Improving online reputation and the patient journey with better digital experiences

In today’s healthcare landscape, patient experience extends far beyond the walls of clinics and hospitals. It begins in the digital realm, during those critical online interactions, such as scheduling an appointment or searching for a provider or service, where public perception can influence decision-making.

Recognizing the importance of these digital touchpoints, Community Health Network partnered with Qualtrics to elevate their online presence and improve patient experiences by leveraging Qualtrics’ Online Reputation Management (ORM) and Digital Intercept tool. This partnership has allowed Community Health Network to gather and act on patient feedback in real-time, creating meaningful improvements in their services and reputation.

Online reputation management: Turning patient feedback into consumer reviews

Community Health Network integrated Qualtrics’ Experience Transparency and Google Reviews platform into their existing patient experience surveys. This seamless integration allowed patient feedback from surveys to be automatically reflected in their Google star ratings, providing a more consumer-centric experience for patients who wanted to leave a public review and for prospective patients researching healthcare providers.

One of the standout features is the ability to publicly and efficiently close the feedback loop. Community Health Network utilized this functionality to swiftly resolve patient concerns while visibly demonstrating their commitment to patient satisfaction. Powered by Qualtrics AI, response suggestions enabled their frontline team to quickly address reviews with emotionally attuned, personalized interactions. This proactive engagement not only boosted customer happiness but also freed up valuable time for the care team to focus on deeper relationship-building with patients.

Impressive results in just a few months

Since going live with Qualtrics Experience Transparency/ORM in June, Community Health Network has seen remarkable results. In comparison to the previous year, their number of Google reviews increased by 238%, with over 1,959 reviews submitted between June and mid-September 2024, compared to just 580 throughout all of 2023. Additionally, their star rating saw a significant jump, improving by 1.26 stars to reach an average of 4.21 stars—an overall increase of 43%. These impressive results highlight the power of listening to patients and acting on feedback in real-time, fostering a more trustworthy and responsive online presence.

“By using Qualtrics, we’ve been able to take a deeper dive into the patient experience, understanding where we succeed and, more importantly, where we can improve,” said Patrick McGill, MD, MBA, FAAFP, Executive Vice President and Chief Transformation Officer at Community Health Network. “This partnership has allowed us to close the loop with our patients in real-time, which is essential to building trust and delivering the kind of care our communities deserve.”

Digital intercepts: Capturing moments that matter

While improving their online reputation was a key focus, Community Health Network also needed to understand the entire patient journey—especially during critical moments like appointment scheduling. Historically, they had surveyed only "winners"—patients who successfully scheduled and completed appointments. However, they lacked insights into the experiences of "non-winners," those who abandoned the process or never completed an appointment.

With Qualtrics Digital Intercepts, Community Health Network can now capture real-time feedback during crucial interactions, such as when patients are navigating the online scheduling process. These intercepts provide valuable insights into why patients abandon or opt out of making appointments, helping Community Health Network connect directly with consumers and identify frustrations or roadblocks that might otherwise go unnoticed.

Driving a better patient experience through digital intercepts

Thanks to insights gathered from digital intercepts, Community Health Network has been able to identify specific pain points in their scheduling platform that were previously overlooked. Some examples include:

• Vaccine availability confusion: Patients seeking COVID-19 and flu vaccines reported that appointments were not available until mid-October, leading to scheduling abandonment.
• Duplicate booking issues: Some patients noted that they didn’t receive a confirmation after booking an appointment, leading them to rebook unnecessarily.
• Limited future appointment availability: One patient reported that they couldn’t schedule an appointment beyond August 2nd when they wanted to book for the 3rd or 4th of August, resulting in a missed opportunity.
• Location concerns: Some patients expressed a need for offices closer to home, highlighting potential gaps in geographic accessibility for certain communities.

Armed with these insights, Community Health Network has addressed many of these issues, improving the patient experience across the board. For example, they've extended appointment availability, enhanced confirmation communications, and are exploring opportunities to expand geographic accessibility. These efforts have helped reduce scheduling abandonment, improve the overall patient experience, and boost appointment completion rates.

A holistic approach to online reputation and patient experience management

Community Health Network’s partnership with Qualtrics has transformed how they manage both their online reputation and the full patient journey. By integrating AI-driven insights and automating key processes, they've not only enhanced their online presence but have also deepened our relationships with patients, creating a more loyal and engaged community.

From leveraging real-time feedback during critical scheduling moments to improving their Google reviews and star ratings, Community Health Network’s journey with Qualtrics demonstrates the power of digital tools in modern healthcare. With a comprehensive understanding of both "winners" and "non-winners," they've built a system that prioritizes patient satisfaction and creates a more seamless, consumer-friendly healthcare experience.