Build patient trust with branded messages for healthcare communications.
With rising fraud, branded messaging helps healthcare providers reassure patients and build trust, improving communication and engagement.
Kenny Bloxham
4 minute read
Contents
When you look at the data for fraud and cybercrime, it’s no surprise that building and maintaining trust between organizations and the public is getting increasingly difficult. US consumers reported over $10 billion in fraud losses in 2023, with more than 30% of Americans reporting being a victim of financial fraud or cybercrime.
In a climate where fraud is becoming increasingly common and more sophisticated, fraudsters often prey on the relationships where trust is most important. Many use finance and healthcare organizations as a cover for phishing and scams, with imposter scams claiming the title as the most commonly reported fraud category in the US.
Phone calls and text messages hold the top two spots as the most common channels for fraud.
Playing on people’s healthcare anxieties can make them more susceptible to fraud—and fraudsters are known for targeting vulnerable people. So much sensitive information can be put at risk by following a malicious link or giving a patient portal login to the wrong person. A simple mistake could lead to personally identifiable information, including health and financial data, being exposed.
Patients are wary about the risk of fraud
This fear of fraud erodes the trust between patients and their healthcare providers. People are more likely to ignore or delete calls and messages from sources they don’t recognize or can’t verify, even if they’re receiving genuine communications. And that’s not surprising when phone calls and text messages hold the top two spots as the most common channels for fraud.
For example, 75% of Americans refuse to answer calls from unknown numbers. In healthcare situations, this can have a significant impact. In the UK, for example, people often ignored Test and Trace calls from the National Health Service teams tracking COVID-19 exposures, as the 0300 dialing code used was commonly associated with scam calls. This meant people with potential infections were putting others at risk—without knowing it.
Messaging is the modern method of patient engagement
Traditional communication methods such as posted letters and phone calls are becoming less common in healthcare as organizations seek more reliable, cost-effective ways to reach their patients. On the other side of the equation, patients expect more convenient, interactive experiences—the kind they get from other organizations, such as retailers.
In many cases, that means more health systems are opting for digital messages through channels like patient portals, messaging apps, SMS and, now, Rich Communication Services (RCS). RCS is the next evolution of SMS and offers advanced messaging features, such as images, interactive carousels, and even live maps. In healthcare, these rich media features can securely deliver everything from pre-test instructions to personalized directions to the hospital.
Using these digital channels for patient engagement means more opportunities for tailored, information-rich interactions that offer two-way communication. Patients can engage with their messages anywhere, anytime—and they’re less likely to miss an appointment or turn up for an assessment unprepared. But how do you ensure these messages are trusted, regardless of which channel they arrive on?
It all starts with a verified message
When patients receive an unverified message that claims to come from their healthcare provider, they must make a choice. They must weigh the risk of potential fraud or identity theft against the risk of missing out on an appointment or key information about their care.
But they don’t need to weigh that risk if the message is already authenticated.
Solutions like Branded Text can display the healthcare provider’s message alongside the organization’s name, logo, tagline, and a verification tick. The patient gets instant reassurance that this is a genuine message, and they can confidently engage with its contents—whether it’s an appointment reminder or a billing update.
A more connected way to communicate
And when sending Branded Text via a Communication-Platform-as-a-Serivce (CPaaS) like Webex Connect, health systems can completely transform how they interact with their patients. With Webex Connects ability to integrate directly with the electronic health record (EHR) and other key management tools, it’s a seamless addition to patient engagement programs.
And it’s already making a difference for patients and health systems alike. We worked with a non-profit health system to modernize its patient communications. With a network of more than 11,000 clinicians and a focus on preventative care such as screenings and vaccines, appointment management and proactive scheduling are so important for the clinics and their patients.
By integrating Webex Connect with its Epic EHR, the health system could automate appointment workflows and send reminders by Branded Text. Now, it’s seeing improved engagement with its campaigns alongside stronger revenue and improved backend processes.
With this datasheet find out how Branded Text can improve CX at a nominal cost with no technical changes required.
Secure patient trust with Webex Connect
Modernizing is vital for health systems—not just to meet patient expectations and deliver better care, but to build more efficient, cost-effective workflows and improve the experience for clinical teams and support staff.
With Branded Text and Webex Connect, you can transform the way your health system interacts with patients while continuing to safeguard their wellbeing and data, and protect your organization too.
To learn more about Webex Connect, the power of Branded Text for building trust, and how you can create a more reliable, secure two-way connection between your healthcare teams and their patients, get in touch today.
