New data maps the journey from discovery to loyalty, demonstrating how safety, technology, and social capital can humanize every touchpoint and build lasting trust
Press Ganey, the leader in experience measurement, analytics, and advisory services for health systems and health plans, today released Healthcare consumer experience 2025, an extensive report exploring new data on how people make healthcare decisions in an era of digital fluency and consumer empowerment.
As patients evolve into empowered consumers, and empowered consumers become patients, they expect clarity, convenience, and compassion in every interaction—digital or human. And they opt for and reward healthcare organizations that deliver on all three. To keep pace, the industry must approach consumer experience with the same rigor and discipline applied to clinical care.
The report reveals that the healthcare consumer experience is a strategic discipline built on social capital—the trust, connection, and shared purpose that turn culture into a driver of safety, loyalty, and growth.
Additional key insights from the report include:
- Digital presence is the first safety check – 85% of consumers factor perceived safety into decisions, and those perceptions begin online. Outdated or inconsistent information erodes trust.
- Social capital is the hidden framework of experience – Engaged, connected teams create safer, smoother, and more satisfying interactions for patients.
- “Comparison shopping” is the norm – Consumers research, compare, and validate healthcare options just as they do major purchases, prioritizing access, expertise, and credibility.
- AI adoption is rising, but trust lags – Nearly 1 in 5 consumers have used AI to search for care. Positive reviews and credible citations that show in search results create a foundation for trust.
- Scheduling remains the top pain point – More than one-third of consumers cite appointment scheduling as their #1 frustration and barrier to care. Only 26% rate the experience of booking online as excellent.
- Authentic feedback creates powerful proof – 84% of consumers would reconsider a referral if a provider is rated below 4 stars. Search engine AI overviews have changed how reviews are consumed, but their substance is still an essential credibility factor.
- Loyalty lives in the Human Experience – Compassion, communication, and availability remain the strongest drivers of recommendation and return.
The path forward: building trust at every touchpoint
The research points to a clear mandate for healthcare leaders: technology can accelerate access, but only connection can sustain trust. Top-performing healthcare organizations are reimagining consumer experience as a system built on safety, simplicity, and shared purpose, designing digital pathways that feel personal, empowering teams to act with clarity and compassion, and making trust the throughline of every interaction.
“Consumers are bringing greater discernment and informed decision-making to every aspect of their care,” said Chrissy Daniels, Chief Experience Officer of Press Ganey. “They expect transparency, coordination, and experiences that feel safe and human. Delivering on those expectations depends on the strength of the teams behind them—how people work together, share information, and communicate with purpose. When that alignment is in place, trust is the natural outcome.”
Download the full report to learn more.