Dynamic Surveying Capabilities Paint a Detailed Consumer Picture

Added on Oct 8, 2020

Dynamic Surveying Capabilities Paint a Detailed Consumer Picture
By Diana Mahoney

One of the many lessons health care leaders can take away from the COVID-19 pandemic is the critical role that patient experience surveying plays in helping organizations adapt to the shifting consumer landscape. Asking the right questions in the right way and at the right time in each patient’s journey provides leaders with the insight needed to design care that consistently exceeds consumers’ expectations.

At all times, and especially during crisis situations, patient needs, expectations, and perceptions are influenced by multiple factors above and beyond the specifics of the care encounter itself. During COVID, for example, heightened sensitivity to infection risk has increased patient scrutiny of environmental cleanliness and hygiene practices of providers and influenced overall perceptions of care quality. Patient-specific variables such as age, race, ethnicity, and medical condition also have an impact on perceptions of care. Health systems must design and deliver care that accommodates these differential needs and perceptions in order to build consumer confidence and brand loyalty and improve outcomes. Dynamic surveying capabilities can streamline and enhance this process.

The ability to dynamically tailor surveys based on individual attributes and add custom questions that reflect patient- or situation-specific considerations increases the yield of trusted, relevant insights from survey responses. It also addresses common patient experience pain points, including adjusting to the new health care consumerism, turning insights into action, and developing the flexibility to better respond to health care disruption. In the space below, Press Ganey’s Deirdre Mylod, PhD, Executive Director, Institute for Innovation and Senior Vice President, Research & Analytics, and Chrissy Daniels, MS, Chief Experience Officer, discuss how dynamic surveying capabilities can help patient experience leaders and their teams make meaningful progress on all three of these fronts.

Pain Point 1: Patient experience leaders are increasingly tasked with attracting, acquiring, and retaining patients in a competitive and consumer-driven marketplace.

DM: Combining this survey technology with our vast amounts of patient experience data allows organizations to look at very specific demographics or patient populations to understand the unique drivers that attract diverse patients. Based on segmentation analysis, we know the needs of patients differ based on their clinical condition and their demographics. Dynamic surveying allows deeper exploration of the issues that are not meeting patient needs for a particular group.

CD: All patients are consumers first, and the consumer experience extends beyond a discrete episode of care. The goal is to develop long and continuous relationships between consumers and the health system brand, and that can only happen by understanding the entire care journey. New dynamic surveying capabilities allow you to simultaneously capture insights on patients’ initial perceptions of your organization’s brand and “digital front door,” while gaining a deep understanding of each patient’s unique care experience.

Pain Point 2: Patient experience leaders don’t just want more survey data or data that don’t highlight opportunities. They are looking for data that generate actionable insights to drive improvement.

DM: The science behind dynamic surveying facilitates this. Press Ganey’s dynamic surveying capabilities start with the Press Ganey Targeted Survey. Selection criteria based on patients’ encounter details and question randomization allow organizations to insert custom survey items or add items from the dynamic question bank to ultimately deliver more specific insights that can inform improvement strategies and evaluate progress over time.

CD: Health care consumers are flooded with a steady flow of information from various sources, and they are becoming increasingly less tolerant of brands that don’t “know” them or understand their wants and needs. Dynamic surveying is a way to focus on consumers at the individual level and develop a deeper understanding of what they need. It also provides a bird’s-eye view of the market overall. This insight can help leaders assess the value the organization provides to consumers.

Pain Point 3: Patient experience leaders are looking to be more agile in their ability to understand and address emerging consumer needs.

DM: Press Ganey’s dynamic surveying functionality layers custom questions on its validated patient experience survey. This is important because it supports agility without compromising survey rigor. The custom items don’t replace foundational survey items, they extend their reach to capture insights specific to the unique experiences of different patients. The capability also allows for quick course correction if a custom question or set of questions is not returning useful information. Questions can be removed and replaced with others that might lead to deeper or more actionable insights.

CD: Dynamic surveying makes it easier to evolve and customize questions to quickly get relevant data into the hands of people who need it to expedite change. For example, leaders may be looking for insight into patients’ perceptions of a new initiative that has been put in place, or they may want to better understand the impact of specific COVID-related process changes on patients’ care experiences. Dynamic surveying functionality provides this flexibility.

More information on how Press Ganey’s patient experience tools and expertise can help your organization adapt to the evolving health care consumer landscape is available here.