Net Promoter Score (NPS) in Healthcare & Patient Satisfaction: Meaning, Calculation, Benchmark & More

How likely are your patients to recommend your healthcare services?

This single question isn’t just about loyalty—it’s about uncovering actionable insights that drive better patient care, build trust, and enhance organizational growth. As the healthcare industry shifts toward patient-centric models, understanding what is NPS in healthcare and leveraging it effectively has become a critical benchmark for success.

Net Promoter Score (NPS) has emerged as a go-to metric for measuring patient satisfaction and loyalty. By asking patients how likely they are to recommend your services, NPS provides a clear and measurable way to gauge experiences. Industry leaders like Kaiser Permanente and Johns Hopkins Medicine use healthcare NPS benchmarks to continuously improve care delivery and maintain their reputation for excellence.

But why is NPS so powerful? Research shows that organizations with high NPS scores grow twice as fast as their competitors. For healthcare, the stakes are even higher—positive experiences translate into trust, better adherence to treatment plans, and strong word-of-mouth referrals. Knowing what is a good NPS score for healthcare can guide your organization toward meaningful improvements and competitive differentiation.

In this article, we’ll dive into the importance of Net Promoter Score (NPS) in healthcare, exploring how to measure it, healthcare NPS benchmarks, and implement effective NPS surveys. You’ll also learn how to analyze patient feedback and act on insights to improve satisfaction, loyalty, and care quality. Let’s get started!

TL;DR

• Patient satisfaction and loyalty are crucial for healthcare providers, enhancing trust, adherence to medical advice, and return visits. Net Promoter Score (NPS) is an effective metric to measure and improve patient loyalty.

• NPS categorizes patients into promoters, passives, and detractors based on their likelihood to recommend the healthcare service, providing actionable insights for improvement.

• Implementing NPS surveys involves strategic dissemination across various touchpoints in different healthcare settings, ensuring comprehensive feedback.

• Analyzing NPS data using AI-powered tools like sentiment and text analysis helps identify trends and specific areas for improvement, leading to better patient experiences.

• Zonka Feedback is an effective survey software for leveraging NPS in healthcare, offering advanced features for survey creation, data analysis, and actionable insights. You can schedule a demo or try for free to explore its features. 

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Understanding NPS in Healthcare

As healthcare providers, understanding and improving patient satisfaction is crucial to your success. One effective way to measure this satisfaction is through the Net Promoter Score (NPS). NPS provides you with a straightforward and reliable metric to gauge patient loyalty and satisfaction, helping you to better understand your patients' experiences and make informed decisions to enhance care quality.

What is NPS in Healthcare?

NPS is a metric that quantifies how likely your patients are to recommend your healthcare services to others. It is based on a single, simple question: "On a scale of 0 to 10, how likely are you to recommend our healthcare services to a friend or family member?"

Your patients' responses categorize them into three groups:

• Promoters (score 9-10): These are your loyal patients who are highly likely to recommend you and contribute positively to your reputation and growth.

• Passives (score 7-8): These patients are satisfied but not enthusiastic enough to actively promote you. They are also at risk of switching to competitors.

• Detractors (score 0-6): These patients are unhappy and can negatively impact your reputation through negative word-of-mouth.

How to Calculate NPS? 

Calculating NPS is a straightforward process. Here are the steps:

1. Collect Responses: Administer the NPS survey question to your patients and gather their responses.

2. Categorize Responses: Group the responses into Promoters, Passives, and Detractors based on the scores provided.

3. Calculate the Percentage: Determine the percentage of respondents in each category.

   • Promoter Percentage: (Number of Promoters / Total Respondents) x 100

   • Detractor Percentage: (Number of Detractors / Total Respondents) x 100

4. Subtract Detractors from Promoters: Subtract the percentage of Detractors from the percentage of Promoters to obtain the NPS.

Healthcare NPS Formula: Net Promoter Score = % Promoters - % Detractors

For example, if 60% of your respondents are Promoters, 30% are Passives, and 10% are Detractors, your NPS would be 60 - 10 = 50.

By understanding and calculating NPS, you can effectively gauge patient loyalty. This metric serves as a benchmark to track your performance over time and compare with industry standards, providing critical insights for continuous improvement in patient care and satisfaction.

Why is Measuring Net Promoter Score in Healthcare Important?

