Category: Pharma Marketing

Here at Viseven, we believe that communication saves lives. That’s why we live and work by the motto — Saving lives by improving communication.

Intro to Patient-Doctor Communication

If a patient is fully open and honest with the doctor, feeling supported and heard, then the doctor has all the pertinent information to successfully diagnose them and prescribe an effective treatment.

Sometimes, though, patients feel judged and/or rushed, so they can omit something or simply forget to mention critical details. This can lead to an incorrect diagnosis, unfitting treatment options, or a patient might even not stick to the treatment at all if they felt like they weren’t listened to.

This is not uncommon. Effective physician-patient communication often suffers from a wide range of reasons. How do we solve those or work around them to improve patient outcomes?

In this article, we will discuss how to improve doctor-patient communication: basic principles, key advice, and main obstacles.

Why Is Good Communication Important in Healthcare?

What was your best doctor’s visit like? Was it reassuring when they took the time to really listen and explain things clearly? That’s because good communication is absolutely crucial in healthcare.

When doctors and nurses communicate well, patients feel comfortable opening up about their symptoms and concerns. Because the more connected patients feel to their healthcare providers, the more likely they are to share important details about their health that could be vital for accurate diagnosis and treatment.

You know how frustrating it can be when someone explains something using complicated terms you don’t understand? And you have to either clarify multiple times or look it up later? Well, that’s especially true with healthcare’s abundant medical jargon. Effective communication means breaking down complex medical information into terms that make sense to patients.

When providers take the time to explain conditions and treatment options clearly, patients can make informed decisions about their care. After all, it’s their health we’re talking about — they deserve to have active patient involvement in these important decisions.

Finally, effective communication isn’t just about making patients feel better (though that’s important too). It actually plays a huge role in patient safety. When health care professionals communicate effectively with each other, whether they’re handing off patients between shifts or coordinating between different departments, they’re less likely to make mistakes.

Plus, let’s not forget the emotional side of things. Being sick or injured can be scary and overwhelming. Having medical professionals who communicate with empathy and take the time to address concerns can make a world of difference in how patients cope with their conditions and stick to their treatment plans.

What Patients Look for in a Doctor

From most important to somewhat important, patients look for a doctor who is: able to listen to and ask for a patient’s questions and thoughts, clinically experienced, compassionate and empathetic, accessible (short wait times, visit can be booked online, has an option to consult via telemedicine), and is respectful about a patient’s gender, race, and ethnicity.

That’s according to the 2022 survey from Everyday Health and Castle Connolly, which surveyed 287 healthcare professionals and almost 1,300 patients.

What’s important to note is that what patients want most in their HCP does slightly differ by race:

Still, it’s quite evident that good doctor patient communication is high up on a patient’s list of important qualities in doctors.

Three Approaches to Doctor Patient Relationships

The doctor patient relationship has come a long way over the years. Not too long ago, it was mostly about a patient seeking help and a doctor making decisions that the patient would quietly accept. This was the essence of the paternalistic model — doctors used their expertise to decide what treatments were best, often sharing just enough information to gain the patient’s consent. Obviously, this approach was very one-sided.

But things have changed. Over the last couple of decades, there’s been a strong push for patients to take a more active role in their care. Critics of the old model have called for less doctor dominance, more patient control, and a shift toward collaboration.

Now, there are three main approaches to how doctors and patients interact, reflecting this shift from authority to partnership: activity-passivity (paternalistic), guidance-co-operation (doctor as an advisor), and mutual participation. These models recognize that healthcare isn’t one-size-fits-all and that both doctors and patients bring unique perspectives to the table.

Activity-passivity approach

The activity-passivity model is as paternalistic as it gets — it’s like the parent-infant relationship in many ways. In this setup, there isn’t much of a real interaction happening. The patient isn’t able to contribute actively and is often seen as helpless, fully relying on the doctor’s expertise. The doctor takes charge of the treatment process, no matter what the patient thinks or what the eventual outcome might be.

That said, this approach makes perfect sense in medical emergencies. In those moments, there’s no time to explain every detail — doing so could put the patient’s health at serious risk. In these situations, the doctor is in full control, and while it meets the immediate need to save lives, it also tends to reinforce the doctor’s position of authority and mastery in the relationship.

Guidance-cooperation approach

The guidance-cooperation model is more common in less urgent situations. Here, even though the patient is unwell, they’re still conscious, with their own feelings, thoughts, and goals. Often, the patient may be anxious or in pain, so they actively seek the doctor’s help. In doing so, they willingly place trust in the doctor’s expertise and guidance.

In this model, the doctor takes on a guiding role, expecting the patient to follow their advice and cooperate without much pushback. It’s similar to the relationship between a parent and a teenager — there’s some input from both sides, but ultimately, the doctor is still the one in charge.

Mutual participation approach

The mutual participation model, supported by Balint in 1964, is all about fostering collaboration and equality in doctor patient communication. This approach recognizes that patient satisfaction is best achieved when both the doctor and patient engage as equals, contributing their perspectives to the decision-making process. Rather than the doctor claiming to know exactly what’s best, the interaction is guided by shared understanding and mutual respect.

At its core, this model embodies patient-centered communication, where the focus shifts to the patient’s needs, preferences, and active involvement in their care. It’s particularly effective in managing chronic conditions, where the patient plays a central role in maintaining their health. The patient-physician relationship in this context evolves into a true partnership.

This approach not only empowers patients to take greater responsibility for their health but also redefines the doctor’s role. Here, satisfaction for the physician comes not from authority or control, but from the meaningful impact they have on improving lives through guidance and collaboration.

How to Improve Your Communication with Patients: Tips & Tricks

All forms of doctor patient interaction require good communication skills. These consist of written, non-verbal, and spoken. Healthcare professionals can increase patient satisfaction if they have a strong balance of all these abilities. Sometimes all it takes to win someone over is the correct body language or just listening intently to what they have to say. But let’s delve into all the ways how you can improve your doctor patient communication.

