November 07, 2025
Trust Decides Where Patients Go
Patients have changed from passive recipients of care to informed consumers making deliberate choices.
According to Healthcare Consumer Experience 2025, Press Ganey’s latest report, the healthcare consumer experience has become a strategic discipline built on trust. People want safety, simplicity and compassion at every touchpoint, and they reward organisations that deliver all three.
The findings reveal 85% of consumers consider perceived safety when choosing a healthcare provider, and those perceptions start before a single appointment is booked. A well-designed website and consistent provider information are now seen as signs of professionalism and care; outdated or incomplete details, by contrast, instantly erode confidence.
Meanwhile, appointment scheduling remains a persistent weak spot. More than 30% of consumers cite it as their top frustration, and only 26% rate the online booking experience as excellent. That frustration directly impacts loyalty. In an era when convenience is currency, the ability to book care easily is a differentiator.
A similar shift is visible in broader industry thinking, where concepts like the digital front door are changing how organisations approach first-touch interactions, emphasising clarity and consistency across online channels.
The Hidden Power of Social Capital
Beyond technology, the report highlights what it calls “social capital”, the connection, trust and shared purpose that turn an organisation’s culture into a driver of safety and loyalty. Patients can sense when care teams communicate clearly and work in sync. This translates directly into perceived safety and confidence.
The study argues that social capital is the hidden framework of healthcare experience as it turns an internal culture into an external advantage. Engaged teams deliver smoother, safer interactions; disconnected ones erode credibility.
The research also explores the growing role of AI in healthcare decisions. Nearly 20% of consumers have already used AI tools to find care, but trust still trails behind adoption. Credible citations, verified reviews and visible human oversight remain essential.
A balance is crucial: technology can speed access and convenience, but only a human connection sustains confidence. Compassion, communication and availability still rank as the top reasons patients recommend a provider.
Building Trust at Every Touchpoint
Consumer experience must be managed with the same precision as clinical care. That means:
- Treating digital presence as part of safety.
- Designing appointment systems that respect people’s time.
- Investing in team alignment to strengthen social capital.
- Using AI as a tool for clarity, not a replacement for empathy.
Trust, the report concludes, is no longer earned once and banked for life but built moment by moment, from the first Google search to the final follow-up.
