What's next in healthcare consumer experience

Healthcare is in a constant state of flux. Advances in technology, shifting regulations, and heightened expectations for convenience have all reshaped how care is sought, delivered, and received. And an increasing focus on the "consumer experience" of healthcare has introduced new standards for personalization, transparency, and responsiveness.

It's not simply that the consumer experience has become an integral part of the patient experience. They are one and the same-you can't have one without the other.

Of course, this isn't news to many forward-thinking healthcare organizations, which have continued to "meet the moment," and adapt to the rise of consumerism in healthcare. The digitalization of the patient journey-from an emphasis on data accuracy and authentic reviews, to online scheduling, to digital communications-has helped bridge the gap between the expectations of today's consumers and the delivery of high-quality, accessible care. These advancements have helped improve engagement and trust at every step.

The evolving role of technology in healthcare

This year's Healthcare Consumer Insights Conference (HCIC), brought together 350+ healthcare organization attendees to explore the latest trends, share insights, and drive innovation in healthcare consumerism. Reed Mollins, SVP of Digital Solutions, and Aaron Clifford, VP of Consumer Experience Growth, represented Press Ganey, both at our booth and during an engaging lunchtime discussion this past month.

What key themes emerged at HCIC that stood out to you?

Reed Mollins: This year's HCIC underscored a pivotal shift: Healthcare leaders are no longer merely reacting to industry trends-they are shaping its future. A comprehensive digital strategy has become the key pillar of any marketing and long-term growth initiative. Your online presence and reputation, ease of access to information, and a delightful user experience from the website to the contact center-these are all vital to patient acquisition and, ultimately, the financial performance of your organization. And in the health systems winning, everyone-not just technology, marketing, and consumer experience leaders-must adopt a digital-first mindset because brands are no longer competing with the best healthcare experience, they're competing with the best digital experience a consumer has ever had. But the digital revolution in healthcare is not just about innovation for innovation's sake. It's about finding the right balance between cutting-edge technology and the deeply human needs of those receiving care and those providing it. That's the most inspiring thing to me.

Aaron Clifford: The true value of any conference lies in the face-to-face connections that spark meaningful dialogue-not only to meet with likeminded individuals, but to challenge your ways of thinking, broaden your perspective, and learn what high-performing organizations are doing to stay on top. For example, we were surprised to learn that more traditional brand marketing efforts like public relations and email marketing cannot be undervalued and are a great way to profile your providers and share your offered services with your community. At HCIC, we hosted a fascinating roundtable focused on the use of AI in marketing and consumer acquisition strategies. What we heard from healthcare leaders emphasized a key theme: The future of healthcare is about how technology is applied to solve real-world, human-centered challenges. It's about moving beyond the tools themselves and focusing on how those tools can create more personalized, accessible, and efficient experiences.

What was your biggest takeaways on the future of consumer healthcare experience?

RM: "Digital transformation" is a phrase that's been tossed around for a while, but healthcare is finally leaning into what that truly means. It's not just a website, a social media account, or a Healthgrades profile. It's not even simply digitalizing processes-like rounding or appointment scheduling or market research. It's a holistic, fundamental reimagining of how healthcare connects with and serves communities, and a strategy that integrates technology and experience measurement into every consumer touchpoint, every encounter. The last key is bringing operational leadership those measurement insights to drive greater efficiency, deeper engagement, improved experiences, and better outcomes.

AC: One application that's getting a lot of traction is technology's ability to help us understand consumers more deeply. Especially in today's hyper competitive healthcare landscape, tools like Press Ganey's Market Navigator let organizations move beyond surface-level metrics and gain actionable insights into consumer behavior and preferences. By leveraging advanced analytics, healthcare leaders can identify growth opportunities, address unmet patient needs, and optimize service offerings with more precision than ever. This isn't just about keeping pace with the competition; it's about staying ahead by delivering tailored, data-driven strategies that build long-term loyalty. Consumers are relying more than ever on reviews from other consumers and online reputation when it comes to choosing healthcare as opposed to US News and World Report awards. Put simply: Market intelligence drives smarter decisions, and smarter decisions lead to better care, improved access, and stronger brand performance.

Why is consumer experience becoming a strategic priority for healthcare organizations?

