By Jessica Petro

We live in a time of information overload. We’re constantly bombarded with messages from people claiming to have the answers to any problem imaginable, urging you to not believe the mainstream media and follow their advice instead.

One of the most consistent protagonists in this fight against “fake news” is the healthcare industry. Once regarded as an ultimate authority, the public’s trust in healthcare providers has dwindled in recent years. Beliefs about issues like women’s health, vaccinations, and the role of pharmaceutical companies have fostered feelings of skepticism and occasionally hostility.

While healthcare organizations might feel discouraged, hope is not lost. By reevaluating how and where to communicate with patients, healthcare organizations can combat misinformation and build trusted relationships within the communities they serve.

Keep the Focus on Patients and their Communities

One of the most important aspects of effective communication is keeping the message focused and relevant to your audience. In healthcare, this means distilling complex information into a digestible, approachable package. One way to do this is to solicit feedback from patients, community members, and employees on a recurring basis.

Patients often feel overwhelmed when faced with complicated and emotionally challenging news. An onslaught of information can be intimidating, causing people to shut down. Explaining key information using simple, everyday language helps patients feel more confident in their understanding of health topics. It also can humanize the healthcare system by making high-level concepts feel more approachable.

It’s also important to consider factors such as age, language, literacy levels, and general health literacy when communicating with patients and their communities. This could mean providing written materials in patients’ preferred languages, or using visuals and easy-to-understand infographics depicting scenarios that are familiar to the community in question (e.g., a pain level chart that uses facial expressions and numbers to describe a patient’s current status).

Utilize Known Community Leaders

Another proven way to build trust is to demonstrate a clear understanding of a community’s needs and concerns. Engaging with trusted leaders can help an organization identify and craft messages that resonate with specific communities. Whether they are local religious leaders, educators, or neighborhood activists, these figures can leverage their standing to help bridge any gaps between an organization and their patients, particularly in marginalized and underserved communities.

Additionally, community leaders can help reassure patients that an organization is genuinely dedicated to addressing their health concerns. The personalized connections afforded by these partnerships not only increase the information’s reach and impact but also help foster a sense of mutual respect and understanding.

Consider Cultural Differences

Patients come from diverse backgrounds with a variety of cultural norms, values, and communication styles that can affect how health information is received. Certain cultures may emphasize family decision-making or have specific beliefs about medical treatments. Understanding these values and beliefs and tailoring your messages accordingly can boost confidence in your ability to provide adequate care.

Additionally, being mindful of cultural differences can reduce the likelihood of misunderstandings, miscommunication, or biases. This ultimately ensures that all patients receive the highest quality care regardless of their background.

Educate Frontline Staff

Frontline staff play a direct role in shaping patients’ experiences and are generally the first point of contact for any interaction with the healthcare system. As a result, it’s important to ensure that all patient-facing staff feel confident and equipped to navigate challenging discussions and patient concerns.

By dedicating time to training frontline staff on frequent concerns, areas of misinformation, and cultural competence, healthcare organizations can build trust at the individual level, connect with patients, and make a difference. This also keeps all employees on message and aligned with the organization’s goals. Moreover, when patients feel heard, respected, and cared for by those responsible for their care, it establishes a sense of transparency that carries through various interactions.

Misinformation can be daunting to navigate, especially when the health and wellbeing of entire communities are at stake. But by focusing on patient and community engagement, enhancing cultural understanding, and educating frontline employees, healthcare organizations can make strides in cultivating trust and transparency.