Not too long ago, I explored the subject of trust with Spencer Brooks, founder of Brooks Digital and a brilliant thinker in health care marketing.
If you haven’t checked out Spencer’s podcast, I hope you will. It might be one of the only places you’ll find long-form conversations on marketing topics that touch on trends, yet also cover concerns we’ve been focused on since Day One.
I was delighted that Spencer was open to a conversation on trust and authority that went far beyond SEO rankings. We agreed that yes, it’s critical for people to find health care content easily. But once they do, do we offer them the kind of help they actually need? Are they ready to rely on our advice because we freely share expertise without being wordy, technical and confusing?
These questions touch on huge challenges that all health care organizations face. The assault on science and the assertion that facts don’t matter make the job even harder. Which is why we need to be even better at what we do.
Spencer and I discussed the need for health writers to continue doing extensive research, considering multiple viewpoints and sharing what they learn in plain, clear language. We talked about the role of compassion in good health writing so that patients and caregivers feel seen, cared for and respected.
Thoughtful, accurate writing takes time. It costs money. But I believe it’s absolutely essential in making our health care system more effective for more people. I’m very, very proud to work with nonprofits and health care providers who support this goal.
If you need an editorial pro who will help you build trust with patients, providers, partners and other key audiences, please reach out. I’m here to help.