Does your team struggle to gain the trust of your audience?
Customer scepticism and distrust are something that all medical device companies may face. This article is going to explore what we mean by audience scepticism and how medical device messaging can help to overcome it.
Why are people sceptical?
When your audience first comes across your medical device or technology, they might feel unsure about trusting your claims, wondering if your device is really as good you say it is?
This uncertainty often stems from past experiences where things didn’t go well or when individuals are unsure about what to expect from a new company. Perhaps they have been disappointed before by devices that failed to deliver on their promises, or they have encountered clinical claims that appeared too good to be true.
To overcome this uncertainty, medical device brands must be genuinely open and transparent with their potential users, addressing their questions, fears, and concerns as they arise.
This is crucial to build trust with your audience over time, demonstrating credibility through actions, and ensuring that your audience feels confident and positive about choosing your technology.
What is the point of building trust through messaging?
Before we run through how to build trust through your messaging its first important to fully understand why you should use messaging to get your audience to trust you.
Speeding up your sales cycle
Good messaging can quickly guide your audience through the sales cycle. If it answers your audiences’ questions and addresses their issues, fears and concerns before they even speak to you, there’ll be little holding them back from taking the next step to adoption.
However, healthcare messaging is not the only thing that will speed up your sales process. Read our latest article to find out about the power of 1:1 personalised video on our learning hub.
More qualified leads
While it’s great to get many leads, it’s even better to get the right ones. With a strong message that runs through all your marketing, you make sure you attract the right people.
If you don’t aim your message correctly, you might end up bringing in clients who aren’t a good fit for your business. That can mean wasting a lot of time and effort. Although it may look great on the top line, it’ll likely not translate into long term sales, which is frustrating for all.
What impact would clear messaging have on the adoption of your medical device?
How can messaging build trust with your audience?
This section of the article will run through all the top ways in which building trust through messaging is very important in setting your audience at ease and unknotting their distrust. 
Clear communication
When creating messaging that’ll help build trust in your audience, keeping it clean and simple is the best way to go. Using complicated long paragraphs to explain your product or process can instantly repel a potential customer and make them distrustful of your content as it may look like you’re trying to confuse or mislead.
Providing information
One of the best ways to build trust in your audience is to inform them. By providing clear and accurate information about your industry or product, you demonstrate transparency and expertise, establishing credibility in their eyes.
Educating your audience about the benefits, uses, and potential limitations of your offerings helps to manage their expectations and fosters a sense of reliability.
Offering insights, tips, and relevant data showcases your commitment to their well-being and success, positioning your brand as a trusted advisor rather than just a seller. Ultimately, empowering your audience with knowledge builds a foundation of trust that leads to long-lasting relationships.
To learn more about how you can empower your audience, read our article on the role and importance of a learning hub.
Understanding and addressing your customers issues, fears and concerns
An important part of your messaging should be about addressing and dispelling your audience’s issues, fears and concerns. No matter what industry you’re in or what you offer, each one of your audiences will come to you with similar if not the same worries, misconceptions and problems.
This is why, in your medical messaging, you must identify these issues, worries and concerns and address them head-on. By doing this and providing truthful answers you’ll be able to build trust with your audience.
Building a relationship with your customer
The final way that you can use messaging to build trust in your audience is through creating a relationship with your audience. This works best through channels such as social media or email where you can send relevant content directly towards your audience.
This relevant content will show your audience that you not only understand them, but you know about their wants, needs and interests. That you have the solution to the problem that they’ve been thinking about. By being helpful and supportive to your audience you can build a relationship with them and foster trust.