Episode Transcript
Alan Helgeson (announcer):
“Reimagining Rural Health,” a podcast series brought to you by Sanford Health. In this series, we explore the challenges facing health care systems across the country from improving access to equitable care, building a sustainable workforce, and discovering innovative ways to deliver high-quality, low-cost services in rural and underserved populations. Each episode examines how Sanford Health and other health systems are advancing care for the unique communities they serve.
In this episode, Courtney Collen with Sanford Health News talks with Lynn Hanessian, chief health strategist for global communications company Edelman, on the topic of health care trends and the trust barometer.
Courtney Collen (host):
Lynn Hanessian, thank you so much for your time and joining us for this episode.
Lynn Hanessian (guest):
Courtney, delighted to be here. Thank you.
Courtney Collen:
I’ll start with this. What are the top three opportunities you see when it comes to building trust in the business of health care?
Lynn Hanessian:
You know, it’s a great question, and one of the things that we value so much from the trust barometer is it gives us the data and the understanding of our audiences, and then we can make recommendations on how to build trust. And what we see time and time again is that trust comes from not only clear information, but information and dialogue and a shared sense of values.
And so, you know, it is incredibly heartening to see that information can make a profound difference in how well people take care of themselves, but also how empowered they feel to take care of themselves and also their level of trust in the health system where they get their care.
Courtney Collen:
And speaking of trust, Lynn, where have we made progress when it comes to patient trust of health care providers? And where does work remain? How will this shape strategy and policy moving forward?
Lynn Hanessian:
It may be a glass half full solution, Courtney. What worries me is that our trust in so many aspects of the society around us is down, but our trust in our primary care provider has surged this year. It’s both a trust and confidence that I’m in charge of my health, but also together with a primary care provider. And so it’s really balancing those dynamics that are really, really fundamental to getting people engaged, not only empowered, but trusting in their health system. And that makes a big difference.
I worry a lot about health information, but we actually saw some, dare I say, regret in people recognizing that they may have made decisions about their health based on product ads, based on user-generated content, based on friends and family that they regret. So maybe they’re beginning to realize that their ability to access credentialed information through their health care provider should have a higher priority this year.
Courtney Collen:
You talk about the trust barometer revealing a new paradox, Lynn. Rapid innovation offers the promise of a new era of prosperity, but also risks, exacerbating trust issues leading to polarization. How do companies navigate this rocky territory, and how can we use innovation to help build rather than erode trust?
Lynn Hanessian:
So, don’t take for granted the importance of bringing all of your stakeholders along on the innovation journey. It is, of course, incredibly important that we don’t roll out anything that’s not a proven technology, but people are hearing about the impact of AI in so many different aspects of their lives, and they’re worried. So having that dialogue, how helping people to understand what innovation means for Sanford and how you are bringing it to the care that they, that you provide? And also, you know, how do we involve your workforce, your colleagues, in understanding that as well?
There is very clear evidence from what we’ve seen that people expect to be informed. They want to have a dialogue around it, and they also want to understand what the impact is for them. It’s this very generic “AI’s going to take over the world” when in fact, AI may help me manage the care of my family better. So it’s really about bringing everyone along in the journey so that their expectations are informed, and potentially giving them an opportunity to engage in a new way that makes life better for them.
Courtney Collen:
Bringing everyone along, that’s a key takeaway right there. What about the unique role that nonprofit health care systems play in their communities and opportunities to strengthen trust?
Lynn Hanessian:
Yeah, so one thing that’s really, really notable. People want to work someplace where their workforce and their colleagues look like the community that they serve. I would say that nonprofit organizations like Sanford are in and of the community that you serve. And so there’s an important opportunity as you build relationships and trust with your own employees for that to radiate outward into the community. You know, it’s a little, a little bit sort of live and practice what you preach.
Courtney Collen:
What excites you the most about what you call the ultimate challenge, getting the right patients, the right care, resulting in the best possible outcomes? What excites you most?
Lynn Hanessian:
Well, what excites me is there’s new models, new proven models of getting people to their care and the power of virtual care and digital tools in a rural health setting is remarkable and wonderful. That assumes that we have a great trust between our care providers and our patients. And our patients are savvy, they’re smart, they’re not one-size-fits-all. They’re people who are going to be able to determine where they get their flu shots, where they get their specialty care, where they get their primary care, and where they have an ongoing conversation when there may be an urgent care moment.
So I’m really excited that we have a health care ecosystem that’s adapting to the needs of patients and that patients are pretty clear that they have a sense that they can be empowered and when shared the information, shared the control of their own health, a better outcome can happen. It’s one patient at a time, one community at a time. But I’m excited that we’re able to make health care happen in places that are convenient and still quality for patients today.
Courtney Collen:
Yes. Incredible insight. Lynn Hanessian, thank you so much for your time and for all that you do.
Lynn Hanessian:
Courtney, thank you. Have a great day.
Alan Helgeson:
You’ve been listening to “Reimagining Rural Health,” a podcast series brought to you by Sanford Health. Hear more episodes in this series or other Sanford Health series on Apple, Spotify, and news.sanfordhealth.org.
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Posted In Corporate Services & Administration, Leadership in Health Care, News, Rural Health, Virtual Care
