Building Trust in Health Care Brands: PR Strategies to Improve Reputation and Patient Loyalty

Published on Nov. 14, 2024 at 5:47 a.m.

By Macy Barshick.

Building trust is essential in health care. Patients put their health and often their lives in the hands of health care providers. This makes trust a crucial part of the patient-provider relationship. Recently, health care organizations have faced new challenges that made having strong public relations strategies even more important. Trust doesn’t just impact a health care brand’s reputation; it also affects whether patients choose to stay with a provider. A trusted health care provider can build strong relationships with patients, leading to better care and long-term success.

In health care, trust means more than just confidence in a doctor’s skills. It includes the belief that the provider has the patient’s best interests in mind, communicates openly and provides safe, caring treatment. Patients’ expectations have changed over time, and now trust also involves transparency, reliability and easy access to care.

In recent years, patient attitudes toward health care brands have shifted. High-profile issues, like data privacy breaches, rising costs and the responses to COVID-19, have made patients more cautious and informed. Patients now focus more on ethical practices and transparency. This is where public relations is critical, helping shape public perception by showing a brand’s commitment to patient-centered care.

For health care organizations, building trust is a continuous effort that requires a clear, consistent public relations strategy. One core element of this strategy is open communication and transparency. Many health care brands share accessible information on their websites, explain services clearly and make sure patients know whom to contact with questions. Rebecca Badeaux, the director for strategic communications at Betty Irene Moore School of Nursing at UC Davis, said avoiding overly technical jargon is one of the easiest methods to foster more trust.

“Health care has so many acronyms, and people love to come up with creative acronyms, but I think that is the most exclusive language. So I think when you use inclusive language, stay away from jargon and explain things very simply, you begin to speak to them [patients] in terms that they can understand. Effective strategy is working with your subject matter experts to understand so you can better communicate,” said Badeaux.

Additionally, getting involved with local communities builds trust by showing that the health care organization cares about more than just treating patients in the clinic or hospital. Hosting events, partnering with local groups and taking part in health education programs show a commitment to patient and community well-being. UC Davis Health, which has launched programs to build trust in its community, holds public health seminars, supports community health fairs and shares research findings openly.

“When people see that you care about the community, when people see you are doing work that improves the health of the population as a whole, and not just your patients, I think that’s a value proposition, and you have to show it,” said Badeaux.

Looking forward, health care brands will have to meet changing patient expectations and keep up with new technology. Some of the main trends in health care public relations include the rise of digital platforms, the use of data and technology-driven solutions that can improve patient trust and loyalty. Tools like telemedicine, digital patient portals and health apps are changing how patients and providers interact. Badeaux also mentioned how AI, like many other industries, is entering into health care.

“I think you can really use AI to help you speed up what you do and focus on the things that really need individual focus that only a human can provide,” said Badeaux. “But in doing so, always be mindful that the nature of health care includes privacy-protected information. Know your company’s policies and ensure private health information and propriety research remain confidential”.

Public relations strategies that promote these tools can make health care seem more convenient and accessible. Patients appreciate easy access to their health information, and campaigns that highlight these advances can make a brand seem innovative and focused on patients.

The University of Pittsburgh Medical Center is leveraging artificial intelligence and telemedicine to improve patient care and streamline operations. Through these technologies, UPMC Magee-Womens Hospital has implemented tools that help identify patients at higher risk of complications, enabling earlier interventions and more personalized care. By analyzing patterns in patient data, the hospital can refine treatment plans for better outcomes.

“AI and clinical analytic dashboards are essential tools that allow us to understand patient choices, track outcomes and drive improvements in our practices. By analyzing this data, we can innovate and provide more tailored care,” said Beth Quinn, senior director of women’s health operations at Magee-Womens Hospital of UPMC.

With more data, health care providers can create personalized communications that fit each patient’s needs, building trust through customized care. For instance, sending reminders or wellness tips based on a patient’s history can enhance their experience and encourage loyalty. By showing patients they are valued as individuals, providers can build a sense of connection and trust.

Trust is essential for building patient loyalty in health care, with public relations playing a key role in connecting patients and providers. Open communication, transparency, community engagement and effective crisis management all help health care brands build trust and improve their reputation.

“In a hospital setting, aligning everyone to provide clear, consistent messaging to patients is challenging but essential. Patients assume that anyone bearing the hospital’s name is on the same page, and we need to uphold that trust,” said Quinn.

As health care continues to change, organizations will need to adapt their public relations strategies by using new technology and offering personalized communication. Meeting patients where they are and showing a commitment to their well-being can help create lasting trust. In today’s world, where patients are more informed and engaged, health care organizations that prioritize trust will attract loyal patients and lead the way in creating a more transparent and caring health care environment.

For health care organizations, the message is clear: Public relations isn’t just helpful — it’s essential. By focusing on trust and building genuine connections with patients and communities, health care providers can create strong, lasting relationships that benefit everyone involved.