Performance Health Partners
Building patient trust in healthcare is crucial; 80% of individuals who report high trust in their healthcare system also experience better health status. This foundational trust enhances patient-provider relationships and significantly boosts health outcomes, patient satisfaction, and retention. Below, we outline seven key strategies for effectively building trust in healthcare.
Combat health misinformation with accurate, accessible information campaigns
According to the 2024 Edelman Trust Barometer—an annual survey that measures global trust levels across institutions like government, business, media, and non-governmental organizations—41% of people globally have regretted a health decision influenced by misinformation. With healthcare and politics becoming increasingly intertwined, so, too, does the spread of misinformation, often exacerbated by political bias and an increasing skepticism toward traditional information sources.
Building patient trust requires healthcare providers to actively combat misinformation by providing accurate, science-backed facts and educating patients about reliable sources of information. Strategies include hosting educational workshops, sharing infographics or informational pamphlets, and using digital platforms and social media to disseminate reliable health information.
The Edelman Trust Barometer revealed that in 2023, “friends and family” are now almost as trusted as medical professionals, national authorities, and health experts on health matters, showing an eleven-point increase from 2022. This is concerning, given the rise of misinformation permeating social media.
Therefore, patients should be encouraged to critically evaluate health-related information, verify its accuracy, and research its sources to make informed health decisions.
Combating misinformation allows for more open and trusted dialogue regarding healthcare, strengthening not only the public’s knowledge on the current state of health but also the public’s trust in their own healthcare providers.
Enhance trust with proactive and transparent communication practices
Transparency and communication are essential for building patient trust in healthcare relationships. Patients need clear, accurate information about their medical conditions, treatment options, and policies regarding their healthcare.
Regular follow-ups and open dialogue not only reinforce a safe environment but also cultivate a collaborative partnership between patients and providers. It’s important that patients should feel they can rely on their providers for truthful, reliable guidance, empowering them to make the best decisions about their care.
Providers should also be proactive in communicating changes, updates, and any other potential issues that may arise to boost trust. This includes being forthright about medical errors or complications, such as unexpected reactions to treatments or surgical outcomes that deviate from the norm. Transparently addressing these issues can maintain trust even in challenging situations.
Additionally, providing patients with access to their medical records and involving them in the decision-making process can further enhance transparency. An example of this would be utilizing patient portals where individuals can view test results, track treatment progress, and communicate directly with their healthcare team, emphasizing the importance of continuous, open communication.
Depoliticize healthcare to focus on patient-centric outcomes
During the COVID-19 pandemic and in the years that followed it, politics and health became increasingly entangled as the world grappled with balancing an unexpected and devastating health crisis with effective regulations.
Dr. David Nabarro, the World Health Organization’s Special Envoy for COVID-19, emphasized the critical importance of shielding America’s key health agencies from political interference. “It is urgent that we protect these crown jewels of America. These agencies set the standard for other national regulators. There is a need for oversight, but it must be disconnected from politics. There is a scientific job to do,” stated Dr. Nabarro.
Healthcare providers and organizations must strive to keep health-related decisions and communications unswayed by political bias. Emphasizing evidence-based practices and focusing on overall patient welfare rather than political agendas are critical steps. Additionally, educating the public about the importance of scientific integrity in healthcare decisions can also help mitigate the impact of political interference and build trusted healthcare. Patients must feel that their health is the top priority, regardless of the political climate.
Moreover, the politicization of healthcare and increased polarization detrimentally affects the public by escalating stress and anxiety, and exacerbating fears and concerns. According to the 2024 Edelman Trust Barometer Special Report for Trust and Health, 2 in 3 people say that political polarization has had a negative impact on their health. Providers must be well-equipped and ready to address these concerns when they emerge in a clinical setting.
Implement anonymous feedback systems to encourage open and honest feedback
According to the Emergency Care Research Institute (ECRI)’s 2024 Top 10 Patient Safety Concerns, providing care for individuals with disabilities, care delays due to shortages, and patient falls were among the top concerns expressed by patients. However, patients and healthcare staff may be apprehensive about expressing these concerns out of fear of retribution.
To address this, anonymous reporting systems offer a comfortable and non-punitive platform where staff and patients can safely share their concerns. These systems are vital for fostering transparency and openness, which are essential for building patient trust. By ensuring that comments cannot be traced back to the individual, these systems encourage more open expression of concerns, facilitating a more honest and effective communication channel within healthcare settings.
Organizations can drive meaningful change and improve Patient Safety by collecting patient feedback through these anonymous reporting systems. By analyzing these reports, providers can pinpoint patterns and trends to identify areas needing improvement. Implementing changes based on this anonymous feedback not only enhances patient outcomes but also builds trust by demonstrating a commitment to responsive action and addressing patient concerns.
