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Healthcare Marketing Has a Communication Problem
Most healthcare marketing looks good on the surface. Clean designs. Bold taglines. Pictures of happy people in scrubs. But that doesn’t mean it works.
Patients don’t trust buzzwords. Families don’t want promises. They want help.
A 2024 report by Edelman Trust Barometer showed that only 36% of people fully trust healthcare messaging. Even fewer trust ads from providers. That’s not a branding issue. It’s a communication problem.
In healthcare, the stakes are high. One misunderstanding can delay care, lead to a wrong decision, or cause someone to give up.
Good marketing should guide, not just grab attention.
Clarity Builds Trust Faster Than Hype
You don’t need to shout to be heard. You need to be clear.
When patients are confused, they stop listening. If they don’t understand what a service is or how it helps, they won’t take action.
Using big words or vague slogans only adds stress. Simple words work better.
For example:
- Don’t say “evidence-based care for comprehensive wellness.”
- Say “we help you get the care you need with support that makes sense.”
Clarity is calming. It gives people confidence to move forward.
Leni Alston, a healthcare marketer in Las Vegas, says her job is more about explaining than promoting. “A man once called me in tears about his mother,” she says. “He couldn’t understand the forms. I walked him through it. He said I was the first person who didn’t talk over him.”
That call turned into three more referrals.
Clear communication builds loyalty.
Real Words for Real People
Healthcare is full of confusing terms. Even basic things like “out-of-pocket maximum” or “prior authorisation” throw people off.
Avoid corporate speak. If your message sounds like a brochure, rewrite it.
Talk like a neighbour, not a billboard.
Alston says if a teenager wouldn’t get it, she rewrites it. “I test every phrase out loud,” she says. “If I’d never say it in a normal conversation, I don’t use it in my work.”
Try saying “Your insurance may not cover this, but we’ll walk you through other options” instead of “Coverage exclusions may apply under your current provider.”
It’s not about dumbing things down. It’s about being human.
Patients Don’t Want Sales Tactics
People are smart. They know when they’re being sold to. Especially in healthcare.
Pushy calls to action don’t feel helpful when someone is making a stressful decision.
Instead of “Book your consultation today before spots fill up!” try “Need help figuring out your next step? We’ll talk it through together.”
That tone builds connection.
According to a 2023 Accenture study, 55% of patients switched providers because they didn’t feel understood.
That’s not a price issue. It’s a people issue.
If your message feels like it’s about you, people tune out. Make it about them.
The Power of Follow-Up
Good marketing doesn’t stop after the first click or call.
Check-ins matter. Follow-up builds trust. It shows people they’re not just a number.
Alston shares one story that proves this. “A woman didn’t call me back after our first talk. I left a short message a week later, just asking if she had found what she needed. She called me crying. Said I was the only one who followed up.”
That woman ended up referring other families too.
People remember how you made them feel.
A short call or message can go a long way. Set reminders. Follow through. Be present.
Action Steps for Clearer Healthcare Communication
Use Simple Language
Replace medical jargon with words people use in daily life.
Try this:
- Use “your doctor” instead of “your provider.”
- Say “health plan” instead of “benefit structure.”
Test it with someone outside your team. If they’re confused, rewrite it.
Be Specific
Instead of saying “we care about your health,” say what you do:
- “We help older adults find home care that fits their budget.”
- “We explain your options when you’re ready to leave the hospital.”
Let people picture what you do.
Repeat Key Info Often
Don’t assume people remember everything. Repeat important steps. Put key details in writing.
Print short summaries. Use bold headers. Give examples.
Alston uses sticky notes near her office printer. “I write down short tips or updates and leave them out. People always take them. Sometimes they share them with families too.”
Listen More
Ask what someone already knows before you start explaining.
Try:
- “What part is most confusing right now?”
- “Have you been through this before?”
That helps you tailor your message.
Be Honest
Don’t overpromise. Don’t hide hard facts. If something might be delayed or denied, say it.
People trust real talk. They don’t expect perfection. They expect truth.
Final Thought: Be Human First, Marketer Second
The best healthcare marketing feels like a conversation, not a campaign.
It listens. It explains. It follows up. It cares.
People don’t remember taglines. They remember how you made a hard moment easier.
If you work in healthcare and want to make a bigger impact, start with your words.
Clarity beats hype. Every time.
