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Don't expect patient loyalty, earn it

The digital marketplace has made health consumer engagement more vital.

Overview

Consumer loyalty to healthcare providers is not what it used to be. The realities of the new healthcare market—consumers with high passion for healthcare providers, the rise of digital health disruptors and providers with lagging loyalty metrics—make providers vulnerable to patients switching to competitors. Something must change.

So how can healthcare providers reset the loyalty landscape? They can take a page from competitive consumer industries with experience having to earn their customers’ loyalty. By adopting patient engagement practices from such consumer industries, healthcare providers can respond to this market disruption. What’s more, they can keep the patients they have—and earn new ones.

VIEW THE ARTICLE [PDF]

Video insights

CONSUMERISM AND THE CARE DELIVERY EXPERIENCE

In this short video, hear from Accenture's Linda MacCracken on the importance of making the consumer the center of the care delivery experience.

WHAT IS HEALTHCARE SWITCHING BEHAVIOR?

In this short video, hear from Accenture's Jean-Pierre Stephan on how consumer experience impacts individuals’ likelihood to "switch" or start shopping around for a different provider or insurer.

Key findings

Three healthcare market trends are reshaping consumers’ loyalty to their healthcare providers:

Key imperatives

Rather than being disrupted, healthcare providers can be the disruptors. To do this, they must focus on three key imperatives:

Recommendations

Healthcare providers can take advantage of disruptive forces changing consumer relationships. Those who fail to transform these relationships should prepare for patients to walk out the door—straight to the competition.

The choice is clear. By adopting patient engagement practices from highly competitive industries that have always had to work hard to keep customers loyal, healthcare providers can earn consumers’ loyalty in entirely new ways.

VIEW THE ARTICLE [PDF]


Authors

Jean-Pierre Stephan

Jean-Pierre Stephan
Managing Director of Health CRM Solutions

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Linda MacCracken

Linda MacCracken
Provider CRM Lead

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