12 Nov ComNet Takeaways: Insights on the Trusted Messenger in Health Communications
BRG attended ComNet24 late last month and were inundated with strong content and sessions about the communications landscape and how to communicate with purpose. One such session that stood out, led by the Ad Council Research Institute, was about the Trusted Messenger Study. This session resonated because when navigating misinformation for our clients, especially within the safety, health and wellness sectors, it’s critical to understand which messengers can drive accurate information and have influence on various audiences to ensure healthy practices. The Trusted Messenger Study brought up some interesting points, but more importantly made us reflect on who truly is a trusted messenger for our health and safety clients, whether they be paid spokespersons, affiliated with the client organization or hired influencers.
The Healthcare Provider: whether it’s a specialty area or general practitioner, the weight that comes with delivery of health information comes best from those that practice medicine – including physicians, physician associates, nurses, etc. Not only are they credible about the subject-matter, they also have the ability to explain (with a little training) without being too jargony or get into the medical weeds.
The Patient: hearing from a messenger that has experienced a medical situation first-hand or with a family member has the ability to explain the condition in their own words while also identifying with a general audience. A patient testimonial or interview can elicit compassion, education and strong call to action for audiences.
The Scientist: being credentialed in the science community, as well as affiliated with a reputable organization, carries the clout to drive trust. Whether they are discussing best practices in hygiene, disease mitigation, chemical safety and more, the scientist can easily explain the “science” behind practices and the latest study findings translated to consumer audiences.
The Local: Perhaps some of the best messengers are those that are local to the audience. They’re in the same city/state and they are able to bring messages to life and resonate with local audiences. The Trusted Messenger Study also called out those who are within the audiences circle/community, and how they carry some of the greatest weight in a trusted message due to their proximity to the audience’s inner circle.
While there are many types of messengers that carry credibility and trust, these are just a few examples that instantly come to mind when delivering messages in the health/safety space. Connect with us to learn more.
