What if the key to better health outcomes wasn’t just cutting-edge technology or advanced medicine, but communication itself? In an era where the COVID-19 pandemic has tested our ability to share and understand information, health communication has emerged as a crucial tool for creating trust, driving behavior change, and improving lives. As Michael Mackert, director of the Center for Health Communication at the University of Texas at Austin, puts it, “Communication isn’t just a soft skill—it’s an evidence-based science that can save lives.”

From the challenges of simplifying complex medical data to the explosive rise of telemedicine, this conversation with Michael on UserTesting's podcast highlights why effective communication is essential in today’s healthcare landscape.

The science behind health communication

Many people view communication as an innate ability—something you're either naturally good at or not. Michael, however, debunks this myth, arguing that effective health communication requires a blend of science and art. "There’s an evidence base to health communication," Michael said, emphasizing that techniques like breaking bad news or creating compelling public health campaigns are teachable and learnable.

Health communication involves more than just doctor-patient conversations. According to Michael, it includes all forms of messaging designed to improve public health, from anti-smoking campaigns to social media posts on disease prevention. “We think about communication at any level—provider-patient, family discussions about health, or even mobile apps and mass media campaigns,” he notes.

But why is this so critical? Poorly communicated health information can lead to confusion, distrust, or worse, noncompliance with life-saving measures. In moments of crisis, such as the COVID-19 pandemic, the stakes are even higher. Messages must be clear, engaging, and actionable, especially when stress levels are high, and people struggle to process information.

"No one ever asks, ‘Can you make this health information more complicated?’” – Michael Mackert

Lessons from the pandemic: Communicating in a crisis

The pandemic provided a crash course in health communication for governments, healthcare providers, and even corporations. Suddenly, everyone—from brands to health agencies—was thrust into delivering public health messages. "Every company in the world was suddenly doing messaging related to healthcare," Michael observes.

This widespread need to communicate effectively revealed gaps in preparedness. For example, while the CDC has a crisis communication manual, Michael highlights that the challenge lies not in the lack of knowledge but in execution. “There’s a ton we already know about how to communicate in emergencies. The difficulty is applying it, especially when the science is evolving week by week,” he explains.

One major challenge has been ensuring health literacy in an environment flooded with information. With half of U.S. adults struggling to understand health information even under normal circumstances, simplifying messages during a crisis becomes vital. Michael emphasizes the value of plain language and using visuals to increase engagement and comprehension. “Engaging design and simple language can help even those who typically struggle with health information make sense of it,” he says.

Telemedicine: From skepticism to acceptance

Another significant shift during the pandemic has been the rapid rise of telemedicine, which has redefined how people access care. For Michael, this is familiar territory. Early in his career, he worked on a telemedicine project delivering hospice care via video phones. "At the time, people were skeptical—how could you provide care without being in the same room?" he recalls.

Telemedicine advocates long argued for its potential to improve access to care, particularly in rural areas or for patients needing specialist advice. But adoption was slow, partly because providers resisted the shift, fearing a loss of personal connection with patients. The pandemic, however, left little choice. "Organizations and providers who were once reluctant had no choice but to adopt telemedicine," Michael says.

Now, both patients and providers are discovering unexpected benefits. Patients save time and avoid travel, while providers can see more people efficiently. Michael predicts that while telemedicine won’t replace in-person care entirely, it will play a permanent and expanding role. “We’ll come out of this with a much broader view of what telemedicine can achieve,” he notes.

“Telemedicine is evolving from a reluctant alternative to a preferred solution in many cases.”

Building trust through better communication

One of the lingering challenges of telemedicine is ensuring patients feel confident in the quality of care they’re receiving. Michael believes much of this boils down to communication. Providers need to set clear expectations about what telemedicine can and cannot achieve, helping patients feel empowered rather than uncertain.

This ties back to one of Michael’s core principles: health communication is most effective when it meets people where they are. Whether it’s through mobile apps, social media, or face-to-face conversations, the key is delivering the right information at the right time.

He also points out that communication alone isn’t always the answer. “Sometimes, it’s a policy issue, not a communication problem,” Michael explains. For example, the success of anti-drunk-driving initiatives relied less on public awareness campaigns and more on strict enforcement of laws. Similarly, tackling issues like texting while driving might require policy changes rather than just educational efforts.

A better future for health communication and telemedicine

As healthcare continues to evolve, the importance of clear, accessible, and empathetic communication cannot be overstated. Michael’s insights remind us that whether we’re explaining a diagnosis, crafting a public health campaign, or designing a telemedicine platform, communication is central to achieving better health outcomes.

Looking ahead, the lessons from the pandemic will likely shape how we approach both health communication and telemedicine. As Michael puts it, "This is a moment to rethink how we communicate and deliver care—and to do it in a way that works for everyone, not just the lucky few."

"Communication isn’t just about what you say," Michael said. "It’s about how you connect, engage, and empower people to make better decisions for their health."

Episode links: 

• UserTesting Launches Quarterly Pulse Reports, Debuts Q4 2024 Insights for Retail, Healthcare, Finance, Media & Tech: This press release discusses the latest insights in healthcare, including telehealth adoption rates and the importance of effective communication in patient care.