How Communications Can Support Genuine Digital Transformation in Healthcare

Healthcare systems across the globe are at an inflection point where traditional models will no longer suffice and populations require new forms of care and technology. Healthcare must adapt and modernise, while also ensuring that no patient is left behind due to a lack of access or understanding of new technology. There is now an expectation for businesses to help patients navigate these large scale issues, as outlined in our Brands in Motion global report, Healthy Reputation: More Than Medicine. ?As the report summarises, health innovations are not impressive in and of themselves without actual outcomes. There is a need to ensure proof over the promise.

Here in the UK, the Digital plan for Health and Social care was published in 2022 to set out the priorities for supporting a digital-first healthcare system and provide a step change in the way the NHS cares for citizens.

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There are a huge range of challenges to achieve genuine digital transformation in healthcare, but the communications discipline can play a vital role in getting us there.

Communications can support inclusivity

Key to an inclusive user experience is accessible terminology and language, which must be at the heart of the design of digital health systems. The NHS has faced criticism in the past for use of technical terms on their website. Research has shown that in the UK, 4 in 10 adults struggle to read public health content and more than 6 in 10 adults struggle with health content that includes numbers and statistics. Using common, non-technical language is a simple solution to communicate effectively with people from all backgrounds. The NHS has tried to address this through their online ‘Service Manual’, including communications guidance and style guides for all digital content.

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This lesson is not only critical for the NHS, but it should also be taken across the entire healthcare sector when working on patient-focused materials. Good writing is simple writing, and simple writing is not easy. This is our job as communications professionals in this space.

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Communications can drive uptake

Patients and healthcare professionals now have access to cutting-edge innovations, but without a deliberate drive to encourage uptake, the potential of these advances will be wasted. Communications can play an integral role in demonstrating the value of these innovations, which is essential to motivate broader integration and use.?

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One of the most successful examples of patient adoption of health tech in the UK was the huge spike in NHS App downloads when COVID-19 certificates became mandatory for all travel. The total of number of app downloads now sits at 30 million. A mandatory ‘cliff edge’ such as this can funnel patent adoption of tech, but what about valuable solutions that are not mandatory? For example, the use of telehealth video appointments, a valuable innovation for both healthcare system capacity and the patient, is now dropping, after an initial spike during the pandemic. Considering the huge potential impact, telehealth is a prime example of where we, as communications professionals, must help explain the value through awareness campaigns. If we don’t, useful innovations and tech will remain unused.

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Communications can steer an organisation internally

While communicating externally to patients is essential, keeping organisations aligned internally is just as important to deliver effective transformation. Our Brands In Motion report flags that employee well-being is one of the things people see as a crucial responsibility of an organisation.

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Internal communications make sure everyone is on the same page by clarifying goals and mapping out the road ahead. In complex organisations like the NHS, that employees over 700,000 people, change can’t happen without strong internal communications and a clear plan that is shared regularly to every corner of the business.

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A whitepaper published by NHS Providers analysing COVID-19 stated 84% of NHS professional communicators felt they were more influential during the pandemic than ever before. They believed there was a greater appreciation of internal communications within the NHS and an enhanced recognition of it as a strategic and vital function. It is no coincidence that internal communication was valued highest during a time that effective strategy and delivery was needed most. A strong internal communications program will be integral to implementing digital transformation in healthcare.

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As health communicators look to support the NHS through a time of transformation and change, we have a critical role to support uptake and make sure no patient is left behind.

At WE Communications, we sit at the intersection of health and technology. We pride ourselves on leaning into innovation to inform communications strategies and executions, with the aim of moving people to positive action. As digital transformation continues to impact the entire healthcare industry, WE Communications is supporting pharmaceutical, medical device and biotech companies to navigate this complex environment and ultimately, improve patient outcomes.

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Reach out today to find out more about WE Communications capabilities and how we could support your communications challenges.

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By Sam Coldicutt , Account Director, Health

#DigitalTransformation #HealthcareCommunications #BrandsInMotion