With patients acting more and more like consumers of healthcare, it is increasingly important for healthcare organizations to appear in the place they look for care information. For many, that journey to finding a new provider or selecting a service starts online. However, with competitors–from other health systems and market disruptors, like Amazon, CVS, and Walgreens–also vying for their attention, competing effectively will require a robust digital strategy. To make sure you attract, engage, and convert patients online, consider these three areas:
Whether it was looking for a repairman or deciding which PCP to book with, the way we shopped for products and services was drastically different 10 years ago. Historically, many of us relied on family members and friends for recommendations and few, if any, comparison tools existed to validate those options. However, as the internet matured rapidly, consumer behavior started to change. We became less focused on brick-in-mortar experiences and more focused on digital ones. And today’s online patient behavior is no different. Patients want to weigh their options and they are looking to health systems to make information about their providers and services easily accessible online. Adapting to this shift and treating patients as savvy consumers will be imperative to maintaining relevance in an evolving–and increasingly competitive–digital landscape.