Kaiser Permanente’s primary website, kp.org, leads the industry in user experience and customer loyalty, according to the Health Insurance Website Usability and Loyalty Benchmarks survey conducted by Measuring Usability and Op4G. The users of kp.org also were shown to be more effective in generating new customers through word of mouth.
The survey found that 41 percent of Kaiser Permanente respondents made a positive recommendation about the health care provider to a friend or colleague last year. On average, Kaiser Permanente needs around half the number of promoters to generate a new customer compared to competitor websites, making kp.org a powerful tool in not only keeping members, but also attracting new ones.
Nearly 500 people were asked to rate their recent health care website experiences for the 2013 survey, which was analyzed using standard measures including SUPR-Q and Net Promoter Score. The Standardized Universal Percentile Rank Questionnaire measures usability, trust, loyalty and appearance. The Net Promoter Score measures consumer loyalty on a scale of 1 to 10 by asking the question, “How likely are you to recommend our company/product/service to your friends and colleagues?”
With an overall SUPR-Q score of 92 percent, kp.org scored well above the 47 percent industry average and more than twice as high as competitor websites. The website excelled in the trust category, with a score of 98 percent. Kaiser Permanente’s Net Promoter Score was an impressive 28 percent, compared to the -2 percent industry average.
Kaiser Permanente responders ranked prescription refill as the top task performed on the website, followed by emailing their care providers and checking lab test results. Participants from other health plans visited their websites primarily to search for doctors or get plan information.
More than 4.4 million members are registered to use kp.org. In 2013 kp.org users:
- Sent 14.8 million emails to care providers
- Viewed 34.5 million lab test results
- Scheduled 3.7 million appointments
- Refilled 14.8 million prescriptions