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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
The Impact of Provider Websites on Patient Decision Making
Author(s): Rita A. DiLeo, William F. Miller, Marissa F. Lembo, Alexandra L. Coviello
Citation: Rita A. DiLeo, William F. Miller, Marissa F. Lembo, Alexandra L. Coviello, (2021) "The Impact of Provider Websites on Patient Decision Making," Journal of Marketing Development and Competitiveness, Vol. 15, Iss. 3, pp. 19-25
Aricle Type: Research paper
Publisher: North American Business Press
Abstract:
It is imperative for health care providers to demonstrate performance excellence through a virtual exposure. Currently, providers use various online strategies to capture consumers’ attention, and by analyzing existing approaches, provider specific strategies will be identified that will enhance organizational virtual planning and increase market share. Achieving superiority by leveraging competitive advantage, highlighting recognitions, and eliminating wasteful information is vital from an operational and marketing perspective. By addressing patient questions and concerns through simplified website navigation, providers could ‘tip’ patient decision making in their favor. This research explores the importance and impact of the patient online experience and reveals current flaws on provider webpages.
