Patient satisfaction is a major focus for hospitals today—and for good reason. Not only do hospitals and doctors have an ethical duty to provide their patients with the highest quality of care possible, but they also want to ensure that their patients come back the next time they need medical care. Competition in the healthcare industry is only getting fiercer, so patient retention is key. As a result, hospital administrators pay close attention to patient satisfaction surveys, looking for ways they can improve their patient care and service.
These are, of course, important steps for any healthcare provider to take. The only problem is many hospital executives forget about carrying over the concept of patient satisfaction to their website. Hospital executives should never underestimate the power of their digital interactions with patients and potential patients, as these interactions could have a huge impact patient attraction and retention.
The key to keeping your hospital’s web visitors satisfied is knowing what they want and giving it to them.
When creating or redesigning your hospital website, remember that patients want to be:
With search engines such as Google, patients now have an endless amount of information available to them with a simple click of a mouse or tap of a button. As a result, they won’t hesitate to leave your hospital’s website in a matter of seconds if they don’t quickly find the information they’re looking for.
With this in mind, it’s more important than ever to have an informative hospital website that anticipates and answers the questions of your website visitors. Think about what type of information your website visitors would want to know when visiting different pages on your website and make that information easy to find, rather than buried at the bottom of the page or hidden within large walls of text that might get skimmed. You can also keep your visitors informed and engaged by maintaining a blog with educational healthcare content.
With patients today footing more of their healthcare bills and becoming more educated about their options, many are now choosier when it comes to selecting healthcare providers. When patients research your hospital and doctors, they are comparing your healthcare services to all of the other options available to them. Patients want to be able to visit your website and immediately be able to tell why hospital is different. So, make sure you use your website to highlight your organization’s strengths, such as the number of years your hospital has been serving the community, the use of advanced technology, unique service lines offered, special accreditations, and more.
It’s not enough to just list your hospital’s services on your hospital’s website and call it a day. Your site should also be a reflection of your organization’s brand and culture. What message do you want to send patients and potential patients about your hospital and your healthcare professionals? Do you want your web visitors to see your organization as compassionate, patient-focused, available? How about innovative? By using your website to reflect your hospital’s branding and personality, you make it easier for patients and potential patients to connect with your organization on a more personal level.
Patients today also want to be digitally connected, meaning they want easy online access to their patient information. You can give your patients this access through a Patient Portal where they can schedule appointments, access their medical records, view their billing information, and more.
For more information about how to better engage your patients, read our online reviews guide for healthcare providers.
About the Author
Christine Brello is Vice President of Client Marketing for Healthcare at Scorpion. In her role, she provides leadership and support for Scorpion’s healthcare team, helping to ensure that clients receive the best results from their digital marketing campaigns. Christine has over 15 years of experience working in marketing and advertising, primarily in the healthcare and medical sectors. Her past experience working directly for hospitals and healthcare organizations serves as an extremely valuable asset to Scorpion’s healthcare clients.
Christine has a B.A. in interpersonal communications from Bowling Green State University. Her hobbies include traveling, painting, and doing anything that has to do with animals. She is passionate about animal rescue and is a die-hard Peyton Manning fan.