Building patient and provider 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.”
Creating that level of confidence with patients is why Dr. Adam Goodcoff, chief medical officer of HealthCentral, decided to bring his knowledge as an emergency room physician to the marketing world as a co-founder of MedFluencers.
“When people ask me, ‘How did you justify pulling back on clinical time to go into marketing?’ I’m like, ‘It’s not just marketing as a blanket word. There’s real value. We have real impact on patients’ lives and on clinician practices,’” Goodcoof explained.
He shared an example of how an Instagram video helped a patient learn about a therapeutic treatment for breast cancer. She then brought it to her doctor, and they discovered together that she was a good candidate. She started the treatment, and now she is cancer-free.
