Healthcare Marketing: Consumers Don’t Trust Our Ads

Infographic explains consumers’ opinions about advertising.  And it’s not all good.

We’ve heard it.  We’ve had suspicions about it.  Well, actually we’ve known it.  People love ads but they don’t necessarily trust them.  Yeah, as healthcare marketers we’re right there with used car salesmen (the sleazy ones) and politicians (the dishonest ones).  People don’t trust us.

Market researcher, Lab42, created an infographic that summarizes what consumers think about advertising.  The results are interesting and, well interesting.  While the majority of consumers distrust advertising, only 17% want more laws to govern them.  Only 5% don’t pay attention to ads, hardly anyone will admit being influenced by them.  Although consumers are skeptical about ads, they enjoy them. 

 My personal opinion is that people enjoy ads and are often influenced by them and some times profoundly.  But they don’t want to admit it.  They have become convinced it would be a bad thing if they did admit it.  So what consumers say and what they actually believe are not always the same.  As marketers, we have found that to be true many times.

Nevertheless, we must admit there is skepticism about ads.  Which means, as healthcare marketers, we need to always be honest and truthful in our ad messaging.  Note that 96% of weight-loss ads are Photoshopped.   All marketers must be truthful and accurate in the ads they produce.  But there is an even heavier burden and responsibility on healthcare advertising.  We can never take the health and well-being of consumers lightly or offer a false sense of hope.  Our hospitals, with excellent physicians, nurses and staff, do amazing things.  They give health and life back to people in danger of losing it.  That being said, we should always speak the truth and only the truth.  Provide helpful and meaning information.  And in that, consumers can find trust and hope.

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