Credibility Comes with Great Responsibility: How Healthcare Marketers Shape Public Perceptions of Disease and Wellness

Whether they want to or not, healthcare marketers have a dramatic impact on how people understand major topics in health and wellness. People are inclined to trust and appreciate healthcare brands’ perspectives, which makes their position, strategy, and minor marketing decisions weigh heavily.

For instance, the language used in healthcare marketing significantly influences public perception of diseases. Marketers should focus on using empathetic and non-stigmatizing language to reshape negative perceptions and reduce the stigma associated with certain conditions. One way to do this is to give voice to people who have lived experience with an illness. Sharing patient stories and experiences can humanize diseases, making them more relatable and less frightening. This approach helps foster empathy and understanding and encourages a more supportive public attitude.

As we saw during the height of the COVID-19 years, misinformation and myths can worsen stigmas around diseases. Healthcare marketers should prioritize educational campaigns that provide accurate, science-based information, helping to dispel common misconceptions and promote awareness. Partnerships with doctors, nurses, and other healthcare professionals can lend credibility to marketing efforts. These collaborations ensure that the information shared is accurate and can help in reaching a wider audience.

Digital platforms offer an effective way to reach diverse audiences. Leveraging social media, websites, and online forums can amplify the message, making it easier to reach individuals who may be affected by or interested in the disease.

If you are a healthcare marketer reckoning with the power of your online presence, ASTRALCOM can help. Lean on us to help you craft thoughtful campaigns, build strategies and processes for fact-checking and A/B testing messages, and iterate upon past successes.