Marketers are navigating trust, attention, and creative impact like never before. TikTok is emerging as a surprisingly trusted platform for health info, while healthcare brands are revisiting direct mail and data-driven omnichannel strategies to reach patients effectively.
At the same time, Abbott shows the power of authentic storytelling and branded entertainment, blending real patient voices with seasonal programming to engage audiences emotionally. Whether it’s building credibility, optimizing outreach, or creating connection, these trends highlight how strategy and creativity intersect in healthcare marketing today.
Let’s dive in.
📱 Consumers trust TikTok most for health info, but skepticism remains
According to KFF’s July 2025 poll, 40% of U.S. adults said that most or some of the health information on TikTok is trustworthy — the highest rating among major social platforms. Additionally, most U.S. adults do not trust health information from government sources (June 2025 survey from Ipsos and Axios).
For marketers, social can’t be ignored. TikTok and YouTube are key areas where trust is higher. Use verified sources, partner with trusted creators, and ensure content is accurate and up to date. Trust is fragile, but having a consistent presence can be key to gaining it.
🎯 What to know about the proposed crackdown on DTC pharma ads
In a bid to target deceptive practices by drug manufacturers, the Food and Drug Administration is expected to issue cease-and-desist letters and warning letters to remove “misleading ads.”
What’s Happening:
- FDA & HHS ramping up enforcement: ~100 cease-and-desist, and thousands of warning letters issued
- “Adequate provision” rule under fire: Pharma may no longer be able to offload risk info to websites — risks may need to be fully disclosed in ads
- Social, influencer, and online ads targeted: Lack of clear disclosures and unbalanced benefit/risk messaging flagged
- Proactive monitoring: FDA using tech/AI to scan ads instead of waiting for complaints
What It Means for Marketers:
- Compliance risk is rising: creative, legal, and media teams must tighten reviews
- Longer, risk-heavy ads: TV and digital formats may get costlier and harder to execute
- Influencer & social campaigns: need explicit disclosures and balance
- Transparency = opportunity: brands that embrace clarity and credibility can build trust while competitor’s scramble
📬 Why direct mail is making a comeback, specifically for healthcare
In a digital age, direct mail is quickly becoming a trustworthy option for patients. It’s a way to connect with patients and display personalized care options in an era that sometimes feels too generic.
According to recent findings from Lob’s 2025 State of Direct Mail: Consumer Insight Report, healthcare has emerged as one of the highest performing sectors in the direct mail space.
- Patients engage with it: ~76% read healthcare mail vs. ~20–25% email open rates
- Drives action: direct mail boosted response rates 6–10× for Medicaid appointment scheduling vs. email
- Formats that work: envelopes and trifold postcards feel “official” and outperform bulky pieces
- Younger patients respond too: Gen Z/Millennials see physical mail as more personal and trustworthy amid digital fatigue
- Personalization matters: data-driven, trigger-based campaigns tie mail to digital channels for bigger impact
Use direct mail for trust & action. Ideal for reminders, follow-ups, and sensitive patient outreach. It can come at a premium; however, it’s worth it when targeting high-value or hard-to-reach segments. Best as part of an omnichannel strategy, not a standalone tactic.
That’s Cool!
Abbott is teaming up with the Hallmark Channel on a holiday film, The More the Merrier, weaving in real patients from its HeartMates community and NFL player Damar Hamlin to raise awareness about heart health. The partnership blends branded entertainment with authentic storytelling, using emotional narratives and seasonal programming to build trust, spotlight patient voices, and position Abbott as more than a device maker — but a brand rooted in care and community.
Take a look here.
🚨 New Podcast Alert!
In this fun and fast-paced episode of The Flynn Effect, host Katie Flynn reunites with recurring guest Heather Riexinger to cover two seemingly unrelated but surprisingly synergistic topics: direct mail and Taylor Swift. From handwritten letters to glittery Instagram takeovers, it’s a masterclass in both old-school precision and new-school agility.
Podcast episode: From Postcards to Pop Stars: Direct Mail Meets Taylor Swift
