Consumers have mixed sentiments about how technology will affect the patient experience

The trend: Most patients believe technology will positively affect healthcare in the next five years. However, many have concerns that technology may expose their data and take away from their face-to-face interactions with healthcare providers.

These sentiments were revealed in a recent study of about 400 US consumers conducted by Lavidge, an advertising and marketing agency.

Consumers’ positive view of tech on their healthcare experiences: Patients are optimistic about technology making their doctor visits more efficient and lowering overall healthcare costs.

• For example, they acknowledge that telehealth has made it much easier to receive care. Two-thirds of patients have used some form of telehealth in the last two years. And we project that over 90 million US adults will use telehealth this year.
• Patients cite speed of receiving test results (63%), identifying effective treatments for health conditions (59%), and finding cures (52%) as further benefits of technology in healthcare.
• Most are happy to incorporate any technology into their healthcare if it will save them money.

Consumers’ negative views of tech on the patient experience: Patients worry about the security of their health data and less facetime with healthcare professionals.

• 42% believe data security risks will worsen with new technology. And all respondents are at least somewhat concerned about the regulatory environment monitoring the use of AI in healthcare.
• Respondents overwhelmingly express that they do not want AI or chatbots to replace information directly received from nurses and doctors.

The final word: Lavidge’s survey found that only about 1 in 4 patients have a categorically positive healthcare experience. And their chief frustrations come from their belief that healthcare is too complex, expensive, and impersonal.

Technology has addressed some of these concerns, particularly in making healthcare more accessible and efficient. However, digital tools can create more distance between patients and their doctors just as easily as they can bring them closer together.

Healthcare organizations and their marketers should be garnering feedback from patients on how technology is and isn’t working for them.

And healthcare providers must make sure they’re delivering on the interpersonal factors that are the true drivers of patient satisfaction, per Lavidge’s survey—the quality of care and visits, being heard, and being treated like a whole person.

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