Press Ganey today released its white paper, Consumerism: The Role of Patient Experience in Brand Management and Patient Acquisition. Analyses of proprietary research from health care consumer decision makers finds that patient experience is a key predictor of brand loyalty and is more influential than traditional marketing strategies for managing brand perceptions. The report provides experience-based consumerism strategies that enable alignment of patient acquisition and retention around the mission of delivering safe, high-quality, patient-centered care across the enterprise. These findings also provide powerful insights that further engage physicians and nurses in consumer-driven initiatives that ultimately build long-term patient relationships.
Attracting and retaining health care consumers is a top-level priority for health care systems and their leadership teams, said Chrissy Daniels, consulting partner, Press Ganey. The research outlined in this paper demonstrates that the most effective way to influence patient loyalty is through the care experience. By gaining a deep understanding of what drives patient experience, systems can align the mission of delivering safe, high-quality, patient-centered care with the business of acquiring and retaining patients.
Selected key findings in the report include:
- Patient experience is five times more likely to influence brand loyalty than other marketing strategies.
- The majority of consumers research a physician on the Internet, even after receiving a referral from a primary care provider.
- Consumers specifically seek out and are influenced by patient ratings and reviews.
These behaviors and additional findings in the report indicate that health systems must integrate patient experience performance with their acquisition and loyalty plans to optimize brand perception. Given the interdependencies between patient experience and other key performance domains such as safety, quality, workforce engagement, and financial outcomes, this approach represents an important component in the transformational journey of any health care organization.
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A copy of Consumerism: The Role of Patient Experience in Brand Management and Patient Acquisition is available for download.
About Press Ganey Press Ganey pioneered the health care performance improvement movement more than 30 years ago. Today, Press Ganey offers an integrated suite of solutions that enable enterprise transformation across the patient journey. Delivered through a cutting-edge digital platform built on a foundation of data security, Press Ganey solutions address safety, clinical excellence, patient experience and workforce engagement. The company works with more than 33,000 health care facilities in its mission to reduce patient suffering and enhance caregiver resilience to improve the overall safety, quality and experience of care.
Jon Siegal, 781-684-0770