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Are you one breach away from losing a
healthcare consumer?

Exploring Consumers' Digital Trust

United States consumers trust healthcare organizations to protect their digital data—and they may be unforgiving of failure. To better understand consumer attitudes toward healthcare data, digital trust, roles and responsibilities, data sharing and breaches, Accenture conducted a survey across seven countries. This report focuses on results from consumers in the United States and on healthcare-specific cybersecurity and digital trust.

Protecting digital health data

According to the Accenture survey, healthcare consumers believe that payers and providers are taking measures to protect patients’ digital healthcare data, yet 26 percent of consumers have experienced a data breach.

Consumers may be unforgiving if #healthcare organizations fail to protect their digital data.

Read the full research brief to learn more about the implications of breaches on digital trust.


Despite trust, breaches happen

Despite Trust, Breaches Happen. This opens a new window.

A significant majority of consumers (88 percent) trust their physicians or other healthcare providers to keep digital healthcare data secure. In fact, 36 percent have “a great deal” of trust in these entities. Nearly the same percentage of people trusts their pharmacy (85 percent), the hospitals they visit (84 percent), their health insurance company (82 percent) and diagnostic labs (82 percent).

Despite having trust in healthcare organizations, digital healthcare data—which may include their Social Security number, contact information, electronic medical record or health insurance ID—is being stolen.

Explore the research findings to learn about how the data was exploited.


Finding and managing breaches

Breaches are occurring in hospitals, urgent care clinics, pharmacies, health insurance companies and more.

Half of consumers who experienced a breach found out about it themselves. Just fewer than half (45 percent) were proactively notified and about one-third (36 percent) learned about the breach passively. In response to the breach of their healthcare data, nine out of 10 (91 percent) consumers took action to protect their data. Interestingly, one-quarter of those experiencing a breach changed healthcare providers (25 percent) and 21 percent changed their insurance company as a result of a breach. Others sought legal help (19 percent) or involved the police (14 percent).

Find out more about the impact of breaches on digital trust when you read the full findings.

Consumers react to a breach in ways that go beyond changing passwords.

91% of consumers took steps in response to a breach

Find out more about the impact of breaches on digital trust when you read the full findings. This opens a new window.


Steps to build digital trust

Breaches are inevitable. Healthcare organizations can try to protect against them, but moreover, they should establish digital trust early on to build a foundation that helps consumers to weather the storm of a breach. According to Accenture analysis, healthcare providers that do not make cybersecurity a strategic priority will put $305 billion of cumulative lifetime patient revenue at risk over the next five years.1

Now is the time for healthcare providers, health plans and other organizations to strengthen cybersecurity capabilities, improve their defenses, build resilience and better manage breaches. Most importantly, they can give consumers the confidence that their data is in trusted hands.

Read the research brief to find out the key actions healthcare organizations can focus on to build digital trust.


1 Accenture: The $300 Billion Attack: The Revenue Risk and Human Impact of Healthcare Provider Cyber Security Inaction

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