Patients expect seamless digital interactions—and they’re willing to switch providers if they don’t get them. Learn quick, high-impact ways to optimize your digital communication, from appointment booking to follow-ups.
The current consumer ecosystem has created expectations of convenience for digital interactions. They are bringing these expectations to their healthcare journey. Increasingly, patients are making choices based on ease of access and seamless communication.
The first question is always: “Am I covered by my insurance?” But right after that comes: “Do they have availability soon?” But during their health journey their engagement will be determined with this question: “How easy is it to interact with them digitally?”
A growing body of research backs this up. Surveys show that 80% of patients expect some form of digital interaction during their healthcare journey. Even more telling? More than 50% would switch providers if their communication needs aren’t met.
But this isn’t about pushing a one-size-fits-all solution. Healthcare providers must offer patients a choice in how they’re communicated with. That’s where things get tricky.
Take text messaging, for example. It’s one of the most preferred communication methods for patients. It’s quick, non-intrusive, and easy to automate. But sending a simple reminder text isn’t as straightforward as it sounds—at least, not for healthcare providers. HIPAA compliance means standard text messages won’t cut it. Encryption, security protocols, and data privacy regulations all come into play.
And text isn’t the only channel. Emails, patient portals, MyChart systems, automated voicemails, telehealth platforms—each serves a different function and audience. The challenge is knowing when and how to use them.
Healthcare providers must take a strategic approach to digital communication. That starts with mapping out the patient journey and identifying friction points.
Here’s something you might have noticed: when you visit most healthcare system websites, you see the same three things—doctors, locations, and a “Book an Appointment” button. But what’s missing is a clear expectation of the full patient journey.
Patients want to know what happens next before they commit to an appointment. What should they expect before, during, and after their visit? Will they get reminders? Will they have to call to confirm? Will follow-up instructions be emailed or sent through a portal? Transparency in digital communication builds trust—and trust drives conversions.
To make that happen, healthcare marketers should focus on:
Highlighting digital touchpoints – Clearly communicate how patients will receive updates, reminders, and next steps.
💡Quick Win: Add a simple “What to Expect Next” section on appointment confirmation pages outlining upcoming digital interactions (e.g., “You’ll receive a text reminder 24 hours before your visit.”).
Personalizing interactions – Give patients the option to choose their preferred communication method (text, email, portal, etc.).
💡Quick Win: Add a preference selection during online appointment booking, preselect “text message” but allow the patient to change options. (e.g., “How would you like to receive appointment reminders?” with text, email, or phone call options).
Prioritizing speed and clarity – Reduce friction at every step by ensuring information is easy to find and act on.
💡Quick Win: Don’t allow the user to scroll through pages of unavailable dates in the “book an appointment process”. Send them to the first availability slot and let them move from there.
Seizing patient momentum – Ensure the journey from research to booking to follow-up is intuitive and seamless.
💡Quick Win: Add an “Estimated Wait Time for New Patients” and “how to prepare for an appointment” on provider profiles to help patients make faster decisions.
Each of these steps can be implemented quickly with minimal resources but can significantly enhance the patient experience.
The biggest challenge in healthcare? Scale and complexity. Large health systems often struggle with digital transformation because the ecosystem is vast and interconnected. But the key is to start small.
Optimizing just one step—whether it’s streamlining appointment booking, improving reminder systems, or enhancing post-visit communication—can lead to measurable gains in patient retention and satisfaction. Even before adding options and automation, have clear communication on what to expect.
Digital communication isn’t just a convenience. It’s a strategic asset. And for healthcare systems willing to invest in it, the payoff is clear: more engaged patients, fewer drop-offs, and a stronger competitive edge.
