VisualGPS Creative Trends Wellness UAE Focus: Healthcare’s Visual Potential

In an age of misinformation, Getty Images' VisualGPS research explores how healthcare brands can create impactful visual narratives that drive greater health literacy and ensure that everyone has access to the information and care they need. Here are three top visual tips to connect with today’s consumers.

The pandemic has shifted priorities towards health on a spectrum. With a growing focus on proactive care around personal health, medical misinformation can lurk in our social media feeds. Our VisualGPS research reveals that 60% of consumers in the UAE say they proactively take care of themselves by initiating health and wellness habits and 54% prefer to control their health without medications. 
 
With the rise of misleading trends on social media—antisunscreen movement,¹ mouth taping² or reducing cortisol face³—medical misinformation through shortform video content has increased.⁴ Despite 57% consumers in the UAE viewing video as a valuable way to stay informed about health and wellness products, only 16% of healthcare visuals most popular with UAE healthcare customers in the last 12 months are video. There is an opportunity for healthcare brands to create video content that educates and promotes health literacy to combat misinformation. 

Technology is reshaping health, with innovations like medical AI and biohacking gaining traction.⁵ VisualGPS research reveals that 66% of consumers in the UAE envision a future where humans become technologically advanced and many are willing to share personal health data to enhance future health outcomes: 78% of UAE consumers are open to using AI to analyse health records and identify trends and 76% are comfortable with using AI for early detection and diagnosis. As consumers become more open to sharing their medical data, the concept of digital twins will emerge. 

However, in‑person medical expertise remains crucial, with 91% of UAE consumers preferring in‑person consultations for health assessments and diagnosis. To effectively communicate this balance of human connection with tech promise, healthcare brands can consider visuals that balance precision and expertise with human touch. Highlight approachable body language in medical consultations to foster trust and collaboration in patient–practitioner relationships. Consider symmetric compositions to evoke precision. Humanise data visualisations with playful and friendly shapes. 

Longevity is increasingly becoming a focus for healthcare brands and consumers alike, with a 67% increase in visual searches globally. More than half of global consumers believe they will be healthier in coming years due to investments in preventive solutions.⁶ However, health status is closely tied to social status with health inequalities becoming an urgent concern. For example, air pollution brings greater risk of disease, and reducing air pollution in the UAE would bring the greatest benefit to low‑income populations.⁷ 
 
Focusing on equity and access to healthcare in visuals is key. Here are some questions to consider: Who gets to be seen? Are communities across all socioeconomic backgrounds represented? When showing medical visits at home, have different types of home environments been included? When visualising individuals’ health journeys, are challenges shown beyond support from professionals and loved ones? By opening out visual storytelling, healthcare brands can foster understanding, promote inclusivity and empower individuals to take charge of their health in a rapidly changing world. 

Sources
[1]  CBS News
[2]  The Guardian
[3]  Healthline
[4]  The Guardian
[5]  Fortune
[6] Euromonitor International
[7] Economist Impact