The UK healthcare sector stands at a pivotal crossroads. While digital transformation has rapidly advanced in industries like banking and retail, healthcare—particularly telehealth—remains behind, both in adoption and in delivering the seamless, patient-centric experiences that modern consumers expect. This digital experience gap is more than a matter of convenience; it has real consequences for patient satisfaction, health outcomes, and the long-term viability of healthcare organizations in a digital-first world. Understanding the root causes of this divide and identifying actionable strategies to close it is essential for healthcare leaders, digital strategists, and policymakers.
Recent research highlights a stark contrast between the digital experiences offered by UK healthcare and those in other industries. In the UK, 68% of consumers are satisfied with digital banking, but only 26% report satisfaction with digital healthcare experiences. Globally, healthcare ranks lowest in digital satisfaction, with just 32% of consumers satisfied—far behind banking (58%) and retail (53%).
This gap is even more pronounced in the UK, where only 15% of respondents have used telehealth services—one of the lowest rates in Europe and well below countries like the US (39%), Brazil (41%), and China (39%). Even among those who have tried telehealth, future intent to use these services remains muted, with only 24% of UK patients expecting to use telehealth more after the pandemic, compared to 49% in the US.
Several unique challenges contribute to the UK’s telehealth experience gap:
Long wait times, lack of available appointments, and limited telehealth options are the most common reasons UK patients delay care. In fact, 32% of UK patients cited inability to get an appointment and 31% cited lack of provider availability as reasons for delay—higher than global averages. Additionally, only 4% of UK patients reported seeing their provider via telehealth in the past six months, compared to 7% globally.
Generational divides are stark: Millennials report the highest satisfaction with digital healthcare, while Boomers are the least satisfied and least likely to use digital services. Only 17% of consumers globally are comfortable sharing their data with healthcare organizations, with trust and privacy concerns acting as significant barriers to digital engagement. In the UK, these concerns are particularly acute, with many patients hesitant to use digital channels for sensitive health matters.
Patients often encounter confusing interfaces, lack of end-to-end service, and insufficiently personalized information. Only 40% of telehealth users say their apps or sites are personalized for them, and just 36% of UK patients want to manage all aspects of their healthcare journey in one place—signaling a desire for more integrated, seamless experiences. Compared to banking and retail, where personalization and omnichannel integration are now standard, healthcare lags in delivering unified journeys.
Countries like the US, Brazil, and China have seen much higher telehealth adoption, driven by broader service offerings, better digital infrastructure, and more proactive communication. In these markets, patients are more likely to use telehealth for a wide range of services and expect to continue doing so post-pandemic. The UK’s slower pace of digital innovation in healthcare has left many patients underserved and less likely to embrace new digital options.
The consequences of failing to close the digital experience gap are significant. Patients are increasingly willing to switch providers after a single bad experience, and poor digital experiences can lead to unmet health needs—especially for those who struggle to navigate complex systems or access timely care. In the UK, 59% of consumers are ready to switch brands if their digital expectations are not met, underscoring the urgency for healthcare organizations to act. Moreover, patients engaging in digital experiences are three times less likely to have unmet health needs, highlighting the direct link between digital maturity and better outcomes.
Publicis Sapient’s research highlights several key patient expectations:
Healthcare organizations have a significant opportunity to transform both digital and in-person experiences. Here are actionable strategies, grounded in Publicis Sapient’s research and industry expertise:
Prioritize intuitive, accessible digital tools that simplify key tasks—such as appointment booking, telehealth visits, and medical record access. Focus on clear content, seamless navigation, and reducing the number of steps required to complete transactions. Learn from digital leaders in banking, where user experience is a top driver of satisfaction.
Leverage data (with patient consent) to deliver personalized communications, reminders, and recommendations. Use tailored offers to incentivize engagement and reward healthy behaviors, while respecting patient privacy. Personalization is a proven driver of satisfaction in both banking and retail, and healthcare can benefit from similar approaches.
Create a truly omnichannel experience by integrating digital and in-person touchpoints. Enable patients to schedule in-person visits through digital channels, receive follow-up care instructions online, and access support across all stages of their care journey. This approach mirrors the best practices of high-performing retail and banking organizations.
Be clear about how patient data is collected, used, and protected. Offer patients control over their data, including the ability to opt in or out of data sharing. Communicate the value exchange—how sharing data can lead to better, more personalized care. Transparency is essential to overcoming privacy concerns and building long-term loyalty.
Design digital solutions that are inclusive for all age groups and abilities. Provide support and education for those less comfortable with technology, and ensure that critical services remain accessible through both digital and traditional channels. Bridging the generational divide is key to broadening adoption and improving outcomes for all patients.
Regularly gather feedback from patients to identify pain points and opportunities for improvement. Use data-driven insights to refine digital and in-person experiences, and benchmark progress against industry leaders. Continuous improvement is a hallmark of digital maturity in other sectors and is essential for healthcare transformation.
Closing the digital experience gap in UK healthcare is not just a technological challenge—it’s a strategic imperative. By putting patients at the center, building trust, and delivering seamless, personalized experiences, healthcare organizations can improve satisfaction, drive loyalty, and ultimately achieve better health outcomes. Publicis Sapient partners with healthcare leaders to design and implement these transformative solutions, helping organizations bridge the divide and realize the full potential of digital health.
Ready to reimagine your healthcare experience? Connect with Publicis Sapient’s experts to start your transformation journey.