ForeSee Results announced that in a broad benchmark measuring aggregate customer satisfaction with many different kinds of healthcare Web sites, hospital Web sites vastly outperform the Web sites of health insurance companies.On the ForeSee Results benchmark’s 100-point scale, hospital Web sites received an aggregate score of 74 and health insurance Web sites received an aggregate score of 65. For context, average online customer satisfaction across industries is 71.
ForeSee Results’ healthcare benchmark is composed of satisfaction scores for browsers on more than 25 different kinds of healthcare Web sites like Anthem Blue Cross and Blue Shield, Blue Cross Blue Shield of Kansas and Florida, Medline Plus, Memorial Sloan-Kettering Cancer Center, MetLife, Northwest Memorial Hospital, University of Virginia Health Systems, various Web sites associated with the National Institutes of Health, and others.
Perhaps the most dramatic proof that healthcare Web sites can and should be focusing on customer satisfaction in a down economy comes from benchmark statistics about future behaviors. When compared to less satisfied visitors, highly satisfied visitors to a healthcare Web site are:
- 66% more likely to return to the Web site
- 92% more likely to recommend the Web site
- 112% more likely to use the Web site as a primary channel of interaction with the company.
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