The way patients seek healthcare services is also changing dramatically. Research shows that 77 percent of patients conduct an online search and read reviews before making an appointment with a physician. Hence, most prospective patients’ first impressions of a provider or healthcare organization occur online, before they even set foot inside the facility. If there are significant clinical or operational gaps in the experience, savvy patients are very likely to post a negative review or rating online.

In addition, patients are more willing than ever to switch providers when expectations for the digital experience are not met. Seven percent of patients switch providers due to poor customer service, which can cost a hospital $100M annually. These factors, combined with increasing premiums and higher out-of-pocket costs, have not just elevated patient expectations for intuitive, retail-like experiences, but also increased the stakes if organizations miss the mark.