We didn’t set out to write another report full of stats you’ll skim and forget. We set out to understand a basic question: Where do patients and caregivers want hospital websites to go next?
White Rhino’s 2025 Digital Patient Experience Report is the result of a national study with qualitative and quantitative answers from nearly 1,000 real patients and caregivers. We partnered with Joel Granoff at JSGRAN to explore how websites, personalization, and AI are actually shaping patient trust and decision-making.
It’s both a benchmark and behavior map.
The report breaks down four major findings shaping the future of patient acquisition:
- Why patients still find healthcare websites confusing (and how to fix it).
- What people want out of personalization (and where to start).
- How emotional state determines what patients need (more than demographics).
- Where AI fits and when it starts to break trust instead of build it.
If you’re a healthcare marketer wondering how to move from brochure to a real digital front door, this is your playbook.
