The ‘digital front door’ is increasingly important for healthcare consumers as they shop for and access care, according to a recent Kyruus report.
That virtual entryway encompasses the ways consumers seek, select and schedule healthcare services — whether through mobile apps, virtual assistants or websites.
The main takeaway from the report, which surveyed some 1,000 people, is that healthcare consumers are using a variety of digital touchpoints as they seek care.
More than 60% of consumers research care options online, and among that population, 80% report consulting several online resources during that process.
Consumers sought out the websites of healthcare organizations most, but general internet searches — such as via Google — came second, next to health plan websites.
Unsurprisingly, more and more patients are booking appointments digitally and prefer digital self-service options. Ninety percent of respondents have a strong interest in digital self-service for pre-appointment things like check-in and payment. Meanwhile, 65% said they prefer texts, emails and app notifications as communication.
The report also found that consumers focused on factors like cost transparency, quality and convenience when choosing care. Nearly 70% of people said they would be more likely to schedule appointments if there was transparency into the cost.
“Healthcare organizations have significant opportunities to continue enhancing self-service offerings beyond scheduling to meet growing demand for easy, seamless and reliable digital experiences across the entire care journey,” Scott Andrews, general manager of health systems at Kyruus said in a statement.
