TL;DR Your messaging strategy is a valuable opportunity.
It’s no secret that trust in the US healthcare system, and even science itself, is on shaky ground.
Health data, privacy, and consent
82
of people are worried about their health data
being sold or shared without permission.*
Unfortunately, patients should be concerned about their health data.
27 states and DC just sued 23andMe to try and protect customer genetic data from being sold as it goes through bankruptcy proceedings.
Throw in AI and the landscape gets even muddier.
AI and its impact on our health
48
of US patients feel AI can help
63
of clinicians agree**
Excitement, fears, and wide-ranging opinions about AI — along with medical advancements both life changing and imagined will continue to swarm.
Regardless of perception, it’s no longer about IF but how, where, when AI is being used — at the lab, during doctor appointments, in patient and provider communications.
For mission-driven brands: this is your chance to shine.
This is where you can show up in integrity with your values, build affinity with internal and external audiences, and help shape what comes next.
Naturally, your strategy will depend on many factors and should be bespoke to your brand.
Tips for bridging the trust gap with your messaging:
Be transparent about using AI.
This may include how it’s showing up in the patient and provider experiences and how you’re using it in marketing.
Have a plan for when things go sideways.
The landscape will continue to change rapidly. The point is not to get it right, it’s to be honest about your reasons for trying and to keep going.
Proactively seek feedback.
Not only does this build trust with both internal and external audiences, it can provide valuable insight into their motivations as well as your product experience.
Leave space to evolve.
Be prepared to pivot based on the feedback you get and as the technology changes. Let your mission and values guide the way.
If you need support evolving your messaging strategy, I’m here to help. I’d also love to hear your thoughts in the comments below.
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Thanks for reading! I hope you find some joy today.
For the record, I didn’t use AI to help me write or research this. But I did use it to help me format my sources. 😉
*Trusted Future. (2022, December 12). Survey data: Connected healthcare. Trusted Future. https://trustedfuture.org/survey-data-connected-healthcare/ **Philips. (2025). Building trust in healthcare AI (Future Health Index 2025). Royal Philips. https://www.philips.com/a-w/about/news/future-health-index/reports/2025/building-trust-in-healthcare-ai.html