Trust is the foundation of successful relationships across every industry. But in healthcare, where communication can directly influence patient outcomes, trust is absolutely vital. Patients need to feel confident that their healthcare providers are both professional and genuinely invested in their well-being.
However, for many providers, trust is steadily eroding, affecting response rates, patient engagement and outcomes. With the influx of scam texts, unverified messages and impersonal communication, patients are wary of every message they receive, often dismissing them as spam. The result? Missed appointments, unaddressed health concerns and a growing gap in the provider-patient relationship.
But there’s good news. With strategic tools like Artera’s Branded Messaging and AI-powered patient engagement solutions, providers can rise above the noise, rebuild patient trust and improve response rates. By creating a recognizable, secure and branded communication experience, providers can create meaningful connections with their patients.
Why Trust in Healthcare (and Patient Communication) is Dwindling
Trust in the healthcare industry is dwindling. Patient communication could play a factor in this: while text messaging is one of the most direct and powerful ways to reach patients today, the rise of spam and short-code messages has transformed this once-reliable communication channel into a cause of frustration for many. Consider these key statistics from our latest Trends in Patient Engagement report:
- 71% of patients report an increase in texts from unfamiliar numbers, which often seem like scams.
- 87% are less likely to read messages from numbers they don’t instantly recognize.
- 56% miss critical healthcare communications due to confusion about the sender.
Patients are inundated with irrelevant or untrustworthy content, leaving them skeptical of messages even from legitimate healthcare providers. This breakdown in communication impacts everything from appointment attendance to adherence to care plans, ultimately harming both patient outcomes and provider revenue.
For healthcare providers, the stakes couldn’t be higher. It’s time to regain trust and deliver communication that truly resonates.
What Is Branded Messaging?
Branded messaging is the next level of sending SMS notifications to patients. It elevates patient communication by incorporating institution-specific branding elements, such as logos, custom images and a recognizable sender name. These visual cues immediately signal reliability and professionalism, distinguishing a provider’s messages from spam or generic short-code texts. Healthcare organizations also gain the ability to send interactive and personalized notifications, supporting a more cohesive and patient-friendly experience.
Artera’s Branded Messaging feature exemplifies these capabilities. The service integrates features like end-to-end encryption for secure communications, link previews for added interactivity and Wifi-enabled messaging to ensure delivery under varying conditions. With such robust features, healthcare providers can move beyond outdated communication methods to foster meaningful engagement.
How Branded Messaging Restores Patient Engagement and Trust in Healthcare
1. Custom Branding Improves Message Reception
Think about the overwhelming influx of messages patients receive daily—from telemarketers, subscription services and even fraudulent actors. For many, any message from an unverified sender is immediately dismissed.
With Branded Messaging, each message includes your organization’s logo, name and relevant imagery. This personalization reassures patients about the sender’s identity, fostering trust and encouraging engagement.
Messages might include: Pre-surgery preparation instructions from a trusted, verified source or appointment reminders with your clinic’s branding and direct response options.
According to our latest Trends in Patient Engagement Report, 87% of patients are less likely to engage with unfamiliar numbers, yet 89% are more likely to interact when they see a branded, trusted sender.
By using recognizable sender information and including healthcare-specific branding, patients are able to quickly identify that a message is authentic and important. When patients trust the content of messages, they are far more likely to read, respond and take action, such as attending an appointment or completing pre-visit paperwork.
2. Use of Recognizable 10-Digit Numbers
Patients are far more likely to trust and engage with messages from long-code phone numbers, as they perceive them as legitimate.
- 89% of patients prefer messages from a known number over anonymous short codes.
- Providers using recognizable numbers see a 79% improvement in response rates compared to short codes.
Artera enhances personalization by enabling providers to tailor messages based on patient demographics, appointment types or department-specific goals. For instance, a patient coordinating follow-up care with an orthopedic specialist can receive branded texts providing step-by-step instructions for recovery. Not only does this offer convenience, but it also instills confidence in the provider’s expertise.
3. Interactive Elements Foster Trust in Healthcare
Branded Messaging also goes beyond static communication by incorporating interactive features:
- Secure link previews for accessing detailed instructions or payments.
- Read receipts so providers know the message has been delivered and engaged with.
- End-to-end encryption ensuring patient data remains private and protected.
By blending technology with trust, Branded Messaging transforms routine notifications into meaningful, two-way conversations – which is what patients are seeking.
Our Trends in Patient Engagement Report notes that 64% of patients prefer conversational, two-way interactions over basic automated texts. This isn’t surprising—charming, conversational messaging creates a sense of care and empathy, values that patients expect from their providers.
The Impact of Trustworthy Messaging on Patient Response Rates
The benefits of building trust and improving patient communication extend beyond patient engagement. Here are just a few measurable outcomes from adopting Branded Messaging and verified strategies:
Higher Response Rates: Patients are more likely to act on messages they trust. From confirming appointments to following pre- or post-care instructions, trusted communication simplifies the path to compliance.
Greater adherence & improved health outcomes: When patients trust their providers, they are more likely to attend appointments, complete instructions, adhere to care plans and even pay their bill on time. This reduces preventable health issues and creates a positive care experience.
Stronger Provider-Patient Relationships: Trust in healthcare is integral to building loyalty. According to our latest Trends in Patient Engagement report, 63% of patients are willing to switch providers who don’t meet their communication expectations. When providers invest in better patient engagement tools, they create relationships that last.
How You Can Take Action Today
The path to improving engagement starts with intentional communication strategies and trust-building tools. Here’s how you can begin:
1. Optimize Your Communication Channels
Ensure every SMS or email you send originates from a recognizable number and incorporates your branding. Patients should recognize and trust your messages at first glance.
2. Invest in Branded Messaging
Implement tools like Artera’s Branded Messaging to transform communication from transactional to relational. From appointment reminders to personalized care updates, Branded Messaging delivers a seamless and trusted patient experience.
3. Explore AI-Powered Tools
Artificial Intelligence is a game changer in healthcare. AI-driven agents can triage patient inquiries, handle routine tasks and allow staff more time to engage in meaningful, human-centered care.
4. Measure and Iterate
Track key metrics like response rates, patient satisfaction and missed appointments. Use this data to refine your strategies and identify new opportunities for growth.
Build Patient Trust, Build Better Care
Patients today expect communication that mirrors the experiences they have in retail, travel and banking. When providers can rise to meet these expectations, the results speak for themselves. Enhanced response rates, improved engagement and better health outcomes are all within reach when trust forms the foundation of communication.
Want to learn more about how you can improve patient trust and engagement? Check out Artera’s Branded Messaging solution, here.
