Healthcare Communications - Hypothesis Testing
Communication in healthcare is increasingly multichannel. The healthcare industry is increasingly making use of diverse communication channels (such as automated texts, cold mails, social media), platform solutions (such as GuideSpark Communicate Cloud, Televox), and technological advancements (such as Artificial Intelligence) in their communication with patients. Below is an overview of the different channels used.
INCREASED Multichannel Communication USE in Healthcare
- Healthcare organizations use several channels to communicate with their patients including traditional face-to-face interactions and digital communication (text messages, emails, video calls, websites, and mobile apps).
- Healthcare providers post relevant and usable content directly on the multimedia channels patients often visit.
- Twenty-six percent of hospitals in the United States are actively posting information on social media.
- Health information technology helps in the communication between the patient and the provider as messages are shared through several channels including mass media, print materials, social media, mobile phone applications (apps), e-mail, text messaging, telehealth services, and face-to-face conversations.
- Health organizations are using automated text and cold calls to reach out to or communicate with their patients. This decreases staff burnout and allows the providers to focus more on their patients.
- Healthcare providers in both public and private institutions use the Internet to effectively deliver health information and services.
- Other forms of communication that do not utilize the Internet, but are essential to reaching non-web users include printed materials, media campaigns, community outreach, and interpersonal communication.
- As of April 2018, over 1,600 healthcare providers in the United States have officially maintained and used social media channels to communicate with their patients (on topics such as health and wellness), provide information, and deliver news to a public audience.
Technological Advancements in Healthcare Communications
- Healthcare providers use wearable watches/bracelets, patches, textiles, and garments to monitor and communicate with patients remotely in real time.
- Telehealth is a digital information and communication technology used by patients to access and communicate with their primary care clinic and provider online.
- During a round table discussion, held in Chicago in mid-September, several executives and senior level healthcare professionals discussed the idea of using Artificial Intelligence to communicate with and provide information to care teams in real-time continuously.
- BMJ researchers suggested that Artificial Intelligence could be used to improve medical communication between patients and providers. This technology could provide information on patients' health situations, therefore, reducing healthcare providers' stress and preventing unneeded testing.