Trust in healthcare communications is fundamental to the effective functioning of health systems and the well-being of patients and communities. This trust is built on the reliability, service and transparency of healthcare providers, institutions and brands.
To feel trust, patients and healthcare consumers must believe that the information they receive is accurate and up-to-date and that healthcare providers are knowledgeable and competent.
And yet, consumers around the world are losing trust in healthcare systems. A 2023 survey of 12,785 consumer in 13 countries found that:
- 44% of young adults (ages 18 to 34) said the average person who has done their own research is just as knowledgeable as a doctor on most health matters.
- Among those who think their healthcare system is failing, 49% have followed advice from friends and family that contradicts their doctor’s advice.
- Social media is gaining trust: 47% of respondents who don’t trust their healthcare system followed advice they found on social media, even though it contradicts their doctor’s advice.
The same can be said about trustworthy and effective healthcare communications and marketing. When choices that consumers make can be life-altering and deeply personal, trust plays a pivotal role in shaping patient behavior, outcomes, and overall healthcare experiences with companies and brands. Let’s delve deeper into the multifaceted importance of trust in healthcare communication.
In this week’s edition of the Goodness Report, Idea Hall Senior Account Director Christina Myers provides key insights into the importance of trust in healthcare communications and how agencies can help brands build and maintain a high level of trust, turning audiences into loyal advocates.
Reputation and Brand Credibility
Trust in healthcare extends far past a person’s physician and is influenced by healthcare organizations and brands. A trusted healthcare brand enjoys several advantages, including:
- Positive word-of-mouth referrals and recommendations.
- Attraction and retention of patients and other consumers.
- A competitive edge in the healthcare market.
- Enhanced brand loyalty.
Trust is built and maintained through consistently high-quality care, ethical practices, and effective communication.
Healthcare institutions like hospitals and clinics must ensure that their policies and practices promote ethical behavior, patient safety, and quality care – and that those policies and practices are shared. Clear and consistent communication from healthcare organizations helps maintain public trust. Thought leadership from executives and other leaders within an organization also contributes greatly to building awareness and trust in the communities they serve.
The unique nature of the healthcare industry, which deals with sensitive and often life-impacting information, makes trust an indispensable element. Agencies can help their clients navigate a complex landscape of ethical standards, regulatory requirements, and the emotional needs of their target audiences when striving to build credible and effective campaigns.
Transparency is key and a knowledgeable agency can help ensure that all claims made in materials are accurate, substantiated by scientific evidence, and compliant with regulatory bodies like the FDA. Misleading information can not only damage a brand’s reputation but also pose serious risks to patient health.
Communications and marketing agencies dedicated to healthcare clients can also help navigate some of the deep-seated concerns and emotional contexts of healthcare consumers. This starts with industry knowledge and an understanding of the landscape and then be reinforced via data gathered via surveys and interviews specific to a project or campaign. Relevant data helps identify pain points and guide message creation and outreach opportunities. Marketing messages should be patient-centric, focusing on how products or services can genuinely improve health and well-being. This approach not only builds emotional connections but also demonstrates a commitment to patient care.
Combatting Misinformation
Trust is pivotal in effective public health communication and campaigns. Trust in health authorities and the information they disseminate is crucial for encouraging individuals and communities to adopt healthy behaviors, adhere to vaccination programs, and cooperate in times of health crises, such as pandemics.
The spread of misinformation, particularly on social media, can impact consumer and patient trust. Clear and consistent communication from authorities and businesses helps maintain trust and correct messages when bad information is proliferated, as we saw during the COVID -19 pandemic.
Honest and transparent communication from public health officials is always critical and even more so during a public health emergency. Inconsistent messages, changing guidelines, and perceived lack of transparency undermines trust.
Digital privacy is also an aspect of healthcare communications and marketing that needs to be understood. Agencies and brands must prioritize protecting patient data and adhere to privacy laws like HIPAA in the US or GDPR in Europe. Consumers should be confident that their personal health information is secure and will never be misused. One breach of patient data can lead to legal consequences and is detrimental to patient trust.
Engaging the Right Partner
By offering valuable information and addressing common medical concerns, industry trends and public health issues, healthcare brands can develop strong relationships with their audiences.
Expert agency partners can operate as healthcare partners and advocates, empowering brands with educational and creative campaigns and mobilizing support to create long-term impact across the community health spectrum.
Healthcare is a highly intricate and delicate industry that is rapidly changing and evolving. And healthcare marketing and communications can take many forms and mean something different from person to person, depending on context, community and personal experience. It is vital to understand that communication needs vary greatly from healthcare systems to pharma and biotech to public health officers and policy makers.
It’s important to be aware of the B2B side of biotech business, for example. Your communications team should understand the pivotal role that this industry plays in introducing innovative and affordable solutions to the healthcare infrastructure and who their diverse audiences are. Just as healthcare systems and hospitals have their own unique set of audiences and stakeholders that extend past patients.
In conclusion, trust in healthcare marketing is built through transparency, empathy, authenticity, and ongoing engagement. Agencies and brands that prioritize these elements are more likely to succeed in creating effective, trustworthy marketing campaigns that resonate with their audiences, lead to business success and foster a better, healthier world.
To explore how you can strengthen your relationships with key stakeholders for your organization, or to discuss potential collaboration with Idea Hall, please reach out to Rebecca Hall at Rebecca@ideahall.com.
About the Author
This week’s article comes from Idea Hall’s Christina Myers, Senior Account Director. Christina is a passionate and mission-driven marketing communications strategist and program director with extensive experience in healthcare and global public health. She is adept at generating awareness and partnerships through strategic and meaningful use of communication channels and approaches. Her diversified professional work includes more than 10 years living in Central America, working with teams around the world.
