5 Ways to Expand Digital Access While Maintaining Your Brand Experience: Insights from Banner Health
Kyruus had the pleasure of hosting Chris Pace, Senior Director of Digital Marketing at Banner Health, along with our Vice President of Marketing, Emma Smith, for a webinar titled “Turning Insights Into Differentiation: How Banner Health Transformed Its Digital Access Strategy.” The two discussed what today’s consumers expect from their healthcare experiences, including information to be readily available where they search, streamlined booking experiences–online and over the phone–and better access to quick, convenient care options, and how health systems can respond.
For Banner, listening to these needs and taking a customer-informed approach to revamping their digital presence was critical to differentiating their brand successfully. Here are a few other learning from Chris’ discussion to keep in mind as your organization looks to expand digital access in 2020:
- Even in healthcare, brand is king. Trustworthiness, competence, and likability can be determined in 100 milliseconds, meaning consumers form opinions quicker than the blink of an eye. When customers don’t feel appreciated⎯whether they are treated rudely or cannot schedule an appointment easily⎯they stop feeling loyal to a brand. In fact, 32% of consumers would walk away from a beloved brand over single bad experience!
- It all starts with mission statement: “making healthcare easier so life can be better.” Activating a digital front door isn’t easy for the brand or the consumer. Most consumers expect a seamless experience across all channels. To unravel it, start by unpacking the patient journey. Banner has centralized the customer’s health records, communication history, and search terms to deliver to consumers the care they want, when they want it.
- Remember that the customer is right, front, and center. In order to create and execute a digital transformation, you must be customer obsessed! However, more than that, you need to ensure your customer experience lives up to and aligns with your brand promise to establish trustworthiness and generate loyalty. To deliver upon their mission of making healthcare easier, Banner built a multifaceted initiative that sought to create the cohesive, branded interactions today’s healthcare consumers desire.
- Meet the customer where they are. When asked how they found their provider, 51% of consumers said on the internet.1 Knowing this, Banner uses Google AI to connect the consumer to the appropriate Banner resource, quickly offering the most relevant Banner doctors and ratings, locations, and services. From there, they give consumers the option to call or click to schedule a visit. By meeting consumers where they search for care, Banner has been able to not only engage consumers more effectively, but also improve website traffic and their NPS (Net Promoter Score).
- Health systems cannot improve unless they know what the customers’ pain points are. A recent healthcare report conducted by Kyruus found that 83% of healthcare consumers believe that the health system’s reputation is extremely or very important when selecting a provider. In addition to conducting surveys to collect feedback, Banner has encouraged its customers to talk about them online (e.g. in reviews). Since doing this, star ratings for Banner have increased almost a full star.
Hear more insights from Chris about how Banner Health has implemented their digital front door, including how Banner increased website traffic by 136% YTD in 2019 vs. 2018. Access the recording here.
1 Kyruus. 2019 Patient Access Journey Report, 2019.