Trust is the cornerstone of effective healthcare and wellbeing services. From gyms to massage clinics via supplements and other treatments. Building trust enables patients to feel comfortable sharing crucial information, adhere to treatment plans, and seek care when needed.
Customers who trust a brand are more likely to remain loyal and return to the business. They know your products and services work for them, and they're comfortable with the benefits you offer.
This loyalty translates directly to the bottom line, as retaining existing customers is generally more cost-effective than acquiring new ones (indeed, returning customers spend 67% more than new customers) . Trusted brands often benefit from positive word-of-mouth referrals, as satisfied customers become brand advocates, recommending the company to friends, family, and colleagues – both passively, and in online reviews or comments. Loyal customers are 64% more likely to purchase more frequently and 31% are more willing to pay a higher price.
This trust leads to strong brand reputation. Companies known for their trustworthiness often enjoy a more favourable market position, enabling them to command premium prices for their products or services – and so, effectively increase their bottom line.
Building trusted long-term relationships with clients is helped by being transparent.
They want to know what products you're using and how they work, and they expect transparency with pricing and appointments. Ensuring there are no hidden surprises (either with additional costs, or unexpected data requests) goes a long way to confirming you’re a trustworthy supplier.
By being open with your clients, they'll feel more comfortable and confident in their decisions, as well as knowing you're invested in their health and wellbeing journey.
Transparency can be achieved through clear communication, offering education about products and services, and setting expectations.
Strategies for enhancing transparency:
This is where platforms like Feefo can be invaluable as it provides a transparent and trustworthy way to collect and display genuine customer feedback. You can spot problematic trends before they become bigger. And by responding to it you demonstrate to future customers that you are a legitimate business that cares about its customers; something that goes a long way to building the foundations of trust within a relationship.
Establishing brand expertise and credibility in the health industry
A brand's reputation for expertise and credibility is another essential element for building trust. This can be achieved through affiliations with recognised institutions, showcasing the qualifications of its team, and providing evidence-based information.
Maintaining a consistent brand experience across all touchpoints, from marketing materials to customer interactions, reinforces this trust. Cross-channel consistency demonstrates a brand's commitment to its values and its ability to deliver on its promise.
Strategies for establishing expertise and credibility:
Studies have shown a correlation between trust and health outcomes. Patients reported more beneficial health behaviours, fewer symptoms, higher quality of life, and greater satisfaction with treatment when they had higher trust in their health care professional. While this correlation was strongest for subjective outcomes, it underscores the importance of trust in healthcare relationships.
Customer reviews are integral in building this trust, with 85% of customers trusting reviews as highly as word of mouth. Recommendations are even more crucial in consumer-focused industries, where others' experiences and testimonials provide key insights for potential buyers.
Potential shoppers may also falter if there is not enough proof to reassure them the purchase is the right one; high stars and positive comments can reduce decision-making anxiety.
Customer trust shows confidence in a company's commitment to delivering on its promises and doing what's right for the customer.
As with trust in any relationship, customer trust must be earned and protected – it also takes work to develop and maintain. A business must consistently show up for its customer base and exceed expectations. You can talk the talk about your great products or services, but building customer trust means walking the walk.
Deliver the exceptional products, services and experiences you promise, and people will pay attention – and share their experiences with others
By implementing these strategies and focusing on building trust through transparency, expertise, and customer feedback, health and well being businesses can create strong, lasting relationships with their clients, leading to improved outcomes and business success.
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