A marketer’s role is to understand what their consumers want, what the unique selling proposition of their brand is and how to leverage these elements to the company’s benefit. With an abundance of opposing opinions and different forms of noise blocking accurate communication, there is a lot that businesses can learn from their customers. So, how do businesses receive such feedback? If you guessed surveys, you’re right!
Marketing researchers strive to learn more from their consumers so that they can then base their marketing strategies on these results. In fact, according to Think With Google, “Nearly 90% of marketers, across all types of organizations, agree that understanding user journeys across channels and devices is critical to their success.” Well, like many businesses and industries use customer surveys to guide their decisions, healthcare marketers use patient surveys to do the same. Here are three patient surveys every healthcare professional should look out for:
- HCAHPS — HCAHPS stands for Hospital Consumer Assessment of Healthcare Providers and Systems and it was the first nation-wide, standardized patient survey that measures their perspectives on the care they received. This survey is publicly reported and according to Centers for Medicare and Medicaid Services, “it is administered to a random sample of adult patients across medical conditions between 48 hours and six weeks after discharge”. Because the survey asks patients 29 specific questions based on their hospital stay, healthcare professionals rely on HCAHPS scores for quality rankings, patient feedback and much more.
- Patient Feedback Scores (PFS) — Patient feedback scores are particularly important to healthcare marketers because the rating is composed of every review posted online. The PFS platform brings in Facebook and Instagram comments, and gives the hospital a rating from 0 to 5 based on positive or negative sentiment. In addition, the PFS rating is based off of overall Yelp, Google and Facebook Reviews combined. In addition, the PFS platform gives marketers the number insights in addition to the number of reviews. Insights are derived from specific keywords mentioned in the review. As a marketer, it’s important to understand that we have the ability to influence our PFS score based on what we post across our online social media platforms. For example, posting a patient testimonial video of a first-time mom with her newborn would help garner several positive comments and allow for an increase in PFS insights and reviews.
- Google Reviews — If you’re human (or even if you aren’t), you probably know Google. Nowadays, consumers are going to google for answers, information and recommendations. Although there are several online review platforms, GoogleMyBusiness is a standout site that is used by an abundance of brands. In fact, according to ReviewTrackers.com, “63.6 percent of consumers say they are likely to check online reviews on Google before visiting a business — more than any other review site.” Here is an example of how a 5-star review on Google looks like:
Healthcare is a service many people don’t want to buy, however, it’s a service needed by all. With such a highly competitive market, understanding where you are at an advantage and where you need to improve on is essential to improving your brand image. Hospitals use surveys to measure their performance and to determine how they can improve patient satisfaction. Comment below how you measure consumer satisfaction within your industry!
Did you enjoy this post? Learn more about A/B testing and how it is used in marketing on my last post.