There is no question that communication has always been a vital aspect of healthcare. At the same time, the rise of the internet and social media means the number of options to reach and help patients has never been higher. Conversely, there is also a wealth of alternative sources of information, many of which are unreliable or even deliberately propagate false information. How can healthcare providers utilize their communication channels to help ensure that their patients receive positive, accurate, and informative content that promotes good health?
This article examines the different types of digital communication open to healthcare providers, the best ways to manage them to benefit patients, and the areas where they can be of most use. In addition, we also examine how nurses and other health professionals, particularly those working in smaller institutions, can learn about and learn to use digital communication tools to help patients and the importance of striking the right tone in all forms of communication.
Changing communication channels
Things have certainly changed in the field of healthcare communication over the last few decades or so. Whereas the grand physician was once the source of all knowledge (save, perhaps, for a dusty health encyclopedia on the shelves), today, many people will happily turn to the internet before asking their local doctor. Yet, while the tendency to look online for answers can, in some cases, lead to mistakes, misconceptions, and misunderstandings, the most forward-looking health providers are beginning to realize that digital communication tools—if used skilfully and responsibly—can be a valuable way to transmit a wide range of useful information to both patients and the general public.
While some larger healthcare institutions have dedicated digital communication managers and marketing offices, the healthcare staff are often closely involved in maintaining the appropriate level of communication, providing expert advice, and helping boost patient engagement and interaction. After all, in addition to raising public awareness and combating misinformation, this form of communication can also be used to promote engagement with patients and help manage complex administrative issues. So, what different tools are available?
Central station
Regarding digital tools, the health provider’s main website typically functions as the central point of communication between patients and all other stakeholders, including medical staff, suppliers, and external partners. In addition to providing basic information about the institution in question—such as the services offered, staff details, and contact and access information—the website often also functions as the registration point for an external patient management system and is frequently linked to an accompanying app.
Registering in the patient management system often enables patients to perform various operations, including booking appointments, downloading test results, and receiving SMS confirmations and reminders about consultations. Indeed, this system is usually an essential tool for maintaining efficient operations. The patient management system, email databases, and other similar channels can also elicit patient feedback to help improve healthcare. In addition—providing the patient has given their consent, of course—these initial points of contact can also serve as a useful starting point for the health provider to begin a mutually beneficial digital dialogue with patients.
Raising awareness
Indeed, the health provider’s main website typically posts blog posts and provides reliable information about people’s health, particularly about the services offered by the institution. By presenting detailed articles on important medical topics from a trusted source, health providers can do a lot to combat misinformation commonly found online. The website is also one of the best ways to share general information about a wide range of medical issues, both through the website and via newsletters and social media channels.
Social media can be an excellent tool for raising general awareness. For example, in the area of lifestyle and nutrition, patients or other followers on social media can receive positive and informative content from their trusted health provider about the best way to maintain a healthy mode of living and diet. Fitness is another area where a positive contribution can be made by encouraging fitness and sharing other people’s success stories.
Seasonal campaigns
Social media can also be used to run seasonal campaigns, where the health provider can offer topical information on a specific issue that is most pertinent at a particular time of year. Usually, these are provided before specific seasons or big events in the calendar. For example, medical institutions often promote the flu vaccine or vaccines for other seasonal viruses, such as COVID-19, in the autumn and early winter, while tropical diseases and relevant vaccinations—not to mention injury prevention—are perhaps more likely to be discussed in the summer months.
In addition, issues such as drunk driving and mental health might relate more to the holiday season—where incidence rates are higher—or at other times when data shows that people tend to be more vulnerable. In each case, by raising awareness and providing specific, evidence-backed medical advice, targeted, well-timed campaigns can make a real difference to people’s health and help keep them well-informed.
Targeted information
Social media and other digital communication tools can also transmit targeted information to individual patients. Often, this may have a broader scope, such as a Facebook or Instagram campaign about a particular topic. For example, one targeted young people, encouraging them to use sunscreen when on holiday, or older people related to maintaining a healthy lifestyle in retirement.