As a healthcare provider, it's essential to continuously monitor and improve patient satisfaction. Healthcare Net Promoter Score (NPS) is a powerful tool that can help you achieve this goal. NPS not only measures patient loyalty but also provides valuable insights into areas where your services can improve. By focusing on NPS, you can promote a culture of continuous improvement, ensuring that your patients receive the best possible care.

Benefits of Using NPS in Healthcare

Utilizing NPS in your healthcare setting offers numerous advantages. Here are some key benefits:

• Improved Patient Experience: NPS helps you identify the strengths and weaknesses of your services from the patient's perspective. By understanding patient perceptions and what they value the most, you can enhance those aspects of care, leading to a better overall patient experience.
  Example: A patient survey might reveal that wait times are a significant concern. By addressing this issue, you can improve patient satisfaction and reduce frustration.

• Increased Patient Retention: Satisfied patients are more likely to stay with your practice and recommend it to others. NPS allows you to measure patient satisfaction and loyalty and take steps to retain more patients, reducing churn and building a loyal patient base.
  Example: If your NPS indicates that patients are dissatisfied with follow-up care, you can implement better follow-up protocols to ensure patients feel cared for even after their initial visit.

• Actionable Insights: NPS provides clear, actionable feedback that you can use to make informed decisions. By analyzing NPS data, you can pinpoint specific areas for improvement and track the impact of changes over time.
  Example: If you notice a drop in NPS scores after a change in appointment scheduling, you can investigate and address the issue promptly.

• Enhanced Reputation: High NPS scores positive patient experience which reflects well on your practice and can enhance your reputation in the community. Patients who are promoters will spread positive word-of-mouth, attracting more patients to your practice.
  Example: Positive testimonials from satisfied patients can be featured on your website and social media, showcasing your commitment to excellent patient care.

• Competitive Advantage: In a competitive healthcare market, having a high NPS can set you apart from other providers. It shows that you prioritize patient satisfaction and are committed to continuous improvement.
  Example: Highlighting your NPS scores in marketing materials can differentiate your practice from competitors and attract new patients.

Net Promoter Score Benchmarks

Net Promoter Score healthcare benchmarks are essential for evaluating patient satisfaction and loyalty within the healthcare industry. These benchmarks serve as a reference point, helping providers measure their performance and uncover opportunities for improvement.

The average NPS score healthcare benchmark ranges between +38 and +58, making healthcare one of the highest-performing industries compared to others like SaaS and financial services. However, benchmarks can vary based on factors such as specialty, patient demographics, and geographic location.

Defining benchmarking in healthcare allows organizations to set realistic goals, track progress, and enhance their service quality. Regularly comparing your NPS score against industry benchmarks ensures that you stay competitive while continuously improving patient experiences.

What is a Good Net Promoter Score in Healthcare?

A good NPS score for healthcare exceeds the average industry benchmark. So, anything above +58 are considered excellent, while those above +80 are regarded as world-class. Achieving a strong NPS score signals that your organization has more Promoters than Detractors and is successfully fostering patient loyalty. Organizations like MedAvail, with a score of +90, demonstrate how actionable feedback and patient-focused initiatives lead to outstanding results. 

Net Promoter Score Healthcare Benchmarks for Top Healthcare Providers 

Several top healthcare providers stand out for their exceptional NPS scores, showcasing how prioritizing patient feedback can elevate satisfaction and loyalty:

1. CIMA Hospital – NPS: 96

CIMA Hospital's industry-leading score of 96 reflects its focus on advanced medical technology, personalized care, and seamless patient experiences.

2. International Hospital Corp – NPS: 93

With an NPS of 93, International Hospital Corp excels in operational efficiency and compassionate care, building trust and loyalty among patients.

3. MDI NetworX – NPS: 91

MDI NetworX's dedication to innovative healthcare solutions and patient-centric service has earned it a remarkable score of 91.

4. Alliance Healthcare Services, Inc. – NPS: 90

Alliance Healthcare Services specializes in diagnostic and therapeutic services, achieving an NPS of 90 by prioritizing innovation and patient satisfaction.

5. Ear Health Wellington Ltd – NPS: 86

Ear Health Wellington’s tailored audiology services and emphasis on patient education result in a strong NPS score of 86.

