Banner Health is the largest healthcare provider in Arizona, with significant operations in Colorado and California.
Overhauling the way that their patients interacted with their digital presence was part of a massive “Patient Experience Excellence” initiative.
Although patients reported excellent and even glowing reports of
interactions with staff in-person, the digital presence had a lot of room
On website popup surveys, customers were reporting low satisfaction with the web experience.
Customer support agents were spending most of their time helping patients find a healthcare provider and pay their bills because they couldn’t do that successfully online. Those options were on the website, they were just very confusing. The result was frustrated patients, and too much money being spent on customer support.
Were they spending money in the right places for their content? The website has a huge amount of content, but was it really serving their community most effectively? Was anyone reading all that content?
Complete Voice of Customer 360 assessment which included:
Patient interviews to understand the patient
journey and how digital services can improve it.
Customer Journey Mapping and Workshops to
align executive team on priorities.
Card sorting to determine information
Google Analytics analysis to understand how
the website was performing, and to define
Social Media analysis to identify engagement
Reduced customer support
Improved revenue and cash flow
Long term digital strategy roadmap
Redesigning key tasks to conform to what people were trying
to do, rather than to the constraints of 3rd party tools, meant
more site visitors were successful. That translated into lower
More people were able to pay their bills more quickly, increasing
the bottom line.
In 2017, a digital strategy needs to be more than a website and
a Twitter account. Customer journey research revealed many
opportunities for improving the patient experience at key
Improves website usability boosted the results on web
satisfaction surveys. Content was more relevant wo patient needs
so they were coming to appointments better prepared, which
translated into fewer frustrated and stressed patients.