More direct communication channels can also address specific concerns, such as informing patients if they have missed an important check-up, sending them detailed information about preparing for an upcoming operation or following the aftercare procedures once the operation is complete. In each case, the emphasis must be on providing patients with only useful information that is correctly presented. This is why all messages, whether offered on the website, in email, or through social media channels, must be carefully monitored to ensure that they are appropriate and never obtrusive.
Indeed, whether the health provider’s digital communication is managed by health professionals, the admin team, an external provider, or a combination of the above, iit must be always respectful, non-sensationalist, and of the highest quality. After all, the institution’s website and social media channels are often some of the most important sites of interaction that it will have with patients and the general public and can significantly positively or negatively impact the provider’s overall reputation. This is why all communication must be factual and accurate at all times, with a strong focus on only presenting objective, evidence-based facts and with no room for speculation. Of course, an engaging, friendly tone is also important. At the same time, all information must fully comply with any relevant rules and regulations, both in medical terms and digital privacy laws.
If IfSupposehe the tone is right, and the information in question is presented in a factual, engaging, and easily accessible style; in that case,owever, these digital tools can be extremely valuable in promoting good health among patients and ine general population. In addition to offering targeted advice to people, improving organization, and, in some cases, functioning as an important marketing tool, these channels can also give healthcare providers a chance to reach people who might otherwise not have access to the same information or, in some cases might be distracted by less reliable sources of information.
Learning curve
Naturally, as digital communication becomes ever more important, healthcare providers are increasingly looking to recruit medical staff who are comfortable using a wide range of digital tools to promote better health awareness and ensure a higher level of organization and communication with patients. As a result, there is often a specific demand from providers for staff with previous experience working with these kinds of tools.
Fortunately, more and more people are looking to enter positions in the healthcare industry who already have experience in other fields and often bring a high level of expertise in using digital tools. In addition, there are specific online nursing programs for nonnurses that enable you to qualify as a nurse in a shorter period if you already possess a bachelor’s degree in any other field. With an accelerated bachelor of science in nursing (ABSN) from the University of Indianapolis, I qualified as a registered nurse in as little as one year. is possible
This kind of program is designed to encourage well-educated individuals with a lot to offer the nursing profession to gain the relevant qualifications and begin working as a nurse in the shortest possible time. In addition to focusing on key nursing topics such as performing health assessments, transitional care in primary and population health, and professional nursing practices, graduates also emerge with a sophisticated understanding of face-to-face and digital communication with patients. ABSN graduates gain real-world experience through in-person clinical placements and two on-campus residencies. At the same time, the flexible online nature of the course means it can be completed in conjunction with a full or part-time position.
A crucial new tool
Of course, even beyond graduation, nurses and other healthcare professionals will likely have much to learn about these communication tools, particularly given the rapid rate of development in this area. To cite one example, the use of video calls to communicate with patients has gone, in the last five years or so, from completely out of the ordinary to almost standard operating procedure. While graduates will spend some time learning the new systems they are faced with, unlike with other areas of healthcare, they might find that they are likely to assist senior professionals with some aspects of new technologies, particularly if they have previous experience in past professions.
Either way, there is no question that when it comes to digital communication, all health professionals must maintain an open mind and be prepared to keep learning as their career progresses to stay up-to-date. In addition to on-the-job training, peer-to-peer communication and experimentation with technology can also be useful; at the same time, there is always a wealth of online resources available to teach those willing to learn.
Education and engagement
Overall, while there is no question that the relationship and interaction between patients and nurses/doctors is invaluable and cannot be replaced, the wide variety of digital tools available today represents a clear opportunity to augment that interaction. Not only can social media, messaging services, and other tools help ensure smoother operations and efficient patient management, but they can also provide valuable information to patients. This can be more general, in the form of informative articles, blogs, social media posts, newsletters, or, more specifically, targeted information concerning the particular situation of the patient in question.
Conclusion
To fully exploit the potential of the digital revolution, it is essential for backend staff and frontline medical staff to be comfortable, enthusiastic, and open-minded about using these kinds of tools. Indeed, most healthcare providers have an experienced, highly competent digital media team that closely cooperates with healthcare professionals to ensure patients access reliable, accurate, and engaging content. In addition to attracting patients to their institution, health providers can help provide a healthier and better-informed society.
