Consumer health: the critical role of health care professionals in building consumer trust
A combination of societal changes and technology advancements have empowered healthcare consumers, who are now more connected, more informed and more demanding.1 However, while the increase of online health information has contributed to a more informed consumer, health literacy remains a challenge, as consumers often struggle to translate information into actionable insights. Within this context, health care professionals (HCPs) play the critical role of trusted advisors in supporting consumers navigate their health choices.
Building on our previous published insights, this blog delves into the findings from our survey of healthcare consumers to explore the importance of HCPs for consumer choices, opportunities for them to expand their influence – as well as implications for consumer health companies.
The importance of HCPs
In the rapidly evolving consumer healthcare market, HCPs serve as credible guides in a complex health landscape. They build trust by helping consumers interpret data, offering health and well-being advice and recommending suitable products and services. Their ability to interpret information and translate it into understandable and actionable insights has given them industry credibility and authority, thus making them crucial for fostering consumer confidence that health products are fit for purpose.2
Our survey results supported this, with our data capturing that 44 percent of consumers identified doctors as their most common source of health and well-being information, and 29 percent identified pharmacists as their most common source. Even when analysed by age, doctor remained the most popular choice across all three buckets (see Figure 1). While our results also indicated a preference for digital health information (blogs and websites), rising consumer scepticism due to misinformation concerns further elevates the importance of HCPs as trusted advisors.3,4
Figure 1. Which of the following are your most common sources of information for health and wellbeing information?
HCPs also play a pivotal role in expanding access to healthcare and creating a more integrated, preventative health ecosystem. Amid increasing pressure on traditional healthcare services, pharmacists are emerging as frontline providers of accessible advice. Our data indicates that pharmacists were the third most common source of information for consumers, with 29 per cent of those surveyed selecting this option. When we break down data by location, the role of pharmacists varies significantly: in rural areas (~40% of world’s population)5 , they often act as diagnosticians (43 percent of rural and 44 per cent of suburban consumers ask for symptom advice) whereas in urban areas they are more frequently seen as product experts (with 45 per cent asking for information on how to use/take a product and 42 per cent requesting general product information), see Figure 2.
How can HCPs increase and solidify trust with consumers
At the heart of HCP trust and effective endorsement lies robust in scientific evidence. HCPs who can clearly and understandably convey this evidence to consumers are more likely to see their advice followed.
In today’s data-driven world, consumers seek more validation for health claims. HCPs, leveraging their clinical expertise, cut through the noise to translate complex information into actionable insights. By offering understandable, evidence-based recommendations, HCPs empower consumers to make informed choices. This process demystifies health information, fostering partnership and trust as consumers are guided by reliable expertise.
Our survey corroborates this, showing that over half of surveyed consumers place a significant emphasis on a product’s clinical efficacy and whether it has been endorsed by a HCP. When HCPs effectively communicate efficacy data, consumers are far more likely to use the product. Consumer health companies are responding to this preference by integrating HCP recommendations to their health models. For example, in Haleon’s recent FY25 results, their CEO stated: “Our Oral Health model is very clear. It is linked to dentist recommendation” 6 .
Figure 3. How important, or not, are the following features in any consumer health products you (might) take or use?
Furthermore, HCPs can leverage consumers’ increasing use of digital platforms to rapidly expand their reach and engagement. With 34 per cent of consumers reporting the use of online blogs and websites for health information, this highlights both the accessibility of these platforms as well as consumers' confidence in navigating them. By utilising online platforms, HCPs could offer consumers a centralised ‘one stop shop’ for health and well-being information, product specific details, endorsements and a platform to access telehealth appointments.
What does this mean for consumer health companies?
Given that HCPs are a highly trusted source of health information and play a crucial role in validating product efficacy, consumer health companies should actively integrate them into their engagement models. This involves equipping HCPs with clear scientific evidence to support their recommendations, actively engaging them as vital educators and trusted endorsers beyond just prescribers, and partnering with HCPs to leverage digital platforms thereby extending reach at scale.
Potential strategies could include the following:
- Engage in strategic partnerships: Companies should connect with HCPs as invaluable partners in consumer health education and advice. These partnerships should offer clear value to HCPs such as access to latest scientific research, trial data, and product development insights. This will help HCPs remain informed to better serve their patients and community.
- Ensure clear scientific communication to relevant HCPs: Present scientific evidence to HCPs in clear, concise, and accessible formats. This empowers them to confidently endorse products and translate data into understandable benefits for consumers, directly addressing consumer demand for proof points and leveraging the HCP’s vital role as a scientific interpreter.
- “Co-create digital engagement strategies with HCPs: Given the significant consumer engagement with online health information, companies should collaborate with HCPs to develop digital content. This could include HCP-led webinars, verified online resources, or telehealth support integrated with product information. ePI (electronic product information) adoption will augment these possibilities by creating a new digital engagement channel, further embedding and communicating expertise. By developing a multi-channel digitally driven endorsement strategy, companies can provide a credible ‘one-stop shop’ for health information and product guidance, alleviating consumer trust concerns about online sources and ensuring that digital interactions are grounded in professional authority.
Conclusion
The empowered consumer, coupled with the challenges of digesting health information, underscores the critical role of HCPs as guardians of trust. Our survey shows that HCPs are viewed as a highly credible source of health information, uniquely positioned to translate complex data into actionable insights. Their endorsement, rooted in scientific evidence, is crucial for validating products and services and fostering brand loyalty.
For consumer health companies, this requires employing consistent engagements models focused on value addition, scientific evidence and digital collaboration. By embracing HCPs as partners, companies can effectively build trust, ensure product information resonates, and ultimately drive improved consumer health outcomes in lockstep with sustainable business growth.
