Globally Patients Seek Clear Communications to Build Trust with Healthcare, Especially in the AI Era

Health Populi July 25, 2024
Jane Sarasohn-Kahn

Globally, patients are growing consumer muscles leaning into trust that’s building on communications that connect with them, based on insightful research from Smart Communications. This consumer research was fielded by Toluna and Harris Interactive in February and March 2024.

In The State of Customer Conversations, the report assesses input from global consumers from the APAC region (Australia, New Zealand, China, Hong Kong, Taiwan, Japan, and Singapore), German-speaking markets (Austria, Germany, Switzerland), the United Kingdom, and the U.S.

The research revealed five key findings, shown in the first exhibit:

1. Communications are increasingly important to consumers’ healthcare experiences and trust-building
2. Data collection and communication practices directly impact loyalty (think: privacy, security, empathy, respect)
3. Trust and data security are more critical than...

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