7 May 2020
Today's consumer wants every online interaction to be like Amazon, and that includes the healthcare industry. Before a patient walks in your clinic's doors, they have completed a series of actions which resemble an patient journey - researching and evaluating your staff and services, engaging your office to get more information, taking action to schedule an appointment, determining payment and insurance options. Today, much of this journey happens through digital channels, and the nature of these interactions can dictate whether a consumer becomes your patient. Is your practice discoverable, desirable, convenient, and reputable? We'll dive into each of these areas that play a role in patient conversion.
The Digital Patient Journey
The new customer journey begins and continues online and isn't limited to just your website. In addition to your website, potential customers visit directories, consumer sites, third-party review sites, social media. Expectations are high and growing higher! 82% of consumers believe that the healthcare industry should consistently meet or exceed their expectations, compared to 46% for the retail industry. See the figure below for the potential elements in your potential patients' online journey to find you.
A healthcare professional's online presence is the first impression, and sometimes the last impression, that potential patients form of them. Are you familiar with your current online presence?
Did you know that 81% of patients will research a provider even after they've been referred? In addition, 62% of patients consider complete listings information when determining who they will choose as their provider. Consider your Google searches and online review sites such as HG Vitals, WebMD, Doctor.com when consumers are looking to find your complete information.
When it comes to reputation, 88% of patients would change their mind about seeing a referred provider if they have an online rating of less than 3 stars. Do you have a complete awareness of your ratings on all relevant sites your patients might find you?
Two out of three patients will choose one provider over another because of their strong online presence. Be prominent and offer accurate information to encourage patient engagement and make connecting with your clinic simple for prospective patients.
How easy is this process for your patients? When it comes to convenience, 42% of patients will choose a healthcare provider because of the ability to request an appointment online. A seamless, frustration free journey will help increase new patients in your clinic.
By optimizing your entire digital footprint, you can ensure that patients can find you quickly and easily, and that your online presence is a true reflection of your clinic. Online reputation management, paired with digital marketing, mobile compatibility and organic reach can make your clinic more accessible and more appealing to future patients.
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