Implementing NPS Surveys in Healthcare

Implementing NPS surveys in your healthcare practice is essential for gaining valuable insights into patient satisfaction and loyalty. By systematically collecting and analyzing patient feedback, you can identify areas for improvement and enhance the overall patient experience. This section will guide you through the process of implementing NPS surveys effectively, covering crucial aspects such as survey design, distribution, data analysis, and taking action on the feedback received.

1. Designing Effective NPS Surveys

Creating effective NPS surveys is the foundation of gathering meaningful patient feedback. Follow these steps to design a survey that captures the essential NPS metric and provides deeper insights into patient experiences and preferences:

• Choose an Appropriate Template: Good patient experience tools provide ready-to-use templates specifically designed for healthcare settings. Select a relevant template and customize it to fit your survey needs, ensuring it aligns with your objectives and captures the information you need. For example, use a template that includes the core NPS question along with sections for additional feedback on various aspects of the patient experience.

• Customize Questions: Start with the core NPS question: "On a scale of 0 to 10, how likely are you to recommend our healthcare services to a friend or family member?" Add follow-up questions to understand patient expectations and the reasons behind their rating. Include additional questions addressing key aspects of patient experience, such as the quality of care, communication, wait times, and facility cleanliness.

• Utilize Whitelabeling: Whitelabel your survey to match your healthcare organization’s branding. This includes using your logo, colors, and fonts to create a seamless and professional look. A well-branded survey enhances trust and encourages patient participation by making the survey look official and part of their healthcare experience.

• Implement Skip Logic and Question Branching: Use skip logic and question branching to tailor the survey based on previous responses. This ensures that patients only see questions relevant to their experience. For example, if a patient gives a high NPS score, skip questions about issues and instead ask for positive feedback or suggestions for maintaining high standards.

• Ensure Mobile-Friendly Design: Choose a survey tool that supports mobile-friendly patient satisfaction surveys, as many patients will complete the survey on their phones. A responsive design ensures the survey is easy to navigate on smaller screens, improving completion rates.

• Use Clear and Neutral Language: Formulate questions in clear, neutral language to avoid leading questions that may bias responses. For example, instead of asking, "Did you have a long wait time?" ask, "How would you rate your wait time?"

• Keep the Survey Concise: Aim to balance gathering detailed feedback and respecting the patient’s time by keeping the survey concise. Focus on key questions that will provide actionable insights without overwhelming the patient.

• Assure Confidentiality and Anonymity: Assure patients that their responses are confidential and will be used solely for improving services. This encourages honest and open feedback. Consider offering anonymous surveys to further assure patients that their identity will not be linked to their responses. Include a confidentiality and anonymity statement at the beginning of the survey to build trust.

2. Sharing NPS Surveys in Different Healthcare Settings

Implementing NPS surveys in healthcare settings requires strategic dissemination to ensure comprehensive feedback across various touchpoints. The approach varies depending on the type of healthcare facility and the patient journey within each setting. Here’s a guide on how to effectively share NPS surveys in hospitals, clinics, aged care facilities, and pharmacies:

a. Hospitals and Clinics

Hospitals and clinics serve a wide range of patients through various services and departments. To ensure comprehensive feedback and improve patient satisfaction, it is essential to implement NPS surveys across multiple touchpoints in both outpatient and inpatient settings.

Outpatient Departments

Outpatients interact with the healthcare system differently than inpatients, necessitating distinct touchpoints for capturing their feedback.

Touchpoints

1. Post-Consultation: After a patient's consultation, whether it's with a general practitioner, specialist, or through diagnostic services.

2. Post-Procedure: Following minor outpatient procedures or treatments.

3. Post-Appointment: Immediately after the outpatient appointment to capture the overall experience, including scheduling, wait times, and interaction with staff.

Channels

• Email Surveys: Send automated email surveys shortly after the appointment or procedure, ensuring the experience is still fresh in the patient's mind.

• SMS Surveys: Utilize SMS for quick feedback, especially for patients who might prefer a short and simple survey on their mobile devices.

• Kiosks/Tablets: Place kiosks or tablets in the waiting areas or at checkout points for immediate feedback collection before patients leave the facility.

Inpatient Departments

Inpatients have extended interactions with the healthcare facility, making it crucial to capture their feedback at multiple stages.

