How do U.S. patients choose a hospital?
This is another question we keep getting in the e-mails we receive from our readers. People would like to know, how do the other Americans select the hospital for themselves. We have conducted our own research and will gladly share the results with you!
Let us start with the fact, that the competition in the medical sphere is very stiff in the United States. Based on the information provided by the National Library of Medicine National Institutes of Health, 75% of the US hospitals have got a competitor within 15 miles. As a result, the hospitals and their personnel have to work hard to differentiate from one another. Now, let us see, what people say.
- The very first factor the majority of US patients care about is what their health insurance allows. However, this factor is not under control of hospital marketing, so cannot be controlled by them.
- The next thing people consider when selecting their hospital is the word of mouth and patient experience. Based on the study published by the Center for Studying Health System Change, U.S. patients choose a hospital or a new doctor based on the reviews of the other patients and a word of mouth. Being specific, 50% rely on the information they learn from their friends and family. 20% look for the reviews in social media and certain other platforms. Besides, 3 out of 5 respondents noted, that social media has affected their choice.
- Here goes reputation and brand of the hospital and/or doctors who work there. According to the info provided by the National Research Corporation, 9 out of 10 U.S. patients note, that reputation is an important factor when they select a hospital. After all, everyone, who is involved in marketing knows, that branding is one of the vital investments any firm can make. Almost everyone checks out the website of the hospital and checks social media of the hospital to get better understanding of the organization.
- Next goes the accessibility and location of the hospital. The research, conducted by the American Hospital Quality Report back in 2014 showed, that the location matters more than the quality factor. This way, 58% of respondents replied, that they are likely to choose a healthcare organization or hospital based on the location, rather than on the health benefits for the patients (30%).