The Critical Role of Communication in Patient Outcomes: 2024 Benchmark Research Insights
By John Zimmerer, VP of Healthcare Marketing at Smart Communications
Effective communication is not just a nicety in healthcare; it's a necessity. The recent issues within the NHS in England underscore the critical role of communication in patient outcomes. Our 2024 Benchmark Research findings reveal that effective patient communication is increasingly vital for enhancing the overall healthcare experience and building trust. This research highlights significant trends and preferences, providing valuable insights for healthcare providers aiming to improve their communication strategies.
The Growing Importance of Patient Communications
According to our Benchmark research, the importance of effective communication in healthcare is on the rise globally. An impressive 85% of healthcare customers now consider communications to be somewhat or very important to their overall customer experience, up from 81% in 2023. Despite this, less than half (46%) of patients rate the communications from their providers as very good or excellent. This gap signifies a substantial opportunity for healthcare providers to enhance patient satisfaction and trust through better communication practices.
Patient Trust and the Impact of Communication Failures
Trust and data security remain pivotal in healthcare transactions. Alarmingly, 36% of patients occasionally or rarely trust their providers. Our research revealed that patients are increasingly willing to switch health providers if communications do not meet their expectations, with 69% likely to do so—up from 53% in 2023. The most critical factors in establishing trust through healthcare communications are accuracy, ease, and security. These elements are essential in building and maintaining patient trust, which is foundational to effective healthcare delivery.
Demographic Variations in Communication Preferences
Healthcare providers must recognize and accommodate the diverse communication preferences across different demographics. Gender and generational differences significantly influence how patients prefer to receive and interact with information. Millennials, for instance, are the most likely to terminate an interaction if the information collection process is too difficult, with a striking 72% indicating they would do so. Regionally, the USA has the lowest tolerance for difficult information collection methods, with 71% of patients likely to end an interaction under such circumstances.
Overcoming Barriers to Effective Communication
Our study identified key barriers to effective communication in healthcare. The primary reason patients abandon forms is the difficulty in providing necessary supporting documentation. Other major obstacles include the need to repeat or re-enter the same information multiple times, redundant questions, and the inability to save progress. Addressing these issues can significantly enhance the patient experience and reduce the likelihood of patients abandoning important forms.
The Ideal Patient Information Collection Experience
Patients show a growing preference for mobile and web-friendly interfaces for submitting personal health information. With 43% of patients favoring these digital methods over call centers or paper forms, it's clear that healthcare providers must prioritize digital solutions. The top factors for digital healthcare communications across all generations are clarity and ease of understanding, accuracy, and timeliness. By focusing on these aspects, providers can improve patient satisfaction and engagement.
Conclusion
Effective communication in healthcare is more critical than ever. The insights from Smart Communications' 2024 Benchmark Research highlight the significant impact of communication on patient outcomes, trust, and overall experience. To delve deeper into these findings, including patient perspectives on data security and the use of GenAI in healthcare communications, download the full report. By prioritizing clear, accurate, and secure communication, healthcare providers can revolutionize the patient experience and improve outcomes.