The WHO, WHAT, WHERE, WHY and HOW of Healthcare Communications
Healthcare communications connects patients, caregivers, providers, payers, and public health groups. Each of these influences how people understand information and act on it.
The “what” is more than just messaging. It includes all touchpoints. These touchpoints range from appointment reminders and discharge instructions to educational content, crisis updates, and community outreach.
The “where” has also grown. It happens in exam rooms, patient portals, and on social media. It occurs in pharmacies and on workplace platforms. It even happens when people search for symptoms at midnight, trying to decide what to do next.
The “why” is simple: clarity builds confidence. When communication is clear, kind, and timely, it cuts down confusion. It also helps people follow through and feel supported, not overwhelmed.
The “how” is about meeting people where they confirm their beliefs and make choices. Use simple language, cut down on jargon, and organize information so it’s easy to act on. This means saying what to do, when to do it, and who to contact. This also means recognizing the problem of misinformation and too much content.
We need to create messages that build trust. This can be done by being clear, consistent, and respectful of the patient’s viewpoint.
This first report in Atomik’s Healthcare Communications Perspectives is based on a recent survey by Atomik Research. It provides insights and practical guidance for communications professionals by exploring:
- U.S. adults’ sentiment around health activation, management and decision making
- How they can use the power of information to support them throughout their health journey
- What can be done to help them navigate the information and communications clutter
Download the report to learn more about this research, key data points and takeaways.
Click on this link to watch a LinkedIn Live Event from May 14, 2024, where the Atomik team discussed the initial findings from this research.
