Americans’ trust in every profession and institution is waning. This is no surprise: we’ve all seen the poll numbers ticking down over the past decade, matching the rise in public discord on the news, in social media and among politicians.

That’s not newsworthy. What is worth highlighting is that nurses remain the most-trusted professionals of any industry, according to Gallup – for the 22nd year in a row.

For healthcare providers, this means that the most valuable spokespeople in America are already on staff.

Here’s why it matters: You have the ear of your patients and more built-in public trust than most other organizations. This trust and attention are valuable assets to steward, and now is the time to use them wisely.

Two aspects of healthcare are at the center of national conversation: Affordability and innovation. And patients want to hear from you, their providers, on both topics.

• With the presidential election heating up, KFF polling found that 80% of voters want candidates to discuss healthcare affordability. They’re interested in political solutions, but they’ll be eager to hear what you are currently doing to contain costs and boost outcomes. Your initiatives have a direct and immediate impact on their healthcare experience.
• Innovation – in research, treatment and tools – is a hallmark of healthcare, and the introduction of AI tools has created both buzz and confusion. Patients want to know: “How is my practice innovating? How will their changes impact me?”

Zoom out: Those of us connected to the healthcare industry are already aware of the leadership providers have taken to minimize treatment costs, improve patients’ access to healthcare and make the most of new technology:

• Providers are the forefront of the move to deliver at-home acute care, a widely popular offering that is proving to be clinically effective and less costly than a hospital stay.
  
  While current costs and payment models vary, this approach has picked up traction since the COVID-19 pandemic and is well-received by patients. One example is Virtua Health’s comprehensive Hospital at Home program, which provides patients with monitoring devices that are remotely connected to providers, twice-daily house calls by medical staff and daily telehealth appointments with physicians.
• They’re partnering with academic institutions and certification programs to train and hire doulas for one-on-one pregnancy and delivery support, especially in rural areas where maternity care is limited. Doula services have been shown to reduce the need for medical interventions, lowering costs while boosting the health of both mother and baby.
• Providers are also testing – and sometimes developing – new AI tools to support clinicians’ decision-making. Researchers at Penn Medicine recently unveiled a new AI application that can provide a detailed view and analysis of individual cells in an image, helping oncologists detect cancers more precisely.

Zoom in: Providers are working hard to care for patients while also reimagining the future of health care, and they deserve credit. But patients, corporate clients and even payers are often unaware. Clear, value-focused messaging can help to raise your visibility and boost loyalty among your stakeholders.

Here's how:

• Create a central, comprehensive narrative. Providers are often innovating in several directions at once – from a new surgical technique to a fresh patient interface. Take the time once or twice a year to list out each change you are making that could add value to the patient experience, and then categorize them so you can quickly see the type of change (cost-cutting, medical innovation, etc.) and the audience it would most resonate with. From there, you can develop a clear message that speaks to the breadth of your initiatives and the value they are creating for your stakeholders.
• Elevate the patient. New initiatives should be framed around the value to the patient. Clearly explain how an innovation will enhance a physician’s expertise, minimize costs for the patient or create a smoother experience.
• Consider each touchpoint a communications opportunity. Whether it’s an office update or appointment reminder, every patient interaction is an opportunity to weave in messaging about how you are creatively working to improve a patient’s healthcare journey.
• Leverage your trust. Prioritize in-person communications, especially when explaining the role of a new AI tool. Patients are understandably concerned about losing the personal touch of a clinician, so using your trusted staff – like nurses – to explain the purpose role and value of new technology can help broaden acceptance while reinforcing their trust in your practice.

Don’t miss our companion article highlighting the unique role of health insurers in driving meaningful progress – and how to communicate that to audiences.