The age of the empowered patient

As many of you know, I recently had my own healthcare experience as a cancer patient. And one part of that journey gave me a real wake up call. My “patient experience” was wonderful: clinical acumen, convenient care, uplifting experience, and caring teamwork. But there was one painful moment. The hours after diagnosis and before I spoke with my doctor. It was surprisingly frightening. I knew I needed care, but when I was searching for a doctor, I couldn’t find what I needed online. I knew care was out there—I just couldn’t access it.

The healthcare journey doesn’t start in the waiting room—or even when a patient first books their appointment. It begins much earlier, often with a simple online search. Whether it’s on Google or generative AI Overviews, social media, or a review site, patients form impressions and make decisions long before they walk through your doors. These early digital touchpoints play a powerful role in easing distress of a new diagnosis or earning trust in a new relationship. And, ultimately, they play a powerful role in guiding where patients choose to go for care.

This shift reflects a significant leap forward in patient centricity. Today’s patients don’t have to rely on generic word of mouth or referrals. They can find providers and organizations that are the “best match” for them. Relying on the experiences of other patients, they can find providers who meet their needs, whether that means the location is close to home, or the provider is an expert in their particular condition—or even that patients report they’re a great communicator.

Having a window into the real, lived experiences of past patients provides real value to consumers, giving them critical insight into what matters most when it comes to their care. This level of transparency empowers patients to make the most informed decisions about where, how, and with whom they seek treatment. And when organizations respond to these patient needs, they build trust and brand loyalty, improve patient retention, and stand out in an increasingly competitive landscape.

We can’t “care” our way out of poor processes 

For years, patient experience has deeply focused on the connections between caregivers and patients. In today’s healthcare system, the biggest disrespect most patients encounter is systemic disrespect caused by our processes. And what might feel like an inconvenience when we are well can compound into real burdens when we’re ill or injured.

But 48.4% of healthcare consumers experience friction before they even set foot in a provider’s office. Whether it’s a confusing, hard-to-navigate website, glitches in the booking process, unclear communication, or setbacks at any other touchpoint, these early barriers frustrate patients and chip away at trust—creating distance where an organization could be building connection.

And it matters. Patients who encounter frictions before an appointment rate their provider’s office, on average, 13 points lower in “Likelihood to Recommend” (LTR) than those who don’t. Even more telling, nearly one in four will walk away entirely if scheduling an appointment isn’t as simple as making a dinner reservation.

Every interaction shapes consumer perceptions of a healthcare brand, as well as their trust and loyalty. In a landscape where digital convenience, online reviews, and on-demand access set the tone, healthcare organizations can’t afford to fall short on the basics. Today’s experience leaders have the opportunity to bring that experience lens to process—whether it’s coordinating referrals, simplifying the discharge processes, or easing bill payment. So, the question becomes: Can we make our processes as caring as our people? In other words, can we design systems that reflect the same compassion and clarity we expect from our caregivers?

Trust is good business

Even in a world shaped by instant gratification and “on-demand” everything, healthcare is different. That is, while patients do value convenience, they are willing to wait for care—when they think the wait is worth it.

• 49% of consumers will wait one to three weeks for a primary care appointment.
• 30% will wait up to three months for a specialist they trust.
• 62% are more likely to use an urgent care center or ER linked to a hospital they already know.

This kind of patience is earned, patient by patient, over time, through reliable performance and a reputation for consistent, high-quality care and experiences.

Brand reputation isn’t only a marketing KPI. It’s integral to how people make decisions about their care, or the care of a loved one. Who they trust. Where they go. And whether or not they come back. Yes, they expect the convenience they get in other parts of their lives. But when it comes to their health they look for something deeper: trust built through consistency, transparency, and across a patient journey every step of the way—from digital search to check-in to the clinical experience itself.

Experience is the differentiator

Patients don’t compartmentalize their role as “consumers” vs. their role as “patients.” They are living one continuous journey, one experience, and they expect it to be connected, convenient, and seamless. When access is limited, communication is fragmented, or information is hard to find, patients will move on to the next—and find providers and organizations that meet their needs and expectations.

Our healthcare organizations have a massive opportunity in front of them to elevate experiences—and outcomes.

When we simplify access, make information visible and accurate, and invest in modern digital infrastructure, we not only make things easier, but we remove true barriers to care. We invest in and build trust, we demonstrate that we care about our patients, and we make healthcare easier, safer, and more compassionate.

As you celebrate this Patient Experience Week, there’s a simple question you should ask yourself.  Does my patient experience start at the doorway to my organization, or do I meet my patient where their journey starts: online.

To discuss your organization’s challenges and Press Ganey’s best-in-class brand and marketing solutions, reach out to our consumer experience team.