Here in the United States, 88% of healthcare customers consider clear and timely communication essential to their overall experience, up from 81% a year earlier, according to Smart Communications’ 2024 Global Benchmark Report, which emphasizes the growing importance of personalized and secure interactions in the healthcare industry.
The Big Picture: Healthcare organizations face rising costs and shrinking margins while navigating economic uncertainties. At the same time, patient expectations for seamless digital experiences and data security are higher than ever. The report emphasizes that healthcare organizations must focus on clear communication, modern digital interfaces, and robust data security to meet these demands.
Key Findings:
- Impact on Trust and Loyalty: 66% of patients are likely to switch providers if their communication needs are not met, up from 51% last year. Nearly three-quarters of Generation Z and Millennials will switch providers if communications are subpar, according to the report. On the flip side, 80% of individuals would recommend a healthcare provider if their expectations about communications are exceeded.
- Preference for Modern Data Collection: Patients show a strong preference for online and mobile-friendly forms, favoring convenience and the ability to complete forms at their own pace. Outdated paper forms are increasingly seen as a hindrance, negatively impacting patient satisfaction and data accuracy.
- Security Concerns: With 64% of patients consistently trusting their healthcare providers, data security is a top priority. Patients expect their information to be handled securely, with transparent communication practices, particularly concerning the use of generative AI. Nearly half of consumers (47%) believe Gen AI can improve communication, but two-thirds have security and ethical concerns.
