Turning customers into connections: how pharma should use design to rebuild trust

The phrase “content is king” is widely attributed to Bill Gates, who used it as the title of an essay in 1996. In his essay, Gates foresaw that content would be the cornerstone of the internet’s success, driving value and generating revenue while shaping how information was consumed and shared.

Surely even Gates couldn’t have predicted just how prescient his words would become nearly 30 years later. The modern appetite for content is insatiable, with information—and misinformation—circulating at unprecedented speed. Content has evolved into a powerful, and at times divisive, force — with countless voices achieving fleeting fame by crafting posts that strike a chord with the zeitgeist. These messages, crafted to align with audiences’ beliefs, can gain such traction that they are accepted as truth within the unregulated “wild west” of social media.

Meanwhile, the pharmaceutical industry remains largely absent from the conversation - struggling to engage meaningfully, and it’s no wonder - as even a single ‘like’ on LinkedIn can be perceived as inadvertently promoting prescription-only medicines and violating marketing regulations.

Fortunately, the responsibility for truth does not rest solely with the pharmaceutical industry. Pharma’s role is largely secondary, supporting rather than leading the charge — and this is where the real opportunity lies: to empower healthcare professionals, institutions, and patients by delivering clear, reliable, and accessible information, in a way that is supportive and valuable.

While content is crucial, its effectiveness depends heavily on how, where, and through which platform it is delivered. A well-crafted message can only succeed if it reaches the right audience through the right medium.

With limited ability to engage in the rapid-fire dynamics of social media, the opportunity to deliver valuable content that empowers HCPs and patients lies primarily in owned channels such as brand websites, emails, congresses, CPD and other mediums. These channels provide a unique space to offer genuine value—recognising that it is, indeed, an offer. After all, HCPs and patients have countless options for accessing and consuming informative content and resources.

To be attractive, and overcome a lack of trust - pharma must deliver effective, useful digital experiences that truly meet users’ needs. Whether for HCPs advising patients or individuals managing their own health, the content must be right, but the proposition and user experience (UX) must work hand-in-hand to present the value, and engage the individual effectively.

In most industries, UX is widely recognised as a critical factor that determines the success or failure of an online venture. Yet in health and pharma, it’s frequently overlooked — assuming that a technical or media vendor will deliver something “good enough” in their race to complete the project to the lowest possible cost. This underestimation of UX’s importance risks compromising the quality and impact of digital experiences in a field where precision and trust are paramount.

Well-designed digital experiences can inspire confidence and demonstrate that pharma understands users’ challenges. A cluttered or confusing experience will create friction, undermining trust and raising questions about quality and intent. Consistent, thoughtful UX design can ease users’ minds by showing that pharma companies prioritise their needs, not just delivery. When a digital tool becomes a valued, reliable resource, it fosters trust and reinforces credibility.

Research shows that HCPs want platforms that are easy to navigate, provide trustworthy, evidence-based content, and allow them to find information quickly. For example, enabling HCPs to access comprehensive drug indications, trial data, and treatment options without needing to consult multiple sources can drastically improve engagement. Prioritising transparency and removing unnecessary barriers, such as multiple logins, are critical for improving trust.

For patients, resources must balance simplicity with depth. Providing clear, unbiased explanations and supporting visual aids can help patients better understand their health conditions and treatment plans. Thoughtful design that avoids overly promotional content while prioritising accessibility can position pharma as a reliable source of support.

To build trust, pharma must focus on delivering transparent, evidence-based content that aligns with HCPs’ and patients’ expectations. Research with HCPs show that they value unbiased, peer-reviewed information and are wary of overly promotional messaging. Providing full clinical trial data, including methodologies and outcomes, ensures that HCPs can make informed decisions and reduces concerns of ‘cherry-picked’ statistics.

Partnerships with third-party organisations, such as medical associations or trusted healthcare platforms, can also enhance credibility. Collaborative efforts, where multiple brands or neutral stakeholders contribute to a single resource, have been shown to resonate with HCPs as more trustworthy than standalone pharma-owned content.

For patients, digital platforms should address their broader needs beyond the product itself. This includes signposting support groups, offering accessible financing options, and sharing educational resources that holistically explain conditions and treatments. By putting patients first and showing genuine intent to improve outcomes, pharma can align itself with what both HCPs and patients value most.