Practice active listening

Active listening is all about being fully present in the conversation. This means putting away distractions, maintaining eye contact, and truly focusing on what the patient is saying — not just their words but also their tone and body language. Simple gestures like nodding, leaning in slightly, or even saying “I understand” can make a patient feel seen and heard. It’s also helpful to ask clarifying questions or paraphrase their concerns, like “So what you’re saying is…” to show you’re on the same page.

Also, encourage people to ask questions. Often, people are too scared of judgment or anger when asking their doctors about anything. However, there is no shaming in asking a medical professional to explain something or repeat what they have already said.

Recognize patients’ background

The survey from Everyday Health and Castle Connolly, which we discussed above, clearly showcased that being respectful and sensitive about a person’s gender, race, and ethnicity is high on the list of importance.

Bias and discrimination in healthcare show up in all kinds of ways, destroying the patients’ trust in the care they receive. These biases often lead to racial and ethnic minorities getting lower-quality treatment, misdiagnoses, and poorer health outcomes. A good first step to advance health equity is recognizing your own implicit biases. Take the time to really listen to your patients, see things from their perspective, and get to know them as individuals. Empathy goes a long way in understanding their unique experiences and needs. You can also join diversity and inclusion training to learn practical ways to bridge gaps in care and address the healthcare disparities and inequities that still exist today. Small steps like these make a big difference in creating a more inclusive and equitable healthcare environment.

The way you communicate matters

The tone a doctor uses can set the entire mood of the conversation. Imagine a patient sitting nervously in an exam room, unsure how to explain their symptoms. If a doctor walks in, speaks hurriedly, and barely makes eye contact, the patient might feel dismissed or too intimidated to share everything they’re experiencing. On the other hand, if the doctor approaches with a calm and empathetic tone, introduces themselves warmly, and asks questions in a reassuring way, the patient is more likely to open up.

Avoid jargon

After 11 to 15 years of medical school, it’s no wonder that doctors don’t notice how much jargon they use in their patient communication. In fact, one study found that nearly 80% of primary care appointments included at least one instance of jargon, and many terms weren’t fully explained.

This can lead to misunderstandings about diagnoses and treatment plans, which may impact how well patients follow through with your medical advice. On top of that, patients often leave consultations only remembering half of what was discussed, mainly because there’s a gap between what doctors think they’ve communicated and what patients actually understand. These miscommunications hurt both treatment adherence and patient satisfaction.

To improve, you should aim to use plain language that anyone can understand, regardless of their health literacy. This can be done by: avoiding overly complex terms, explaining important medical language in simple words, encouraging patients to ask questions if anything is unclear, and using visual aids like diagrams or charts to make complex ideas easier to grasp.

Leverage technology

As a doctor, you’re well aware that balancing patient care with administrative demands can be challenging. Technology is changing the scene in this regard.

We won’t mention EHRs, as today they are, luckily, used by almost everyone, deservingly so. Patient portals and telehealth services extend that convenience even further. Patients can schedule appointments, request refills, or send you a quick message directly, which not only saves them time but also frees you and your staff from constant back-and-forth phone calls. Telehealth visits can be a lifesaver for patients who have mobility issues or live far away, helping you reach people who might otherwise skip needed care.

Mobile health apps are also a great tool — your patients can log symptoms, track vitals, or set medication reminders. Not everyone is familiar or comfortable with technology, though, so it’s important to offer alternatives and maybe walk them through the basics. By blending technology with clear communication, you’ll not only streamline your workflow but also make your patients feel more informed and supported in their care.

Lastly, an AI-powered chatbot on your clinic’s website can considerably boost your patient communication. These bots work around the clock and can answer all kinds of requests, depending on how you train them.

Best Provider-Patient Communication Practices

To give you a clear blueprint on the best way to communicate with a patient, we took the advice from the AIDET structure developed by the Studer Group. AIDET stands for the five key behaviors that can build a good care interaction: acknowledge, introduce, duration, explanation, and thank.

1. Acknowledge: Greet the patient (and others in the room if present) by name, make eye contact, and smile.
2. Introduce: Tell the patient your name and position to explain your role in their medical care.
3. Duration: Provide patients with a clear sense of how long their appointment may take, including an estimate of when they’ll see a specialist or receive lab results. If you can’t give an exact time, let them know when you’ll circle back to update them on any progress.
4. Explain: Walk the patient through each step of what will happen next, answer any questions they might have, and make sure they know how to reach you, such as by using the nurse call button.
5. Thank: Take a moment to thank the patient and, if appropriate, their family. Show your appreciation for choosing your hospital and for their cooperation.

Bottom Line

Effective communication is a lifeline in healthcare. By embracing patient-centered approaches, healthcare professionals can fundamentally transform patient experiences and outcomes. This requires more than medical expertise, it demands empathy, active listening, and a genuine commitment to understanding each patient’s unique journey.

On our end, we can help you develop the instruments you need to make your relationships and communication with patients ever so better. Whether you want a portal, telehealth application, or an AI-based bot, Viseven has the skills and experience to create a user-friendly and robust solution that will cover a world of patient needs.

A groundbreaking drug is ready to change lives, but regulatory hurdles, soaring R&D costs, and pricing pressures stand in the way of its success. For the pharmaceutical industry, this scenario is the reality of 2025.

With a global talent shortage, aging populations driving up healthcare demands, and supply chains still recovering from recent and ongoing crises, the challenges are mounting up for the pharma industry. Add the rapid adoption of artificial intelligence and advanced therapies, and you’ll see the industry facing a pivotal moment of both struggle and opportunity.

In this article, we’ll unpack the most pressing issues shaping pharma in 2025 and explore how companies can navigate this complex landscape. Let’s dive in.

