If a patient leaves a positive comment about admission or registration, they are 46 times more likely to be a promoter for a health care brand. (Image: Shutterstock)
It's the age of consumerism and with it, the increased demand for speed, convenience and ease – and it's no different for the health care sector, according to NRC Health's 2020 Healthcare Consumer Trends Report.
"For health care's leaders, of course, this is no surprise," the authors write. "In fact, an overwhelming majority of them agree that health care organizations can learn a lot about engagement from other consumer-facing industries. But it remains a challenge to move from this kind of broad strategic insight to the specific tactics that will make it meaningful."
NRC compiled results from a number of sources, including its own database of more than two million patient feedback comments, as well consumer data from Market Insights' database. One top line preference: 62 percent of consumers are open to digital channels of care delivery, if it means more expedient access to care, and a third of patients gave feedback that they would prefer to book their own appointments online.
The younger set particularly expects this: 69 percent of millennial and Gen Z consumers are likely to choose providers based on the availability of digital services, and 61 percent of them are willing to switch providers over a subpar digital experience.
"Developing such capabilities is clearly in health systems' best interest," the authors write. "Streamlining access will not only improve an organization's ability to attract new consumers — NRC Health's research has found it will also prove an increasingly vital component of consumer retention."
It's also important to make sure the in-person experience is streamlined as well, according to the report. For example, if a patient leaves a positive comment about admission or registration, they are 46 times more likely to be a promoter for a health care brand, compared to similar patients who leave negative comments about these features.
Similarly, consumers with positive comments about wait times are 20 times more likely to be promoters than patients who leave negative comments about wait times.
"These indications show that, for health systems looking to maximize both immediate and long-term appeal to consumers, alleviating points of friction within the process may be one of the most important tactics to pursue," the authors write.
It's also critical to make invoices transparent and understandable – and of course, as affordable as possible.
"Billing-related issues remain a consistent source of frustration for consumers," the authors write. "Enduring customer loyalty will, in large part, depend on health care organizations' efforts to resolve them. The closer health care encounters come to frictionless experiences, the better patient perceptions will be."
The discharge process could also be improved, according to both patient and consumer comments.
The majority of patient comments, across all age groups, express dissatisfaction with what happens when patients leave an organization. Millennial and Gen Z consumers appear to feel this dissatisfaction most acutely, with 70 percent of their discharge-related comments being negative. They would prefer more "high-touch" service interactions: 65 percent of the younger set are eager to accept daily check-ins from their providers, and 70 percent of them are likely to prefer providers who can follow up with them via text message.
For all generations, 74.8 percent of consumers expect a follow-up within two days of a service problem. After just one week, 66.29 percent of consumers say that unaddressed service issues are "irreparable."
"Consumers' expectations are rising at a pace that nearly outstrips providers' ability to satisfy them," the authors write. "Daunting as these challenges can seem, they also represent opportunities — and forward-thinking organizations may yet learn how to seize them. Early adopters of a consumer-driven model of care will be well-rewarded by their differentiated position in the marketplace."
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Katie Kuehner-Hebert
Katie Kuehner-Hebert is a freelance writer based in Running Springs, Calif. She has more than three decades of journalism experience, with particular expertise in employee benefits and other human resource topics.
