Patient decision making in healthcare is influenced by various factors that can shape the choices individuals make regarding their treatment options. From understanding medical information to emotional and financial considerations, these elements play a crucial role in ensuring patients make informed decisions that best suit their needs and circumstances. In this article, we will explore 3 key factors that affect patient decision-making in healthcare today.
3 Key Factors Impacting Patient Decision Making
1. Patient’s Personal Information Factors
When we stepped into the patient education industry for the first time, we defined “healthcare decision-making” as “clinical decisions.” There would be a series of symptoms; if you earn a tick with each, you should go for some treatments. But it turned out to be quite a narrow definition. Because patient decision-making is also based on non-clinical factors, you could find a new creative space for education strategy as a healthcare communication manager.
Socioeconomic Status
The factor impacts patients’ willingness to pay. For example, a patient who suffers from financial difficulty may choose medicine instead of a surgeon.
Age
Some diseases are more popular with a particular age group. That’s the reason why we observe different behaviors in healthcare decision-making. Gen Z and adolescents approach their health issues differently than the older generation. They consume various media, information types, etc.
In the below video, F.Learning Studio educates children about mental health. Since the target audience and the topic are very sensitive, we create child-friendly characters and put them in a cartoon story. Instead of using mental health jargon, we transfer it into daily situations such as school days to make children aware of their issues.
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Gender
Healthcare issues are also different depending on gender, which leads to varying behaviors in health needs and the use of healthcare providers. For example, according to Value Penguin research, women spend more on health insurance than men, even during their age and income breakdown period.
But there are other factors; women have more power in healthcare decisions for themselves and others. They visit doctors more frequently than men and seek child care, preventive healthcare, or nutrition care. What do these mean for a Healthcare Communication Manager?
They suggest that women are potential audiences for healthcare campaigns, but they are very careful when skimming healthcare information. That’s why you should explore how women perceive health issues to choose a suitable viewpoint for patient communication.
Adherence Level to Treatment
There are two types of patients: one who follows a treatment roadmap strictly and one who doesn’t. The patient may know that staying up late is a bad habit, but they cannot stop themselves from doing so.
Wishes and Preferences
We bet you saw many patients go against treatment because of their preferences or the inconvenience in their daily life. A patient who is diagnosed with diabetes loves sweet foods. If you launch a healthcare campaign that targets the audience from “wishes and preferences” viewpoints, ensure that you draw a particular desirable action and the journey leading patients to that action.
2. Healthcare Provider’s Related Information Factors
Think of the last time you visited hospitals. What was the first thing you considered? It’s all about your healthcare providers. It may be your doctor, hospital, or other healthcare products/services you are told to use. In this part, we won’t mention clinical factors; we want to discuss some side factors that are commonly ignored:
Doctor/ Physician Personal Information (Age, Gender, Culture, Faith, and Race)
The difference between the life of a doctor and a patient raises different emotions, perspectives, and communication. Thus, patients easily become passive-aggressive, impacting their treatment adherence. That’s where healthcare communication comes in to bridge the gap.
Time Constraints and Workload
Hospitals are full of people, and physicians are busy. Sometimes, they have only 10 minutes for a patient. The disease is a dull and dry topic; imagine how hard it can be if we talk to a non-expert in such a short period.
It’s hard for patients to follow what doctors say, process information, and ask questions. In this situation, a medium that explains health symptoms and treatment easily in under 3 minutes may help. Like the below example of heart failure of iCarebetter:
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Professional Interaction (Relationship with Colleagues, Staff, Pharma Industry)
Let’s say you seek a doctor. Would you choose one who has 5 years of experience or more? Healthcare is all about reputation. Patients tend to visit physicians who are referred to them. In this case, patients will make decisions based on their trust bank with doctors. Thus, a healthcare campaign collaborating with a high-reputation physician may gain trust.
3. Other Factors
Family Members
During suffering pain, patients rely on their family members to seek motivation and make shared decision-making. Or, in some special cases, like patients taking care of their sick children, they will make direct healthcare decisions.
From the healthcare communication viewpoint, educating healthcare patient family members is also essential. For example, creating content motivates family members to be aware of the patient’s changes.
Culture Differences
Cultural differences impact patients’ openness to share their healthcare issues. These patient decisionmaking factors commonly happen in healthcare communication campaign that needs localization. Our solution for the situation is to conduct surveys to figure out the root causes.
What do patients care about? What is the biggest obstacle preventing them from reaching treatments? When you find insights, you can motivate patients by turning their worries into social norms.
Conclusion
Understanding the factors that influence patient decision making is essential for healthcare providers to offer the best support and guidance. By addressing these elements, providers can improve patient outcomes and ensure that individuals feel confident and well-informed when making critical health-related choices. Ultimately, recognizing and responding to these 3 key factors will help create a more patient-centered approach to healthcare.
What about you? Do you know any factors that impact decision making in healthcare? Please share with us.
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