Understanding the Key Problems in the Pharmaceutical Industry

The challenges facing the pharmaceutical market are anything but simple — they’re the result of a tangled web of issues that seem to snowball. Regulatory hurdles, like slow approval timelines and conflicting evidence requirements, create roadblocks that delay medicines from reaching patients. Add to this the rising costs of raw materials, labor, and transportation, and it becomes clear why pharmaceutical companies are struggling to balance innovation with affordability. And let’s not forget healthcare systems operate on tight budgets, which can make implementing new therapies an uphill battle.

Operational challenges further exacerbate the situation. Talent shortages, particularly in STEM and digital roles, threaten to slow progress in research and innovation. At the same time, pharmaceutical supply chain vulnerabilities exposed by global disruptions, such as the COVID-19 pandemic, continue to disrupt production and distribution. Pharma companies also face difficulties integrating advanced technologies like AI and personalized medicine into their operations, while navigating regulatory compliance.

Combined with health system infrastructure gaps and strategic decision-making errors, these factors create a complex environment that demands strategic collaboration and innovative solutions to ensure a sustainable future for the industry.

Common Challenges of Pharmaceutical Industry Today

Pharmaceutical industry obstacles often repeat year to year. Regulations that continuously change, rising costs, an aging population, and tech advancements uncover the industry’s resistance and fear of change. Still, it’s critical to discuss the biggest challenges so that you are aware and can build effective strategies to counter them.

Regulatory compliance

Regulatory hurdles are some of the most significant challenges pharmaceutical companies face today. Every country has its own rules and standards for drug approvals. The U.S. Food and Drug Administration (FDA) operates differently from the European Medicines Agency (EMA), and emerging markets often add another layer of complexity. For pharmaceutical companies trying to bring a drug to market globally, it’s like navigating a maze where the rules keep changing. Add to that the constant evolution of regulations (case in point, the U.S. Inflation Reduction Act), and you’ve got a moving target that demands constant adaptation.

The drug approval process doesn’t make things any easier. It’s not just lengthy — it’s expensive. With clinical trials stretching over years and costing billions, the stakes are incredibly high. And the kicker is that there’s no guarantee of success. That’s a huge risk for companies trying to innovate while keeping costs under control.

Now, let’s talk about marketing — because regulatory challenges don’t stop once the drug is approved. Many countries, for example, ban direct-to-consumer advertising altogether. Even in places like the U.S. and New Zealand, where it’s allowed, the rules are strict.

Then there’s the issue of transparency. Companies are required to disclose detailed information — everything from clinical trial results to financial relationships with healthcare providers. While transparency is critical for building trust, it often limits how creatively companies can communicate with their audiences. This makes overcoming the challenges in pharma marketing a balancing act between staying compliant and effectively engaging patients and healthcare professionals.

Talent shortage

The pharmaceutical industry is grappling with a significant talent shortage, particularly in STEM and digital roles, as demand for specialized expertise outpaces supply. This gap is further widened by an aging workforce, with many experienced professionals retiring and leaving critical positions unfilled.

Advancements in technology and the shift towards digital and personalized medicine have only heightened the need for skilled talent. At the same time, changing workforce expectations, like the desire for flexible working arrangements, add another layer of complexity for companies trying to attract and retain top talent. Without addressing these challenges, the pharmaceutical industry risks stalling innovation and falling behind in a rapidly evolving landscape.

Intellectual property

Intellectual property challenges are a constant juggling act for pharmaceutical companies. On one hand, patents are crucial — they protect groundbreaking innovations and help recoup the massive investments poured into R&D. But there’s a flip side: strict intellectual property protections can limit access to affordable medicines. When patents expire, the competition from generics heats up, shrinking market share and profits for the original innovators. And let’s not forget the growing issue of counterfeit drugs, which not only put patients at risk but also harm the reputation of trusted brands.

The intellectual property landscape adds to the complexity, with new technologies like artificial intelligence raising questions about ownership and enforcement varying widely across markets like India and China.

Add to this public scrutiny over profit-driven priorities, and it’s clear that pharma companies are under pressure to find a balance between protecting their innovations and ensuring fair access to treatments.

Supply chain management

When we go to a hospital or visit a doctor, we expect the drugs we need to be there waiting for us. It’s hard for us to imagine that a hospital might tell a patient that their treatment needs to be delayed because of a medicine shortage, or they are simply unavailable because of logistics challenges in the pharmaceutical industry. Unfortunately, this is the reality we are living in because of pharma supply chain challenges.

It should be noted that these problems existed even before the pandemic, and the economic challenges for the pharmaceutical industry made shortages even more acute.

When everything is running smoothly, the economics of the global supply chain can bring in a lot of profit, but when it fails, the human cost is enormous. In fact, some basic essential medications that are used every day in emergency rooms and outpatient clinics have been in short supply.

Data security

Figuring out how to store and manage data securely is another big hurdle. With cyber threats on the rise, pharma companies are becoming prime targets for identity theft and increasingly sophisticated attack methods. The push for digitization has only added to this challenge — more valuable data stored online means a bigger bullseye for cybercriminals.

It doesn’t stop there. Pharmaceutical companies rely on countless devices to collect sensitive health and patient data, often connected through tools like big data analytics and the Internet of Things (IoT). While these technologies bring incredible benefits, they also amplify risks, making it essential for companies to prioritize security and privacy right from the start.

HCP engagement

In such a complex environment, how can pharma marketers effectively engage with healthcare professionals? Limited targeting options and the intricate healthcare landscape make this task particularly difficult. Most targeting capabilities focus only on geography and specialization, whereas marketers require insights based on prescription behavior and formulary access. Adding to the obstacle, the healthcare market involves multiple stakeholders — providers, insurers, and patients — who all influence decision-making.

