VisualGPS Creative Trends Wellness Visualising Pharma in Europe

What are the three key opportunities for pharma brands to build trust with their audiences through visual storytelling? Digital transformation, workplace wellbeing and increasing video content can all help deepen connections in an evolving healthcare landscape.
 
Getty Images’ VisualGPS research reveals that 92% of Europeans place trust in their healthcare provider’s guidance, compared to only 46% who trust their own self‑care intuitions about healthcare. However, only a third of have a positive perception of the pharma industry. This shows that there is much work to be done to change this perception with the right visual approaches.  

There is a broader shift towards informed and proactive patient participation in healthcare. Getty Images’ VisualGPS research reveals that 71% of Europeans research new medication prescriptions and/or over‑the‑counter options suggested by healthcare professionals. This indicates a growing engagement in health decisions, driven by a desire for tailored treatment options and clear information.   

Visual storytelling opportunities:

• Highlight the emotional rewards of patients engaging in e‑health adoption, such as health apps, telehealth and wearable devices that are accessible and empowering.

Mental health and employee wellbeing have become critical focus areas for organisations aiming to create a supportive and productive work environment.¹ According to VisualGPS research, 65% of Europeans believe it’s increasingly important for companies to support employee health and wellbeing, while 71% feel that companies have an obligation to implement policies and provide resources for mental health support.
 
Visual storytelling opportunities:

• There is an opportunity for pharma brands to use visual storytelling to highlight the importance of employee’s healthcare needs. Our VisualGPS research reveals that European consumers are drawn most to visuals that portray mental health positively, particularly visuals of people immersed in nature.
• Highlight the importance of employee wellbeing and how companies support work‑life balance.
• Use visuals that depict flexible work arrangements and support systems that enhance employees' daily lives.

Why is video on social media such an interesting opportunity for today’s pharma brands? VisualGPS research unveiled that 64% of B2B pharma brands create visual content for social media, while 60% of social media users say video gives them exposure to new or different perspectives. Short form video content resonates well with pharma audiences while remaining informative and educational.
At the same time, social media is enabling and amplifying an "infodemic"²—an overabundance of information, which people are left to scroll through, on their own. Video can help cut through this noisy landscape and when it comes to healthcare, realness matters. Our VisualGPS research found that 77% of Europeans prefer visuals of real‑life health and wellness scenarios.  

Visual storytelling opportunities:

• There is an opportunity for B2B pharma brands to enhance video storytelling by creating short videos on social media, and humanising content through people‑centered narratives.

Sources

[1] Financial Times
[2] World Health Organization