Unifying PX and CX: A smarter patient feedback strategy
Patient experience (PX) and consumer experience (CX) are no longer separate conversations. They are deeply connected—and being able to navigate both carefully matters more than ever.
If your organization participates in the Hospital Consumer Assessment of Healthcare Providers and Systems (HCAHPS) or Consumer Assessment of Healthcare Providers and Systems Clinician and Group (CG–CAHPS) regulatory surveys, there’s an important compliance rule you need to know: CMS prohibits any outreach that could bias patient responses. That includes sending any non-CAHPS feedback requests including review requests before or at the same time as survey invitations. Getting this wrong can both impact your survey data and put your compliance at risk.
But you don’t have to choose between staying compliant and building a strong online reputation. With the right strategy—and the right partner—you can do both.
Why compliance matters
CMS guidelines are designed to protect the integrity of patient feedback. Coaching, overlapping outreach, or confusing communications can all bias survey responses. Review requests fall under this umbrella: If a patient is asked for a review at the wrong time, it can inadvertently influence how they respond to a regulatory survey.
That’s why outreach coordination is critical. If there’s an overlap in audience, we recommend sending review requests after this survey outreach is complete: The goal is to avoid overlap or confusion.
Reviews are too valuable to ignore
But opting out of reviews isn’t the answer. Prospective patients read reviews—and make care decisions. 62% of consumers always or frequently read reviews even about referred providers.
But waiting for organic reviews isn't a reliable enough approach. Left on their own, patients rarely prioritize leaving feedback—and when they do, it’s usually after a poor experience, so responses skew negative. Helping patients share positive experiences—with the right timing and strategy—can significantly boost both review volume, ratings, and your brand reputation.
Clients who implement coordinated review campaigns see monthly review volume increase, alongside meaningful improvements in average star ratings
Why you should bring both PX and CX under one roof
Choosing a vendor that understands the intricacies of the healthcare industry—and integrates patient experience surveys and review requests—is key.
With the Press Ganey Human Experience (HX) platform, we know exactly when a patient has received a CAHPS survey invitation—if six weeks (the CMS survey period) have elapsed, and if they’ve responded to it. That means we can intelligently send review requests to patients who have either already become eligible for non-CAHPS prompts or have already completed their survey, maintaining compliance while maximizing opportunities for feedback.
A disjointed approach can result in blasting review requests from one vendor while surveying from another, confusing the patient and giving the impression of disorganization. Our integrated approach ensures a clear, coordinated strategy—eliminating confusion and helping you get the feedback you need. We protect your compliance and help you grow your brand.
Smarter campaigns, better overall results
Coordinated outreach also leads to better results. Here’s how:
- Delayed triggers: We can send review requests to patients after a visit or after they’ve responded to a regulatory PX survey request.
- Reminders: Patients receive up to three reminders if they don't respond initially to review requests, significantly boosting overall response rates and capturing valuable feedback that might otherwise be lost.
- Smart campaigns: Our system automatically directs patients to the review site that needs to boost volume the most, ensuring a balanced, strategic reputation presence.
A quicker way to capture feedback
In many cases, patients are more willing to leave a quick online review than complete a full PX survey—especially if their experience was complex, and they feel they simply don’t have the time to cover it all. Sometimes a more straightforward review request is enough to encourage patients to share their experiences and have their voice heard, while strengthening your online reputation.
Every patient interaction is a chance to learn, improve, and grow. Don't leave that opportunity on the table.
Consolidate your tech. Ensure compliance. Improve your reputation.
Partnering with an integrated healthcare and patient experience expert ensures your review generation strategy complements—rather than compromises—your PX efforts. We understand the rules and regulations, we know healthcare from the inside out, and we know how to help you maximize patient feedback across every channel.
Ready to see how our Campaigns tool can help you drive more reviews—compliantly and strategically? Reach out to our consumer experience and brand growth team.