Reaching a critical mass of physicians to meet business goals is equally daunting. Fragmented outreach efforts often fail to engage HCPs meaningfully. Promotional content on company websites is often met with skepticism, while scientific journals may not always accommodate marketing messages, leaving marketers struggling to connect with healthcare professionals effectively.

Resistance to change

Resistance to change is another one of the key challenges looming in the pharmaceutical industry. And it’s driven by various factors. Management often hesitates to make substantial operational changes, fearing disruptions and increased complexity. The highly regulated nature of the industry adds another layer of difficulty, as even minor changes require expensive revalidation processes. Additionally, manufacturing challenges lead some companies to rely on paper records, which can obscure errors and avoid scrutiny.

The financial and logistical burden of compliance frequently deters companies from adopting new solutions, even when they are clearly needed. Long-standing processes and deeply ingrained habits further contribute to this resistance, with employees often reluctant to alter methods they’ve relied on for years. This resistance is compounded by a cultural preference for maintaining the status quo, summed up in the phrase, “that’s the way things have always been done”.

Strategies to Overcome Challenges in the Pharmaceutical Niche

After discussing all of the issues in the pharmaceutical industry, you might get quite a gloomy picture of the industry’s future. And although these challenges test the companies’ resilience and adaptability, they also offer opportunities for growth and transformation. So let’s explore how decision-makers can ameliorate these obstacles and turn them into stepping stones for progress.

Train your team on regulations

Keeping up with ever-changing regulations can be daunting, but it’s essential to the industry. The key is staying ahead of the curve. Companies can do this by regularly training their teams on the latest guidelines and best practices from agencies like the FDA and EMA. Strong documentation systems and tools like compliance software make it easier to track everything and reduce human error. Pharma marketing can add insult to injury, requiring MLR approval for every new e-Detailer that you make.

Here we can suggest a very actionable solution — an MLR acceleration engine that can proofread your content before you submit it for review, highlighting the risky areas that need attention.

Tackling the talent shortage

Finding the right talent in pharma is like trying to find a needle in a haystack — especially when everyone’s looking for the same needle. That’s why forward-thinking companies are getting creative, partnering with universities to create specialized training programs. Plus, don’t overlook the talent you already have. Upskilling your current employees and using AI to handle repetitive tasks can help your team focus on the big-picture projects that drive your company forward. Expanding recruitment geographically and networking with potential candidates at industry events are other two solutions that you should keep in mind.

Protecting intellectual property

Today, intellectual property protection demands sophisticated strategies. Companies must conduct regular patent landscape assessments and monitor potential infringements proactively. Successful IP management also involves engaging with various stakeholders to balance IP protection with public health considerations, particularly in emerging markets where IP regulations may differ significantly.

Predict supply chain issues

Modern supply chains require data-driven optimization and robust security measures. Advanced analytics improve forecasting accuracy and inventory management, while item-level serialization enhances product tracking and reduces counterfeiting risks. Strategic partnerships with third-party logistics providers can also increase your distribution efficiency and allow you to concentrate on core competencies.

Strengthen your cyber defence

As digital transformation accelerates, data security becomes increasingly crucial. A comprehensive cybersecurity framework should include regular risk assessments, employee training programs, and detailed incident response plans. Companies must ensure compliance with data protection regulations while safeguarding sensitive patient information and proprietary research data.

Another effective approach is implementing privileged access (PA), which designates higher access levels to specific files or systems. It enables organizations to secure applications and IT infrastructures, run their business more efficiently, and ensure sensitive data and most critical infrastructure remain confidential. PA can be applied to human and non-human users, such as applications and machines.

The 2020 Cost of a Data Breach Report found that the average total cost of a data breach was significantly higher for the healthcare and pharmaceutical industry compared to less regulated industries such as hospitality, media, and research. Therefore, pharmaceutical companies must have a thorough cyber security policy in place to protect those digital assets.

Build relationships with HCPs

Building meaningful relationships with healthcare professionals is more important than ever. Digital tools like webinars, virtual meetings, congresses, and web portals make it easier to stay connected. And by actively seeking feedback from HCPs, you can better understand their needs and deliver solutions that truly make a difference. If you’re struggling with HCP and patient engagement, we suggest reading our recent article on healthcare marketing trends that can give you a dose of inspiration.

Embrace change with confidence

Change is a good thing when presented the right way. Our job as stewards of the business is to ensure that we make change a more comfortable and incremental process when adopting new technologies. Once we reduce the fear of change, the ability to innovate and adopt will become the culture to ensure technological progress. For example, the immediate reward for adopting something as simple as an electronic logbook can be seen in reductions in overhead, gains in efficient quality reviews, and speeding up batch processing.

Technology must also be presented with a roadmap that allows the entire organization to grasp the benefits that will continue to expand efficiencies and integrate previously disparate data and department processes. Up-front costs for compliance and time spent on system implementation must never drive a decision to move forward with a new solution. The long-term benefits of adopting new technology must be the driving force behind adoption to resolve the technology challenges in the pharmaceutical industry.

Closing Thoughts

Let’s face it — the pharmaceutical industry in 2025 has a lot on its plate. However, these challenges can actually drive innovation and positive change when approached strategically. It’s evident that pharma has enough struggles as it is, so why not simplify one of your processes? At Viseven, we transform your marketing processes to make them more efficient while creating more impactful content. The future belongs to those who can adapt and innovate — and with the right partner by your side, you’re already halfway there.

Nicole had been battling migraines for months. She scheduled a neurologist appointment, hoping for answers. Her 2:00 PM visit stretched into a two-hour wait in the crowded clinic. Frustrated but desperate, Nicole finally saw the doctor at 3:45 PM.

Without acknowledging the delay, the doctor rushed through her concerns, interrupting her explanations. He dismissed her suggestion that her migraines might be medication-related and hastily ordered an MRI. Nicole barely had time to ask follow-up questions before he left the room.

