The Growth Distillery, in collaboration with Ogilvy and Kantar, has released The Influence Codes: The Chemistry of Health Influence, a new study examining how influence is evolving in the health sector.
The research shows a real shift away from those traditional sources of ‘health authority’ toward more personal and relatable voices.
It’s a lesson for health brands in learning how to strike a balance between expert knowledge and individual engagement.
Trust, information overload, and the rise of personal influence
Key findings reveal that while personal connections are now trusted more than institutions, expert knowledge is still highly valued.
The study also highlights how the modern day excess of health information is causing confusion, reinforcing the need for brands to offer clear and credible guidance.
Consumers increasingly want to take an active role in their health decisions, demanding accessible, straightforward information. Technology is playing a crucial role, too, with digital health tools expected to be both user-friendly and personalised.
Additionally, there is a growing consumer focus on holistic health practices, with mental wellbeing taking a place alongside physical health priorities.
The Growth Distillery’s Head of Growth Intelligence, Editorial and Product, Liza Williams
Building trust and empowering consumers
The report provides a comprehensive playbook for marketers, offering strategies to connect more meaningfully with consumers.
According to The Growth Distillery’s Head of Growth Intelligence, Editorial and Product, Liza Williams, the health sector is at a crossroads, with 72% of consumers anxious about their health futures and 55% distrusting health institutions.
Williams said: “By embracing authenticity, leveraging expert insights, and providing clear, accessible information, brands can empower individuals to make informed decisions about their health, and bridge that gap.”
With 67% of individuals lacking confidence in understanding medical information, the opportunity for brands to lead with transparency, education, and relatability has never been more crucial.
Ultimately, the research presents a significant opportunity for brands to fill the void by offering education that is transparent, digestible, and free from jargon.
To read The Influence Codes: The Chemistry of Health Influence go here
To find out more go to The Growth Distillery website or LinkedIn