Healthcare branding during the pandemic: lessons in trust and commitment

Consumer dissatisfaction and disengagement with traditional brands has opened up opportunities for new innovations.

A new report on healthcare branding acknowledges the incredible stress test the industry has been subjected to in recent months, but finds that many core values ​​have not changed in the relationship between providers and consumers.

The last “Humanize the brand experienceThe Monigle report takes an in-depth look at healthcare branding and consumer feedback. Researchers polled more than 30,000 Americans in three separate online surveys, from 2018 to 2020, focusing on decision-makers in family health care. He partnered with the Society for Health Care Strategy and Market Development and the American Hospital Association to create the study.

Related: Member satisfaction: how are the health funds performing?

The report highlighted the dramatic changes of the past two years, but found that many basic concepts around trust and commitment have been strengthened.

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“The data from our research this year reflects the massive disruption experienced by people across the United States. Amid the chaos and uncertainty of the pandemic, gains in commitment to healthcare have been shaken. The inequality in access to care has been brought to light, ”the report said. “Much of our industry has changed. And yet, the data also tells us that people’s basic emotional, functional, and experiential health care needs have remained the same. “

A leap in commitment, then a decline

The report found a surprising boomerang effect in consumer engagement: There was an eight-point jump in consumer engagement in the early months of the pandemic, only to fall back to 2019 levels over time.

The authors suggest that a familiar concept is at the origin of the engagement retreat—Burnout. “While healthcare has been at the forefront for many throughout the pandemic, the biggest slowdown in engagement is in people’s topical interest in health and wellness content. . The perpetual cascade of content may have left them tired and overloaded, ”the study said.

The report adds that consumers don’t see as much financial value in their healthcare transactions, which again can be a sign of burnout and being overwhelmed.

In the meantime, this dissatisfaction and disengagement with traditional brands has opened up opportunities for new innovations, according to the study, finding that so-called “disruptors” have thrived during the pandemic. “These non-traditional healthcare providers started with solutions and offerings that directly filled the gaps in healthcare and were structured from the start to be more adaptable than traditional brands. The focus on consumer-centric innovation and digital experiences has helped these brands excel in an unprecedented year. “

Another interesting finding was a link between engagement and income: researchers found that the most important factor for engagement in healthcare was income. “We have seen engagement decline as household income has declined,” the report says. “This contrast reveals a deep income-based inequity not only in physical health, but also overall health commitment.”

A lack of trust ?

The issue of trust has become an important area of ​​interest, according to the report. In the second year of the pandemic, the United States has seen an increase in misinformation on health topics, as well as a heated debate around measures such as vaccinations and wearing masks.

The good news is that trust in healthcare providers and brands increased slightly in 2020. Researchers wrote that, overall, consumers still feel their particular healthcare systems are trustworthy. .

The report suggests three strategies for building trust with the public: providing consumers with choices; be transparent about health information or services; and listen to consumer feedback. He noted that the country’s most trusted healthcare brand, Johns Hopkins, had made transparency and clarity top priorities during the pandemic.

“With a focus on issues of concern to consumers across the country, John Hopkins has created a Coronavirus Resource Center and National Dashboard to keep people and the medical community informed of the latest developments,” says The report. “This public service, delivered by a brand that already had a solid reputation, built brand confidence and strength in a year when many struggled.

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