Nicole left the office feeling defeated. She hadn’t been given a chance to fully explain her symptoms, nor had the doctor offered any meaningful guidance or reassurance. Driving home, she thought about how long she had waited for so little. The unanswered questions, lack of empathy, and rushed consultation left her doubting the quality of care she’d received. Her hope for solutions had turned into frustration and skepticism about whether she’d ever find relief.

This visit was supposed to bring clarity, but all it left her with was more questions — and a bitter taste of being just another name on a long list.

There are thousands of cases just like Nicole’s everywhere. Left waiting. Left with no answers or reassurance. The best thing about this is that it’s possible to fix this and provide patients with the care they need and deserve. Let’s get down to it, shall we?

What is Patient Satisfaction and Why Does it Matter?

Let’s start with the obvious — what is patient satisfaction in healthcare?

Patient satisfaction is one of the most important measures of how well healthcare providers are meeting the needs of their patients. It’s all about how people feel about their care — did the treatment meet their expectations? Were they treated with respect by hospital staff? Did everything go smoothly before, during, and after their appointment? While it’s sometimes confused with patient experience, which focuses on the nuts and bolts of what happened, satisfaction is more about how those events made the patient feel.

Why does this matter? For starters, satisfied patients tend to have better clinical outcomes. When people trust their health professionals and feel positive about their care, they’re more likely to stick to treatment plans and take an active role in managing their health.

It’s also a big deal for healthcare organizations themselves. Patients who have a good experience are much more likely to come back and recommend the provider to friends and family. That kind of patient loyalty helps build a strong reputation and keeps a steady stream of patients walking through the door.

Beyond that, patient satisfaction can even reduce risks for providers. When patients feel listened to and respected, they’re far less likely to file complaints or medical malpractice claims.

What Factors Influence Patient Satisfaction?

Patient satisfaction is influenced by a variety of factors. Let’s break down the essentials that make or break a patient’s experience.

1. Medical staff interaction
   How medical staff treat patients matters a lot. A friendly, empathetic attitude and attentive communication go a long way in making patients feel valued and cared for.
2. Clear communication
   Patients want to feel heard and informed. Clear explanations about diagnoses, treatments, and next steps can make the difference between confusion and confidence.
3. Waiting time
   No one likes waiting too long. Shorter wait times and efficient scheduling show patients their time is respected.
4. Quality of care
   Competent care, effective treatments, and good outcomes are non-negotiable. These build trust and leave patients feeling confident in their choice of provider.
5. Healthcare environment
   Clean, comfortable, and well-equipped hospital environment creates a positive impression. When people feel safe and welcomed, you get higher patient satisfaction.

Patient satisfaction isn’t just about great medical care — it’s about creating a smooth, respectful, and supportive experience.

Patient Satisfaction Score

A patient satisfaction score is a way to measure patients’ satisfaction level with their care quality. But first, we need the data to calculate it. This data comes from surveys that patients are offered to fill out after the visit. These surveys often use a 1–5 rating scale, where 1 means “completely unsatisfied” and 5 means “very satisfied.” Some healthcare organizations also use a smiley face system, which works like the 1-5 scale but replaces numbers with faces. Think of it as a simpler version of the 5-star reviews you see online.

How is a patient satisfaction score calculated?

The formula for calculating a patient satisfaction score is simple.

For instance, let’s say 50 people fill out a survey, and 40 of them report a positive patient experience. The calculation would look like this:

If your facility scores between 60-80%, it’s a good sign — most patients are generally satisfied with their care. However, if the score falls between 40-60%, it’s a warning flag. This range suggests patients feel neutral about their experience, which calls for a closer look to uncover potential issues. Now, if the score dips to 20-40%, that’s a serious red alert — most patients are unhappy with their care, and immediate action is needed to address the concerns.

What do patient satisfaction surveys ask?

Surveys are designed to cover all aspects of a patient’s journey, from booking an appointment to post-treatment care. Here are some common questions:

1. Appointment scheduling and access:

• How easy was it to schedule your appointment?
• Did you run into any issues during the process?

2. Facility and environment:

• How clean and welcoming was the facility?
• Was the waiting area comfortable?

3. Quality of care:

• How satisfied were you with the care provided by your doctor or nurse?
• Did the staff show empathy and address your concerns?

4. Communication:

• Were your condition and treatment options explained clearly?
• Did the healthcare team listen and respond to your questions?

5. Overall experience:

• On a scale from 1 to 10, how likely are you to recommend us?
• How smooth was the discharge or follow-up process?

Why does a patient satisfaction score matter?

Patient satisfaction scores aren’t just numbers — they tell a story about how patients feel about their care. By digging into this feedback, healthcare facilities can spot areas for improvement, strengthen the patient experience, and build trust.

These scores offer a roadmap for making healthcare more patient-centered, ensuring that every visit leaves a positive impression. It’s about creating an experience where patients feel heard, cared for, and confident in their choice of provider.

How to Improve Patient Satisfaction in Healthcare: Top Ways

Let’s focus on the key strategies that lead to improved patient retention. Based on Accenture’s comprehensive survey of over 8,000 U.S. healthcare consumers, we have some insights into what these key areas are.

The study reveals that access, ease of doing business, digital engagement, and trust are the primary drivers of patient loyalty and engagement. For providers, prioritizing these areas can lead to significant improvements in patient satisfaction and retention.

Make it easy for patients to stay

When it comes to keeping patients, ease of navigation is everything. In fact, 89% of patients who switched providers said it was because their previous provider was simply too difficult to deal with. This includes everything from confusing online tools to poor experiences with administrative staff. Interestingly, this factor was more than twice as likely to prompt a switch compared to dissatisfaction with clinical care.

