How to increase patient empathy in an overburdened healthcare system

Consumers can walk into a local coffee shop where a barista knows their name and order, or use an app that already anticipates their needs. They can log into a streaming service that predicts exactly what they want to watch next. Their favorite online retailers recommend the next great product based on their purchase history.

Hyper-personalization is a defining feature of the modern consumer experience, impacting everything from consumer preferences to retention and loyalty. Simply put, people want to go where organizations understand them, anticipate their needs, and engage them in relevant ways.

Healthcare is not immune to this dynamic. Today's patients are more than just passive recipients of care. They are active consumers, bringing these same expectations into the exam room. They want to feel seen, heard and valued, not just during their appointment, but for the months leading up to it. For most healthcare providers, meeting this expectation seems like an impossible task and yet another time-consuming (and expensive) box to check. This is also a priority that cannot be ignored.

emerging science

It’s easy to dismiss personalization as a marketing issue or a nice-to-have amenity. In fact, personalized connections and touchpoints improve patient health outcomes, making them a business priority and Patience is urgent.

For example, one study found that the use of digital engagement tools such as patient portals was associated with 21 million fewer appointment no-shows over one year. Patients show up when they feel involved and reminded. Of course, knowing that connectivity is important doesn’t solve the logistical nightmare of making it happen.

Healthcare workers are already overwhelmed with administrative work. A Harris Poll and Google Cloud survey of healthcare workers found that clinicians spend 28 hours per week on administrative tasks, while medical office workers spend 34 hours per week on documentation and communication.

It’s a complex, self-reinforcing problem: 85% of health care providers say too much administrative work contributes to staffing shortages, and 80% say it takes away from patient care time.

Historically, healthcare providers have tried to solve this problem by mass messaging, sending generic, impersonal newsletters that were ignored or unsubscribed, or requiring office managers to communicate with patients in person. Neither is sustainable.

Expand personalization without compromise

The solution is not just more people or better technology. Neither can consistently provide the personalized connection patients need. Instead, healthcare providers need to leverage real intelligence—technology designed to extend relationships rather than automate messaging.

Real intelligence relies on the power of generative artificial intelligence (GenAI) to facilitate real, human-like connections at scale. As the World Economic Forum points out, “Generative AI can empower healthcare providers by enabling more intuitive, human conversations with patients and caregivers, helping to inform care decisions and spur action.”

In practice, this means moving away from the marketing mentality (and the marketing punch it inspires) and integrating solutions that leverage technology, data, and purpose to generate significant patient interactions.

Communication that prioritizes education over sales pitch; connection over annoyance; and support over disruption. For example, sending a fun, timely Halloween reminder about flossing creates a moment of connection rather than a bill or appointment reminder. Likewise, automated but personalized routine maintenance services can drive engagement in care plans and keep calendars filled.

triple victory

For years, healthcare leaders have viewed efficiency and personalization as enemies, arguing that one could only be achieved at the expense of the other. With the right tools to enhance relationship management, healthcare providers can achieve a triple win that benefits all stakeholders.

1. Patient Victory: Connected patients are more active patients. They are better educated on preventive care and less likely to miss appointments.

2. Organizational Victory: People prefer brands that offer personalized experiences and will spend 50% more with these brands. In healthcare, this loyalty translates into a strong referral network with patient retention and steady revenue.

3. Employee Victory: Healthcare workers are already overstretched, so any solution that can improve patient outcomes and Reducing administrative work for healthcare professionals is a win for employees, providing long-term, positive impacts on retention, productivity and impact.

Going forward, healthcare providers should expect personalization to be a prerequisite for excellent patient care. As in other industries, this will be a key component in differentiating market leaders from laggards. Patients don’t want faster, impersonal communication. They want real touchpoints to help them stay healthier, more informed and feel valued. Real intelligence makes this possible, without compromise.

Photo: Halfpoint Images, Getty Images

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