• by Les Luchter , Yesterday

“Authenticity is Key to Winning Over Consumers with Healthcare Advertising,” say researcher eMarketer and programmatic ad platform StackAdapt in a just-released joint report under that title.

Based largely on a January survey of 1,013 U.S. consumers, the study found that, while nearly 90% of respondents had seen healthcare ads over the past year, only 20% trusted them more than ads from other product categories.

This discontent stems from the reality that “most consumers purchase healthcare products, treatments, and services out of necessity, not desire,” Rajiv Leventhal, eMarketer’s senior analyst, digital health, says in the report. “On top of that, enhanced media coverage over the last several years of how healthcare providers, insurers, and drugmakers prioritize profits over patient care has eroded consumer trust.”

The solution? Since almost half (45.1%) of respondents said that focusing on facts and avoiding over-the-top claims would make them find healthcare ads more trustworthy, the report states that “healthcare marketers can win over skeptical consumers with transparency, fact-focused campaigns, and a proven record of reliability.”

How can marketers best do this?

“Be relatable and demonstrate to your audience that you understand their concerns with the healthcare system," Leventhal says in the report.  "Product/service ads should include evidence-based information along with real-life patient testimonials.”

But not from celebrities. “Over half of consumers (55.8%) would be less likely to notice and take action if they saw or heard a healthcare ad with a celebrity endorsement,” says the report.

And healthcare marketers should use video, particularly on connected TV (CTV).

“TV across the board moves the needle with consumers in reach and trustworthiness,” the report states, but “while traditional TV offers broad reach,” it’s a waning medium and healthcare marketers should “double down on CTV.”

“We’re seeing significant success in helping healthcare advertisers reach and engage consumers through CTV,” Jasmaan Panesar, StackAdapt’s senior manager, solutions, says in the report. “As the healthcare industry continues to navigate consumer skepticism, CTV offers a powerful, brand-safe environment that allows advertisers to build trust through authentic, fact-driven messaging."

Almost half (45.1%) of survey respondents said that focusing on facts and avoiding over-the-top claims would make them trust healthcare ads more. “Ads from a company with a proven track record (40.6%) and more transparency about risks, side effects, and potential outcomes (38.8%) are also very important to bridging that gap,” the report states.

"Avoid making misleading claims, and show consumers how they can access products, treatments, and services at affordable prices,” said Leventhal.