With the start of a new year and renewed focus on health, understanding what builds healthcare providers’ trust in medicines and brands has never mattered more. Clinical performance matters, but our latest research shows it’s only part of the trust equation, and not always the part that drives loyalty. From better therapies to breakthrough technologies, there is always a lot vying for health care professionals’ (HCPs) attention. Zeno’s new Brand Love & Demand: Health & Wellness study reveals what truly moves the needle in trust and loyalty between HCPs and the brands they prescribe every day.  

We surveyed over 300 practicing HCPs in the United States to better understand not only what considerations drive their prescribing decisions, but also how they get their information and what they look for in the companies and brands they place their trust in. The findings tell a clear story – and these insights stand out: 

Connection Becomes the Clinician’s Compass 

Our study found that 73% of doctors and 88% of nurse practitioners and physicians assistants say personal connection influences their prescribing decisions. Sixty-six to 82% say the same about the company behind those products. This doesn’t just represent a connection to a sales rep or even a product but extends to how HCPs view the company behind them. These responses illustrate a shift in landscape that we must adapt to. Quite simply, it’s not only what a treatment does; it’s who stands behind it, how they show up, and whether that story feels human and true. 

Peer Credibility Beats Conferences, Ads, and Sales Reps 

The study also examined how HCPs seek out and find information to shape their clinical decision making. We found that despite an expanding field of data sources, the influence of peer-to-peer information sharing continues to dominate. In fact, up to 84% of HCPs cite colleagues as a top source of information. This outranks conferences, digital ads, and even sales reps. If a brand wants to build meaningful connections with HCPs, it’s essential to identify and leverage key opinion leaders within the field who can speak to their experience with the authority and credentials only a true peer can provide.  

Early Impressions Foster Lasting Legacy 

The power of early exposure to a brand is one of the most enduring patterns we’ve seen in building trust with HCPs. According to the study, more than 80% of HCPs reported that they continue to prescribe treatments they first learned about during training. That is loyalty rooted in early trust. It’s not just about building one positive relationship with an HCP but about creating an advocate who carries your brand forward throughout their career. 

Brand Love and What Lies Beyond 

In the end, the findings make one thing unmistakably clear: brand love in the healthcare industry is built at the intersection of clinical results and human connection. It is built on partnership and authentic trust for which there is simply no substitute. When brands show up with authenticity, empathy, and support, they become the partners HCPs trust—and the ones they choose return to again and again. 

To explore the full Brand Love & Demand: Health & Wellness study, please contact us.