In the new age of technology, first impressions are more important than ever, especially when it comes to patient satisfaction. For hospitals, the path to patient satisfaction begins long before the patient even makes an appointment—it begins online.
While you should always focus on how you treat patients once they are in your hospital, you should also understand the importance of making an impression with your web presence. According to a 2017 study of hospitals and other healthcare providers, 82% said the patient experience is among their top 3 priorities for the next 3 years. Why not apply the same level of attention to your patients’ online experience when they first interact with your hospital?
Here are some strategies that can help you boost patient satisfaction on the web.
Start with an Engaging Website
Typically, when someone is looking for any kind of service—including healthcare—their research begins online. This includes looking for reviews of doctors and your facility as a whole, getting recommendations, and visiting your hospital’s website. This is where the experience begins.
Having an easy-to-navigate site where your potential patient can get all of his or her answers is important. You don’t want to overcomplicate your website and make it difficult for them to find information. Instead, prospective patients should find a sleek design and a streamlined process.
Site Speed Matters
Your website speed can deter patients from navigating your site—especially when they are on mobile devices. If your website does not load fast enough, this opens the door for the potential patient to leave and check another healthcare provider’s site. According to a study by Google, more than half (53%) of mobile sites are abandoned when pages take more than 3 seconds to load.
Relevant Ads and Landing Pages
Online advertising is becoming increasingly important for hospitals to not only increase brand recognition, but also to reach more patients. These ads should be relevant to the searches and inquiries of the patients, and they should lead to landing pages that provide the information the patient needs. For instance, if you are running paid search ads for your hospital’s cancer center, the ad should highlight what differentiates your center, and then lead to a landing page where the potential patient can learn more about your cancer care services and easily contact your center.
Social Media Presence
Social media is another important place to leave a good impression for potential patients. Many people turn to social media sites such as Facebook to check reviews, or they follow healthcare brands to stay informed. Others might simply notice these healthcare providers through paid social media posts or ads that show up in their social feeds. By regularly posting helpful information on social media and creating visually engaging ads, you can leave a positive impression on people who may visit your hospital in the future.
Make sure you provide your patients with the best experience possible from start to finish. The more you do to enhance the satisfaction of your current and potential patients early on, the more your hospital will benefit.
Scorpion's hospital marketing experts can help you improve your organization's online presence! Learn more about how we can assist you.
About the Author:
As Vice President of Healthcare Operations at Scorpion, Cody Chula helps lead Scorpion’s healthcare team, working to ensure that all clients are receiving high-quality websites and digital marketing services. Cody has a background in graphic design and has been working for Scorpion for more than 10 years. During this time, he has served in a number of different roles, including Video Production Manager, Tech Support Officer, and Website Production Manager. This experience has given him valuable insights and skills for heading Scorpion’s healthcare operations.
Cody believes that Scorpion is about more than just building websites and digital marketing campaigns—it’s about building partnerships with hospital clients and helping them achieve their goals for growth. In his free time, Cody enjoys hiking, snowboarding, and spending time with his family.