Consumers expect transparency and community feedback when making purchasing decisions online. Recent surveys show that 95 percent of participants report consulting customer reviews in making a buying decision online and 82 percent of consumers specifically seek out negative reviews when considering a product. Analytics on OSFHealthCare.org reveal that site visitors overwhelmingly leave the website after accessing the physician directory, making it impossible to track conversion rates online.
Using Binary Fountain as a patient experience management platform, OSF Innovation is unifying the feedback process by aggregating comments, reviews and ratings from online social platforms and health care sites with data collected internally from Press Ganey patient feedback. Binary Fountain gives OSF HealthCare site managers a data-rich look into the experiences patients are sharing across 37 specific categories of care and service and provides patients with curated reviews helpful when making an informed health care decision online. Long-term plans for the platform include automated follow-up communication specific to feedback left by patients.
OSF HealthCare primary care provider offices and site managers have been receiving aggregated Binary Fountain reports since October 2017. As the Binary Fountain platform gathers and catalogs more data, care managers can optimize growth targets in areas like overall patient satisfaction, response time for bad reviews and organic traffic on or with the physician directory. Data from the Binary Fountain dashboard reports 85 percent of feedback received across the Ministry contains a positive rating.
“Binary Fountain gives OSF HealthCare the opportunity to publish the high ratings and reviews of our doctors and providers in an increasingly transparent and data driven marketplace.”
- Kip McCoy, Vice President, Innovation Integration & Partnerships
Binary Fountain gives patients transparent access to care
OSF Innovation partnered with Binary Fountain to unify the patient feedback and response process by curating feedback and providing patients with a superior health care experience through open access to data and community reviews.
The presence of community reviews online builds trust and authenticity with site visitors; studies show that a majority of consumers actively seek out websites offering community feedback when making purchasing decisions. This is especially true for millennials, more than 60 percent of whom look for reviews online. According to the Spiegel Research Center, the conversion and purchase likelihood of a product with five reviews is 270 percent greater than that of a product with no reviews. In fact, the presence of negative reviews actually generates positive credibility with consumers who see a perfect rating as untrustworthy. Drawing from these insights on consumer behavior, OSF Innovation is working to leverage the physician directory in serving patients with information to support their health care decisions.
Patients now have more choices and information available when selecting the best provider for their care. As consumers, patients of OSF HealthCare have come to expect a greater level of interaction and transparency when making purchasing decisions online. Coupled with this, the growth of third-party rating websites and applications like Yelp and Health Grades have created more opportunities than ever to receive both positive and negative feedback regarding all aspects of the patient experience. In recent surveys, 95 percent of participants report consulting customer reviews in making a buying decision online and 82 percent of consumers specifically seek out negative reviews when considering a product. Analytics on OSFHealthCare.org revealed that site visitors overwhelming left the website after accessing the physician directory, making it impossible to track conversion rates online.
Recognizing changing industry needs, OSF HealthCare set the goal of improving the online reputation of our hospitals, clinical providers and educators. A team of digital specialists in OSF Marketing & Communications flagged and executed service recovery on negative reviews posted online. The process was effective in responding to reviews that came directly to OSF HealthCare on a range of social platforms, but this data was segmented from internal patient satisfaction reports and not automatically reported to site managers. Given the vast number of third party sites available for patients to read and post reviews, OSF HealthCare was missing opportunities to gather feedback and manage its reputation in a range of online marketplaces.
Using Binary Fountain as a patient experience management platform, OSF Innovation is working to unify the feedback process by aggregating comments, reviews and ratings from online social platforms (Facebook, Yelp, Google) and health care reviews (Rate MD, Vitals, Health Grades) with data collected internally from Press Ganey patient feedback reports.
“Binary Fountain allows us to monitor and proactively act on the feedback that is already public in online spaces. We can now share positive and constructive insights with our teams and continue to build up the culture of feedback and accountability at OSF HealthCare.”
- Mike Vujovich, Director of Marketing Technology & Multimedia
Binary Fountain goes beyond a simple reputation management dashboard, giving OSF HealthCare a data-rich look into the experiences patients are sharing across 37 specific categories of care and service. Using special natural language processing algorithms, Binary Fountain scans and pulls insights from complex reviews to give much more nuanced feedback on specific areas of care that site managers can choose to focus on.
For example, a patient may leave a review stating, “I had an annual check-up in December and the parking lot was very icy. My doctor is very friendly and always gives me great care. I was disappointed to not receive a prescription for a sinus infection. The front desk staff at this location is always kind and helped me to my room. 4 Stars.” In this example, the overall score given by the patient set an overall positive rating, however contextually, we can see a combination of positive and negative reviews in a range of areas. Binary Fountain automatically breaks down complex comments and calculates specific number values based on the language used in each category. This data is then published in concise, actionable reports sent to site managers on a monthly basis.
Binary Fountain provides OSF HealthCare site managers and physicians comprehensive insights in an automated platform that saves offices the time and manpower of processing individual surveys and manually monitoring dozens of online sites.
Following initial implementation, OSF Innovation plans to expand the opportunities and access available to both patients and providers through Binary Fountain.
OSF HealthCare primary care provider offices and site managers have been receiving aggregated Binary Fountain reports since October 2017. As the Binary Fountain platform gathers and catalogs more data, OSF HealthCare can optimize growth targets in the following areas:
- Overall patient satisfaction
- Closing response time for bad reviews
- Increase of organic traffic to directory and published reviews
- Future opportunities for automated service recovery and platform expansion
According to data reported by Binary, 85 percent of the reviews and data about the Ministry of OSF HealthCare are positive. The partnership between OSF Innovation and Binary Fountain represents a great opportunity to empower patients with better access to the superior care offered at all OSF HealthCare facilities.