By building relationships based on solid principles and taking full advantage of new online opportunities, all healthcare marketers can create an important place for themselves in the "Trust Economy."
In recent years, we’ve witnessed the growth of a “Trust Economy” in which success is largely dependent on how much the supplier of information is trusted, which may or may not be connected to whether or not that trust is actually earned.
The term “trust metrics”was originally used to describe the need to design software that assured that customers’ financial data would be secure. As social networks evolved, it was used to indicate how much a member of a community is trusted.
We can take this one step further, using trust metrics as a measure that can be applied to the network of relationships that healthcare consumers turn to online, including government sites, nonprofits, message boards, each other, etc.
Trust Metrics for pharmaceutical companies are low, despite the fact that they are closely regulated by the FDA and have valuable, carefully tested, scientific data to share with consumers. In many ways they are the best source of drug information on the internet today. The only healthcare player less trusted than pharma is insurance.
It doesn’t have to be that way. There are more opportunities than ever for healthcare marketers to connect in new ways. By building relationships based on solid principles and taking full advantage of new online opportunities, all healthcare marketers can create an important place for themselves in the “Trust Economy.”