Ask an Online Patient Experience Report from Your Patient Experience Director

In today’s digital era, the patient experience encompasses both physical interactions within healthcare facilities and the extensive range of online engagements that precede and follow in-person visits. While hospitals have traditionally concentrated on investing in premises, buildings, and decorations to enhance the offline patient experience, there is an emerging need to elevate the online patient journey to meet contemporary expectations and improve overall satisfaction.

Healthcare is a consumer business. Communities today use technology to get the best out of the services they buy. They make online orders, explore service details, receive services online, share feedback, and stay loyal through ongoing digital engagement. It’s time for healthcare leaders to embrace this reality and ensure their online patient experiences match expectations. Without this shift, future challenges will loom large for those who choose to remain offline-focused care providers.

Learning from Other Industries

Industries such as banking, hospitality, and aviation have long recognized the significance of digital experiences, investing heavily in user-friendly online platforms to engage and retain customers. The healthcare sector can draw valuable lessons from these industries, understanding that a robust digital presence not only attracts patients but also fosters long-term relationships.

For instance:

• Banking: Tools like Bank of America’s Erica chatbot and Capital One’s Eno simplify financial management through AI-driven, real-time assistance.

• Hospitality: Alaska Airlines integrated customer feedback to implement policies like flexible cancellations, while Tink Labs’ Handy offers hotel guests customized services, from room service ordering to language assistance.

• Aviation: Self-service check-in kiosks by Emerico and real-time payment systems like Zelle offer convenience and efficiency that streamline customer experiences.

Healthcare providers must recognize that similar innovations can transform their patients’ journeys, building loyalty and trust.

The Lasting Impact of Digital Experiences

Unlike offline interactions, which are confined to the duration of a hospital visit, digital experiences offer continuous engagement. Patients frequently consult hospital websites, read reviews, book appointments, and seek information online before deciding on their healthcare providers. A seamless and informative online presence can significantly influence a patient’s choice and perception of care quality.

The Mobile Reality

Statistics reveal that 92% of visitors access hospital websites via mobile devices. Alarmingly, many hospital websites fail to be mobile-compatible, leading to clunky interfaces and frustrated patients. If a patient struggles to find information or book an appointment on their phone, they may turn to another provider. Ensuring mobile optimization isn’t just a technical upgrade; it’s a necessity for patient retention.

Key Performance Indicators (KPIs) to Measure Success

To evaluate the impact of digital experiences, healthcare providers can track key metrics:

1. Patient Portal Enrollment and Usage: High portal engagement reflects a user-friendly system, offering patients tools to access records, book appointments, and communicate with providers.

2. Website Traffic and User Behavior: Metrics like session duration and bounce rates reveal how effectively websites serve patients’ needs.

3. Online Appointment Scheduling Rate: A higher rate of online bookings demonstrates the value patients place on digital convenience.

The Path Forward

To bridge the gap between offline and online patient experiences, hospitals should take deliberate steps:

• Invest in Mobile-Friendly Platforms: Ensure websites and apps are not just functional but optimized for mobile devices, given their dominant use.

• Leverage Data Analytics: Real-time feedback through analytics tools enables continuous improvement of digital services.

• Engage Beyond the Visit: Use digital channels to offer appointment reminders, health tips, and follow-up communications.

• Learn from Other Industries: Borrow strategies from sectors with proven success in customer engagement.

Demanding Accountability

Every hospital leader should start asking for an “Online Patient Experience Report” from their Patient Experience Director. This report should detail KPIs, identify areas for improvement, and outline actionable strategies to enhance digital engagement. Just as healthcare facilities regularly review clinical performance, they must apply the same rigor to the digital patient experience.

Best healthcare today isn’t just delivered within four walls—it begins online. Forward-thinking providers will prioritize their online presence not just as a tool but as an extension of their care philosophy, ensuring patients feel connected, informed, and valued at every step of their journey.