Building a patient-first digital experience
The expectation gap
Today's patients book restaurants, flights, and haircuts from their phones in seconds. Yet when it comes to healthcare — arguably the most important service in their lives — they're often stuck calling during business hours, waiting on hold, and filling out paper forms with a clipboard.
This gap between expectation and reality is driving patient dissatisfaction and, increasingly, patient churn. A 2024 survey by NRC Health found that 80% of patients would switch providers for a better digital experience.
What "patient-first digital" actually means
A patient-first digital experience isn't just about having a website. It's about designing every touchpoint — from discovery to follow-up — around the patient's needs and preferences.
Discovery and access
- Modern, mobile-responsive website with clear service information
- Online booking available 24/7
- Transparent pricing where possible
- Easy-to-find contact information and directions
Pre-visit
- Digital intake forms sent automatically after booking
- Appointment reminders via preferred channel (SMS, email)
- Clear instructions for what to bring or prepare
- Virtual check-in options
During the visit
- Minimal wait times (enabled by better scheduling)
- Digital consent and documentation
- Clear communication about treatment plans and costs
Post-visit
- Digital payment options
- Automated follow-up messages
- Easy prescription refill requests
- Access to visit summaries and records
Principles for designing patient-first experiences
1. Remove friction at every step
Map your patient journey end-to-end and identify every point of friction. Each phone call required, each form duplicated, each unnecessary wait is an opportunity to improve.
2. Meet patients where they are
Not every patient wants the same thing. Younger patients may prefer text-based communication and self-service tools. Older patients may want phone support with the option of digital. Offer multiple channels and let patients choose.
3. Be proactive, not reactive
Don't wait for patients to call for appointment reminders, test results, or billing questions. Automated, proactive communication builds trust and reduces inbound call volume.
4. Respect their time
The most valuable thing you can offer patients — besides quality care — is their time back. Every digital tool should measurably reduce the time patients spend on administrative tasks.
Measuring patient experience
- Net Promoter Score (NPS) — would patients recommend your practice?
- Online reviews — monitor Google, Healthgrades, and Yelp
- Patient retention rate — are patients coming back?
- Digital adoption — what % of patients use your online tools?
- Wait times — are they improving?
Building with Borna
Borna provides the complete digital toolkit for patient-first practices: online booking, automated reminders, digital intake, secure messaging, and online payments — all connected in a single platform designed for healthcare.
