The most powerful marketing strategies are built through conversation, collaboration, and diverse perspectives – especially when the rules of the game keep changing.
That’s exactly what prompted the March 2025 Fresh Impression Forum by Ona Media Company. As Meta rolls back its fact-checking efforts, misinformation in healthcare is surging once again. Clients began asking, “What does this mean for us?” and we knew it was time to gather experts across the industry to tackle the question together.
Why does it matter? Because 80% of people on social media are actively searching for health-related information, yet trust in healthcare institutions is at a crossroads. The brands that will win this moment aren’t just posting, they’re positioning themselves as credible, human, and consistent sources in an increasingly noisy feed.
At this invite-only roundtable, we explored how organizations can take control of the conversation, establish real credibility, and show up where audiences are already looking for answers.
Here are five key lessons that stood out:
1. Consistency Builds Trust
From tone and timing to follow-through, trust is built over time through repetition and reliability. Whether you’re showing up on TikTok or LinkedIn, audiences need to know what to expect from you and that you’ll deliver it regularly.
2. Start with the Credible Source
In an age of confusion, authority matters. Medical experts like Chief Medical Officers and physician advisors should be at the forefront of healthcare messaging. Their voices not only build credibility they also act as anchors in an unstable information environment.
3. People Trust People
From founders and executives to creators and care providers, authentic, human-led storytelling beats polished brand messaging. This isn’t about chasing virality but rather about creating genuine connections that resonate across audiences, especially Gen Z, parents, and patients.
4. Creators Are an Untapped Opportunity
Healthcare is just beginning to scratch the surface with influencer and creator partnerships. The potential? Huge. Creators bring built-in trust, platform fluency, and storytelling chops that can translate complex clinical info into scroll-stopping content. And the impact is measurable from brand lift to patient inquiries.
5. Evidence-Based Content Needs Better Storytelling
Healthcare has truth on its side. The challenge? Making evidence-based content digestible and engaging for digital platforms. Creators and content strategists can help infuse narrative, emotion, and platform-native formats to make information not just accurate but also memorable.
Thank you to the founders, CMOs, strategists, VCs, and innovators from organizations like CareConnectMD, Partum Health, Quantum Sense, Manatee, and more that joined us for the March Fresh Impression Forum. If you’d like to join us or know someone whose voice should be in the room reach out here. Referrals from attendees receive priority placement.
