Healthcare is a powerful example of how artificial intelligence (AI) is transforming the world. There is real promise in AI-driven care, ranging from optimizing scheduling and streamlining operational processes to facilitating diagnoses, tailoring treatment plans, and personalizing care. 

Consistent with NRC Health’s call for health organizations to take a broad view of experience, this nSight focuses on the financial experience in healthcare. While the billing and payment process is not under the direct control of patient experience leaders, confusion around the process has a direct, detrimental effect on the overall perception of care. 

Healthcare brands – organizations providing healthcare – face an invisible and intimidating force: homogenization. The pandemic further knotted healthcare brands together in consumers’ minds and created a full-on brand blur.

Our July nSight demonstrated that, nationally, emotional or mental health (‘mental health’) reported by patients has been declining over the past decade. In parallel, the evolving understanding of – and willingness to talk about – mental and behavioral health has helped reduce longstanding stigmas, generating unprecedented demand for services. 

The importance of patient and employee experience in healthcare has never been greater.

The evolving healthcare marketing landscape requires that organizations pay increasing attention to their brand equity and ensure a healthy balance between brand-building and performance marketing.

Improving the experience of care is a key to improving health outcomes. Yet in a sea of competing priorities and information overflow, understanding where to start can be daunting.

The use of AI technologies in healthcare is rapidly becoming more widespread. But at this early stage of widespread AI adoption, patients have clear preferences as to which AI tools they perceive as useful and which they view with suspicion.