In the health tech world, you're not just selling a product, but you're asking someone to trust you with their body, mind and data. That’s why building trust is so important. 

Whether it’s at-home diagnostics, brain health platforms or cancer screening, health tech brands face a unique marketing challenge: you have to be credible and compelling, compliant and human, innovative and trustworthy.

In our experience working with health tech brands, we have found that trust is the hinge that opens the door to growth. 

Here’s what we’ve learned in helping health tech brands build trust and why it's the foundation of every successful campaign. 

Why Trust is the Currency of Health Tech 

In traditional e-commerce, you can sell a product based on aesthetics, price or convenience. But in health tech? People need a reason to believe because it’s their wellbeing you’re talking about.

According to research by Deloitte, ‘88% of customers who trust a brand will buy again’ - and ‘trusted companies outperform their peers by up to 400%’ in terms of market value. And that’s not specifically in the health tech space, where the stakes are even higher. 

So, what does that mean for marketers in health tech?

• if your landing page doesn’t look trustworthy

• if your copy doesn’t sound credible 

• if your ads make promises that feel too good to be true

Then users will bounce, no matter how innovative your solution is. 

Trust is your currency. It’ll help you gain loyal customers who are prepared to invest in your business for the benefit of their health. 

1. Regulatory Trust: Certifications, Clarity & Compliance

Consumers may not read your privacy policy, but they can sense when something’s off. In health tech, building trust starts with regulatory credibility and making it visible.

At Toco, we encourage our clients to lead with transparency around:

• Certifications (CE-marked, FDA-approved, MHRA registered, etc.)

• Data privacy (HIPAA-compliant, GDPR-aligned, ISO certified)

• Testing processes (accredited labs, doctor-reviewed results)

• Limitations of the product (no overpromising or vague medical claims)

Newfoundland Diagnostics, we made sure their Meta and TikTok ads clearly stated that their tests are MHRA-approved. Not only did this help with compliance on ad platforms, but it also outperformed average account CPA by 20%.

As well, our client Ezra incorporates testimonials from real doctors who use their product to build brand trust and validation. 

Tip: Don’t bury this info in the footer. Feature trust indicators prominently on landing pages, above the fold, and in your ad creative. Trust is earned through transparency. 

2. Brand Storytelling: Human First, Product Second

Health tech can be intimidating. Whether you're talking about early Alzheimer’s risk or AI-driven cancer detection, the subject matter is inherently personal and sometimes scary.

That’s why storytelling matters. In health tech, people don’t want to be sold to—they want to be understood. 

So, you can use your brand voice to:

• Empathise with the user's pain or fear

• Normalise their experience (‘You’re not alone in feeling this way’)

• Offer clarity without jargon (make it accessible) 

• Speak like a human, not a clinical study

We’ve helped clients craft messaging that puts real people at the center of the story: the busy parent trying to stay on top of their health, the professional managing brain fog, the 40-something who never thought they'd need a blood test, until they did. 

Your product may be tech-forward, but your marketing needs to be emotionally fluent. That’s how you build emotional trust that converts.

3. UGC and Social Proof: Real Voices, Real Impact

Your brand can say you're credible, but it means a lot more when someone else does.

That’s where user-generated content (UGC), testimonials, reviews, and case studies come in. Here are a few ways you can incorporate social proof into your marketing strategy: 

• UGC: Videos of real users walking through their experience (without violating ad policies, of course) can humanise your brand and increase engagement.

• Video testimonials: A short clip of a customer sharing how your product helped them can outperform polished brand ads.

• Trustpilot reviews or Google Ratings: Showcasing positive ratings on-site or in retargeting ads can reduce friction at checkout.

• Case studies with data: Sharing before/after outcomes or survey results builds credibility.

Testimonials on Goodnick have on average 20~30% lower CPA than other ad types.

4. Consistency Builds Credibility

Trust is built over time, across the entire user journey. 

From your social ads to your landing page, onboarding email and in-app UX, everything should feel like it's coming from the same brand with the same tone, values and intent. 

If the ad feels friendly but the website feels cold and clinical, then you’ve likely lost the consumer. Here’s how to ensure trust consistency:

• Tone of voice guides for all content

• Cohesive brand design across platforms

• Alignment between ad messaging and on-page experience

• Accessible UX (especially for older users or neurodivergent audiences)