Online Reviews and the Patient Experience [Podcast]
Chrissy Daniels of press ganey photo

克丽丝·丹尼尔斯,Press Ganey合伙人

我和我的团队每天都在谈论数字化存在和在线评论对医院和医疗从业者的普遍影响。manbetx备用网当新的研究支持我们的主张时,总是很好的。甘尼出版社多年来在患者经验方面一直处于行业领先地位,他们的最新报告大大增加了讨论的内容。

今天的播客,I spoke with Chrissy Daniels,世卫组织是Press Ganey的合作伙伴,领导他们的医疗实践透明度和消费主义解决方案。The new report from Press Ganey is called "Consumerism: The Role of Patient Experience in Brand Management and Patient Acquisition"你可以在这里下载。

In our podcast,我们更深入地研究病人在网上研究医生的方式的变化。听下面的播客,继续阅读我们的演讲要点。

Patients Look Online—Even With a Doctor Referral

丹尼尔斯说,她很惊讶地发现有多少人正在网上搜索医疗保健提供者。

“三个,四年前,当我们看到其他行业研究告诉我们的,我们会看到65%的病人会在网上研究医生。Particularly researching the patient reviews of others who had seen that doctor,最近的研究表明,在90% of Americans—this was the National Study of Medical Decision Makers—现在正在网上研究医生.In fact,他们更可能在网上调查医生,而不是与朋友或家人交谈。”

So what are the reasons behind the shift?

1。Accessibility of Information

Once,患者必须依靠初级保健医师来了解其他患者在专科护理中的表现。Today,丹尼尔斯指出,对于任何想了解更多信息的人来说,这些信息都更容易获取。

“尤其是,病人对其他病人的经验非常感兴趣,”她说。而现在,这些信息已经变得前所未有了。

2.Patients Feel Empowered

Today,患者感觉更有权找到与其医疗需求相关的信息。除此之外,患者对自己辨别哪些积极和消极的在线评论与他们的研究更相关的能力更有信心。

“我们已经成为倡导群众智慧的专家,去寻找最符合我们需要的数据点和价值点。So it's not that we're so confident in what other patients say in their reviews—we're incredibly confident in our own ability to find the best match for what we're looking for.这是因为我们在几乎每一次购买中都会例行地这么做。”

3.High Value of Healthcare Decisions

I spend time researching smaller purchases like headphones and haircuts.为什么我不花时间去研究像手术一样昂贵和危险的东西呢?

丹尼尔斯回忆起她与一位诊断出癌症的同事的一次谈话,她不得不决定去哪里寻求治疗。"He told me that he said to his wife,我认为除了嫁给你,这是我一生中最重要的决定。与这一决定相关的结果水平和痛苦水平确实提升了消费者的意识。”

4.对医疗保健合作伙伴的需求

患者改变了他们看待医疗保健提供者的方式,丹尼尔斯说。

"At some point,我们得给病人重新命名。因为当我们治疗他们时,他们不再对成为病人感兴趣。They are looking for advisors and partners.And the good news is,这种关系的改变绝不会降低他们对专业知识的价值。”

5.对隐私和社区的渴望

Today,people are not limited to their family and friends to get information about providers.家人和朋友可能没有他们需要的答案,and frankly,有些健康问题是个人问题。在线研究帮助患者保持匿名感。

正如丹尼尔斯所说,“我们可能不想在餐桌上提这个。So we can seek information without disclosing things that we're trying to keep private."

6。随需应变的便利性

Besides,随需应变信息的便利性简直无法匹敌。Patients prefer the instant,随需应变的访问和方便的在线信息和评论与初级保健医师交谈。

病人认为,“我不必打电话。我不必等到我们喝咖啡时再见面。我可以从和我一样的人那里得到信息,关于他们与供应商之间的经验,这确实给他们带来了选择的舒适感和信心。”

The Impact of Online Reviews

丹尼尔斯说,我们了解到,患者比以往任何时候都要花更多的时间来梳理这些评论,并用挑剔的眼光看待它们。此外,她说,他们首先找出负面评论。However,如果前瞻性患者看不到各种各样的反馈,他们就不太可能相信回顾。他说:“这是一个很好的选择。”So they're looking for the negative comments,but interestingly although they read them,他们立即进入评估的评估标准。”

该准则包括以下一系列问题:

  1. What's the worst experience anyone has had in this practice or hospital?
  2. How often does this happen?Is there a pattern?(如果没有,they tend to discount that feedback.)
  3. 我能从这篇关于这个病人价值体系的评论中看出什么吗?Do they value the things I value?

换句话说,if a negative review focused heavily on the interior of the practice building,读者不重视室内设计,they may discount that comment.从那里,未来的病人可以继续做进一步的研究。

不是评级游戏-兼容性测试

We touched on a few more points of online behavior,你可以在我们的播客中听到。但是,我们谈话的一个重要收获是提醒我们,提供者不应该把病人看作是把提供者放进了一个“评分游戏”。

"What I'd encourage them to think of it more as is acompatibility test.这就是病人找到他们可以爱的医生的地方。It makes it easier to be a doctor because patients can pre-dispose to trust and have confidence in you.

But it also makes doctors more successful.It's not the punitive judgemental cycle that so many people expect.这更像是一场爱情比赛。”

斯图尔特·甘道夫
Chief Executive Officer & Creative Director at 万博备用网Healthcare Success
Over the years Stewart has personally marketed and consulted for over 1,457 healthcare clients,ranging from private practices to multi-billion dollar corporations.Additionally,他推销了美国的许多主要公司,包括花旗集团,J.Walter Thompson,Grubb和Ellis,Bally Total Fitness,富国银行和大通曼哈顿银行。Stewart co-founded our company,今天担任首席执行官和创意总监。He is also a frequent author and speaker on the topic of healthcare marketing.His personal accomplishments are supported by a loving wife and two beautiful daughters.

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