Understanding patient priorities in 2024

When it comes to healthcare, the patient experience is evolving rapidly. With more access to information, technology, and personalised care options, patients today have clearer priorities and higher expectations than ever before.

From the quality of care to communication with providers, patients are seeking healthcare experiences that align with their personal needs and values. In this blog, we take a look at Phin’s latest report into patient confidence and choice, and explore the key priorities that shape patient decision-making. These show how healthcare providers can adapt to meet these demands, ultimately delivering better outcomes and building stronger relationships with those they serve.

1. Think partner, not patient

The biggest decision-maker when it comes to choosing a consultant was their ‘bedside manner’ and sense of rapport with the patient. Participants said they wanted to be treated like a partner instead of a recipient of a consultant’s care; to be included in the process and treated with kindness helped build a sense of trust, which is essential to continued care.

Patients are keen to know more about their consultant – they want reassurance that they truly care about their work. And they’re not scared to do a deep dive: they read biographies, patient reviews, watch videos, seek out surgical success rates and listen to word-of-mouth feedback. If this kind of information isn’t available, then the lack of detail is considered off-putting.

2. Patient-centred care is a top priority

When it comes to healthcare, the patient experience is evolving rapidly. With more access to information, technology, and personalised care options, Phin's report shows that patients today have clearer priorities and higher expectations than ever before.

3. Communication gaps are a major concern

One of the most prominent issues patients reported is a lack of clear and timely communication from healthcare providers. Many patients feel that better communication—particularly regarding treatment plans and follow-ups—could significantly improve their experience.

The medical terminology used by different medical professionals also proved to be a head-scratcher. Varying terms are used across different contexts, and patients felt that a resource with a full list of terms should be available to help them understand what they're being told.

We’ve spoken previously on this blog about the need for patient-friendly language and how it improves care outcomes, so it’s worth taking the time to make communications easier for patients to understand.

4. Access to care remains a critical issue

The report highlights that access to care, especially in underserved areas, continues to be a major problem. Patients are concerned about long wait times, limited availability of specialists, and challenges in scheduling timely appointments.

5. Digital health tools are continuing to gain traction

Patients are increasingly using and expecting access to digital tools, such as telehealth and patient portals. The report shows that patients value the convenience of managing their healthcare online, from booking appointments to accessing medical records.

6. Mental health services are in high demand

Mental health continues to be a growing concern among patients. The report underscores the rising demand for mental health services, particularly among younger demographics, with many patients seeking easier access to mental health support.

7. Patients turn to their community for information

Word-of-mouth – particularly when it comes to friends and family – is the most trusted source of information for patients. There are several reasons for this: many cited that they could get a more complete picture hearing the whole story from someone who had gone through a similar healthcare experience, and could ask questions. Patient reviews were similarly crucial.

Patients also knew that word-of-mouth reviews meant there was no ulterior motive, commercial or otherwise. Some were concerned that their GP might recommend based on locality or connections, rather than identifying the best consultant for the job.

8. Patient safety is a non-negotiable

Ensuring patient safety is critical, and the report reveals that patients expect healthcare providers to maintain high safety standards. Concerns around medication errors, infections, and overall care safety are paramount.

9. Preventive care and wellness are on the rise

Patients are showing a growing interest in preventive care and wellness programmes. The report suggests that people want to engage with healthcare providers who promote proactive health management, including screenings and lifestyle advice.

10. Transparency in billing and costs

Patients are calling for more transparency when it comes to healthcare costs. Many feel that unexpected bills or unclear pricing structures create unnecessary stress, and would prefer upfront information about the financial aspects of their care. They also are unsure of whether aftercare is included in the price of their private care, and whether they’re able to transition onto NHS aftercare if it isn’t.

What does this mean for your practice?

First things first: get online. Today’s patient is tech-savvy, and healthcare is more consumer-led than ever. Make sure that you have plenty of information available online about you and your practice, so patients on the hunt for a service like yours can build a sense of trust at every digital touchpoint.

The report shows that a stronger emphasis on personalised patient care is not just desired, but needed. Practices should tailor their services to meet the specific needs of their patients. Try enhancing communication with your patients to ensure they feel heard and valued.

There are a number of ways you can do this: ensure your patients know you have their best interests at heart with pre- and post-appointment communications, such as appointment reminders and follow-up messaging. By ensuring you collect relevant information before a patient’s appointment, you can make sure you’re more present during their appointment. Include the opportunity to provide feedback in your follow-up comms, and regularly check review dashboards, so you know what's working and where you need to improve.

Implementing data-driven strategies to monitor patient outcomes and feedback will allow practices to adjust their treatment pathways more effectively. By prioritising these adjustments, you can foster trust and improve patient satisfaction, ultimately leading to better health outcomes and long-term loyalty.