AI and automation are rapidly transforming digital experiences across industries, and pharma is no exception. These technologies present significant opportunities to rebuild trust by creating more personalised, responsive products that better meet individual needs.

AI can enable pharma companies to deliver tailored content and support, based on user behaviour, preferences, or previous interactions. Whether serving an HCP a relevant case study after they’ve engaged with certain content, or offering a patient insights aligned with their treatment journey, AI-driven personalisation helps digital products feel genuinely helpful, not generic or transactional.

Automation, particularly through AI, can enhance the efficiency and reliability of digital platforms, delivering accurate, up-to-date information when it’s needed most. However, the success of these efforts hinges on what is being optimised; only when improvements are focused on meaningful user outcomes will they achieve their full potential.

Customers are quick to recognise when their experience is compromised for the brand’s gain, which can erode trust and deter future interactions. True optimisation should strike a balance, ensuring that business objectives are met without undermining the user’s experience or trust in the brand. The ethical use of AI – particularly in data privacy, transparency, and decision-making – will be critical to ensuring that these technologies build trust rather than erode it.

By using AI responsibly and transparently, pharma companies can show that they understand their audiences and are committed to delivering value. This strengthens trust by demonstrating that pharma has the expertise, tools, and focus to support users effectively.

At the heart of rebuilding trust lies a customer-first mindset. Whether addressing HCPs, patients, or other stakeholders, pharma companies must approach their audiences with empathy and a genuine desire to help.

Unfortunately, this mindset is still rare in the industry. Too often, the pressure to meet commercial demands and deliver projects on time leads organisations to prioritise their own goals over those of their customers. The subtle but crucial art of truly listening to customers and carefully balancing their needs with business objectives is frequently overshadowed by the drive for speed and efficiency. As a result, the organisation’s priorities often take precedence, eroding trust and leaving users feeling undervalued.

Putting the customer first means understanding their needs, goals, and pain points through effective research and open communication. This understanding should drive the design and development of digital products that reflect empathy and prioritise the user experience.

Importantly, trust is earned when audiences see that pharma companies are putting their interests first – solving real problems and delivering value before focusing on commercial outcomes. Digital products that reflect this mindset can demonstrate intent: pharma companies are here to help, not simply sell.

Digital tools, powered by intuitive design, AI, and customer centricity, hold the potential to bridge the trust gap between pharma and its audiences. By delivering consistent, valuable, and empathetic experiences, pharma companies can prove their commitment to improving health outcomes and supporting users at every stage of their journey.

As our research highlights, trust begins with thoughtful, user-centric design, transparent content, and digital tools that genuinely meet users’ needs. By making interactions with pharma’s digital platforms the most seamless and valuable part of an HCP’s day, or the most empowering resource for a patient, the sector can begin to rebuild credibility.

Trust in pharma may take time to rebuild, but digital offers a unique opportunity to demonstrate transparency, reliability, and care – qualities that both HCPs and patients are looking for. By focusing on users’ needs and showing empathy through exceptional digital experiences, pharma can start to earn back the trust it needs to drive a healthier future.

By following these steps, rooted in user-centric design methodologies, pharma companies can begin to rebuild trust through meaningful, user-centric digital experiences that foster credibility and engagement:

1. Understand your audience: Invest in user research to uncover the needs, preferences, and challenges of HCPs and patients. Use these insights to shape content, design, and functionality that genuinely aligns with their expectations.
2. Create transparent, evidence-based content: Share unbiased, peer-reviewed information and avoid overly promotional messaging. Provide comprehensive data, such as clinical trial outcomes and methodologies, to build credibility and trust.
3. Focus on exceptional UX design: Design digital platforms that are intuitive, accessible, and consistent. For HCPs, ensure quick access to critical information. For patients, use clear language and visual aids to simplify complex health topics and empower understanding.
4. Leverage ethical AI and automation: Use AI to personalise user experiences and deliver relevant, timely content. Ensure transparency in data usage, respect privacy, and prioritise optimisations that enhance user outcomes rather than solely serving business objectives.
5. Collaborate to enhance credibility: Partner with trusted third-party organisations, such as medical associations or healthcare platforms, to co-create resources. Collaborative content is perceived as more reliable and demonstrates a commitment to shared goals.