Сan clinics and hospitals afford to have standard websites that many other types of organizations successfully run? Let’s take a close look – from a Business Analyst’s perspective – at the four pillars of a good medical web portal: Doctors, Services, Patient Info, Blog and, the last but not the least, Contacts.
The viewpoint of the expert merits attention, for a Business Analyst is a person who accumulates the UX of both business sides, i.e. end-users and internal users. So, this article is focused on the Contacts module for a reason, albeit it is the last module in the workflow chain, but a most important one, as the expert claims.
Website Feedback / Contacts
A common misconception of medical organizations alleges that the Contacts module is a simple form for reaching out to an administrator with a query. But BAs know that medical web portal users are particularly sensitive to contact options, and they need something more than just a mean of messaging.
Thus, it is wise to make the Contacts module a part of a CRM system, which in turn enables the following functionality beyond simple message-sending:
- Automated registration of personal accounts
- Generation of support tickets and email notifications
- Monitoring ticket status
- Integration with the appointment system
An ideal model of contact workflow implies certain user capabilities including the following:
- See who accepted a request and when
- Monitor the status of a request and the validity of an appointment
- Change the content of an issue
- Ask for further information
- Get payment information
How is that going to pay off?
Our practice shows that commercial medical institutions take the vested interest in improving lead conversion rate and receiving more consumers. The truth is that medicine is business, and no digital marketing strategies are alien to it. But there are some business aspects unique to the healthcare industry.
Firstly, as analysts claim, there are patients who feel embarrassed to call the clinic and make an appointment with a specialist regarding an intimate medical problem. An electronic appointment system is a solution to this issue. But to make it work, the Contacts module should be integrated into a clinic’s CRM system to react to making a new appointment with real-time feedback.
Secondly, many healthcare organizations profit from medical tourism. In this regard, web portals play a significant role as they allow clients to stay abroad and get information remotely in their mother tongue. The Contact module should take into account all the specifics and facilitate communication between medical staff and international clients.
Thirdly, the management of medical facilities is well aware that medical staff working hours are expensive. They face a challenge in finding the ways to cut on budget expenses and, at the same time, ensuring that patients will communicate with qualified medical personnel.
The answer is the adoption of a professional medical CRM integrated with a contact form of a medical web portal. This system helps spread the workload evenly across all the staff, reduce the number of calls and simplify medical data entry processes, as clients conduct a part of data entering activities by themselves.
Fourthly, the Contacts module should comply with numerous requirements. Clients enter their personal and financial information that is expected to be gathered and processed in the most secure way. The developers of medical healthcare systems in cooperation with healthcare providers should take all measures to protect patient personal data and ensure secure payment processes. Well-functioning medical web portals assist in building trust and loyalty with customers, which was discussed in a recent article.
As you can see, it is a bad idea for medical institutions to use common Contacts modules. What is more to the point, is the option of creating a professional Custom healthcare information system that enables smooth feedback and allows medical institutions to maintain communication with clients through various contact options.
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