RM: Consumers now simultaneously have more choice and are paying a higher percentage of the total bill due to high deductibles and escalating coinsurance. We're at a critical juncture where healthcare organizations are beginning to treat consumer experience with the same strategic priority that has long been established in other industries. However, this shift is more than just a response to market forces. It's an acknowledgment that the healthcare journey is not just clinical-it's deeply personal and consumer-driven. Organizations are increasingly recognizing that, in this new era, aligning brand identity with consumer expectations will be the defining factor in distinguishing top-performers and fostering lasting trust and loyalty. Our research shows that the earlier a person experiences friction, the harder it is for the organization to rebuild loyalty-and the consumer experience leads to the patient experience.

AC: There's also an emerging recognition that consolidation within the healthcare sector-where larger health systems are absorbing smaller, regional providers-presents both challenges and opportunities. As systems grow, the need for a unified, strong parent brand becomes vital for long-term sustainability. However, it's equally important to maintain a sense of local identity and relevance at the community level. This dual focus-balancing system-wide brand equity with the local connections or "good will" that patients value-will be a hallmark of leading healthcare organizations in the years to come.

What's next on your radar for healthcare and the consumer experience?

RM: Thoughtful deployment of truly innovative and experience-enhancing AI. It's not exactly a secret that these technologies are having a radical influence on our industry and the consumer experience, but their potential to transform everything from the healthcare journey to care delivery to, on a clinical level, even diagnoses is just beginning to unfold. In fact, we recently conducted a study that revealed that over one-third of healthcare consumers are already using AI tools for health-related purposes, like researching conditions and treatments, finding healthcare providers, and scheduling appointments. It's exciting to not just watch, but, at Press Ganey, be at the forefront of these game-changing innovations, as we bring AI into our Human Experience platform. Our teams have been working closely with our clients to help them harness the extraordinary power of these technologies to understand consumers and improve CX, while reducing the manual labor and cognitive load on the workforce. The sky is truly the limit.

AC: To say it's unbelievable what AI can do would be a massive understatement-and we're only at the tip of the iceberg. To build upon the AI theme, generative AI Overviews are already playing a huge role in provider selection. AI Overviews are a new feature in Google Search that pulls in data from all corners of the web, like Healthgrades and hospital directories, to populate first-page search results. As a result, it's more important than ever for healthcare organizations to have a handle on their data syndication, making sure listings are up to date and accurate web wide.

5 trends shaping healthcare consumer experience

Early next year, we'll be publishing the findings from new research into healthcare consumer behavior, preferences, and trends. In the meantime, here's a sneak peek of our findings.

1. AI is taking center stage in healthcare. 36% of consumers already turn to AI for healthcare-related purposes. 43% of them use it to research conditions, 42% to explore treatments, 35% to find providers, and 31% to schedule appointments. Perhaps unsurprisingly, AI usage and comfort levels are most prevalent among younger demographics, but the growing reliance on AI for healthcare underscores its transformative potential to shape how care is accessed, interpreted, and delivered.

2. In the age of AI, transparency is the key to trust. Many healthcare organizations already use AI to streamline processes, personalize interactions, and communicate. And that's a total game-changer-it can help information reach patients in ways that are faster, clearer, and possibly even more empathetic. This matters because 40% of consumers prioritize pre-and post-appointment interactions. But those who use AI must be upfront about its role: Three-quarters of consumers expect to be informed if AI is behind healthcare communications.

3. A strong brand reputation is your greatest asset. In the battle for patients, how your healthcare brand is perceived is just as important as reality. 86% of consumers choose healthcare based on brand reputation. And this is particularly true of younger generations, who, today, are the driving force of healthcare consumers. Establishing a strong online brand presence and reputation is key to patient acquisition. Technology can also help you understand how your brand is perceived in the market, providing insight into where you might need to beef up your marketing efforts.

4. Consumer confidence starts with accuracy. When it comes to choosing a provider, 89% of consumers say having up-to-date information online is essential in their decision-making process. Google Search is their #1 source of trustworthy information. But your health system's website is their second.

5. Simplified scheduling helps consumers over the last hurdle. Nearly half (47%) of consumers use digital scheduling tools-and 61% give it high marks. Meanwhile, only 27% of those who book appointments through call centers are happy with the experience. Convenience is the name of the game: By embracing efficient, user-friendly technologies, organizations not only meet expectations, but they improve the consumer experience and drive patient acquisition.

The healthcare industry is evolving at lightning speed. Savvy leaders recognize the importance of agility in this face-paced, ever-changing environment, embracing digital tools and consumer-focused strategies to outshine the competition. Are you one of them?

To learn more about Press Ganey's suite of consumer experience solutions, reach out to one of our CX experts.

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