Healthcare organizations are leveraging the latest digital tools and emerging technologies like AI to reimagine how they interact with patients, connect with their communities, and further their life-saving missions. However, because many of these organizations are registered as 501(c)(3) nonprofits, they suffer from the common problems plaguing the entire nonprofit sector: increasing demands and shrinking budgets. These complex and highly personal healthcare ecosystems require massive efficiencies, and digital engagement will help reach more patients, increase operational productivity, and improve patient satisfaction. has been proven to be the way to go.
Insights from Twilio’s 2024 State of Nonprofit Digital Engagement report, which surveyed more than 1,400 nonprofit employees and 1,500 nonprofit end users, show that healthcare nonprofits are engaging digitally at unprecedented levels. As they continue to embrace communications, we found that 7 out of 10 organizations expect patient engagement to be digitally driven. Early next year. This enthusiasm is tempered by a perception gap between healthcare providers and patients, especially regarding AI transparency and personalization.
The report's insights identify areas of strength and opportunity for healthcare sector leaders to consider heading into 2025.
Strength: AI is key to improving patient interactions
It’s easy to see why nearly all healthcare organizations (93%) believe AI will improve patient engagement, with a majority of patients (59%) agreeing with this statement. The top three reported uses of AI in healthcare are data analysis to better understand patient-specific needs, transcription of patient visits and phone calls, and automation of responses to frequently asked patient questions. . AI allows providers to improve response times, reduce missed appointments, and improve patient satisfaction. All of these are of paramount importance to the reputation and bottom line of these organizations.
As healthcare organizations face the challenge of doing more with less, AI is increasingly seen as an essential tool to make the most of scarce time and resources. In fact, nearly half of these healthcare organizations (51%) have already integrated AI into their digital communications, higher than similar adoption rates for B2C private brands (47%).
Opportunity: Trust through transparency is a work in progress
Despite its transformative potential, the adoption of AI comes with risks. Healthcare organizations are especially concerned about the privacy and security of patient data. It's hard to think of another industry where customer data is as sensitive as personal health information, and where patients are rightly monitored by healthcare providers for how their data is handled. . All companies, public or private, for-profit or not-for-profit, have concerns about data privacy and security when it comes to AI, making this the top concern for AI adoption among healthcare nonprofits. No wonder it's ranked.
Interestingly, most organizations (88%) believe they are transparent with patients about how their data is used for AI, but only four patients agree with this. Only one person. This apparent disconnect presents an important opportunity for AI-powered providers to modernize their policies and clarify how they disclose these policies to their audiences.
Organizations need to have clear visibility into the lifecycle of their data, from how it is collected, shared, and stored to where it is used and how it is protected. For example, Twilio introduced “AI Nutrition Facts.” This is a way for the company to clearly communicate to its customers and their end users how their data is being used in a clear and approachable manner. The adage “Trust is hard earned but easily lost” is especially true in this uncharted AI frontier, where transparency builds trust and trust fosters loyalty.
Strength: We continue to secure developer talent…
To scale digital engagement and successfully integrate AI, healthcare organizations need skilled developers who can build, maintain, and optimize these solutions. However, nonprofits cite a lack of technical expertise as one of their biggest concerns regarding AI adoption.
While Twilio's 2022 report reveals an alarming talent gap that persists across the broader nonprofit sector, the 2024 study shows significant progress toward addressing the issue. It is shown that there was. Nearly 7 in 10 (67%) healthcare nonprofits currently have 10 or more developers on staff, and 65% say they have sufficient or surplus developer talent. Masu. More support is planned. 92% of organizations surveyed plan to hire at least one developer this year.
Despite this optimism, one in five companies still report a developer shortage, and almost all (96%) admit they will continue to need external developer support. For budget-conscious and staff-constrained providers, pro bono contributions from volunteer developers continue to be widely used to ensure digital milestones are achieved and systems maintained.
Opportunity: Engagement is no longer one-size-fits-all
Personalization is now the stakes for young digital natives like Millennials and Gen Z who seek customized services and communications, whether it’s interacting with their favorite retail store, coffee shop or healthcare provider. . Due to budget constraints, evolving patient preferences, and a deeply fragmented data ecosystem that prevents accurate, holistic patient personas or “golden records,” the level of personalization in the healthcare industry is among the highest in the nonprofit sector. It's lower. Only about 6% of healthcare nonprofits say they always personalize communications, even though 66% of patients say this is very important.
Patients expect more from their care experience than simply having their name added to short message service (SMS) or email appointment reminders. By leveraging AI to curate and analyze a range of patient data, including demographics, unique interests, and previous visits, healthcare nonprofits can rapidly personalize communications at scale. , you should. This looks like an SMS recommending certain immunizations before a patient's tropical trip, or an email with tips for low-carbohydrate alternatives for diabetics this holiday season. Given that only 1 in 3 organizations rate their patient engagement as “excellent,” personalization helps avoid generic messages and helps patients feel seen and seen. You will be able to truly feel that you are valued and understood.
A great example is the Cleveland Clinic. The company recently invested in a comprehensive system to redefine patient communication and care through more personalized interactions. The system integrates every aspect of provider-patient interactions, from appointment reminders to satisfaction surveys, and processes nearly 2 million messages each month. This has streamlined the clinic's communication processes, reduced missed appointments, and helped the organization move toward its mission of providing the highest standards of patient care.
Digital engagement is a journey, not a destination. By investing in technologies like AI, developing technology talent, committing to a culture of transparency, and prioritizing personalization, healthcare organizations can ensure their digital communications are on point.
Article written by Erin Reilly, Twilio Chief Social Impact Officer
