Paper or digital? When it comes to patient communication it’s a debate that’s often heard. What’s more effective? Which method offers better value? Which is least time consuming for practice staff?

This topic was recently raised on the Practice Index Forum – where some excellent points of view were put forward. And, unsurprisingly, some practice managers preferred paper, others favoured digital info. But what does wider research say?

Probably the most in-depth study into this subject was carried out by environmental organisation Two Sides, who asked thousands of consumers in the UK and US for their thoughts on printed versus digital communication. Overall, the survey reported that 81% of respondents preferred to read print on paper when given the choice. The survey also revealed that the same percentage found printed media more relaxing to read, while 62% of mobile/smartphone users (rising to 73% among the 18 – 24 year olds) were concerned about how these devices were damaging their health (eye strain, headaches, insomnia). Plus, while on-screen reading occupies an increasing amount of consumer time, people’s preferences are still for reading print on paper which they believe to be more informative, less distracting and, as mentioned above, less harmful to their health. Evidence also points to retention of paper documents being higher.

Patient demographics

While those figures above suggest there’s a clear case for focusing on paper, the argument isn’t so one-sided. Unsurprisingly, the survey found that acceptance of digital media is generally stronger among younger age-groups. That makes the decision to go paper or digital much more about patient demographics. It might sound like we’re just reeling off stereotypes, but it remains the case that if you’ve got a younger than average patient list then digital communication is more effective. Online take-up of info is much lower with older patients.

Then there’s access to the internet. We may take it for granted but not everybody has reliable, everyday access. Commenting on the forum, one practice manager said that they did some research into their practice population and found that only 45% had a reliable internet connection, while a further 18% had internet sometimes when they had credit on their phones. This is a concern when trying to communicate clearly. It also highlights the need to ensure any websites are fully mobile-enabled, but that’s a topic for another day.

Always available

One of the big benefits of digital communication is that it’s always available, whenever and wherever a patient needs the information. Service levels could also be deemed to be superior if you’re providing the info online.

Another great advantage of posting information online is that it should prevent visits to a practice. That has to be a bonus – anything that reduces the workload of staff gets a tick in the box!

Digital information can also be easily updated and amended at no cost, which is clearly another bonus.

Easily translated

Online content can, of course, also be easily translated into numerous different languages. Advice now, when it comes to making content as accessible as possible to all nationalities – and the visually impaired or hard of hearing – is to publish information as web pages, not as uploaded PDFs. This makes services such as Google translate more effective. It should also ensure you’re making strides in meeting the Accessible Information Standard.

Make it stand out

When using paper communication, does it stand out? Is it inviting? Will patients really read it?

We’ve probably all seen or been handed a scrappy piece of paper or hastily stapled together booklet that has all the tell-tale signs of being photocopied from a photocopy. Documents and booklets that look clean and are well laid out are much more likely to be looked at. Colour, too, can help aid retention and readability.

Cost is, of course, a factor in all of this and there’s no getting away from the fact that going digital can save money – as can printing in mono over colour. But a quick search online today found that a practice can have a full-colour, 8-page booklet printed for less than 7 pence each. When you factor in the cost of photocopying or print cost, staff time, and any toner and paper usage, could this be more cost-effective for you while also making a professional looking document?

Work together

The upshot of the discussions – and the view of most ‘experts’ in the world of communications – is that it’s probably best to embrace both printed and digital communication. That way you’re making the information as accessible as possible to everybody – and providing an effective choice. Some practices are choosing paper first, supported by an online presence, others are going digital first and only printing out info on request. There really isn’t a right or wrong answer here – it’s all about what works best for your practice.

A word of warning

Finally, while getting the information into the hands or electronic device of choice of patients is crucial, it’s also worth pointing out that the communication needs to be easy-to-understand and written using plain and simple English. It’s also best to keep it short!

Commenting on the Forum, a practice manager said that, at a local council meeting, 14% of people in their area are completely illiterate, 58% have the reading skills of a 9-10 year old, and another 22% don’t have English as a first language.

Those stats highlight probably better than anything else why communication has to be well thought out for your practice – and your practice alone.

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