VisualGPS Creative Trends Technology Pharma: Building Trust with Visuals

How can visuals help pharma brands build trust? In today’s world, where many feel uncertain about their health and the future of healthcare systems, it's never been more important for pharma brands to connect with both businesses and consumers. Let’s dive into the latest insights from Getty Images’ VisualGPS research on how pharma brands can effectively engage audiences with the right visual strategies.

A majority of Europeans believe that having a trustworthy reputation is the most important consideration when deciding which pharma products or services to use. Recommendations by licensed or certified medical professionals and evidence‑backed research are what consumers want to see in pharma brands’ visual communications. Science credentials matter. People seek assurance from pharma brands about the safety and efficacy of their products given rising anxiety about healthcare costs and accessibility to care where 78% of Europeans believe there will be less access to doctors and nearly one third see healthcare costs as a financial concern.

However, there is a gap! Only one in 10 visuals most popular with European pharma customers in the last twelve months highlights science, and just 2% depict scientists at work. Moreover, when building trust, 72% of Europeans want to see that pharmaceutical companies adequately represent people of all shapes, sizes, ages and ethnicities. This presents an opportunity for pharma brands to build trust by depicting scientific expertise with a relatable and inclusive lens driving visual strategy.

Showing how companies are leading workplace wellbeing is expected today from all brands. This is important for talent retention and new recruitment. The focus on work/life balance being essential to health continues. Employee wellbeing matters with 71% of Europeans citing companies' obligation to provide support for employees’ mental health. Pharma decision makers agree with 64% saying it is important to support employee health. To communicate this, consider visuals that show flexible work arrangements and support that enhance employees’ working lives. Highlight collaboration, connection and relationship building.

Consumers’ feelings around AI are full of conflict. While, nearly half of Europeans have a more positive view of AI compared to a year ago, a majority still believe the risks of AI outweigh any positive impact on society. However, AI potential for healthcare such as help with early detection and diseases is viewed positively. Interestingly, 90% of Europeans say authentic visuals are pivotal to building brand trust. This means pharma brands can lean into consumers’ growing comfort with AI potential for healthcare, whilst keeping authenticity and transparency to the fore.

Remember, the right visuals can play a crucial role in helping pharma brands build trust. Dial up scientific expertise, focus on workplace wellbeing or lean into healthcare’s AI potential while keeping authenticity in focus to help connect with today’s audiences.  

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