely well with their online efforts in the eyes of their customers and patients, other companies are struggling to find what the consumer really wants and how to deliver it.
We see again this year that health information sites score big while health insurance sites continue to lag.
Health Information sites: The aggregate score for this group was a 77 and includes subcategories in Health Products, Public Sector, and Private Sector. The interesting thing here is seeing the public sector outperform the private. For the longest time, the private sector has won this race due to the assumption that most companies have greater resources (bigger budgets), more flexibility (less regulations), and greater adaptability than their public sector counterparts. However, our research demonstrates that these perceived qualities don’t always translate into high satisfaction. The truth of it is: public sites are really putting forth a strong effort and making the most out of what they have in order meet and exceed consumer expectations. And it seems to be paying off.
Health Insurance sites: With a range of individual scores from 33 to 79, the outlook for health insurance sites remains pretty dismal. This doesn’t mean all is lost for these companies. It just means many of the companies in this category have their work cut out for them if they really want to see a return on their investment, and retain customers and gain new ones. The only way to do that is to listen to what the customer wants and then deliver.
It is critical that healthcare companies measure the online experience of their customers and patients, because research clearly shows that when satisfaction scores rise, there are measurable and tangible increases in site visitors’ future behaviors, such as likelihood to return to a website, recommend it to others, and use it as a primary resource instead of more expensive channels such as a contact center or office location.
Based on these likelihood scores, when highly satisfied visitors to healthcare insurance websites are compared to visitors who were dissatisfied, they report being:
- 203% more likely to return to the site;
- 300% more likely to recommend the site to others; and
- 256% more likely to use the site as their primary resource.
Those companies and organizations that continue to measure the customer experience with a technology-driven methodology as a means to meet customer and patient needs and exceed expectations will experience exceptional results.Categories: Healthcare