Trust is a Healthcare Brand’s Competitive Advantage

Consumers have access to more health information than ever, but more information hasn’t created more confidence. From Pew’s research, half of Americans say it is somewhat difficult to determine whether the health information they encounter is accurate, though healthcare providers remain the most commonly used and most trusted source

WHY IT MATTERS

As it stands, healthcare providers are still the most trusted source of medical advice, which means healthcare brands can use trust to their competitive advantage. Healthcare marketing leaders are beginning to recognize that and now look beyond campaigns to ensure the whole system is trustworthy, from operations to digital and physical patient experiences. This is crucial, trust can only be an advantage if consumers’ health experiences deliver it.

REGROUP POV: The Trust Equation

Ultimately, healthcare organizations can’t build trust by just telling people they are trustworthy through marketing. Trust relies on what patients believe about your organization, which is based on what they experience and what they hear from you and others.

Here’s the key to building true trust according to Dr. Kent Grayson of Northwestern University:

• Competency: Consistently deliver on your brand promise
• Integrity: Provide authentic, honest communications
• Benevolence: Treat patients well

When all three align over time, communications stop functioning as advertising. Instead, they become a credible reinforcement of what patients already experience, which creates durable brand trust.

ACTION ITEMS FOR HEALTHCARE MARKETERS:

So how can you leverage this model?

• Communicate to employees at all levels that they are responsible for delivering the brand promise through positive experiences.
• Audit whether the patient experience consistently delivers on your brand promise.
• Identify points of friction that could undermine trust before investing in campaigns designed to build it.
• Make credible experts, patient education and straightforward information more visible throughout the customer journey.

Liz Conlin is VP of of Client Services at REGROUP and the agency’s lead expert in healthcare marketing.