Fast Company contributor Jason Brush argues a large part of the U.S. economy operates on the principle of interpersonal trust — and healthcare could stand to learn a thing or two about incorporating those values into their businesses.
Mr. Brush, executive vice president of experiences and innovation at the global digital marketing agency Possible, argues that many consumers’ mistrust in healthcare has little to do with medicine and more to do with the economic anxiety a trip to a physician or hospital brings in terms of cost or having to navigate confusing insurance systems. For many patients, “it’s hard to have confidence in an inefficient system that threatens to leave you destitute if you take advantage of its benefits,” he writes.
In direct contrast, consumers place significant trust in other sparsely regulated industries. Consumers regularly put themselves in vehicles with drivers they don’t know when using ride-sharing apps like Uber or Lyft, or opt to stay in other people’s homes through Airbnb. Those services and companies, Mr. Brush argues, foster interpersonal trust — something healthcare businesses largely lack.
However, Mr. Brush outlines three ways healthcare executives can foster or rebuild trust between their organizations and consumers:
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1. Honesty and authenticity. Healthcare organizations must first study their existing mission statements to ensure consumers fully understand the goals of the organizations. Those businesses can conversely use those statements as a reference to explain the motives behind their companies. However, Mr. Brush argues that many healthcare companies make the same vague promise in their mission statements — to help people in their quest for wellness in one way or another — and consumers typically don’t believe them. He cites data indicating only 9 percent of U.S. consumers believe drug companies value consumers’ health over profits, and 16 percent believe the same for insurers.
2. Empathy. Organizations demonstrate empathy by creating products and services that anticipate and provide solutions to consumers’ needs, according to Mr. Brush. For larger organizations, it may prove difficult to demonstrate empathy when aspects of the business remain siloed or fragmented. To succeed, healthcare companies must begin to operate with a mindset of continual improvement, creating product roadmaps nimble enough to evolve along with consumers’ needs. One example Mr. Brush cites is the Apple HealthKit; healthcare organizations should try to invest in the healthkit or in similar technology because such platforms are continually being retooled to adapt to the industry’s needs.
3. Predictability and logic. Mr. Brush notes that many people often feel the experience of obtaining healthcare is chaotic and disorganized because of the patchwork of organizations that consumers are required to engage with to receive care. To make the process easier for patients, Mr. Brush suggests healthcare companies provide better communication and education initiatives to communicate with patients. While hospitals and health systems have begun incorporating new methods of communication, like SMS text notifications and email, providers should also consider other platforms, like social media, he states.