Touchpoints

1. During Hospital Stay: Mid-stay surveys to gauge ongoing satisfaction.

2. At Discharge: Comprehensive feedback at the time of discharge.

3. Post-Discharge: Follow-up surveys to understand the patient's experience post-treatment and any aftercare feedback.

4. Post-Admission: Shortly after admission to gather initial impressions of the facility and staff.

Channels

• In-room Tablets: Provide tablets in patient rooms for ongoing feedback during their stay.

• Email or SMS: Send follow-up surveys via email or SMS a few days after discharge to capture post-discharge experiences.

• Phone Calls: Conduct personalized follow-up calls for detailed feedback, especially for critical cases.

b. Aged Care Facilities

Aged care facilities require a sensitive and tailored approach to gather feedback, considering the unique needs of elderly residents.

Touchpoints

1. Post-Admittance: Shortly after a new resident is admitted.

2. Regular Intervals: Monthly or quarterly check-ins to monitor ongoing satisfaction.

3. Post-Event or Activity: After significant events or activities conducted within the facility.

Channels

• Face-to-Face Interviews: Personal interviews conducted by staff or volunteers for detailed feedback, considering some residents might not be tech-savvy.

• Paper Surveys: Easy-to-fill paper surveys that can be collected by staff.

• Family Surveys: Email or postal surveys sent to family members to gather their perspective on the care provided to their loved ones.

c. Pharmacies

Pharmacies can utilize NPS surveys to understand patient satisfaction with their services and identify areas for improvement.

Touchpoints

1. Post-Purchase: Immediately after purchasing medications or health products.

2. After Consultations: Following consultations with pharmacists for medication advice or health consultations.

Channels

• Receipt-Based Surveys: Include a survey link or QR code on receipts that customers can scan to provide feedback.

• SMS or Email: Send follow-up SMS or email surveys after purchase or consultation to capture immediate reactions.

• In-Store Kiosks: Place kiosks at the pharmacy exits for quick, on-the-spot feedback.

NPS Survey Best Practices

Consider these best practices for sharing healthcare NPS surveys to gather actionable feedback that drives continuous improvement and enhances patient satisfaction.

• Timeliness: Ensure surveys are sent promptly after the patient interaction to capture accurate and relevant feedback.

• Ease of Use: Keep surveys short and straightforward to encourage higher response rates.

• Multiple Channels: Utilize various channels to reach a broader audience and accommodate different preferences.

• Confidentiality Assurance: Clearly communicate that all responses are confidential and will be used solely for service improvement.

• Follow-Up: Act on feedback and inform patients about the changes made based on their input, fostering trust and encouraging future participation.

3. Analyzing and Interpreting NPS Data

Collecting NPS data is just the beginning. To truly benefit from this feedback, healthcare providers need to effectively analyze and interpret the data. This involves identifying trends, understanding patient sentiments, and pinpointing specific areas for improvement. Leveraging advanced analytical features, including AI-powered tools like sentiment analysis and text analysis, can significantly enhance the insights gained from NPS data.

a. How to Analyze NPS scores?

1. Aggregate the Data: Collect all the responses from your NPS surveys and aggregate them into a central database. This includes both quantitative data (NPS scores) and qualitative data (comments and feedback).
2. Calculate the NPS: Calculate your overall NPS by subtracting the percentage of detractors from the percentage of promoters. This gives you a single score that reflects overall patient loyalty and satisfaction.
3. Segment the Data: Segment your data based on various factors such as department, type of service (outpatient vs. inpatient), demographics, or time period. This helps in identifying specific areas that need attention.
4. Identify Trends: Look for trends in your NPS scores over time. This could be monthly, quarterly, or annually. Identify any patterns or fluctuations that could indicate changes in patient satisfaction.
5. Analyze Subgroup Performance: Compare NPS scores across different subgroups to identify which areas are performing well and which are not. For example, you might find that inpatient services have a higher NPS compared to outpatient services, or that a particular department consistently receives lower scores.
   

b. Leveraging AI Analytical Features

1. Sentiment Analysis: Utilize AI-powered sentiment analysis tools to automatically analyze the text comments from patients. Sentiment analysis can categorize feedback as positive, negative, or neutral, providing a deeper understanding of patient emotions and attitudes.

   Example: If many comments express frustration about long wait times, sentiment analysis will highlight this as a negative sentiment trend, prompting further investigation and action.

