The Healthcare Influence Gap

Welcome to the Health Marketing Collective, where strong leadership meets marketing excellence. On today’s episode, Ryan Cohn, partner and chief strategy officer at Sachs Media, joins Sara Payne to unpack new research from the 2026 SachsHEALTH Influence Index. (https://sachsmedia.com/influence-index/) Together, they explore the crucial theme of trust in healthcare, examining why the most influential voices in the system aren’t necessarily the ones Americans want to hear from, and what healthcare marketers can do about it. As organizations grapple with the shifting landscape of trust and influence, Ryan reveals eye-opening survey data from 2,500 US adults, showing wide gaps between who currently shapes healthcare narratives and who the public wants in charge. Sara and Ryan discuss how these gaps are affecting patient behaviors, fueling active noncompliance, and challenging assumptions about the roles of clinicians and insurers alike. They also provide practical strategies for healthcare marketing leaders to rebuild trust by elevating authentic, credible voices and pulling back the curtain on the invisible forces that shape care decisions. Thank you for being part of the Health Marketing Collective, where strong leadership meets marketing excellence. The future of healthcare depends on it. Key Takeaways 1. The Influence Gap Is Undermining Trust and Compliance Sara Payne and Ryan Cohn break down the disconnect revealed in the SachsHEALTH Influence Index (00:18–03:37): only 26% of Americans believe clinicians hold significant influence over healthcare today, though 58% wish they did. Meanwhile, insurers are seen as highly influential by 51%, but only 15% want that to be the case. This “influence gap” directly affects patient behaviors, causing many to ignore or act against physician recommendations due to distrust in the broader system. 2. Patients Need Transparency About the System’s Invisible Hand While clinicians remain highly trusted, nearly half of Americans have chosen to go against their doctor’s advice in the past year because they distrust the healthcare system (04:32–05:12). Patients are wary of the unseen influences like insurance requirements and cost considerations that shape medical decisions. Ryan urges marketers to foster transparency, demystifying the forces at play, so patients can more confidently engage in their care. 3. Elevate Clinicians, Advocates, and Trusted Messengers Not Just the CEO Health organizations often default to their CEO as the primary spokesperson, but survey data shows clinicians, nurses, pharmacists, and even patient advocacy groups are the voices Americans want to hear from most (13:53–14:56). Ryan Cohn encourages marketing leaders to identify and train credible internal experts or partner with external key opinion leaders (KOLs) and ensure their authentic perspectives reach the public. Authenticity and expertise trump corporate talking points. 4. Skeptical Audiences Demand Evidence, Balance, and Honesty For Americans who distrust the healthcare system, “better messaging” isn’t enough: they need verifiable evidence, clear trade-offs, and a candid presentation of risks and benefits (22:15–23:59). Skeptics want receipts. Ryan Cohn and Sara Payne discuss the importance of showing your work, providing data in accessible ways, and not shying away from sharing what’s imperfect or uncomfortable. 5. Authentic Communication and Listening Build Lasting Trust Ultimately, trust can’t be rebuilt through messaging alone; it must be earned through honest, two-way engagement (32:05–34:58). Sara and Ryan emphasize the value of admitting when the system falls short, listening to patient feedback, and openly discussing progress and challenges. Organizations that create space for authentic clinical voices and prioritize transparent, balanced communication will foster deeper connection, loyalty, and better health outcomes. Mentioned in this episode: Ready to earn your Authority? Does this episode have your wheels turning about how to take your healthcare marketing to the next level? Inprela is the communications firm helping health and health IT leaders turn expertise into influence people actually trust. Because authority can't be manufactured. It can only be earned, one idea, one story, one proof point at a time. Ready to earn yours? Visit us at inprela.com. Let's capture the authority your expertise deserves. Authority (https://health-marketing.captivate.fm...) Join us at HLTH 2026 in Las Vegas! We're headed to HLTH 2026 in Las Vegas, November 15 through 18, to hear from some of the industry’s top thought leaders about the ideas and innovations shaping what comes next. Health Marketing Collective listeners have access to a special $250 discount on a General Attendee pass with code H26HMC. We hope to see you there! Learn more and register at HLTH.com (https://health-marketing.captivate.fm...)