THE IMPACT OF COMMUNICATION STRATEGIES ON PATIENT TRUST IN THE PRIVATE HEALTHCARE SECTOR: A LITERATURE REVIEW

Background: Patients’ trust is a fundamental cornerstone of healthcare systems’ effectiveness. In the private sector, where competition prevails, communication drives patients’ loyalty. Objective: This article analyzes the influence of various communication models on patient trust in private medical institutions. Methods: This study uses systematic literature review methods. I retrieved more than nineteen academic articles, reports from various international organizations, and studies on medical management published over the last 15 to 20 years from Google Scholar and PubMed databases. Results: The literature review identifies three primary factors that have the greatest impact on patient trust: the physician's empathetic and non-verbal communication, the transparency of medical services' pricing and processes, and the availability of digital communication channels such as medical portals and social media. - The transparency of medical services' pricing and medical processes. - The availability of digital channels of communication (medical portals, social media). Researchers have found that the “patient-centered” approach increases patient trust compared to the traditional “paternalistic” approach. Conclusion: Management of the communication strategy directly increases the competitiveness of private clinics. In the Georgian case, leaders emphasize transparency of information. This transparency reduces patients' skepticism toward commercialized medicine. Clinic managers should establish training systems.