Marketing with empathy: How healthcare brands can build trust in an age of misinformation
In today’s digital landscape, where misinformation spreads faster than facts, healthcare brands face a growing challenge: how to earn and maintain trust with their audiences.
From unverified health claims from so-called health experts on TikTok, to AI-generated medical content, consumers are overwhelmed with conflicting advice and unclear guidance. The result? Confusion, mistrust, and disengagement from even the most credible sources.
According to the Edelman Trust Barometer Special Report on Trust and Health, the Covid-19 pandemic has seen a huge shift in who the public now trusts with their health. 45% of survey participants aged 18-34 admitted to taking health recommendations from friends, family and social media over healthcare professionals. However, nearly 6/10 also regretted a health decision they made over misinformation that had likely come from their peers or user generated content.
So, how can healthcare brands rebuild the trust that was lost in the chaos of the pandemic?
At Ideas + Outcomes, we believe the antidote isn’t louder marketing - it’s smarter, more empathetic marketing.
In this guide, we’ll break down how healthcare marketers can build trust and cut through the noise, using empathy-led strategy, clear UX, and emotionally intelligent storytelling.
1. Understand what your audience really needs
Effective healthcare marketing starts with listening. Before writing a single line of copy or sketching out a campaign, you need to understand what your users are experiencing. From anxieties and questions to the channels they trust – getting to grips with how your audience thinks and operates will shape how you communicate.
Tip: Use research experts to conduct customer interviews, social listening, and journey mapping to reveal deeper insight. At Ideas + Outcomes, we use human-centred research to inform strategy from day one.
2. Create clear, compassionate content
Healthcare is complex, but your content doesn’t have to be. A clear UX and plainspoken messaging help people understand their choices without feeling overwhelmed or patronised. Why do you think younger generations are taking healthcare advice from TikTok? Because information is simplified, relatable and produced in an engaging way.
Tip: Use everyday language, short sentences, and visual cues to aid comprehension. Structure content with accessibility and readability in mind - this improves user trust and site performance.
3. Build in trust through transparency
Today’s health consumers are sceptical - and rightly so. The Covid-19 pandemic caused shockwaves that have had a lasting impact on how we take care of our personal health. That’s why it’s crucial to be honest about what your product or service can (and can’t) do.
Tip: Communicate risks, side effects, and limitations clearly. When in doubt, link to research or clinical backing.
4. Tell stories with emotional intelligence
Data may drive decisions, but stories drive connection. Show the human side of your brand through patient stories, team insights, and case studies that resonate emotionally. Your audience is more likely to listen to voices of their peers than your brand.
Tip: Think beyond testimonials. Film real people. Share behind-the-scenes content. Use design and colour psychology to evoke the right tone.
5. Pre-empt misinformation with proactive content
Reacting to misinformation is necessary, but preventing it is powerful. Create content that tackles myths, FAQs and common misunderstandings head-on. Ensure your audience hears your side of the story first and make your content memorable.
Tip: Use formats people engage with such as interactive tools, short-form video, and infographics.
Empathy is your most valuable marketing tool
Empathy isn't just a feel-good value, it’s a strategic advantage. In healthcare marketing, leading with empathy can improve engagement, build long-term trust, and drive better outcomes for both brands and patients.
At Ideas + Outcomes, we combine strategy, UX, creative and film to help healthcare brands deliver clear, trustworthy and human-first marketing in a world that desperately needs them.
Want to see how? Check out our eakin freeseal® case study to see how we transformed ostomy marketing with a campaign set to empower and redefine brand perception.
Looking to rethink your healthcare marketing strategy?
Let’s make something that matters - get in touch now.