The Big Picture
Cactus analyzed fresh data from 1,500 U.S. adults to better understand how consumers experience healthcare today. The findings illuminate a large understanding gap between patients and healthcare professionals, presenting a massive opportunity for providers, systems, and innovators to rethink how communication – not just care – is delivered.
1) Trust isn't the issue—comprehension is
Today’s patients want more clarity and context. Despite high trust in doctors, many patients leave appointments more confused than when they arrived:
2) Digital tools are underused—but undeniably effective when they are
3 in 4 Americans believe strong doctor-patient communication directly impacts their health. And when used well, digital tools like real-time messaging, personalized health apps, and even AI can help people better understand diagnoses, treatment plans, and what to expect next.
56% of people say their doctor rarely or never uses digital tools. Yet, the same percentage — 56% — believe that digital tools do improve communication with their doctor.
3) Miscommunication is costly to patient health
When what’s said by the doctor and what’s heard [or understood] by the patient aren’t the same, it doesn't just create frustrations, it leads to unmet needs and worse health outcomes.
1 in 5 survey respondents reported they believe poor communication with a doctor has led to worsened health outcomes in the past five years.
4) Consumers are willing to pay for better, more personalized communication and care
Consumers aren’t just frustrated, they’re ready to invest in better options. With $10.1 billion invested into U.S. digital health startups in 2024 alone, it's clear that startups are capitalizing on the demand for more personalized, tech-enabled care.
Nearly half (47%) say they’d pay out-of-pocket for more personalized, ongoing care. In particular 57% of men reported a willingness to pay out of pocket for a better experience (vs. 40% of women)
5) Patients are supplementing their doctors—with WebMD, TikTok, and AI
Patients want clarity and they’re going elsewhere to get it. They opt for online resources and influencers to get a deeper understanding of health information.
6) The veterinarian is winning on bedside manner
When stacked against everyday experiences from vet visits to DMV trips to long-haul flights, healthcare often comes up short. Even in settings designed for care, many consumers say they feel less in control and less comfortable and cared for than they do in other categories.
What this means for innovators
- This data reveals not just dissatisfaction — it also reveals demand.
- Patients want clear, empathetic, tech-enabled care. They want tools that extend communication beyond the exam room. And they’re ready to pay for it.
- For health systems, startups, and experience leaders, the mandate is clear: Design not just for outcomes but for understanding. Because trust alone isn’t enough.
- “Patient education” and “empowerment” may appear in mission statements but for many patients, they remain unmet promises.
- The opportunity isn’t just for startups. Patients want better digital tools and communication from the healthcare professionals they already trust.
- Improving communication isn’t just good care—it’s smart business. It can reduce costs, improve outcomes, and unlock new revenue streams.