2. Text Analysis: Use text analysis to identify common themes and keywords in patient feedback. This involves processing and categorizing large volumes of text to uncover recurring issues or areas of excellence.

   Example: Text analysis might reveal that terms like "friendly staff," "clean facilities," and "efficient service" frequently appear in positive feedback, while "long wait," "poor communication," and "billing issues" appear in negative feedback.

3. Root Cause Analysis: Conduct root cause analysis to determine the underlying reasons behind low NPS scores or recurring negative feedback. This involves looking beyond the scores to understand the specific factors contributing to patient dissatisfaction.

   Example: If patients consistently rate follow-up care poorly, root cause analysis might uncover issues such as inadequate follow-up protocols or insufficient patient education.

4. Dashboard and Reporting Tools: Implement AI-driven dashboards and reporting tools that provide real-time insights and visualizations of your NPS data. These tools can generate detailed reports, highlight key metrics, and track progress over time.

   Example: A dashboard might show a drop in NPS scores after implementing a new appointment scheduling system, indicating the need for adjustments or additional staff training.

4. Taking Action on Feedback Collected through NPS Surveys

Collecting and analyzing NPS data is crucial, but the true value comes from taking action based on the insights gained. This involves addressing identified issues, implementing improvements, and communicating changes to patients. Closing the feedback loop is an essential part of this process, ensuring that patients feel heard and valued.

Steps to Take Action on NPS Feedback

1. Identify Key Areas for Improvement: Prioritize the areas that have the most significant impact on patient satisfaction. Use the insights from your NPS analysis to focus on specific issues that need immediate attention. For example, if feedback indicates long wait times are a major concern, prioritize initiatives to streamline scheduling and reduce wait times.

2. Develop a Response Plan: Create a detailed action plan to address the identified issues. This plan should include specific steps, responsible parties, timelines, and required resources. For instance, to tackle long wait times, your plan might involve hiring additional staff, implementing a more efficient appointment scheduling system, and regularly monitoring wait times.

3. Implement Changes: Execute the response plan by making the necessary changes to your processes, systems, or services. Ensure that all relevant staff members are informed and trained on the new procedures. For example, roll out the new appointment scheduling system, provide training for staff, and start monitoring the impact on wait times.

4. Monitor and Evaluate Progress: Continuously track the effectiveness of the implemented changes using NPS surveys and other feedback mechanisms. Adjust the approach as needed based on ongoing feedback. For instance, conduct follow-up NPS surveys to assess whether patients are noticing improvements in wait times and overall satisfaction.

    

Closing the Feedback Loop

1. Acknowledge Feedback: Let patients know that their feedback has been received and appreciated. This can be done through automated responses for online surveys or personal follow-up calls for more detailed feedback. For example, send an email thanking patients for their feedback and informing them that their input is being used to improve services.

2. Communicate Actions Taken: Keep patients informed about the changes you have made based on their feedback. Transparency builds trust and shows patients that their opinions are valued and lead to tangible improvements. For instance, send a follow-up email or newsletter detailing the new appointment scheduling system and how it aims to reduce wait times.

3. Showcase Success Stories: Highlight success stories and positive outcomes resulting from patient feedback. Sharing these stories can motivate both staff and patients, demonstrating the real impact of their contributions. For example, feature a case study on your website or social media showcasing how patient feedback led to a reduction in wait times and improved patient satisfaction.

Leverage NPS in Healthcare with Zonka Feedback

In conclusion, implementing NPS surveys in healthcare is a powerful strategy to measure and improve patient satisfaction. By identifying key areas for improvement, developing response plans, and taking action based on patient feedback, healthcare providers can enhance the overall patient experience. Closing the feedback loop ensures that patients feel heard and valued, fostering loyalty and trust. An effective patient feedback software can facilitate this process, making it easier to gather, analyze, and act on patient feedback.

Zonka Feedback is the right tool for healthcare providers looking to leverage NPS to improve patient satisfaction. With Zonka Feedback, you can effortlessly create, share and analyze NPS surveys tailored to your specific needs. Its advanced features like AI sentiment analysis, workflow automation and reporting and analytics help you gain deeper insights into patient feedback.

Sign up for a 14-day free trial and discover how easy it is to measure NPS, analyze data, and implement changes to elevate patient satisfaction and deliver exceptional patient care!