The Consumer Loyalty Framework

Patient satisfaction doesn't reduce barriers to return

Research has demonstrated a link between patient satisfaction and health care quality, but the link between satisfaction and loyalty is weak. The International Journal of Health Care Quality Assurance's recent study found that a one-half point increase in satisfaction on a five-point Likert scale lead to only a 1.2% increase in patient loyalty.

The same factors that could prevent a patient from seeking care at another organization—needing to research which providers offer which services, locate an office, or schedule an appointment—can apply to your organization as well. So while a good patient experience can give your hospital an advantage, it won't make returning any easier and ultimately won't move the dial on patient loyalty.

To reduce these barriers and ensure satisfied patients return, providers must account for three prerequisites to patient loyalty: patients must know to seek a given service, want to get care, and think to return to you. The loyalty framework outlined below focuses on these three keys to winning loyalty and growing share of patient wallet.