What does this tell us? Patients value providers who make their lives easier. Streamlining processes, improving digital tools, and creating a smooth overall experience are essential steps to keeping patients from looking elsewhere.

Access is everything

Access is another big piece of the puzzle. Patients expect healthcare providers to be convenient and flexible. Whether it’s offering appointments after work hours, enabling online booking, or providing telehealth options, these features make it easier for patients to get the care they need. And the easier it is for patients to access care, the more likely they are to stick around.

Digital engagement and building trust

Today, digital engagement can make or break a patient’s loyalty. Patients who consider themselves “highly digital” are not only more likely to trust their providers but are also more likely to stay with them. These patients appreciate tools like online appointment booking, telehealth options, and proactive communication — and they expect these features to work seamlessly.

Trust also plays a huge role in building loyalty. People are more likely to choose and stick with providers recommended by someone they trust, whether that’s a friend, a specialist, or their primary care doctor.

Be clear about pricing and focus on reputation

Transparency around pricing and clear communication about care can go a long way in building that trust. 33% of people choose providers that are transparent about healthcare costs, can calculate the visit price beforehand, and are listed in patients’ insurance provider directory. Hence, make sure to build and maintain transparent billing processes and help patients understand their financial responsibilities. Providing itemized bills and payment plans can significantly reduce stress and increase patient satisfaction.

And don’t underestimate the power of a strong reputation — patients notice when providers are socially responsible, inclusive, or focused on sustainability.

Why it pays to put patients first

Here’s the bottom line: providers that treat patient engagement as a priority — not just a cost — are seeing results. In fact, Accenture found that leading healthcare organizations focusing on patient-centered service grow their revenue 3.5 times faster than those that don’t.

The takeaway? Patients value providers who make access easy, navigate smoothly, offer digital convenience, and prioritize trust. By doubling down on these areas, healthcare providers can build stronger relationships with their patients — and stay ahead in an increasingly competitive landscape.

Future of Patient Satisfaction & What to Expect

The way we think about patient satisfaction is changing fast. With new technologies, a shift toward personalized care, and a stronger focus on quality over quantity, healthcare is evolving to meet the growing expectations of patients.

Making access easier

Nobody likes jumping through hoops to see a doctor or manage their health. Patients are looking for simpler, faster ways to connect with healthcare providers. Whether it’s user-friendly apps, better communication tools, or easier ways to book appointments, convenience is key. And as healthcare providers step up to meet these demands, higher patient satisfaction scores are sure to follow.

Quality over quantity

The healthcare industry is shifting toward value-based care, which puts the spotlight on better outcomes rather than just more services. This approach prioritizes things like preventative care and managing chronic conditions effectively, which improves patient health and also boosts satisfaction.

Tech that puts patients first

Technology is changing various aspects of healthcare, making it more accessible for patients while simplifying processes for providers. Telehealth is a prime example — once synonymous with video consultations, it now encompasses innovations like remote monitoring. With this technology, patients’ health metrics can be tracked in real time, eliminating the need for frequent clinic visits. Complementing this are AI-powered tools such as chatbots that streamline administrative tasks, from scheduling appointments to providing instant answers to common queries, delivering a seamless and efficient healthcare experience.

On the provider side, AI-enabled customer relationship management systems are transforming how healthcare staff interact with patients. These systems automate routine tasks such as sending reminders, follow-ups, and personalized messages, ensuring continuous engagement. Beyond communication, healthcare CRMs simplify billing and claims management, freeing time for staff to focus on patient care. They also centralize patient data, ensure compliance with regulations, and uncover valuable insights into patient behavior. This allows providers to make well-informed decisions, enhancing both operational efficiency and patient outcomes.

Making healthcare personal

The future of healthcare is all about personalization. With tools like AI and data analytics, providers can get a better understanding of each patient’s unique history, preferences, and habits. This means care plans that are thoughtfully tailored, not just one-size-fits-all solutions. It’s a big step forward in making patients feel seen and cared for, ultimately raising the bar for satisfaction.

Boost Patient Satisfaction with Viseven

Throughout this article, you’ve probably noted a few ideas on how you can get more satisfied patients at your organization. Viseven can help you implement the tech side of your plans, be it a user-friendly mobile application for your patients, advanced CRM software, a web portal, or an eLearning solution. We’ve been working with life sciences organizations for almost two decades, successfully bringing all sorts of ideas and strategies to life. The adoption of digital instruments and engagement tactics is on the rise, so make sure your brand stays strong among the competition. Write us a line and let’s discuss your solution.

Not too long ago, healthcare marketing was a straightforward game. Brochures in clinics, billboards by highways, and maybe the occasional TV spot. Fast-forward to today, and everything has changed. Patients are scrolling through health tips on social media, comparing treatments online, and expecting brands to understand their unique needs — before they even ask. The world of healthcare has gone digital, and with it, the way we communicate has completely transformed.

But this shift hasn’t been without its challenges. Healthcare marketers find themselves asking: How do we stand out when everyone is vying for attention? How do we build trust in an age where misinformation spreads faster than facts? And how can we keep up with the constant evolution of technology and patient expectations?

This article isn’t just a list of healthcare marketing trends though — it’s a guide to navigating the challenges you’re already facing. From fresh approaches to patient engagement to tools that can simplify the chaos, we’ll explore the ideas shaping the future of healthcare marketing. Let’s dive in!

Opportunities for Growth in 2025 

Growth opportunities in healthcare marketing have never been more abundant and challenging to navigate. Let’s explore the top healthcare marketing trends, or better say, strategies that you and your business leadership can use to address challenges head-on and open new ways to engage with customers, build trust, and drive meaningful results.

Personalization and patient-centric marketing 

At this point, personalization and patient-centric marketing are essential aspects of a marketing strategy for many healthcare organizations rather than trends. These strategies go beyond buzzwords, offering actionable ways for healthcare marketers to meet patients where they are, understand their unique needs, and create tailored experiences that build trust and loyalty.

