Healthcare brands carry high stakes. They deal with life, death and wellbeing. Trust is everything. The sector is tightly regulated, meaning signals of authority and responsibility matter more than creativity. At the same time, healthcare must also project empathy and accessibility.

Behavioural signals

• Authority cues. White coats, hospitals, labs, clinical imagery.
• Empathy signals. Smiling staff, diverse patients, human touch.
• Regulatory framing. Clear disclaimers, legal compliance.
• Scientific proof. Data, trials, research papers.
• Accessibility. Helplines, apps, simple instructions.

Expression fit

• Caregiver. Natural alignment. Nurture, safety, space for others.
• Navigator. Guiding patients through complex systems.
• Pragmatist. Efficiency in treatments, delivery, or admin.

Others: Familiar (community pharmacies), Visionary (biotech start-ups), Ruler (national health systems).

Media and channels

• Public service campaigns on TV, outdoor and radio.
• Medical journals, trade shows, conferences.
• Patient apps, portals and helplines.
• Social media for health awareness, not hype.
• Direct-to-patient materials in regulated markets.

What to avoid

• Over-claiming outcomes. Trust collapses quickly.
• Overly complex language that excludes patients.
• Stock imagery clichés that look inauthentic.
• Ignoring regulation.

Summary

Healthcare brands must walk a line between authority and empathy. Energies sharpen their signals: whether as caregiver, guide or problem-solver. Success depends on showing both competence and humanity.

Featured brands

• NHS
• Pfizer
• GSK
• Bupa
• Boots