Consumers nudge providers to improve patient engagement—personally and digitally
AI-equipped outreach tools have directly enhanced patient satisfaction while reducing manual workloads for providers and staff, an eye-opening 84% of more than 1,600 healthcare professionals have told surveyors.
Conducted and analyzed by Black Book Market Research, the survey reflects the views of not only 1,672 healthcare workers and IT staff but also 200 healthcare consumers.
The authors of the survey report note that AI tools mentioned by respondents run the gamut from automated appointment reminders to dynamic “care gap” messaging.
The researchers emphasize that no part of the project was vendor-sponsored. As a result, they state, their findings provide “a holistic understanding of the disconnects, successes and priorities in digital patient-engagement strategies.”
The report includes a list of five hindrances to patient engagement as named by the surveyed consumers, along with strategies from Black Book analysts for fixing or avoiding the pain points. Here are excerpts:
1. Clinical settings often cause patients emotional discomfort by breaching privacy or modesty.
Surveyed consumer Insight: 42% of consumers reported avoiding appointments due to discomfort with exams or discussing sensitive topics.
Suggested provider response: Normalize modesty concerns through trauma-informed care, gender choice in providers and pre-visit communication.
Recommended digital remedy: Implement pre-visit questionnaires, telehealth options and educational videos to build comfort and reduce anxiety.
2. Poor communications among providers can raise patients’ worries about continuity of care.
Surveyed consumer insight: 37% disengaged due to provider turnover and lack of relational continuity.
Suggested provider response: Prioritize relationship-based care, communicate transitions and maintain personalization.
Recommended digital remedy: Utilize longitudinal care plans, AI-based continuity tools and automated messaging with a consistent tone.
3. Digital tools may seem to serve the system ahead of the patient.
Surveyed consumer insight: 31% felt that apps and portals were designed more for provider workflows than patient needs.
Suggested provider response: Involve patients in design decisions and focus on usability and value.
Recommended digital remedy: Adopt mobile-first, consumer-oriented tools with real-time personalization and conversational interfaces.
4. Previous negative encounters sometimes sustain patients’ mistrust for a long time.
Surveyed consumer insight: 29% indicated that a single bad clinical experience led to long-term disengagement.
Suggested provider response: Emphasize empathy, communication and visible responsiveness to feedback.
Recommended digital remedy: Implement post-visit sentiment surveys, emotion detection tools and anonymous reporting mechanisms.
5. Some patients are inclined to disregard provider attempts at proactive engagement.
Surveyed consumer insight: 35% admitted they ignored outreach that didn’t feel personalized or timely.
Suggested provider response: Contextualize outreach and align it with relevant life or health events.
Recommended digital remedy: Leverage predictive analytics, behavior-based triggers and personalized multimedia messaging.
Black Book Research is offering the full report for free to healthcare stakeholders in exchange for contact information. The download form is here.
Dave P. has worked in journalism, marketing and public relations for more than 30 years, frequently concentrating on hospitals, healthcare technology and Catholic communications. He has also specialized in fundraising communications, ghostwriting for CEOs of local, national and global charities, nonprofits and foundations.