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As healthcare patients evolve into empowered consumers, they expect clarity, convenience and compassion in every interaction – and they opt for healthcare organizations that deliver on all three.
That means the healthcare industry has to approach the consumer experience with the same rigor and discipline applied to clinical care, according to a new report from Press Ganey.
The consumer experience in healthcare, according to the report, is a strategic discipline built on social capital – “the trust, connection, and shared purpose that turn culture into a driver of safety, loyalty, and growth,” authors said.
What this means for providers is that they need to shore up their digital communications, and foster an atmosphere of engagement and connectivity with patients.
WHAT'S THE IMPACT
The data showed that 85% of consumers factor perceived safety into decisions, and those perceptions begin online. Outdated or inconsistent information erodes trust, the report said.
That's especially important since Press Ganey described social capital as the “hidden framework of experience.” Engaged, connected teams create safer, smoother, and more satisfying interactions for patients, authors said.
Comparison shopping has become the new norm for healthcare consumers; they research, compare and validate options just as they do major purchases, and they prioritize access, expertise and credibility, meaning successful healthcare organizations need to be able to deliver on all three.
Interestingly, 84% of consumers would reconsider a referral if a provider is rated below four stars. Search engine artificial intelligence overviews have changed how reviews are consumed, and where referrals were once an important factor influencing consumer decisions, now online reviews have superseded them in importance.
Nearly one in five consumers have used AI to search for care, the numbers showed. Positive reviews and credible citations that show in search results create a foundation for trust, authors said.
Meanwhile, scheduling remains the number one pain point for consumers. More than one-third of consumers cite appointment scheduling as their number one frustration and barrier to care. Only 26% rate the experience of booking online as excellent.
THE LARGER TREND
According to the report, the research points to a clear mandate for healthcare leaders: Technology can accelerate access, but only connection can sustain trust.
“Consumers are bringing greater discernment and informed decision-making to every aspect of their care,” said Press Ganey Chief Experience Officer Chrissy Daniels. “They expect transparency, coordination and experiences that feel safe and human. Delivering on those expectations depends on the strength of the teams behind them – how people work together, share information, and communicate with purpose. When that alignment is in place, trust is the natural outcome.”