With the rise of consumer internet research, consumer skepticism is also on the rise

This is especially true in the healthcare industry, where erroneous information can be more harmful than in other industries. Organizations have an opportunity to be the trusted source for healthcare information in their region.

Consumer skepticism is here to stay, but it’s something a healthcare organization can overcome by establishing itself as a trusted source for patients and prospective patients. Doing so carries tremendous value for the organization and for its patient network.

What do healthcare consumers do when they experience symptoms or are presented with a diagnosis? Many turn to their devices and punch in Google searches – it’s easy, always available, and immediate. By contrast, time with their doctors is limited.

But the information is unfiltered and overwhelming. Research shows it can do more harm than good.

Reliable information on symptoms and diagnoses, on the other hand, relieves patient anxiety and gives them a clear treatment path. Reliable, evidence-based, and clinically proven tools also provide value to healthcare organizations by acting as a 24-7 engagement tool that attracts and retains patients – and improves patient compliance.

What do we mean by trusted source?

A trusted source provides digital tools that meet the patient where they are, whether that’s at the symptom investigation stage or the treatment plan stage. It provides evidence-based, clinically proven treatment guidance that builds trust over time with positive outcomes.

A trusted source also gives patients a portal into the system that has a host of valuable functions, such as:

  • Test result alerts – When a test result is available, the patient knows. They can rely on a digital ping like an email or text alert to tell them when their results are available. No more waiting for a phone call or calling into the office to ask.
  • Accessible appointment scheduling – Patients love to know when their preferred provider is available for appointments and the ability to book appointments from their mobile device.
  • Transparent procedure pricing – Having price-per-procedure and estimate-of-benefits information at your fingertips, as opposed to in your mailbox, is an impactful change in the way healthcare consumers can manage their care.
  • Treatment guidance – Evidence-based treatment options that flow from symptom input is a user-friendly way to get patients on the right track and engaged in their treatment plans and how to follow through with them.


The Office of the National Coordinator for Health Information Technology published a study in 2015 – Trends in Consumer Access and Use of Electronic Health Information – that shows patients find access to digital health information useful.

When a healthcare organization offers these tools, it establishes itself as a trusted source of valuable information for its patient network. Patients will turn to their health network for symptom and treatment guidance and to co-create treatment plans. They will take greater ownership of their health care and grow more loyal to the organization.

As a trusted source, your organization will develop engaged patients who are seamlessly connected to everything your organization has to offer.

Let us know what you think,

Thank you,

Max Kahn