Moving beyond the headlines about rising costs, another hard truth in healthcare is a profound breakdown in patient trust. The truth is that confidence in insurers, pharmaceutical companies, government health agencies, medical devices, telehealth platforms and large hospital systems is at a historical low.

HERE’S THE PROBLEM

Unlike other consumer products or services, healthcare isn’t a matter of convenience or blind loyalty—every decision is made from human vulnerability. Not only is the body at risk, but quality of life, longevity and financial security are on the line, as well.

How did we get here? Let’s look at some of the healthcare market trends that have played a role:

• Conflicting Messages: Every potential ailment is just one Google search away from being explained, misrepresented or “influenced.”
• Omnipresent, Big-Budget Pharma Commercials: After seeing a song and dance, vibrant colors and scenic strolls on romantic getaway scenarios, patients spend more time trying to talk physicians into what prescriptions they want than sharing their symptoms for a real conversation.
• Claim-Laden Language: Trust erodes quickly when audiences are overloaded with larger-than-life promises or a simple fix.

Along with rising medical costs, there is also general confusion over the alphabet soup used by private and government healthcare insurance plans.

NOW LET’S DIG INTO SOME SOLUTIONS.

The good news is that providers can build brand loyalty in ways that they can control.

The best place to start? Transparency.

Securing trust is the first level of currency for engagement. To combat the growing fear of digital-first marketing, engagements need to start with access to assurances about privacy policies, platform security and ethical data use.

And because trust comes from emotion, not logic, prioritize:

• Empathy over Credentials: Humanize the brand with authentic staff names and photos, and leave staged, stock imagery behind.
• Outcomes over Facilities: Help patients make informed decisions by creating real patient testimonial videos, along with patient recovery rates and quality of life improvements.
• Patient Experience over Awards: Much like retail experiences, healthcare patients are looking for ease and speed when it comes to communicating with offices, providers and appointment desks. Timely responses, with empathy, elevate the human connection.
• Accessibility over Technology: While technology does play a part in ensuring that patients of all abilities and backgrounds can benefit from care, push further. Modify policies to allow service animals, include low-traffic hours to better serve patients or caregivers with sensory sensitivities, and provide upfront cost estimates.

Adapting even a few of these trust-building tactics can lead to patients who book faster, follow through with medical suggestions, stay loyal and refer others into the circle of trust that they’ve experienced.

LET ADCOM HELP YOU BUILD A TRUST-FIRST HEALTHCARE GROWTH STRATEGY.

Intentional, consistent content delivered through smart media is part of the integrated thinking we do for our partners every day. Together, we’ll create a plan that drives patient trust, loyalty and even advocacy down the road. We’re ready when you are. Give us a call.

ABOUT THE AUTHOR:

Julie Robinson is an Adcom Creative Director/ Writer with three decades of agency experience as her North Star. She’s a concept-driven thinker and writes with a human-first approach as often as humanly possible.