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McKinsey Quarterly - Hospital Patients Want Convenience and Amenities Not Gamma Knives
By MatthewD | March 4, 2008
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The McKinsey Quarterly has come up with a new study in regards to what people are looking for in a hospital. Make sure you are sitting down… it is not clinical that they really care about. It is convenience and amenities. And what is more convenient than a great web site with excellent content that can easily tell the patient about the hospital and what to expect?
Here is a piece from the abstract:
As competition for commercially insured patients heats up, US hospitals will have to invest in the capabilities needed to learn what these patients want and to deliver an experience that could attract them. Hospitals that succeed should gain a sustainable competitive advantage.
Is your web site and the content on your web site providing you with the sustainable competitive advantage that is needed to keep you ahead of the curve. There is so much low hanging fruit right now in regards to what hospitals can do with their sites to make them successful. Quality content that is well integrated is one of the lowest hanging fruits ready to be picked.
A few more facts from the research: (bolded by us to emphasize your web site’s role)
- Twenty percent of a patient’s choice of hospital is based on its clinical reputation. Remarkably, about 41 percent is based on the nonclinical patient experience.
- Patients prefer hospitals that keep them better informed or conduct appointments on time.
- Physicians’ recommendations appear to be influenced not only by the capabilities of hospitals but also by the patients’ preferences.
- Hospitals can segment customer groups in the same way that marketers segment them in retailing.
- Hospital executives should look to bundles of initiatives that can help them establish a distinctive patient experience.
Improving your patient experience is more than just what happens in side your hospital’s walls. It is also based on what happens before and after the visit, and this of course includes how they interact with your institution through your web site.
A few things to consider:
Topics: Health Content, Integration |
March 5th, 2008 at 1:55 am
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