Hospitals, like hotels, are discovering that a high quality consumer experience leads to new business
FierceHealthcare—A new PwC Health Research Institute suggests consumers value nonclinical factors even more highly than other factors. PwC conducted a nationwide survey of more than 6,000 consumers across a variety of industries. And they found that
1) Health consumers spread the word about their care. For patients with a good experience, about half will tell their friends and family. For those with a negative experience, better than 60% will share their story.
2) Nonclinical factors are driving positive experience scores. Things like
- Online and mobile communication from their provider
- Patient education during the visit
- One-stop shopping (more than one service at a location)
- Access to Wi-Fi
3) Your staff matters. Health consumers are more than twice as likely than those in airline, hospitality or banking to say that staff attitude contributed to a good experience.
The bottom line:
“Although price was the biggest driver of purchasing decisions in all other industries in the PwC findings, price was the least important to provider customers. They were more likely to choose a hospital or doctor because of personal experience, at two and a half times more important than consumers in other industries.”
Our Take: High quality care is assumed. Nobody goes to the doctor thinking there is a good chance they’ll get a bad diagnosis or operation on the wrong body part. So we all make our health consumer choices based on other factors, experience high among them.
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