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PatientBond Blog:

The Next Level

PatientBond Success Guide for Patient Survey and Online Reputation


Steven Cundick, Director of Customer Success | Posted on October 21, 2020

Doctor conducting survey

PatientBond’s mission is to leverage Healthcare Consumer Insights and Innovative Technology Solutions to help its clients better navigate the rise of consumerism in healthcare and evolving reimbursement models. We help our customers amplify business and clinical results by increasing market share, improving health outcomes, and enhancing the amount and speed of patient payment collections.

One of the most widely used workflows among the dozens we employ to help our customers increase market share is patient surveys. By personalizing SMS/text and email messaging using psychographic insights and patient communication preferences while employing a two-way response, healthcare organizations can gain patient feedback, give this feedback to their providers and staff to improve the patient experience, and promote their online reputation.

PatientBond Survey Options

Consistent with all PatientBond services, the patient survey workflow is highly configurable, and we work with our customers to determine their goals before designing and deploying their solution. Then, monitoring over time, we often suggest tweaks and improvements to maximize performance. No two PatientBond customers have an identical workflow — and this makes it difficult to compare results. However, the goal of this article is to provide a few of the metrics that most of our customers watch and determine which options tend to provide the most success in reaching those goals. From a high-level view, we offer two basic survey delivery options and two basic scales.

‘Survey delivery options’ refers to the way that a patient takes a survey. These are outlined below:

  • Link-style survey. With this survey style, a patient is given a link, which they click to leave feedback. This link is given through a text message or an email. When a patient clicks the link, they are taken to a web form where the survey is completed.
  • SMS-style survey. With the SMS survey, the survey questions are asked directly in the text message channel, and the patient simply responds to the SMS to provide their feedback.
  • At the end of both surveys, an option is generally provided for the patient to leave feedback on one or more social media platforms. Because it is the most used platform among our customers, our analysis focused on Google Review results.

Two basic scales are used by nearly all PatientBond customers:

  • Five Star scale — patients are asked to rate their experience on a scale of 1-5, with 5 being most satisfied.
  • NPS (Net Promoter Score) scale — patients are asked the likelihood that they would refer the clinic location to a friend or family member on a scale of 0-10, with 10 being most likely.

Results By Survey Options

The number of locations that PatientBond’s Urgent Care customers have varies dramatically, from one location to hundreds. This difference in size makes comparison slightly more challenging, due to obvious marketing differences between these types of groups. For this reason, we have created benchmark groupings that lump customers together by size, in addition to the delivery and scale options outlined above. Data from our six resulting benchmark groups are noted below.

Group descriptions:

  • Group 1: PatientBond customers who use the Link-style survey, the Five Star scale, and have greater than five locations
  • Group 2: Same as Group 1, but with five or fewer locations
  • Group 3: PatientBond customers who use the SMS-style survey, the Five Star scale, and have greater than five locations
  • Group 4: Same as Group 3, but with five or fewer locations
  • Group 5: PatientBond customers who use the SMS-style survey, the NPS scale, and have greater than five locations
  • Group 6: Same as Group 5, but with five or fewer locations

Group

Customers in Group

Survey Completion %

Google Conversion %[1]

Google Rating

Monthly Google Reviews per clinic

1

3

17.4%

9.2%

4.73

27.15

2

3

9.5%

6.3%

4.33

6.00

3

3

26.5%

5.1%

4.34

15.29

4

8

33.7%

3.2%

4.65

13.34

5

5

24.2%

2.9%

4.48

10.28

6

7

28.2%

2.9%

4.55

7.45

Overall Averages

25.8%

4.2%

4.54

12.26

[1] Google conversion percentage is calculated by dividing the number of 4- and 5-star reviews by the number of completed Surveys — these are the people who convert from completing a survey to then leaving a Google review

Noteworthy findings:

  • SMS-style survey dramatically out-performs link-style survey in completion percentage (average 29.0% to 13.5%), but link-style tends to beat out SMS-style for Google reviews (average 16.58 to 11.14).
  • There is no significant difference between 5-star and NPS survey for completion percentage. However, 5-star out-paces SMS for Google reviews per clinic (average 14.83 to 8.63).
  • Larger chain Urgent Care groups achieve more Google reviews per clinic than smaller groups, regardless of survey type and scale.
  • The highest reviews per clinic is achieved by Group 1, but the lowest is Group 2 — the only difference being the number of clinics.

Results by Geography

An additional component that seems to impact the willingness of patients to both complete a survey and leave a review is geography. The same data are broken down below based on five geographic areas.

Group

Description

Customers in Group

Survey Completion %

Google Conversion %

Google Rating

Monthly Google Reviews per clinic

1

West

5

23.62%

2.7%

4.54

7.65

2

Midwest

9

24.83%

4.6%

4.54

11.41

3

Southwest

3

16.44%

6.3%

4.43

8.73

4

Southeast

7

30.15%

4.4%

4.58

19.16

5

Northeast

7

28.74%

2.5%

4.36

11.92

Noteworthy findings:

  • Southeast has the highest performance in all categories.
  • Northeast patients are more willing to complete a survey but are not as willing to go on to leave a Google review. Midwest patients, on the other hand, are less likely to complete a survey but are more willing to go on to Google.
  • The Northeast seems to be the hardest to please — they have the lowest Google ratings.
  • The West and Southwest achieve significantly lower Google reviews per clinic each month.

Survey Value

The following links provide additional readings on the value of online reviews:

Boosting Patient Loyalty & Improving Online Reviews at Urgent Care Centers

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Topics: Psychographic Segmentation, Patient Experience, patient loyalty, psychographics, online reviews, increase market share, psychographic insights, google reviews, online reputation, patient surveys, patient feedback, urgent care reviews, urgent care surveys

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