Artificial intelligence (AI) has no role in consumer healthcare, according to a recent survey commissioned by Invoca and conducted online by The Harris Poll among over 2,000 U.S. adults. The survey reveals only one in five (20%) would trust AI-generated advice for healthcare information.
Consumers Prefer Humans Over AI
Phone calls are the winning channel for healthcare when it comes to completing a transaction, with 32% of consumers preferring to do so over the phone compared to 30% in-person and 25% online.
From a generational standpoint, younger consumers are more likely to be trusting of AI-generated advice (80% of 18-34-year-olds v. 62% ages 35+) —when it comes to healthcare, with 22% (each) of 18-34-year-olds trusting AI-generated advice for healthcare compared to 10% (each) of 65+ year olds. When it comes to completing transactions via phone calls, women are more likely to prefer this method compared to men for healthcare (36% v. 28%).
From an industry standpoint, it’s paramount that healthcare marketers give patients the opportunity for human connection, and use that interaction to further personalize the patient experience.
University Hospitals, one of the top healthcare providers in the United States, receives over 400,000 inbound calls from patients per month. Making sure these patients are connected with the right doctors and facilities is an ongoing priority for the nonprofit organization.
Noah Brooks, Manager of Analytics and Strategy at University Hospitals said, “In healthcare, a phone call, including one driven by a marketing campaign, isn’t just a phone call. We have a responsibility to make sure that when patients call, they get the information and care they need, right when they need it. That responsibility includes using better technology to create a better patient experience.”