Across healthcare, digital options are knocking at the front door, yet organizations refuse to answer, which keeps patients stuck lining up at the phones. Despite the many apps, portals, and online tools available, many still reach for a call when it is time to schedule or make changes to an appointment. Some may start online but encounter login hurdles, disconnected systems, or unclear next steps, so they call instead.
According to a recent patient access executive survey, 56% of organizations report less than a quarter of their appointments are scheduled through self-service tools, and only 6% exceed 50% adoption. The issue is not a lack of digital demand. It is friction. Fragmented tools create inconsistent experiences that erode patient confidence and send call volume soaring.
The organizations that are changing the dynamic are reimagining self-service as part of a larger, intelligent digital patient experience. By connecting every access point across phone, web, and chat into one cohesive pathway, they are helping patients complete more on their own without ever feeling lost in the process.
The Friction in Today’s Digital Patient Experience
Today’s digital front doors often feel more like revolving ones. Patients bounce between portals, digital forms, and apps that do not share context or carry information from one step to the next. One system shows appointment availability; another requires a separate login to confirm; a third sends a form afterward. The intent is convenience, but the result is often confusion and redundancy. The survey found that this fragmentation, not lack of interest, is the main barrier to digital adoption.
“Patients want self-service options, but they need those tools to be seamless, intuitive, and accessible,” shares Jeff Gartland, CEO of Relatient. Without that continuity, even the most sophisticated tools struggle to gain traction.
When systems do not communicate, every interaction becomes harder, both for patients trying to book care and staff who must bridge the gaps. The result is more manual work, slower responses, and missed opportunities for engagement.
Building Intelligent, Connected Pathways
The solution is not more tools. It is smarter connection. Intelligence links all access points through contextual workflows that understand who the patient is, what they are trying to do, and what options are available. When a patient wants to reschedule an appointment, the system can automatically apply localized rules, show valid time slots, and confirm the change with minimal handoffs required.
The survey highlighted this need for interoperable systems that unify data across the EHR and scheduling layers. When provider logic is shared across every access point, the experience feels consistent and predictable.
This level of intelligence does more than improve convenience. It builds trust. Patients know the system gets it right, while staff gain confidence that digital interactions follow the same standards as those handled in person or by phone
Self-Service as a Partner to the Healthcare Call Center
The goal is not to replace the call center. It is to rebalance it. Patients will always call, but many everyday interactions can happen digitally when pathways are designed well. By integrating self-service tools with call workflows, organizations can ensure that patients who start with a call are offered the right digital alternative at the right time.
For example, AI-assisted call routing can detect when a patient says, “I need to schedule an appointment,” and automatically send a smart link to complete the task online. This creates what many call smart deflection, not pushing patients away from the phone but guiding them toward a faster, more convenient path forward.
When digital and voice channels share the same workflows, every route leads to the same outcome: precise scheduling, less back and forth, and a smoother experience overall.
Designing for Adoption and Confidence
Adoption, not availability, is the true measure of success for any digital access tool. That is why design matters as much as intelligence. Clear, simple instructions, accessible layouts, and mobile-friendly steps make digital access feel approachable. Each completed task builds confidence that encourages patients to return.
Transparency also plays a key role. With modern reporting and analytics, leaders can see exactly how automation is performing, what tasks it completes, how long it takes, and where patients drop off. This visibility ensures that the technology is not only efficient but also accountable, giving organizations the confidence to expand its use safely.
Over time, these insights allow teams to fine-tune workflows, improve digital completion rates, and make the experience feel as intuitive as calling, but far more efficient.
A More Connected Future for Access
The future of patient access is not just digital or human. It is connected. Healthcare organizations that unify their self-service, scheduling, and call center workflows are proving that convenience and care quality can coexist.
As digital pathways mature, patients gain the confidence to self-navigate, staff gain the time to focus on complex needs, and organizations see measurable gains in both satisfaction and throughput. It is a shift from fragmented transactions to fluid, connected experiences, the foundation of a truly modern digital patient experience.
Explore the full survey and see how healthcare leaders are redefining patient access in the complete Becker’s Healthcare + Relatient Survey Report.
Improve Access and Enhance Care with Relatient
Relatient is a healthcare technology leader dedicated to improving patient access through intelligent, mobile-first solutions. Our Best in KLAS platform Dash® integrates with leading EHRs and PM systems to streamline scheduling, personalized communication, online chat, mobile payments, and digital intake. Trusted by over 47,000 providers and managing approximately 150 million appointments annually, Relatient helps healthcare organizations optimize workflows, reduce no-shows, and enhance the patient experience with modern, consumer-driven solutions.