Tips for Increasing Healthcare Consumer Trust in AI
Artificial intelligence, as an industry, is growing quickly and consistently. As healthcare becomes increasingly more expensive, AI is an alternative option that can help providers save money, improve care and increase market share — all thanks to increased access to big data. Let’s take a look at some of the biggest facets of the artificial intelligence industry and how they are impacting healthcare.
3 Facets of Artificial Intelligence
People are becoming more connected, meaning more consumer data is being recorded. It’s important for healthcare providers to access and leverage big data to not only improve health outcomes but also attract and retain patients. Further, machine learning and artificial intelligence can cull and synthesize this data, giving providers the right information at the right time to serve their patients in the best way possible.
The Internet of Things
As the Internet of Things (IoT) entered the healthcare industry, the amount of data created increased exponentially. From medical devices to wearable technology to newly-created sensors, health IT systems are given plenty of data to analyze and understand.
In this case, though, consumers are already becoming more aware of and adapted to the IoT because many people use it in their daily life. Whether they have a smart refrigerator or an Alexa, there are over 26 billion connected devices using the Internet.
Besides analyzing big data and contributing to the IoT of healthcare, AI can also help providers in their day-to-day lives. Repetitive tasks such as analyzing test results, for example, can easily be passed off to artificial intelligence. In turn, providers have more time to give their patients more personalized and better-quality experiences.
While AI has promising benefits, not everyone is ready to jump aboard the AI train. At least, they’re not ready for it in healthcare. Many consumers are open to and excited for AI in retail scenarios, but they don’t fully trust it for healthcare.
In fact, 22% of younger consumers trust healthcare AI, compared to 80% of 18-34 year-olds who trust AI generally. However, of patients aged 65 years or older, only 10% would trust healthcare AI.
PatientBond’s Consumer Diagnostic, a national market research study on healthcare consumers, shows similar results. The older a patient is, the less likely they are to want to use AI to manage their healthcare.
Much of this distrust comes from concerns about security, but some is likely due to a lack of knowledge and education around AI, too.
Using AI with Your Patients
AI is integral to the future of healthcare, so using it strategically will ensure your patients feel comfortable with the new technology. One of the best ways to increase trust in AI is through communication. By discussing what AI is and demonstrating its benefits, you can help patients understand and adopt these new tools.
However, it’s important to note that one-size-fits-all messaging won’t work here. Every person is different, so providers should communicate with consumers in a way that resonates with their unique wants and needs.
To personalize and optimize your digital communications, use psychographic segmentation. Psychographics is a consumer science that pertains to people’s attitudes, values, lifestyles and personalities. They are the key to understanding healthcare consumers’ motivations and segmenting people by these characteristics allows providers to target and deliver communications that resonate more effectively. The more accurately you can speak to each patient individually, the more open they will be to taking whatever action you want, whether that’s scheduling a follow-up appointment, getting their flu shot or even adopting AI tools.
The PatientBond platform not only uses a proprietary psychographic segmentation model to help providers craft personalized messages that resonate with patients but it also analyzes responses to these messages and adjusts engagement in real time. This, in turn, increases the likelihood that patients will follow through.
People like to feel as though they’re being addressed individually, especially by their healthcare providers. By intelligently implementing AI solutions and leveraging psychographics, you can improve the patient experience as well as increase your market share. Artificial intelligence is becoming a strong player in the future of the healthcare industry, and becoming an early adopter can help you stand out from the competition.
For more on psychographic segmentation and its applications in healthcare, download our whitepaper.