The pressure on the NHS is undeniable. The NHS doesn’t just need more digital; it needs better digital – solutions that truly work for both patients and staff. Trust can be rebuilt, but only if we focus on designing technology that makes care simpler, faster, and more human.

 

 

By Chloe Watson, Head of Communications, Engagement and Marketing at Ethical Healthcare

It’s my first week back at work after a year of maternity leave—a year in which I really unplugged. Now, I’m catching up on everything I’ve missed. One of the first things I read was The Health Foundation’s Public Perception in Health and Social Care 2025.

Not exactly uplifting.

The NHS Was Built on Trust. Now, That Trust Is Crumbling.

I started my career in NHS communications in 2008—17 years ago. Back then, public trust in the NHS was at an all-time high. Today, that trust has more than halved (BMJ).

Why does that matter? Because trust is the ultimate currency.

Trust underpins responsible decision-making. It enables innovation. It allows the NHS to adapt and recover when challenges arise. It is the foundation of patient confidence, staff engagement, and system-wide resilience. Without it, credibility weakens, effectiveness declines, and the NHS brand— one of the most trusted in the UK—loses its standing.

The Public No Longer Trusts the NHS to Be There When They Need It.

  • Only 33% of people think the NHS provides a good service nationally (The Health Foundation, 2024).
  • 70% of the UK population are concerned about inadequate access to GP care (IPSOS, 2024).
  • 34% of people avoid A&E because they expect long waits (The Guardian, 2025).
  • 43% of people are considering taxis over ambulances due to long wait times (The Guardian, 2025).
  • 63% of people say NHS care standards have worsened over the past year (The Health Foundation, 2024).
  • 82% of people support the 10 Year Plan making better use of technology, but three out of four people don’t even know about the plan* (The Health Foundation, 2024). *You could argue that the general public don’t need to know about the 10 Year Plan but they do need to know that there is a plan to improve things.

And they’re not wrong.

This isn’t another “the NHS is under pressure” story. We all know that. There are many crises, trust is definitely one of them.

And if we think rolling out more digital solutions will fix it, we’re missing the point.

Digital Can Rebuild Trust—If We Get It Right.

Technology can be part of the solution, but only if it’s implemented with a focus on trust, usability, and impact. Here’s what that looks like in practice:

1. Build Digital Solutions Around Real Needs, Not Just Targets.

Too often, NHS digital tools are designed to meet policy objectives rather than frontline realities. The result? Systems that add layers of frustration instead of removing barriers to care.

  • Co-design solutions with patients and staff from the start.
  • Ensure digital services genuinely improve accessibility and efficiency.
  • Measure success based on impact—does this system make it easier for people to get care?

2. Use Digital to Enhance, Not Replace, Human Interaction.

People trust people. They need to feel heard, understood, and cared for—especially in healthcare. Digital tools should make interactions easier, faster, and more effective, not more transactional.

  • Real-time updates on waiting lists = TRUST.
  • Digital triage that actually works = TRUST.
  • Systems that let NHS staff spend more time with patients instead of fighting software = TRUST.

Trust isn’t about fancy features. It’s about making people feel seen, heard, and cared for.

3. Prioritise the Staff Experience First.

NHS staff are overwhelmed. If digital makes their jobs harder, they’ll work around it—or ignore it completely. And when staff don’t trust a system, neither will patients.

  • Digital should be built for the people using it first, not just the people buying it.
  • Simplify workflows and reduce admin, instead of adding more clicks and logins.
  • Make sure training is embedded, practical, and designed around real use cases.

4. Strategic Communications and Engagement: Turning Digital into a Trust-Building Tool

A well-designed digital system is only part of the solution—how you communicate and engage around it determines whether people trust and adopt it. Proactive, strategic communications and targeted engagement campaigns can bridge the gap between policy and real-world impact.

  • Build public confidence with clear, relatable campaigns. Explain digital changes in plain English, using real stories to demonstrate benefits and ease concerns.
  • Use multiple communication channels. Reach different demographics via social media, email, NHS websites, community outreach, and in-person events.
  • Engage staff as digital champions. Frontline NHS workers are the most trusted messengers—empower them to advocate for digital adoption.
  • Launch education campaigns. Teach patients how to navigate new digital tools, ensuring they feel supported rather than excluded.
  • Be transparent and responsive. Acknowledge concerns, address misinformation, and adapt based on real-time feedback from patients and staff.
  • Leverage insight for effective communications. Use patient and staff feedback, behavioural data, and engagement metrics to inform and refine messaging, ensuring communications are relevant and impactful.

Communications and engagement aren’t just ‘nice-to-haves’—they are essential for ensuring digital transformation is embraced rather than resisted.

The Bottom Line

The pressure on the NHS is undeniable, and it’s genuinely sad to hear what some of my former colleagues still working in-house in the NHS are going through. This great institution—built on the dedication of incredible staff—is tired. The NHS doesn’t just need more digital; it needs better digital—solutions that truly work for both patients and staff. Trust can be rebuilt, but only if we focus on designing technology that makes care simpler, faster, and more human.

Want to Talk About It? Get in Touch.

I’m Chloe, a communications and marketing specialist helping NHS digital programmes and suppliers drive adoption, build trust, and deliver real-world impact through user-centred design. If this article resonates with you, let’s have a chat.

📩 chloe@ethicalhealthcare.org.uk

Photo is of a focus group we held in Manchester to develop a campaign to support the expansion of virtual wards (L-R. H.Clubb, T. Jones and D. Hampson)