2025 Digital Patient Experience Report
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?
Dear Personalization, We Need to Talk
Decades ago, “personalization” was revolutionary. Seeing “Hi Daniel” on an envelope probably felt downright magical when you may have never seen your own name in print before. Today, this thing would be in the recycling bin before you even made it back into the house.
The PHI Monster: Why Healthcare Marketers Have Nothing to Fear
Healthcare marketers have been spooked for years by a terrifying creature – the PHI Monster. It’s said to breathe fire when someone dares mention personalization. Its claws have been sharpened on HIPAA regulations. And the moment a marketer tries to improve patient engagement, it lets out a bone-chilling roar: “COMPLIANCE VIOLATION!” But the PHI Monster isn’t nearly as scary as it seems. With the right approach, it’s completely harmless.
Healthcare Has a Quarterback Problem
Who’s the quarterback of your care? Who is connecting all the disparate pieces of the healthcare experience and putting them together? Right now, there is no quarterback. Or at least not a good one.
Cookies? Me prefer consent
Seven years ago, someone shared a cartoon with me. At the time, it was clever — a perfect visual to get an audience laughing while we unpacked the growing expectation of audience segmentation and personalized marketing communications. Funny how a cartoon can come back to you years later with a whole new meaning
Stop overthinking personalization
Initial patient journey maps and personas came from B2C and B2B with a heavy focus on transactional interactions and one-size-fits-all personas. They assume a single journey from awareness to decision. But that’s not how healthcare works.
The psychological journey to “yes”
We’ve built upon existing psychology research and over 25 years of experience to create our B2Me journey map. It’s a cheat code for marketers who want to build trust fast and speed up the decision-making process.
White Rhino’s B2Me process featured in new book
The Insider’s Guide to Innovation at Microsoft demystifies how innovation happens at one of the most influential companies in the world. And, as featured in the book, a key part of that how is rooted in the psychology of behavior change outlined in White Rhino’s B2Me framework.
We let an AI agent choose a doctor for us – here’s what happened
Here’s how OpenAI’s Operator feature browses hospital websites, attempts to select a doctor on behalf of the user, and compares with ChatGPT. This is an example of agentic AI in action.
How to predict the future of healthcare marketing
Why do marketing technologies move across industries?
Part of the reason these technologies follow this trickledown path is because the companies who create them want to expand. Once they’ve captured the B2C market, they move on to B2B, then into complex industries like healthcare and finance.