Healthcare brands need to show versus tell about their science, innovations and products, emphasizing the human benefit. Showing will help you connect with audiences in a way that telling them about it won’t. Health brands may think they have an advantage here, since they operate in an evidence-based industry, but simply sharing your data isn’t necessarily showing. Healthcare companies also need to go further than sharing their vision of the future. They must provide proof over the promise by being transparent with data, facts, stats and third-party perspectives. Brands must embrace new technologies that enable progressive communications. For example, social media is becoming more commonplace in this industry. Two years ago, a chatbot used in a healthcare campaign was considered extraordinary. This year it is ordinary. What is next? To begin to get people to care about healthcare in the face of indifference, brands need to show up differently. This means no longer saying “no” to new approaches. Rather brands need to ask “how?” Healthcare communicators need to push their companies beyond their comfort zone to be creative and take appropriate risks. They need to look beyond healthcare and apply learnings from other industries. They also need to be human to the core and use every touch point as an opportunity to tell a story on a human level. The rewards for this shift will be breakthrough communications that truly make an impact, build a deeper connection with the people the industry serves, and shift what is currently a one-sided relationship to one of mutual respect. 1 2 3 11