How we can address healthcare’s trust gap with effective communication

As the pandemic continues to subside, there are still a lot of individuals who have developed a heightened awareness of healthcare and lifestyle choices. This is certainly true for me. As a new parent, I have an increased focus on my daughter's health, as well as the well-being of my extended family. I am constantly searching for methods to ensure that we are all on the right track when it comes to maintaining our health and wellness.

Lots of people are reconsidering what's important to them. A report by Bain and Company found that approximately 80% of individuals in Asia Pacific have an interest in looking after their health and making adjustments to their lives, while almost half are open to spending additional money for a more satisfying healthcare experience.

For those working in healthcare communication, there's a big chance to attract and persuade people. However, it's not simple to do in Southeast Asia because the market is greatly varied and dealing with persistent false information and a lack of trust. Malaysia's national health authorities encountered significant loss of trust, according to a study.

Make sure you don't overlook this: Important figures show that influencers possess the greatest influence when it comes to promoting sustainable living habits.

Effective communication plays a vital role in such situations. Healthcare communicators can enhance their communication skills to deliver the best possible outcome. Here are some ways in which they can achieve this:

In today's world, everything is becoming more digitalized, which is beneficial for people who work in communication. They can now use valuable insights to create interesting and effective stories. There are countless online interactions occurring through blogs, articles, forums, comments, and posts. By practicing social listening, communicators can easily keep up with the trends in their industry, debunk any misinformation, and gain a better understanding of different audiences, ranging from customers to policymakers and healthcare experts. With the insights gained through social listening, communicators can more easily determine what different people want and need to hear from them. This helps in crafting messages that will produce the intended effect.

Using storytelling can be a motivating technique to initiate changes and explore further into the details of what, how, why, and what comes next. The Agency of Integrated Care for Caregivers (AIC) realized this and used it as a tool for their campaign "We See You Care," which was aimed at addressing the issue of Singaporean caregivers feeling neglected and taken for granted. Through their research, it was revealed that over 50% of caregivers felt unrecognized for their role in caregiving. Therefore, instead of following the conventional storytelling route, AIC decided to showcase the reality of caregiving and acknowledge the emotions of caregivers.

In Malaysia, where the number of elderly people is predicted to double by 2028, it is particularly crucial to use data-driven communications. With this startling statistic confronting the healthcare system, healthcare communication professionals can alleviate some of the difficulties by concentrating on raising awareness of unfulfilled requirements in all illness areas over the following five years.

In today's society, influencers have become a crucial aspect of marketing and advertising. These individuals have amassed a significant following on social media platforms such as Instagram, YouTube, and Twitter. Their popularity and credibility within their respective niche make them valuable brand ambassadors for companies looking to reach a wider audience. With the rise of social media, influencer marketing has become a more accessible and cost-effective way for businesses to promote their products and services. Instead of relying solely on traditional advertising methods such as billboards and commercials, companies can partner with influencers to reach their target audience in a more natural and authentic way. Influencers have the ability to create engaging and informative content that resonates with their followers. By showcasing a product or service within their content, they can give it exposure to a much wider audience that trusts their opinion. This type of marketing has been proven to be highly effective, with many companies seeing significant increases in sales and brand awareness after partnering with influencers. Overall, the role of influencers in today's marketing landscape cannot be underestimated. As social media continues to evolve, we can expect to see more and more brands partnering with influencers to help promote their products and services.

Several successful and highly acclaimed healthcare advertising endeavors during the past year showcased influencers. It is true that enlisting the assistance of influencers to aid healthcare professionals in communication efforts establishes an added level of credibility, especially since numerous Asian countries mandate the revelation of sponsorship agreements. Despite this, influencers are still not being utilized to their fullest potential throughout the region.

According to a study by Emplifi, healthcare brands may have the potential to expand their audience reach by 20 times by partnering with an influencer. The data also suggests that influencer partnerships may result in a 3.4 times higher engagement rate than what is typically seen for brands in their industry.

Maggy Wang's recent collaboration with TMC Fertility has received a positive response and supports the idea that sharing personal healthcare experiences can help others going through similar issues. As part of World Infertility Awareness Month, Wong shared her own experiences and provided a detailed account of what to expect when dealing with fertility problems. Additionally, she hosted a podcast episode with a doctor and another key opinion leader (KOL) to offer even more insight. This type of personal sharing can make medical issues more relatable and build empathy and trust between patients and healthcare providers.

Have you ever come across a health-related brochure, placard, or news release? Normally, they are loaded with complex medical words that can be quite confusing for people, particularly in regions with lower literacy levels - and this can create significant issues. People may be too nervous to inquire and share their worries, or even worse, they may lose interest completely after seeing the material.

In modern times, effectively promoting public health necessitates utilizing simple and straightforward language. To achieve this, it is important to make use of brief sentences, well-defined headings, and lists in your messaging. For more difficult topics, incorporate multimedia such as graphics, charts, and videos. If possible, feature individuals speaking candidly about their experiences in a plain and honest manner. In areas where English is not the primary language, it is equally important to ensure that all communication materials are devoid of complex terminology.

The healthcare sector has a lot at stake, so making errors is not an option. That's why using communication that is based on evidence, empathetic and easy to understand is essential for establishing authentic connections with individuals.

Archana Menon, who manages Mutant Malaysia, wrote this blog post. It's all about how influencers are the most impactful in promoting sustainable living practices, according to some quick stats. Additionally, a study found that marketers are relying more on micro-influencers due to budget uncertainty. Lastly, there's a growing need for effective medical and healthcare communications.

Stay up to date with the newest developments in marketing and advertising by following our Telegram channel.