In 2020, the pandemic cost hospitals more than $22 billion in lost elective revenue as a result of delayed procedures. While many healthcare providers are busy working through backlogs of elective surgeries and treatments, 39% of patients said they don't plan to reschedule. To better understand this important population we conducted a nationwide survey of 617 recent and prospective patients, which identified some serious holes in providers’ approach to marketing and patient experience. The resulting report includes:
There are significant opportunities for marketers and customer experience leaders to better engage with patients throughout their journey. We’ve identified the most impactful strategies for a variety of healthcare providers including:
of providers are not proactively following up with patients post-op.
While patients reported varying degrees of physical recovery based on type of procedure, overall only 39% were satisfied with the results. Yet it’s the quality of the complete experience – not just the quality of procedural outcome – that principally determines their feelings toward providers. The end really determines their satisfaction. That’s when 74% are telling friends and 33% are posting about their experience on social media. Prospective patients, in turn, are basing their perceptions of providers on this intelligence.
Fifty-nine percent (59%) of patients look for information about their procedure on a provider’s website and yet 44% felt the site didn’t answer their questions. In addition, 56% did not understand all the costs involved, a critical component when more than half are paying out of pocket for elective procedures.
Whether they’re researching procedures or evaluating providers, patients are forming a picture in their minds and setting their own expectations. Providers have an opportunity to take more ownership of and control over setting patient expectations before they interact one-on-one.
"Providers should focus marketing based on people, not procedures, according to a real-life patient journey that’s much longer than the short window immediately before and after a procedure."