Building trust in a digital world: How health tech can earn patient loyalty.

Nearly half (48%) of Britons lack trust in how healthcare organisations handle their data, according to the Lancet. This alarming statistic paints a stark picture of the trust gap health tech companies face. In healthcare, where data plays an increasingly vital role, trust isn't just a buzzword – it's the lifeline for engagement, loyalty, and ultimately, better health outcomes. But navigating the digital landscape, with its inherent complexities and diverse user base, presents a unique challenge. So, how can health tech companies bridge this trust gap and create an inclusive and trustworthy experience that fosters patient loyalty?

Enter Max Mamoyco, CEO of Nozomi, a company dedicated to building trust-centric health tech. He believes the key lies in putting the user at the centre of everything: "It's not just about design trends," Max emphasises, "it's about truly understanding the needs, perspectives, and limitations of all our patients, regardless of age, background, or technological comfort level."

Inclusive Design in Action: Bridging the Familiarity Gap

Take Nozomi's Allbry app, designed specifically for schools and student mental health teams. Instead of bombarding them with unfamiliar interfaces and complex features, Nozomi adopted a design inspired by Facebook Messenger. Why? Because research shows that familiarity significantly impacts user engagement and trust in digital health technologies. A 2022 study published in Journal of Medical Internet Research (JMIR) titled "The Impact of Interface Familiarity on Trust and Engagement in a Medication Adherence App" found that users with a familiar interface reported higher levels of trust and engagement compared to those with a less familiar interface. This suggests that leveraging familiar design elements can positively impact user interaction and potentially contribute to better health outcomes.

"Imagine an older adult trying to navigate a healthcare app with cutting-edge design trends," Max explains. "They might feel overwhelmed and frustrated, leading to disengagement and ultimately, a breakdown in trust. By mirroring a familiar interface like Facebook Messenger, we reduce cognitive load and create a sense of comfort, making engagement more accessible and enjoyable."

Transparency: Building Trust Brick by Brick

Building trust goes beyond design; it's about fostering transparency. Max highlights the power of social proof: "Showcasing expert endorsements and user testimonials during onboarding builds trust immediately," he explains. But it's not just about bragging rights. Offering clear explanations about data collection and usage, in accessible language, is crucial.

However, striking the right balance between personalisation and data privacy remains a challenge. "While personalization requires data, patients are increasingly wary of its extent," Max acknowledges, citing a study where 60% of users hesitated to install apps due to data demands, and 43% even deleted apps for the same reason.

The Solution? "Be upfront and transparent about data collection", explains Max. Clearly explain its purpose, align with the upcoming EU AI Act's principles of fairness, explainability, and data minimization, and offer control over its use. Remember, the GDPR's "right to be forgotten" is your friend, offering patients the choice to delete their data. Additionally, acknowledging similar data privacy regulations worldwide, such as the California Consumer Privacy Act (CCPA) and China's Personal Information Protection Law (PIPL), demonstrates a commitment to global compliance.

The Trust Equation: Finding the Sweet Spot

Ultimately, building trust in health tech requires a multi-faceted approach. Max's insights reveal the essential role of user-centric design, prioritising familiarity and comfort, in creating inclusive and accessible experiences. However, transparency and clear communication about data are equally crucial in addressing privacy concerns and fostering trust, all while adhering to regulations like the EU AI Act, GDPR, and similar global initiatives.

The Future of Trust: A Bold Vision

In a world saturated with health tech innovations, trust isn't a luxury, it's a lifeline. Every data breach, every opaque algorithm, erodes the very foundation upon which progress must be built. By prioritising user needs, embracing transparency, and aligning with ethical regulations, healthcare companies can break this cycle of distrust. The future of health isn't just about groundbreaking advancements; it's about empowering patients, fostering collaboration, and shaping a future where trust fuels truly transformative breakthroughs. Let's choose innovation with integrity, for a healthier future where technology serves, not scares.

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The views and opinions expressed in this article, including those of Max, CEO of Nozomi, are their own and do not necessarily reflect the views of my employer, any companies or institutions mentioned within, or LinkedIn. I maintain editorial independence and have not received any compensation or financial incentive for writing this article. Additionally, I am not affiliated with any company or institution named in this article.