As digital transformation rewrites the delivery of healthcare, patients no longer judge providers in bedside ways or even clinical outcomes. They are asking more and more: “Can I trust your data?”
This is not a problem to be ignored. In 2024, we have seen several high-profile breaches, including ransomware attacks regarding health care changes and health improvements. The impact of these incidents is not limited to IT departments. They delayed care, undermined claims processing, and caused anxiety for patients who were already navigating complex systems.
Although most healthcare providers are investing heavily in cybersecurity, public perceptions are not yet catching up. According to a recent survey of 1,000 U.S. adults, 89% expressed concerns about the safety of their protected health information (PHI). More than half of the people are powerless to prevent violations.
What drives patients to restless
One factor in patient fear is visibility. Media coverage of ransomware incidents makes violations routine. At the same time, patients rarely hear about the measures taken by organizations to protect their data or how these measures affect care. Without this transparency, patients began to speculate, which attracted people's attention.
Artificial intelligence is also a growth factor. Throughout the healthcare journey, AI has become increasingly embedded, powering environmental documentation, driving diagnostics and streamlining payer workflows. These innovations are expected to be efficient, but they also introduce new unknowns. In the same survey, one-third of respondents said AI would reduce healthcare data. Uncertainty about how to manage AI will only deepen the focus on autonomy, privacy, and care integrity.
This uncertainty complicates data policy and touches the heart of patient-provider relationships. If patients are concerned that the machine makes a decision without supervision or exposure of its private records, it is difficult to feel safe, visible and supported.
Cybersecurity is now a brand issue
For healthcare leaders, the point is clear: cybersecurity is no longer a feature of IT backend management. This is a frontline brand issue that has a real impact on patient satisfaction and loyalty.
This means that providers need to rethink how they talk about security. It is no longer safe enough; you have to communicate the security clearly.
Be ahead of violations
Effective communication is one of the most overlooked aspects of preparatory cybersecurity. When violations occur, organizations must focus on containment and technical remediation. However, the first thing a patient wants is to rest assured, which starts with clarity and speed.
The point is important, especially when things go wrong. When asked what might be expected after a data breach, patients overwhelmingly want three things: inform immediately, clearly explaining the affected data and the identity monitoring service.
The way organizations respond to crises can strengthen trust or permanently eliminate trust. Security teams, communication professionals and marketers need not only when a violation occurs, but before it happens. Providers must prepare messaging frameworks to address violation preparation and third-party risks, combining IT, communication, legal and marketing functions. They must train spokespersons to respond quickly and empathically. They must see cybersecurity as the backbone of their brand identity, not operations afterward.
Active communication to build trust
Upward space? Healthcare brands have a real opportunity to lead the implementation of cutting-edge technology, communicate transparently and build trust. Around the transparency of that protection, how vendors are reviewed, and how patients can play an active role in the security of their own data can lead a long way to building confidence.
It can also help patients feel empowered. The study found that more than 70% of people said they would take steps such as enabling two-factor authentication or changing their passwords if given the opportunity. It's a powerful reminder that most people won't expect perfection, but they do expect to be part of the process.
Healthcare providers who acknowledge this, bring patients in, communicate clearly and see cybersecurity as an extension of care, can turn resilience into a lasting competitive advantage.
Image: Features, Getty Images
Matthew Briggs has over 15 years of agency and in-house PR, working closely with the team to plan and execute integrated communication strategies in PAN's B2B technology and healthcare portfolio. Strategic planning, crisis communication, narrative construction and execution communication only provide some expertise for clients, including PointClickcare, Quanterix and Loyal Health. Matthew’s approach to collaboration and passion for narrative construction is simply because of his commitment to building strong client partnerships and a love for a good story. When he is not playing guitar, you can usually find him on the ski slopes with his family in the winter or jump around the lake with his kids in the summer.
Ariel (Burch) Novak has a 13-year tenure at PAN, during which she worked with B2B technology brands and was passionate about cybersecurity, including Booz Allen Hamilton, HPE, Citrix, Thales, Thales and Vercara.
Ariel started her career as a journalist and received an award from the New England Press Association. Her award-winning campaign helps clients build strong narratives. Ariel is located in Maine and graduated from Bates College. She is an avid reader who loves to develop Pan’s annual summer reading list – she always recommends books (whether it’s a novel or a novel or picture book read with two little kids)!
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