Top 5 Patient Experience Trends to Watch in 2026

Healthcare continues to evolve at a pace that requires practices to rethink how they deliver a meaningful patient experience. In 2026, the practices that excel will be the ones that use data, simplify communication, and personalize the journey long before the visit even begins. Below are the five trends shaping what patients expect this year.

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1. Patients expect greater digital convenience

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Digital access is no longer a differentiator. It is an expectation. Patients want fewer barriers when scheduling appointments, completing forms, or checking in. According to a 2023 report from the American Medical Association, 88 percent of patients say they want to receive digital reminders and communication from their providers
https://www.ama-assn.org/system/files/ama-digital-health-report.pdf

Healthcare organizations that offer online scheduling, digital intake, and automated text follow-ups will see higher satisfaction and fewer broken processes. As competition increases, digital ease will remain one of the clearest ways to improve the patient experience.

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2. Transparency around care and billing is becoming essential

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Cost clarity is one of the biggest drivers of trust. The Peterson KFF Health System Tracker found that 42 percent of adults have avoided care due to potential costs.

In 2026, more patients want clear financial estimates, step-by-step expectations, and upfront communication. Practices that offer transparent pricing and educational content are more likely to retain patients and reduce friction during the payment process.

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3. Seamless communication across the care journey

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Patients often feel lost between visits, referrals, and follow-up instructions. With healthcare now more fragmented, improving communication is becoming an urgent priority. Practices are beginning to invest in secure messaging, automated follow-up checklists, and multi-channel communication to guide patients through each step. When patients know what to expect and how to reach you, their overall patient experience improves dramatically.

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4. Personalization powered by better data

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Healthcare organizations have more information than ever about patient preferences, behaviors, and needs. The shift now is toward using that data thoughtfully. Personalized follow-ups, individualized care instructions, and targeted education materials make patients feel more supported. This type of personalization creates stronger relationships and improves adherence to treatment plans. The key will be collecting clean data and putting it into action at the right moments.

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5. Rising emphasis on trust and reputation

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A growing majority of patients begin their healthcare journey online. A 2023 survey from Tebra found that 77 percent of patients research a provider online before booking an appointment

This shift means reputation is shaped long before someone walks through the door. Online reviews, communication style, ease of scheduling, and even employee experience all influence how patients perceive a practice. Healthcare organizations that invest in patient experience tools, reputation management, and continuous feedback will be better equipped to build trust in 2026 and beyond.

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How Swell Helps

Delivering an exceptional patient experience takes more than good intentions. Swell brings together online reputation tools, automated patient experience surveys, and employee engagement surveys so you can understand what patients need, improve communication, and strengthen trust all in one place.

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