This document discusses the importance of the healthcare consumer experience and provides data to support investing in consumer engagement technology and strategy. Some key points made include: - Only 49% of healthcare consumers are currently satisfied with their overall consumer experience. - 70% of marketers fail to deliver the business results CEOs expect from digital marketing and customer experience management. - CRMs have shown an $8.71 return for every $1 invested and personas increase lead generation effectiveness 2-5x. - Most consumers are doing online research and reviews impact trust, so organizations need strategies for social media, search, and online reputation management.

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BY THE NUMBERS
The Importance of the Healthcare
Consumer Experience

2. The transformation of consumer engagement in healthcare is upon
us. While a majority of consumers continue to experience healthcare as
an outlier of inconvenience, condescension, and inefficiency relative to
other industries, important advancements have been made in some key
functional areas, such as in virtual care, medical shopping, mobile
health monitoring, and personal access and control of healthcare data.
For healthcare organizations, the question is no longer whether these
changes in consumer engagement will affect their business, but what
their response will be.
GARTNER, HYPE CYCLE FOR CONSUMER
ENGAGEMENT WITH HEALTHCARE AND WELLNESS, 2016
“
“

3. So how do you build a business case
for healthcare consumer engagement
technology and strategy services?

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Let’s look at the numbers...

5. SOURCE
Every customer experience failure costs an average
65% revenue
loss.

6. of healthcare consumers
are currently satisfied
with their overall
consumer experience.49%
SOURCE

7. Customers are just as
likely to switch providers
as they are hotels.
SOURCESOURCE

8. CEOs feel 2 of their 3
most immediate technical
needs are better capability
in digital marketing and
customer experience
management.
SOURCE

9. SOURCE
of marketers fail to
deliver the business
results CEOs expect.70%

10. 85% of CMOs say data spread
across disparate sources
prevents cross-channel
consistency.
SOURCESOURCESOURCE

11. SOURCE
STACY PALMER, SENIOR VICE PRESIDENT AT THE BERYL INSTITUTE
Technology is bringing about a fundamental shift in the way in
which we think about experience overall — whether through virtual
visits and telemedicine, access to records, text message reminders,
video discharge, etc.
“ “
So what should you focus on to help
improve consumer experience?

12. CRMs have shown to
deliver an $8.71 return on
every $1 of investment.
SOURCESOURCE

13. SOURCE
SOURCE
Do you have a CMS that’s designed
to build conversion engines?
Websites that use
personas to focus lead
generation efforts are
2-5xmore effective.
of marketers say half or
more of their budget is
allocated to lead
generation.
53%

14. SOURCE
of healthcare organizations now employ Consumer
Experience Officers (CXOs), up from 22% in 2013.
58%

15. Are you putting effort into meeting
your healthcare consumers where
they are online?

16. SOURCE
SOURCE
Consumers spend an
average of 50 minutes
a day on Facebook.
Do you have a targeted
social strategy?

17. SOURCESOURCE
Are your paid and organic
search efforts coordinated?
77% of patients use a search engine
before scheduling an appointment.
& The top 5-10 listings in any
search earn 90% of the clicks.

18. Do you have a strategy for monitoring and improving
your organization’s and providers’ reputations online?
of patients use online reviews to
evaluate physicians.
of consumers trust online reviews as
much as personal recommendations.
SOURCESOURCE
84%
80%
&

19. More than 7 out of 10 patients report they
lose trust in healthcare brands that present
incorrect information.
Do you have the manpower to continually claim
and cleanse your directory listings?
SOURCE
!?

20. What about other
consumer touchpoints?

21. 100%
of focus group participants said they were
unlikely to use a patient portal unless the
information and features were easily
accessible via their mobile device.
IH DATA

22. of survey respondents
strongly believe doctors
should encourage
patients to research
and ask questions about
their treatment.
feel doctors should
explain treatment costs
to them before decisions
are made.
SOURCE
34%
58%
&

23. More than 60% of tech users
say utilizing health technologies
has had a significant impact on
their behavior.
SOURCE

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Need more help getting your
organization on board with consumer
experience technology and services?
REQUEST A FREE HEALTHCARE
MARKETING ASSESSMENT