Healthcare providers, let’s talk about communicating with patients. We all know how critical it is to patient satisfaction and growth, but are we truly making it easy for our patients? Are we meeting them where they are? Or are we forcing them into our preferred methods?
Here are some key ways to improve patient communication:
Allow Patients to Reply
One of my biggest pet peeves is getting a text or email from a doctor’s office that doesn’t allow replies—especially when they ask me to call them. If you need to talk on the phone, then just call me! If you’re going to send an email or text, let me respond in that format. Don’t force patients into a one-way communication system that works only for the office staff.
Respect Patient Preferences
When dealing with new patient prospects, communicate in the way they prefer. If a potential patient reaches out via text, should you keep it there? Absolutely—at least at first. But if another method might be beneficial, ask them.
A thoughtful provider I spoke with recently wanted to ensure she wasn’t giving prospective patients “the ick” by calling them when the initiated the communication via text or by texting them too often. My advice? Ask. If they prefer text, great. If they’re open to a quick call or a virtual consultation, even better. As for cadence, I recommend reaching out weekly for the first 2-3 weeks, then shifting to monthly for a few months, and finally quarterly follow-ups.
Know Your Audience
Every patient is different. I’m a geriatric millennial. I don’t love texting, which makes me a bit of an outlier. I’m old enough that I don’t mind a quick phone call but young enough to fear getting stuck on the phone. I like email. I’m also open to using a portal—but if logging in is a hassle, I’ll abandon it.
The key takeaway? Just ask patients what they prefer. A lot of patients prefer text. And, most are likely fine with asynchronous communication if it’s easier for them.
Real-Life Communication Wins and Fails
Here are some recent examples I’ve encountered:
- Spruce for Direct Primary Care (Win!)
My Direct Primary Care Doctor uses Spruce. Initially, I wasn’t excited about downloading another app, but I’ve come to love it. My doctor and I communicate easily through messaging, and she always offers to hop on a call or see me in person if needed. I appreciate the flexibility. - Acupuncturist’s Portal (Mostly Win)
My acupuncturist uses a portal. Logging in isn’t my favorite, but it does allow for seamless communication about appointments and supplements. Overall, it’s great because I can reschedule an appointment or do whatever after hours, during hours, or while sitting on a boring Zoom! - Cologuard’s Convenient for Them Communication (Fail)
When I hit the milestone for my first colon cancer screening, Cologuard did a great job of keeping me informed via both email and text. However, they lost me when they texted a bill that required me to create an online account to view and pay it. And, when I tried to respond, it wouldn’t allow me. Huge fail. If you can send a bill via text, let me pay it via text! And, they could do two way communication when they wanted my business. But, after they got it…they were over it. - Health Insurer’s HIPAA Confusion (Fail!)
I was chatting with my health insurer online when they transferred my request to email. Suddenly, they required me to verify my identity with my name, DOB, and member number “for HIPAA compliance.” I called them out on it because, fun fact: HIPAA doesn’t require my member number. It was just an unnecessary hurdle to continue the conversation. And super annoying that I had to go log back into my portal to pull that number. Validate identity – fine. But don’t say you need my member number for HIPAA.
Additional Tips for Better Patient Communication
- Offer Multiple Channels of Communication – Patients appreciate options. Provide phone, text, email, and portal messaging as choices, so they can select what works best for them.
- Be Clear and Concise – Medical jargon can be confusing. Use simple language to explain diagnoses, treatments, and next steps. It’s fine to set the expectation that any communication that isn’t a phone call won’t be immediate response. And, it’s perfectly fine to limit what you discuss on certain platforms.
- Send Timely Follow-Ups – A quick message after an appointment to check in on a patient’s progress shows care and attention.
- Avoid Overloading with Messages – While follow-ups are great, too many messages can feel intrusive. Find a balance between staying engaged and giving patients space.
- Ensure Secure and Easy Access – If using a portal or secure messaging system, make sure it’s user-friendly, HIPAA compliant, and doesn’t require patients to jump through unnecessary hoops.
- Train Staff on Communication Best Practices – Everyone in the office should be on the same page regarding tone, responsiveness, and handling patient inquiries effectively.
- Personalize Your Communication – Address patients by name, reference past visits, and make interactions feel warm and personalized.
Meet Patients Where They Are To Grow Your Practice
Communication in healthcare doesn’t have to be frustrating. Patients have different needs and preferences—listen to them! Whether it’s text, email, phone, or a portal, the best communication strategy is the one that works for the patient. If you’re unsure, just ask.
Let’s make healthcare communication seamless, not stressful.
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Amanda Brummitt, FACHE is our resident patient experience snob. While it may be annoying, it’s important to gain and retain patients in today’s competitive market.
