2 It is responsible for saving lives, improving quality of life, extending lifetimes and curing disease. Yet, it is a one-sided relationship. Globally, people view the industry with apathy — it only becomes relevant when you need it. In comparison, consumers will wait in line to purchase the latest technology innovation; coveted fashion brands are worth more money at resale than at retail; people buy automotive brands to reflect their personality; consumers have fan favorite personal care and beauty brands. Ironically, it is the healthcare industry that makes it possible for people to engage with and enjoy all these other brands. Yet, consumers and B2B professionals perceive the industry with skepticism, and as faceless, nameless and soulless. The truth: It is anything but. The 2019 Brands in Motion global study sheds light on why this industry is having such a hard time connecting to the hearts and minds of the people it is committed to helping. It also reveals a new imperative. To address indifference on a global scale, healthcare brands need to show up and act differently. The healthcare industry is one of the most innovative and impactful industries in the world.