The proof is in the pudding: 93% of patients are ready to share their data to get personalized information, almost 80% of people across all ages conduct online research before treatment, and nearly 50% of patients in Asia Pacific expect to use digital health tools in the next 5 years.

The success of platforms like Ping An Good Doctor, Halodoc, and MyDoc emphasizes the power of patient-centric approaches. From a 900% spike in new users to significant increases in engagement, these examples demonstrate how personalization and accessibility revolutionize healthcare marketing efforts.

Content marketing and education 

Health literacy statistics reveal a significant challenge across various populations, indicating that many individuals struggle to understand and use health-related information effectively.

Only 12% of adults in the United States demonstrate proficient health literacy, while 36% have basic or below basic skills. In Europe, nearly 50% of adults reported inadequate health literacy for managing their own health issues.

Creating informative digital content should remain a key strategy for healthcare marketers. Educational resources help build trust and authority while addressing common health concerns. Focusing marketing resources on health literacy ensures that more patients understand their options and can make informed decisions about their healthcare journey.

Search engine optimization (SEO) 

The increasing reliance on digital platforms for healthcare information and services has made SEO a critical component of healthcare marketing strategy.

As we’ve seen, the vast majority of patients begin their healthcare journey with online searches, making a well-optimized online presence essential for attracting prospective patients. High search engine rankings not only make healthcare providers easier to find but also enhance their perceived credibility, as patients often associate top-ranking providers with higher-quality care.

Additionally, local SEO is especially vital in healthcare, where patients frequently search for services nearby. By optimizing for local search terms and ensuring accurate Google Business Profiles, providers can effectively connect with patients in their communities and strengthen their local presence.

Here are some key SEO trends pertinent for healthcare marketers:

• Staying agile and focused on quality is essential, starting with adapting to frequent algorithm updates to ensure strategies align with changing guidelines and content remains relevant.
• The rise of voice search demands optimization for natural, conversational queries and the use of long-tail keywords that reflect how patients ask health-related questions.
• Integrating schema markup can improve how search engines interpret content, increasing the likelihood of appearing in rich snippets and boosting visibility.

Compliance and data privacy 

The growing emphasis on protecting patient information and adhering to regulations like HIPAA is shaping how healthcare organizations approach their marketing strategy.

Grand View Research reports that the global healthcare cybersecurity market was valued at $17.3 billion in 2023 which is almost $1 billion more than in 2022. This growth is driven by the increasing number of cyber-attacks and rising privacy concerns within the healthcare industry. From 2018 to 2022, the number of large breaches reported to the OCR rose by 93%, jumping from 369 to 712. Even more alarming, large breaches involving ransomware surged by 278% during the same period.

This explains a growing trend toward educating staff about compliance requirements related to marketing tactics. Training programs focused on HIPAA compliance and data privacy help ensure that all employees understand their role in safeguarding patient information.

Healthcare marketers ought to integrate compliance considerations from the planning stage of their campaigns — evaluating communication channels, messaging, marketing materials, and data collection methods to ensure they align with legal requirements.

Influencer partnerships 

One of the strongest healthcare marketing trends is influencer partnerships. You’ve probably seen a TikTok or an Instagram video where doctors are sharing medical advice, personal stories, as well as address common misconceptions. These videos gather a ton of views and engagement because they are usually short, informative, and simplify complex topics.

Healthcare influencers are often medical professionals or experts in their respective fields, such as specialists involved in research. However, healthcare influencers can also include health and wellness experts, like fitness coaches and nutritionists, as well as celebrities and mainstream bloggers.

Influencers who are patients themselves often share their health journeys, advocating for early diagnosis or treatment options. Their stories resonate with others facing similar challenges, creating a supportive community around specific health issues.

Healthcare-related content shared by influencers sees a 45% higher engagement rate compared to content from healthcare organizations themselves. This significant difference underscores the effectiveness of influencer-generated content in capturing audience attention and fostering interaction.

Video content marketing

Speaking of TikTok videos and Instagram reels: did you know that short-form videos dominate how audiences consume content today? With 75% of viewers watching videos on mobile devices and video content being shared 52% more than any other format, it’s no surprise that healthcare marketers are harnessing this trend to engage patients and healthcare providers.

What’s even more exciting is that high production values aren’t always necessary to capture attention. Audiences increasingly favor low-budget, authentic videos — like talking head clips recorded on a webcam — proving that accessibility and relatability win over extravagance.

In the healthcare space, the true power of video lies in its ability to simplify complex medical concepts and provide valuable education. Animated explainers can demystify intricate procedures like knee replacements, while patient testimonials offer real stories that build trust and emotional connection. Healthcare brands are also diversifying their own content marketing strategy with multiple video formats, including bite-sized educational clips, long-form interviews, live-streamed events, and even personalized videos tailored to patient needs.

This strategic use of video content thrives within an omnichannel approach, ensuring healthcare messages resonate across platforms like social media, websites, and dedicated video channels such as YouTube. With 3.3 billion digital video viewers worldwide and 89% of consumers wanting more videos from brands, video marketing in healthcare is a necessity for enhancing engagement and standing out in a crowded digital space.

Patient reviews and testimonials 

In 2025, patient reviews and testimonials should have a place in your marketing strategy — and for good reason. When 74% of people say online reviews are critical in choosing a provider, it’s clear that patient feedback has real power. Think about it: most of us wouldn’t pick a restaurant with bad reviews, so why would patients take chances with their health? In fact, 84% of consumers admit they won’t even consider a provider with less than four stars. For healthcare organizations, this means positive reviews and patient satisfaction are essential.

