How Healthcare Brands Can Help Bridge the Gap Between Misinformation Online and Proven Clinical Data
Meet Jane. She was just diagnosed with a chronic condition, and now she’s leaving her doctor’s office with a prescription and a lot of complex information that’s not super easy to understand.
Like many of us, Jane immediately turns to the internet and social media to find answers and support.
Instantly her feeds are flooded with algorithm-fueled influencer posts and videos about the potential causes of and cures for her condition
Jane is not alone. According to a New York Times trend report, “People are increasingly turning to the internet to find answers to their common questions, and healthcare is no exception.” The report cites CDC research that 61% of American adults have looked for health or medical information online.
The information they are finding online, especially on social media, however, may not always be accurate.
According to a new study from University of Chicago, around 44% of health-related TikTok videos contained non-factual information.
A serious problem
The amount of health misinformation online is alarming, considering that inaccurate information can cause real problems for patients and caregivers.
The Surgeon General says, "False or misleading information is causing people to make decisions that could have dangerous consequences for their health. Misinformation about diseases, illnesses, potential treatments and cures, vaccines, diets, and cosmetic procedures is especially harmful.”
Consumers are concerned about these risks.
As the New York Times reports, “Just because people are looking to the internet for healthcare information, doesn’t mean there isn’t skepticism about what they’re reading”.
How brands can help
The need for reliable health information represents a powerful opportunity for brands to serve as a trusted source of clear, factual and human-centric information online.
Healthcare brands, like any regulated industry, have strict rules on how they can engage on social media that can make it intimidating and seemingly risky to maintain a consistent dialogue. But if brands aren’t communicating about health issues and conditions, the narrative and available information will be controlled by voices that aren’t always reliable. By meeting consumers where they are online, brands can take control of the conversation, ensure people receive accurate and actionable information, and foster long-term relationships built on trust.
But just showing up with accurate information isn’t enough.
In order to truly connect with consumers, brands need to - as Hill Holliday Quest’s Managing Director Christy Lopé, says - “speak human.”
Speaking "human" in healthcare marketing
“At Hill Holliday Quest, we believe it’s critical to give people straightforward, easily digestible health information,” said Lopé. "“We know that healthcare is an emotional journey, and we craft human-centric communications that resonate and help people make informed decisions.”
"When it comes to health literacy, it’s not just about sharing facts and figures; it’s about empowering people with useful and reliable information, and giving them the confidence to make health decisions for themselves and the people they care about," Lopé added.
“Many of today’s healthcare experiences are overly complicated or misleading, leading to confusion and a sense of disconnection for consumers,” she explains. “For healthcare brands, this is an opportunity to become allies by sharing clear and accurate information while also making emotional connections–a powerful combination that will build trust and inspire loyalty.”
Lopé noted that Hill Holliday Quest is powered by the integrated capabilities of the iconic agency, Hill Holliday, including strategy, creative, data and media, together offering a consultative approach to help meet consumer needs and drive results for healthcare brands while helping consumers throughout the journeys and their lives.
Learn more about Hill Holliday Quest: https://www.hhcc.com/hhquest
