The Trust Equation Health Marketers Must Solve

From the success of GLP-1 marketing to the viral campaign encouraging men to get a prostate screening, health marketing done right can educate, engage, and even save lives.

During an ADWEEK House Possible group chat co-hosted with Doceree, leaders in health marketing discussed how to stay agile in a highly regulated industry and achieve the “golden metric of trust.”

Andrew Miller, EVP of digital activation at CMI Media Group, brought up the “golden metric of trust” that healthcare brands must achieve, especially when their health is on the line. Patients don’t want to feel sold to—they want to be educated and feel seen, he said.

“If you can get voices who are experiencing what you’re experiencing or what a loved one is experiencing or what your doctor is experiencing, now you’re armed with information you feel confident about, and you feel like you’re heard and the messaging is accurate,” Miller explained. “It’s super powerful.”

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