But it’s not just about making a good impression. Positive reviews can boost a provider’s visibility online, helping new patients find them more easily. That’s why many organizations are making review management a priority, asking for feedback after appointments and using it to improve services. It’s a win-win — patients feel heard, and providers get insights to enhance care. In a world where trust is everything, genuine patient communication can make all the difference, building connections and loyalty in ways traditional marketing just can’t match.

Omnichannel marketing 

Omnichannel marketing in healthcare is all about creating a seamless, personalized experience for customers across every touchpoint — whether it’s a website, an email, a social media ad, or even an in-person visit. Imagine this: a patient books a doctor’s appointment online, receives a reminder via SMS, and after the visit, gets a follow-up email with care instructions and links to educational resources tailored to their diagnosis. This kind of integrated communication not only makes life easier for patients but also fosters trust and loyalty.

The magic of omnichannel lies in its ability to meet people wherever they are in their patient journey. For example, healthcare marketers might use targeted social media campaigns to reach potential patients who haven’t heard of their services, while simultaneously sending personalized newsletters to re-engage former patients. Advanced technologies, like AI-powered chatbots, take this a step further by providing 24/7 support and instant answers to patient queries, making healthcare feel responsive. In the end, you’ll foster deeper connection with patients, get higher engagement rates, and an impressive 90% boost in retention when you adopt this strategy.

However, omnichannel marketing relies on the ability to consistently identify customers across the various channels they use. Which is becoming harder to do with consumer data privacy laws like HIPAA, HITECH, and CCPA, combined with the decline of third-party cookies. As a result, healthcare marketers have shifted their focus to medical professionals, utilizing robust first-party NPI-level data to create effective omnichannel engagement tailored to their needs.

AI and automation 

Artificial intelligence and automation are changing marketing efforts in healthcare as we go. With AI, healthcare marketers can analyze vast amounts of data to uncover patterns in their audiences’ behavior, allowing them to create highly targeted and personalized campaigns. For instance, predictive analytics can identify patients at risk for certain conditions or in need of specific treatments, enabling proactive outreach that feels more like a helpful nudge than a marketing pitch.

With the healthcare AI market projected to grow from $14.92 billion in 2024 to $164.16 billion by 2030 at a staggering CAGR of 49.1%, it’s clear that these tools are becoming essential for the industry.

One of the most significant advantages of AI is its ability to automate the personalization of digital marketing communications. Tools powered by AI can send tailored messages, reminders, or wellness tips based on a patient’s health profile.

Chatbots are also gaining traction, assisting patients with scheduling, answering questions, and providing follow-up care instructions — all while reducing administrative workloads.

On top of that, AI helps optimize campaigns in real time, adjusting strategies to improve outcomes and reduce wasted resources. By automating repetitive tasks like audience segmentation and campaign management, healthcare marketers can focus their efforts on more strategic goals. No wonder that as the adoption of artificial intelligence continues to rise in healthcare, the Centre of Economic Policy Research predicts that it could result in annual savings from $200 to $360 billion over the next five years.

The examples of how AI is already helping businesses in healthcare are aplenty, even if we just take Viseven’s case as an example. From the MLR acceleration engine within eWizard that helps pharma companies detect non-compliant digital marketing content to AI-powered auto-tagging that allowed our client to reduce manual work by 60%, we see how this technology is already taking its rightful place in healthcare marketing strategy.

Telehealth and digital health services 

Telehealth has emerged as one of the most transformative trends in healthcare, with its roots firmly planted in the accelerated adoption sparked by the COVID-19 pandemic. The global telehealth market, valued at $102 billion in 2023, is on track to grow at a CAGR of 17% through 2031. But what makes telehealth such a powerful force, and why should marketers pay attention?

At the heart of telehealth’s popularity lies one undeniable factor: convenience. Consumers today want access to care on their terms, whether it’s for chronic conditions, mobility challenges, or routine consultations. Telehealth bridges the gap, offering personalized care without the logistical hurdles of in-person visits.

And it’s not just physical health taking the spotlight — telehealth therapy has carved out a unique niche in the healthcare landscape. With the global online therapy market expected to surge from $9.68 billion in 2024 to $24.80 billion by 2031, there’s a clear cultural shift toward valuing mental health care.

The numbers speak volumes. A study on telehealth substance use disorder programs found that 82% of participants felt their virtual visits met their needs “equally well” or “better” than in-person care, and over 86% reported satisfaction with the quality of their care. These insights highlight telehealth’s potential not just to meet demand but to exceed expectations.

Despite the clear demand, telehealth isn’t without its challenges. While adoption soared post-pandemic, some studies suggest usage has plateaued in recent years. The takeaway? Healthcare organizations must invest in and build software that delivers seamless, personalized experiences to meet consumer expectations. Simply offering telehealth isn’t enough — it must be exceptional, intuitive, and patient-centric.

Social media engagement 

Social media is changing the game in healthcare marketing, making it easier for providers to connect with patients, share valuable information, and build trust. Whether it’s answering questions in real time, creating supportive health communities, or sharing engaging videos, social media puts healthcare where people already are — online. In fact, 71% of Gen Z and 66% of millennials turn to social platforms for health-related information.

With 5G in the mix, these connections are about to get even smoother. Faster speeds mean high-quality videos, live chats, and interactive campaigns can happen without a hitch, helping healthcare organizations create meaningful, human-centered experiences.

Conclusion

In an increasingly digital and patient-centric industry, healthcare marketing is no longer about isolated campaigns but a holistic strategy rooted in personalization, technology, and trust. By utilizing advanced tools like AI and automation, creating impactful content through video and education, and engaging patients through omnichannel experiences, healthcare organizations can meet audiences where they are while fostering long-term relationships.

As consumer expectations evolve, the focus must remain on delivering seamless, patient-centric experiences that simplify complex healthcare journeys. Whether through influencer-led storytelling, dynamic telehealth services, or data-driven personalization, the goal is clear: empower your audience with the right information, at the right time, through the right channels.