Healthcare’s “NEW” Creative Frontier: Redesigning Trust

By many measures Americansamp8217 faith in the healthcare system has begun to fall more clearly in the realm of distrust Fewer than half of US adults say they trust healthcare companies to do what is right according to the most recent Edelman Trust Barometer Special Report Trust and Health published in early 2024 To cosmically understate things a lot has happened since thenWhat can healthcare organizations do to rebuild trust with consumers And what can marketers do to help The answer involves a healthy amount of creative problemsolvingWhat is Trust ReallyTo solve for trust we first need to know what weamp8217re solving for Yet even health scholars have a hard time agreeing on a singular formal definition Itamp8217s helpful then to think of trust as an amp8220unwritten agreementamp8221 or collection of expectations between patient and provider a relationship that even today still functions as the cornerstone for trust in healthcareMarketers look at consumer attitudes that point to trust Do you deliver on what you promise Do you make things easy to use and understand Am I getting good value or even getting what Iamp8217m paying for When beliefs like these trend upward trust tends to followAs a creative director working at the intersection of branding and health for nearly 15 years I boil down trust as the ultimate amp8220sniff testamp8221 People have to feel good about you before and after they buy the same as it as for any company today whether itamp8217s walking into a new provideramp8217s office for the first time or ordering nextday delivery from their favorite consumer health brandsWords MatterHealthcare practitioners arenamp8217t marketers nor should they be That makes it even more important for marketing teams both agency and inhouse to help bridge the divide and speak consumersamp8217 language literallyAt a time when more than half of American adults donamp8217t fully understand their health benefits every touchpoint matters Consider the EOB thatamp8217s Explanation of Benefits for at least 50 of you Health plans commonly treat this as a legal or technical document crammed full of jargon and line items But it has the potential to be so much more impactful By emphasizing thoughtful design and more human language health plans can transform this glorified piece of junk mail into something that actually improves peopleamp8217s understanding of insurance and healthcareCreativity doesnamp8217t have to mean flashy campaigns or funny headlines In my experience itamp8217s hard for healthcare brandsamp8212and particularly healthcare institutions to get humor right Sometimes being ultraclear in a world of confusion is as creative as it getsPersonalization PrevailsTo really build back trust it helps to get personal A 2020 Salesforce study found that 92 of consumers expect personalized experiences offers and insights Even factoring in HIPAA limitations and an uncertain regulatory climate I donamp8217t see healthcare being immune to this trendWeamp8217re already seeing gains in personalization on the care delivery and experience fronts with shifts toward telehealth personalized medicine and conciergeinspired service from traditional healthcare institutionsHealthcare marketers especially will have to be creative in how they leverage personalization leaning on personalized content and experiences rather than retailinspired sales or promotions Offering a userfriendly website targeted content and personalized health recommendations can also help boost engagementConsumers are willing to engage with healthrelated content provided itamp8217s personalized to their needsTrust the ProcessHealthcare leaders are cautiously optimistic about the evolving state of the industry in 2025 Among 80 health plan and health system executives surveyed by Deloitte 59 held a positive outlook citing confidence in their organizationsamp8217 ability to drive efficiencies and affordability in the coming yearIs this confidence justified Only time and consumers will tell One thing is clear however to bridge growth goals and trust gains healthcare leaders throughout the industry must get and stay creativePosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Healthcare’s “NEW” Creative Frontier: Redesigning Trust

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David Harvey

Jon Miller | Cofounder Marketo, Engagio | The Gumball Machine is Broken - Rethinking B2B Marketing - By Mike Linton

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Healthcare’s “NEW” Creative Frontier: Redesigning Trust

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