The significance of authenticity in healthcare communications

In a world inundated with medical information, misinformation and conventional marketing jargon, patients seek refuge in authenticity. They yearn for honesty, transparency and a genuine understanding of their unique needs. Authentic healthcare communications recognise the patient as the central figure in the healthcare narrative and acknowledge their emotions, fears and hopes.

A study published in the British Journal of General Practice found that trust in the patient-doctor relationship led to higher patient satisfaction and better health outcomes (Ridd et al., 2019). Patients are more likely to actively engage and concord with their healthcare journey when they trust their providers, and this trust can be built through communication that makes them feel heard, valued and respected.

The struggle against medical misinformation

Access to medical information is never more than a few clicks away. However, these (often unregulated) online resources come at a price – the rise of medical misinformation. When consulting ‘Dr. Google’, patients can encounter a deluge of contradictory advice and unverified claims, leaving them confused and uncertain about their health decisions. Medical misinformation can erode trust in healthcare providers and conventional medicine, as patients may turn to alternative sources for guidance.

Authenticity in healthcare communications can serve as a potent antidote to medical misinformation. By providing reliable, evidence-based information in a transparent manner, healthcare providers and communication agencies can counter the spread of falsehoods and empower patients to more confidently make informed health decisions (Fogel et al., 2021).

Strategies to embrace authenticity in healthcare communications

1. Active listening, empathy and understanding:

The cornerstone of authenticity lies in truly listening to the audience. Healthcare providers must go beyond merely hearing their concerns and instead actively engage in empathetic conversations. Understanding the emotional impact of a medical condition on a patient’s life allows healthcare providers to craft tailored communications that resonate with both patients and the healthcare professionals who care for them (Del Canale et al., 2012).

2. Patient-centric language and clear communication:

Authentic healthcare communications are free from jargon and complex medical terminology. Instead, they employ patient-centric language that is easily understandable to all individuals. Clear communication ensures that patients grasp the information they need to actively participate in their healthcare decisions (Berkman et al., 2011).

3. Transparency and honesty:

Authenticity thrives on transparency and honesty. Healthcare providers must be forthcoming about the potential risks, uncertainties and limitations of treatments. Disclosing both the benefits and potential drawbacks of medical interventions builds trust and fosters a sense of shared responsibility between patients and providers (Schneider et al., 2014).

4. Patient education and shared decision-making:

An informed patient is an empowered patient. Authentic healthcare communications prioritise patient education, providing reliable information about medical conditions, treatments and available resources. In addition, shared decision-making involves patients in the process, allowing them to actively contribute to their healthcare journey (Elwyn et al., 2012).

5. Cultural sensitivity:

Embracing cultural sensitivity in healthcare communications is essential in an increasingly diverse world. Recognising and respecting cultural differences fosters trust and ensures that communication is meaningful and inclusive (Betancourt et al., 2003).

6. Harnessing technology with a human touch:

While digital platforms have revolutionised healthcare communications, the human element remains crucial. Integrating technology with authentic human interactions helps healthcare providers engage patients on a personal level (Tuckson et al., 2017).

7. Building trust through storytelling:

Stories have the power to create deep emotional connections. Authentic healthcare communications often leverage storytelling to share real patient experiences, showcasing both triumphs and challenges. Such narratives humanise healthcare and resonate with patients, making them feel part of a supportive community (Obermeyer et al., 2017).

8. Ethical marketing practices

Authenticity is founded on integrity. Healthcare communicators must adhere to ethical marketing practices, ensuring that their messages align with regulatory guidelines and industry standards. Prioritising patient wellbeing over profit maximisation reinforces authenticity in healthcare communications.

It’s time to embrace authenticity in healthcare communications

By doing so, healthcare providers and communicators can rebuild trust, counter medical misinformation and empower patients to make informed decisions about their health.

Authenticity lays the foundation for strong patient-provider partnerships, leading to improved patient satisfaction, better health outcomes and a more compassionate healthcare system. And when it comes to more authentic healthcare communications, it’s important not to stop at patients. Clinicians and budget holders across the healthcare spectrum are humans too, and striving for honest, transparent and reliable communications will help product and service providers build longstanding relationships with them. As with patients, it’s these partnerships that contribute towards a world where more people are able to benefit from the best possible healthcare decision-making, and to access the product or service which can help them most.

As we venture into this transformative era of healthcare communications, let’s challenge the status quo, shatter the conventional shackles and embrace the raw, unfiltered truth that authenticity brings to the forefront of healthcare interactions.

By Thomas Pavel, Corporate Communications Director

References:

Ridd, M., Shaw, A., Lewis, G., Salisbury, C. (2019). The Patient-Doctor Relationship: A Synthesis of the Qualitative Literature on Patients’ Perspectives. British Journal of General Practice, 69(678), e116-e133.

Fogel, N., Sandstrom, M., Bernet, P. (2021). Medical Misinformation and the Need for an Expert Approach. JAMA Network Open, 4(1), e2035559.

Del Canale, S., Louis, D. Z., Maio, V., Wang, X., Rossi, G., Hojat, M., Gonnella, J. S. (2012). The Relationship Between Physician Empathy and Disease Complications: An Empirical Study of Primary Care Physicians and Their Patients in Diabetes Care. Patient Education and Counseling, 88(3), 377-383.

Schneider, K., Weil, A., Torrance, H., Bury, G. (2014). Are Health Care Professionals Ready for Whole Genome Sequencing? Personalized Medicine, 11(6), 579-594.

Elwyn, G., Frosch, D., Thomson, R., Joseph-Williams, N., Lloyd, A., Kinnersley, P., Grol, R., & Barry, M. (2012). Shared Decision Making: A Model for Clinical Practice. Journal of General Internal Medicine, 27(10), 1361-1367.

Berkman, N. D., Sheridan, S. L., Donahue, K. E., Halpern, D. J., Crotty, K. (2011). Low Health Literacy and Health Outcomes: An Updated Systematic Review. Annals of Internal Medicine, 155(2), 97-107.

Betancourt, J. R., Green, A. R., Carrillo, J. E., Ananeh-Firempong, O. 2nd. (2003). Defining Cultural Competence: A Practical Framework for Addressing Racial/Ethnic Disparities in Health and Health Care. Public