Why your patients aren't accepting traditional referrals

In today’s rapidly evolving healthcare world, consumers are taking the reins, making independent health decisions more than ever before. 

This shift from traditional expert-led guidance to a patient-driven approach is significantly influenced by advancements in search and AI tools. Here’s how you can connect with healthcare professionals and consumers in this new paradigm.

The rise of the informed patient

Recent studies have shown that a growing number of healthcare consumers are actively researching their options before making decisions. For instance, McKinsey's 2023 survey found that a large percentage of patients are not just passively accepting referrals but are using digital tools to find and select their healthcare providers. In fact, 44% of surveyed consumers reported using online research as part of their decision-making process​ (McKinsey & Company)​. This trend is reshaping how healthcare providers need to engage with their patients.

Digital tools and AI are game-changers

Technology is at the heart of this transformation. Patients now turn to search engines and online resources to guide their healthcare choices. A 2023 report by IQVIA highlights that 58.8% of consumers have used a search engine to find healthcare providers, surpassing traditional provider referrals​ (Press Ganey)​. Additionally, tools powered by AI are helping to personalise and streamline the patient journey, from initial searches to booking appointments and follow-ups.

Enhancing patient engagement

For healthcare professionals and organisations, adapting to this new consumer behaviour is essential. Start by optimising your online presence: ensure your website and profiles are up-to-date, easy to navigate, and rich with information that patients seek, such as comprehensive profiles, detailed service descriptions, and clear contact information. Leveraging AI and digital tools can further personalise patient experiences—from booking appointments to follow-up communications—by anticipating patient needs and streamlining their journey. Offering telehealth solutions like virtual consultations and remote monitoring can make accessing care more convenient, catering to the growing demand for flexibility. Providing educational content through blogs, videos, and interactive tools empowers patients to make informed health decisions. Additionally, engaging with the community through events, workshops, and social media platforms builds trust and loyalty. Finally, implementing systems to gather and act on patient feedback ensures continuous improvement​​.

By embracing these strategies, healthcare providers can better reach and engage with today’s informed and proactive healthcare consumers. The key is to meet them where they are—online, informed, and ready to make their own decisions.

Connect with Us

At Brighter Health, we understand the nuances of this evolving landscape. Our expertise in connecting healthcare professionals with their audiences can help you navigate and thrive in this new world. Reach out to us to learn how we can support your growth and patient engagement efforts.

By staying ahead of these trends, healthcare providers can not only meet the expectations of today’s informed patients but also build lasting relationships that drive success.