2009 Trends: Staying On Track with Health Consumers
Trend Predictions
03.05.2009
In:
Healthcare / Life Sciences
Just some of the stats:
- Sixty percent of respondents want online access to their doctors, to medical records, test results and to same-day appointments
- One in four said they would pay more to physicians for such digital amenities
- Forty-six percent say they'd be interested in keeping an online or software computer program personal healthcare record
- Gen X and women are most likely to want online access to medical records and test results
- One in three consumers consult health-related websites and pharmacists
- Gen X and Baby Boomers are the most likely to use health-related sites
- More than one in four has used a health plan website for information on the quality of a physician or hospital
The move toward digital connectivity demands a different mindset for how the healthcare industry perceives and communicates with its customers. And, it offers myriad opportunities for forward-thinking organizations. Here are several points to consider: Use your website as an extension of your customer service or office staff. Make it easy for your customers to do business with you by offering tools like online FAQs, contextual help, forums and online classrooms. If they need to access help, give them choices for how to contact you such as e-mail, phone or chat.
Turn your site into a virtual showroom. Provide interactive ways to help your customers understand your services and your expertise. Help consumers manage their health information with opt-in alerts or reminders via e-mail, RSS, IM and voicemail. And offer online communities where your visitors can share experiences and opinions. Health consumers are a primed and ready audience, so take advantage. But be smart about it. Think first about what your audience is looking for, and then engage with them on their terms, not yours.
