To Expand Consumer Health Literacy, Empathy and Accuracy Go Hand in Hand

Given the prevalence of online health misinformation, here’s how marketers can build trust with both accuracy and empathy.

Have you tried a “health hack” you found online? You’re not alone—50% of consumers say they’ve tested a health hack or wellness strategy to help reach a health goal. While these tips can spark motivation, it’s not always easy for consumers to tell what’s fact-based and what’s misinformation.

That’s why we offer practical, judgment-free guidance, designed to help people feel more confident in their ability to evaluate what’s true and what’s not.

Hear from Healthline Media experts on how we boost health literacy by combining rigorous accuracy with human-first empathy.

Consumers Need Help Telling Health Facts from Fiction

Health misinformation isn’t just confusing—it can actively undermine health. Alana Biggers, M.D., MPH, a member of Healthline Media’s  Medical Network, provides her perspective: “In today's digital landscape, misinformation can go viral before reliable sources can respond effectively. This creates a time lag that allows false narratives to take root.”

In fact, 61% of our survey respondents say they have found unproven health hacks effective. Another 16% have encountered a dangerous online trend. Understandably, these respondents might be uncertain about which sources of health information to trust. Dr. Biggers points out that “People are more vulnerable to misinformation when they don’t know how to vet sources or assess the credibility of what they encounter.”

When people aren’t sure what to believe, they may lose trust in the very experts who could help them. Dr. Biggers puts it well: “Health professionals and organizations often struggle to engage consistently on platforms where misinformation is most prevalent, making it harder to address it directly at the source.”

Medical Expertise Is the Foundation of Consumer Health Literacy

At Healthline Media, all content undergoes a rigorous review by the vetted medical professionals in our Medical Network. These reviewers follow strict standards to ensure all content is evidence-based and up-to-date with current standards of care and research. 

As Dr. Biggers notes, “Providing medically vetted, accurate information is critical to combating health misinformation. It helps people understand what is true and why certain myths or misconceptions are incorrect and potentially dangerous.”

Megan Nelson, Director of Medical Integrity, explains how we emphasize medical expertise to earn trust: “The ‘medically reviewed by’ byline on our content is a stamp of approval that our users look for and trust. Readers can click through to individual bio pages that include information on board certification, education, certifications, personal accomplishments, and affiliations.” 

To Expand Consumer Health Literacy, Empathy Matters

While providing accurate content is critical, it’s not the only factor at play in earning consumer trust. Megan Severs, Senior Director of Editorial, explains: “In our efforts to provide the most accurate information, we can sometimes risk alienating consumers who are inundated with misinformation.”

That’s why our strategy both ensures accuracy and goes above and beyond to meet people on their own terms: 

1. We Take an Empathetic, Non-Judgmental Approach 

Our goal is to welcome readers with empathy and without judgment or confrontation. Megan Severs explains, “We first share why some people may believe something and then share accurate information to counter the misinformation. This approach has the potential to lose a small amount of traffic to some of these topics, but the benefit outweighs any negative impacts.”

2. We Address Misinformation Directly

When popular search terms reflect widespread health myths, we see these as opportunities to educate. As Megan Severs says, “We explain the history and appeal behind the misinformation and then share the science-backed facts.” This approach respects our readers’ curiosity while giving them the accurate information they need.

3. We Use Accessible Language 

We focus on making complex information easy to understand by explaining “the why” at an 8th-grade reading level or lower. When discussing a study often cited to support misinformation, we provide a simple breakdown of the study’s findings, its flaws, and, importantly, what it doesn’t say. This also helps readers become more versed in interpreting medical information for themselves.

Empowering Consumers to Make Health Decisions Based on Fact

Healthline Media builds trust with our consumers through platforms like Bezzy, our chronic condition community that connects lived experiences with medical expertise, and through Social Checkup, our tool designed to help users safely navigate misleading health information on social media.

For marketers, partnering with Healthline Media means aligning with a brand that prioritizes both accuracy and empathy, helping consumers take confident steps toward better health outcomes. 

Learn more about partnering with Healthline Media to drive informed, healthy actions. Reach out today!