Half of consumers, globally, think that trust is important in the healthcare industry, according to a consumer survey by consultancy Morning Consult. Four in five trust their doctor to do the right thing and one in five trusts health companies more than they did one year ago.

Why it matters

The health care industry is in a unique position: on one hand, marketing messaging tends to be unemotional due to the high level of industry regulation; on the other hand, the essence of this industry is dealing with life and death and cannot be treated as any other marketing...