Encouraging anonymous feedback is crucial as it provides valuable insights for improving services, conveys to patients that their opinions are valued, and fosters a sense of being taken seriously. When patients see their feedback leading to tangible improvements, such as addressing care delays or reducing patient falls, they gain confidence in their provider’s dedication to high-quality care. This, in turn, boosts patient retention and builds trust in healthcare. Ultimately, anonymous reporting facilitates more honest and actionable input, improving patient trust and satisfaction.
Uphold ethical standards to ensure integrity and trustworthiness in care
Ethical conduct within healthcare institutions and by professionals plays a critical role in building patient trust. When providers approach healthcare ethically, the integrity and reliability of care that patients receive is improved exponentially. As excerpted from “Principles of Biomedical Ethics” by Tom L. Beauchamp and James F. Childress, there are four pillars that inform the modern approach to ethical assessment in healthcare and guide best practices.
The four pillars of ethics in healthcare are defined as:
- Autonomy: Respect for the patient’s right to self-determination
- Beneficence: The principle of doing good for patients
- Non-maleficence: The principle of doing no harm to patients
- Justice: Treating all patients equally and equitably
These four components ensure patients are treated with respect and fairness. For example, respecting patient autonomy involves obtaining informed consent, honoring patient decisions, and protecting patient confidentiality. Beneficence and non-maleficence involve ensuring actions are taken in the patient’s best interests, their safety is a top priority, and that harm is prevented at all costs.
Justice means providing all patients with equitable care, affirming that no one is denied care, has restricted access to it, or is given low-quality care regardless of any characteristic such as race, gender, or economic class. If a patient cannot trust their provider to do these things, it is more likely that they will become fearful or apprehensive to bettering their health, potentially rejecting healthcare altogether.
Building trust in healthcare relies heavily on adherence to these strict ethical guidelines. Transparency and accountability, and upholding the Hippocratic oath, which promises to protect and care for patients as the basis of medicine, allow providers to earn trust from their patients. By demonstrating a commitment to ethical care, healthcare professionals foster a just culture that places the patients’ well-being as the foremost priority.
Foster a patient-centered culture through empathy and understanding
An empathetic approach is the foundation for a patient-centered culture and involves putting patients’ needs, preferences, and values at the forefront of healthcare delivery. This means actively listening to patients, involving them in the discussion, and tailoring care to their specific needs. Healthcare providers should strive to understand the individual experiences and perspectives of their patients, offering personalized care that respects their social, cultural, and emotional contexts, thereby building trust in healthcare.
For example, training programs that focus on developing empathy have been shown to directly improve patient satisfaction. According to a study by the British Journal of General Practice, physicians who scored higher on empathy scales had patients with better health outcomes, decreased anxieties, and fewer complications. Integrating empathy into daily practices builds compassion within the organization, building patient trust and improving health outcomes.
Earn trust through demonstrated medical expertise and continuous learning
Medical expertise is one of the four pillars of trust in healthcare. Building patient trust begins with the confidence patients have in the abilities of their healthcare providers. Patients are more likely to trust and rely on a provider who demonstrates a high level of knowledge and skill in their field.
According to the 2024 Edelman Trust Barometer, those with higher trust in healthcare were heavily influenced by the perceived expertise of doctors and staff, such as those who back up claims with data and research or have academic credentials like an MD, MBBS, or a Ph.D. in a health-related field.
This means that the more knowledgeable and educated healthcare professionals are, the more trusted they become, leading to better patient outcomes and more trusted healthcare.
Moreover, the significance of expertise in building patient trust is highlighted by the correlation between healthcare providers' qualifications and patient outcomes. A study published in the Journal of the American Medical Association (JAMA) found that physicians who scored in the top 25% on the board certification exam had lower mortality rates compared to physicians who scored in the bottom 25%.
These findings support the notion that patients feel safer in healthcare organizations where staff are not only certified and experienced but produce real-life benefits as a result of their education and training. Investing in the continued training and education of healthcare professionals is crucial for fostering and maintaining patient trust and ensuring high-quality care.
Some techniques for demonstrating medical expertise to patients include staying up-to-date in medical advancements, explaining medical jargon coherently, and offering second opinions when necessary. This demonstrates to patients that their provider is committed to continuous learning, fully understands medical conditions and practices, and can communicate them clearly. It also shows that the provider is confident in their medical expertise while respecting patient autonomy. Such a high level of knowledge reassures patients, fostering confidence in their provider's dedication to continually enhancing their skills and practices.
Final thoughts
Building patient trust in healthcare is an ongoing process that requires a multifaceted approach. It is essential for providers to create an environment where patients feel actively involved and safe in their care, which not only benefits individual patient outcomes but improves the overall healthcare system. Trust leads to better adherence to treatment plans, reduced anxiety and stress, and improved communication.
As the healthcare landscape evolves, maintaining and building patient trust will be pivotal in addressing emerging challenges and ensuring sustainable care for all. Trust is the cornerstone of effective healthcare delivery. By prioritizing these strategies, healthcare organizations can ensure that they provide the highest quality of care in a trustworthy and supportive environment.