Clarity Counts: Four Ways Communication Can Transform the Patient Experience

By John Zimmerer

In healthcare today, communication can make or break the patient experience. Patients navigate a labyrinth of portals and paperwork, which can leave them confused or dissatisfied. Digital transformation has improved access and convenience, but it hasn’t always made communication clearer or more personal.

People now expect the seamless interactions they get from retailers or banks in their healthcare providers. Smart Communications’ 2025 global benchmark study of 3,000 consumers reveals four key areas where better communication can close that experience gap and strengthen relationships between patients and providers.

Clear, trustworthy communication builds confidence

More than eight in 10 healthcare consumers (84%) say communication influences their overall experience with a provider, and three-quarters (75%) link it directly to loyalty. When information is unclear or incomplete, patients lose confidence and are less likely to stay engaged.

Healthcare communication is improving (63% of consumers now rate it as good or excellent, up 75% from 2024), but there’s still significant work to do. Nearly 70% say they would switch providers if communication expectations aren’t met. This suggests that expectations are rising faster than organizations can adapt.

Trust, transparency and plain language remain the foundation of strong patient relationships. Clear communication helps people understand their information and choices, making them feel heard and valued.

Omnichannel communication isn’t optional anymore

Today’s healthcare consumers expect to connect on their own terms, across everyday channels. Yet only 54% report being satisfied with their provider’s omnichannel experience, and just 55% say their preferred channel is used consistently.

The challenge is making each interaction feel seamless and personal. Email remains the most popular option (42%), followed by SMS (19%) and web or app channels (15%).

Consistency matters: 65% of respondents say they trust companies more when communication is reliable and consistent across platforms.

Offering flexible options and maintaining a uniform quality standard across all channels allows providers to meet patients where they are, fostering trust and satisfaction.

Digital forms must be intuitive, not frustrating

For many patients, digital forms are now the first point of contact with a healthcare organization. But too often, they’re a source of frustration. Sixty-five percent of consumers say they would abandon an interaction if the data collection process is too difficult. Common complaints include redundant questions, the inability to save progress and poor mobile usability.

When asked to choose between fillable PDFs and guided digital forms, 63% preferred the latter. That preference held across generations, with even Silent Generation respondents ranking guided forms highly. Nearly four in five (77%) also said it’s important for healthcare companies to offer digital rather than manual processes such as printing, scanning, or mailing.

Simplifying and modernizing data collection isn’t just an operational benefit; it directly impacts satisfaction and loyalty. In fact, 64% of consumers who had a positive experience with forms say they’re likely to remain loyal, and 56% would recommend the organization to others.

Patients are cautiously optimistic about AI, especially younger ones

Artificial intelligence (AI) is moving quickly into everyday healthcare communication, but trust varies widely across age groups. More than half of consumers (54%) say they would value AI-generated health recommendations based on their personal needs, with support strongest among millennials (64%) and Gen Z (55%).

Older patients remain more cautious. A majority of Silent Generation respondents (52%) expressed concern about AI handling their data securely, compared with less than a quarter of Gen Z (23%) and millennials (24%).

But the human-in-the-loop factor is critical: 46% of consumers say there should always be a human reviewing AI-generated content, and 37% want it made explicitly clear when AI is being used.

When used responsibly, AI can deliver more personalized, timely and relevant communication, enhancing experiences without sacrificing confidence or privacy.

Transparency and human oversight are essential elements for building trust as AI is more deeply integrated into healthcare communications.

The bottom line

As healthcare continues to evolve, communication remains the thread that connects every part of the patient journey. The opportunity now lies in using technology to make every interaction clearer and more personal.

Eighty-one percent of consumers say they would recommend a healthcare provider to a friend when its communication exceeds expectations. That kind of trust is earned through every message, form, and conversation, making patients feel understood, seen and heard.

The providers who master that balance will define the next era of patient experience.

John Zimmerer is VP of Vertical Marketing for Healthcare at Smart Communications.