Consumer insights solutions provide health systems with the ability to leverage solicited feedback and indirect information about the comprehensive consumer healthcare journey (clinical & non-clinical) from live interactions (in-person and digital) & self-directed transactions.
Consumer insights solutions
Market insights | The ability to leverage industry-level trends and data about consumer needs and expectations within a target market to inform competitive positioning, suite of offerings, marketing strategies, and focus areas. Example companies: Advisory Board, AlphaSense, Quantilope, WBA Research, Definitive Healthcare |
Experience insights | The ability to leverage solicited feedback and indirect information about the comprehensive consumer healthcare journey to understand consumer behaviors and inform opportunities for improving the patient experience within the organization. Example companies: PEP Health, Feedtrail, NICE Satmetrix, Authenticx |
Brand insights | The ability to leverage reported data about perceptions of the health system brand within local and broader markets, to inform brand positioning & strategy, opportunities for growth or improvement. Example companies: Awario, Quantilope |
Comprehensive consumer insights | The ability to integrate market, brand, and experience insights into a unified platform that provides a holistic understanding of the consumer across all touchpoints and enables coordinated strategic action. Example companies: The Harris Poll, InMoment, Radius, Qualtrics, Fuel Cycle, Press Ganey, BRAND24 |
The case for digital in consumer insights
Consumer expectations have drastically evolved, yet healthcare’s ability to understand and meet these expectations has lagged behind other industries. The gap between what patients expect and what healthcare organizations deliver continues to widen, with traditional healthcare feedback mechanisms failing to capture the comprehensive voice of the consumer. While sectors like retail and hospitality have transformed how they gather and act on customer insights in real-time, healthcare has remained largely reliant on limited, outdated feedback methods that provide only retrospective views and miss crucial aspects of the consumer experience as they occur. Digital consumer experience insights solutions have emerged as transformative technologies that close this gap, offering not just better feedback collection but a pathway to improved loyalty, operational efficiency, and market differentiation in an increasingly competitive healthcare landscape.
Elevate consumer loyalty and reduce attrition
Consumer loyalty represents a significant challenge to healthcare organizations’ financial health and care continuity. Studies show that 44% of Generation X, 42% of Millennials, and 20% of Boomers are likely to switch primary care physicians in the next three years, which can result in substantial financial impacts on health systems when they lose patients to out-of-network providers.1 Digital consumer experience insights solutions transform this dynamic by providing comprehensive visibility into what drives loyalty and attrition. Organizations leveraging these solutions have significantly improved consumer retention rates, especially as healthcare consumers increasingly expect experiences matching the caliber of other industries like retail and hospitality.
Streamline operational efficiency and reduce waste
Healthcare facilities face significant administrative burdens responding to poor consumer experiences. Daily, 25% of healthcare customers are caught in an “eddy effect”—a cycle where the customer gets stuck being sent from one service representative to another without resolution.2 This operational inefficiency translates directly to financial waste, with healthcare organizations spending an average of $3.8M each year and $323K each month on staff time and resources devoted to resolving these disruptions.3 Consumer experience insights solutions identify these inefficiencies and routes them to the appropriate stakeholders for actions. By pinpointing the exact touchpoints where consumers struggle most frequently, organizations can implement targeted improvements rather than system-wide changes. The downstream effects of this are substantial—reduced call volumes, shorter wait times, more efficient staffing, and significant operational cost savings that can be redirected to patient care initiatives.
Differentiate in competitive markets
In increasingly competitive healthcare markets, understanding and acting on consumer insights can be a key differentiator. With non-traditional competitors entering healthcare and offering superior digital experiences, established providers risk losing market share if they don’t understand evolving consumer expectations. Consumer experience insights solutions provide the data needed to identify specific areas for competitive advantage. Hospitals with patient satisfaction scores falling substantially below retail healthcare competitors can use these insights to identify and address the most impactful experience gaps.4 Companies that can increase loyalty by just 7%, can increase customer lifetime value by 85%.5 By implementing comprehensive consumer experience insights solutions, healthcare organizations can transform their understanding of consumer needs from fragmented to holistic, their approach from reactive to proactive, and their market position from undifferentiated to distinctly consumer-centric—delivering better experiences, improved operational efficiency, and stronger competitive advantage.
Sources
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- https://cdn2.hubspot.net/hubfs/2332687/whitepapers/wp-patient-provider-study-6-19-2017.pdf?__hstc=96052675.2da3104ce493beb4e4126d68191e08f6.1660665584243.1660665584243.1660665584243.1&__hssc=96052675.1.1660665584243&__hsfp=324703831&hsCtaTracking=cfe58f88-54ba-45cd-8daf-b6d6fd564af0%7C35dc3b16-5d38-4866-88b7-bcc8ce1a68d4
- https://authenticx.com/resources/the-complete-eddy-effect-guide/
- https://authenticx.com/resources/the-complete-eddy-effect-guide/
- https://theacsi.org/news-and-resources/press-releases/2021/10/19/press-release-insurance-and-health-care-2020-2021/#:~:text=Following%20substantial%20falls%20over%20the,low%20ACSI%20score%20of%2073., https://blog.hubspot.com/service/customer-satisfaction-levels-by-industry
- https://www.ey.com/en_us/cmo/accelerate-loyalty-through-trust-technology-and-data
