Is Your Hospital Website Costing You Revenue?

September 30, 2013
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Today, 8 out of 10 health consumers are visiting hospital websites. But up to 90% end up going somewhere else without making an appointment. Can your hospital afford this?

Public data shows that an increasing number of healthcare consumers have high expectations regarding the presence, timeliness, convenience and access to specialists. On the other side, hospitals are losing valuable revenue by failing to implement convenient usability features to optimize the online experience for an increasingly tech-savvy, internet-oriented patient.

Today, 8 out of 10 health consumers are visiting hospital websites. But up to 90% end up going somewhere else without making an appointment. Can your hospital afford this?

Public data shows that an increasing number of healthcare consumers have high expectations regarding the presence, timeliness, convenience and access to specialists. On the other side, hospitals are losing valuable revenue by failing to implement convenient usability features to optimize the online experience for an increasingly tech-savvy, internet-oriented patient.

Hospitals that have just 10 website visitors a day can lose up to $34,000 of annual patient revenue opportunity per day.

hospital web site

Based on a report by InQuicker

 

Patients are turning to online healthcare access but with poor results

Research from InQuicker found that 83% of consumers are visiting hospital websites before converting into patients, while 70% of Internet consumers routinely abandon brand name retail websites because they cannot find what they need.

A article published in the Journal of Healthcare Management states that hospital websites must be re-engineered to serve a changing audience with heightened expectations. Most hospital websites “read like brochures” by a bad marketing division rather than  facilitating business goals.

medical marketing

Hospital sites, like Cleveland Clinic, highlight appointment access and online chat to prospective consumers.

Adoption of conversion functionality, online scheduling and ER wait times, have show the following ROI ::

  • 200% increase in online patient conversions
  • Boost in patient revenue and profits for providers
  • 25-35% increase in net new commercial care payor mix
  • 90% patient satisfaction for better reimbursements
  • Lower ER readmission, Left Without Being Seen, and length of stay rates
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