As healthcare technology continues to evolve, cybersecurity is no longer just a back-office concern. It’s central to how patients experience, evaluate and ultimately trust their healthcare providers.
Yet, despite healthcare organizations investing heavily in cybersecurity infrastructure, public trust in these systems remains fragile. According to a recent PAN survey of 1,000 U.S. adults, 89% reported being concerned about the security of their protected health information (PHI). Alarmingly, 43% said they are more worried about PHI security this year than they were last year, while only 10% feel more secure. Over a third believe the situation will deteriorate further in the year ahead, and more than half of respondents (52%) reported feeling powerless to prevent their personal data from being compromised.
These numbers paint a clear picture of consumers’ growing anxiety. And they highlight a significant perception gap: While many healthcare organizations have invested heavily in cybersecurity infrastructure, patients are not convinced that their information is safe.
This concern extends into broader digital trust. With AI now embedded across the healthcare journey, from front-end administration and ambient scribing to insurance and post-care workflows, patients are now questioning whether technology is enhancing their care or adding new risk. In fact, 33% of consumers believe AI will make healthcare data less secure, even as another third think it could improve security. That uncertainty feeds a broader unease about whether human-centered care is being compromised.
If this disconnect is not addressed, healthcare organizations may see repercussions impacting data integrity, brand loyalty, and patient relationships.
Cyber Threats Are Now Part of the Patient Journey
Cyber threats have become an unfortunate but defining part of the modern healthcare experience. From ransomware attacks to third-party breaches, patients are increasingly aware that the threats to their data are rising and becoming more sophisticated. As healthcare organizations digitize more of the care journey and expand their technology ecosystems, the potential entry points for attackers multiply, increasing both complexity and frequency of breaches.
The 2024 ransomware attack on Change Healthcare brought these threats to light at a national level, with widespread disruption of claims processing and delayed prescriptions straining patients, hospitals and insurers alike. Just months later, Ascension Health reported a separate ransomware incident that affected patient scheduling, EMR systems and care delivery.
These high-profile breaches reinforced what many patients already suspected – that cyberattacks aren’t just IT events; they disrupt real-world care and create a lack of trust in providers. Our research found that 38% of people believe healthcare companies can’t fully secure patient data, regardless of investment or effort. Further, over a quarter (26%) say they would switch providers if their current brand experienced a breach.
In today’s environment, patients expect more than a fix. They expect a timely response. Our survey found that 79% want to be notified immediately if their data is breached and 69% expect a clear explanation of what happened and what data was exposed.
Why Security, Communications and Marketing Must Work Together
Historically, cybersecurity has been viewed as the responsibility of IT. However, security is ultimately a brand issue, one that demands the close collaboration of marketing, communications and technical leaders. Integrated communications strategies must address breach readiness, third-party risk and transparency as key components of building and protecting the brand.
When expectations aren’t met, organizations risk losing credibility. That’s why proactive, well-prepared messaging is crucial. Fast, empathetic communication is what today’s patients demand.
Aligning Cybersecurity and Brand Resilience
Healthcare organizations that openly disclose their current state of security and readiness can leverage resilience as a competitive advantage. In a crowded and highly regulated market, demonstrating a mature, proactive approach to cybersecurity is no longer a differentiator for a hospital, health system or care network, but a requirement.
Patients increasingly want to see that their healthcare providers – and the vendors they partner with to administer, track and support their care delivery – are taking steps to protect their data, manage risk and communicate openly.
This is an opportunity for healthcare leaders to not only invest in the right technologies and processes but to also integrate cybersecurity themes into broader narratives about innovation, care quality and patient-first values.
Best Practices for Healthcare Leaders
To build trust through security, healthcare leaders should break down the silos between IT, marketing and communications. This starts with developing shared messaging frameworks that address common breach scenarios and emphasize transparency, accountability and patient support.
Organizations should prepare response plans, ensuring that all teams are aware of their roles in a potential crisis. Additionally, healthcare brands can strengthen trust by proactively communicating their security commitments, not just after an incident, but as part of ongoing brand storytelling. This includes how investments in cybersecurity reflect the organization’s broader mission to protect, serve and empower patients.
And that empowerment matters. Our research shows that 73% of patients say they would respond to a breach by taking action themselves, such as changing passwords or enabling two-factor authentication. These are clear signs that people want to feel in control of their data. By leaning into that desire, brands can build trust not just through technology but through inclusion and transparency.
Cybersecurity is no longer a technical issue confined to the IT department. It is a central element of brand trust, differentiation, and reputation in healthcare. With cyber threats growing more visible and AI expanding the attack surface and sophistication of attacks, healthcare providers must act decisively.
By aligning cybersecurity, marketing and communications, healthcare providers can reduce risk and build the kind of resilience that strengthens relationships and sets them apart.
