Trust Is a MUST: Building Trust Through Creative Healthcare Communications
Healthcare organizations in the U.S. have a trust problem.
Trust in physicians and hospitals fell from about 72% in 2020 to about 40% in 2024. People still trust people: 70% of Americans trust their physicians, but only 22% trust hospital executives. Still, most healthcare communication still speaks through the institution: the logo, the press release, the polished statement.
Zach Yokum, Lead Creative Director at Surefire, has spent over a decade working in healthcare communications, crafting meaningful messages that leave an impact. In this 45 minute Masterclass, he walks through how healthcare organizations can earn trust on purpose, using the Surefire MUST Framework.
What we'll cover:
Why people trust people, not institutions, and who you should be putting in front of your community
What distrust actually costs, from the front desk to the bedside to staff burnout
The Surefire MUST Framework, and why Motive has to come first
How to tell whether your content is built for your audience or for your organization
The MUST Check: four questions to ask before any piece of communication goes out
Creative communication Q&A!
Who it's for:
Marketing and communications leaders in health systems, health technology and digital health. It's useful whether you're building trust from scratch, holding onto it through change, or trying to win it back.
Thursday, October 29 · 3:00 to 3:45 PM ET · Virtual and free. Live only. The recording goes to everyone who registers.