Meet the Mindful Majority

Straight to the Point

Last week at the J.P. Morgan Healthcare Conference in San Francisco, Purple Strategies partnered with Axios to host Healthcare in a New Washington. More than 150 senior healthcare leaders joined us for an exclusive conversation on how the industry can navigate trust gaps, public skepticism, and regulatory challenges under a new administration.

The evening featured powerful insights from Kristen Morgante, Managing Partner of Purple Strategies, who shared findings from our new report, Meet the Mindful Majority. Kristen outlined how healthcare companies can adapt to meet the expectations of today’s audiences by embracing trust, transparency, and authentic communication.

As noted during her remarks, gone are the days when “trust the science” was the whole message. Our research shows that in today’s environment, the sentiment triggers distrust, but the science remains essential:

“You need the science—the industry is predicated on it—but you need to balance that with the way people are receiving information and the way you’re communicating.”

The event underscored Purple Strategies’ position as the premier partner for healthcare companies navigating complex reputational and advocacy challenges.

What We See

Trust in healthcare is eroding. Public skepticism toward institutions like pharmaceutical companies and regulators has grown, fueled by concerns about transparency and perceived financial motivations:

“Trust is declining for government, for news organizations, and most notably after COVID, for the healthcare industry.”

This skepticism has given rise to what we call the Mindful Majority—a bipartisan coalition of Americans deeply concerned about issues like wellness, ingredient safety, and preventative care:

“This is not a fringe issue. It’s not red, it’s not blue, it’s not germane to a specific demographic. It defies all demographics.”

At the same time, the way people consume information has fundamentally shifted:

“People don’t want to be force-fed information. They want organic, curated information that they’re finding themselves.”

What It Means

The Mindful Majority is reshaping the healthcare landscape, and their influence is growing. Purple’s research reveals that Americans view the current healthcare system as reactive, focused more on treatment than on wellness. This sentiment demands a rethinking of how healthcare companies engage with the public.

Purple’s findings emphasize the importance of adapting communication strategies to meet these expectations:

“The phrase ‘trust the science’ invites skepticism. Informality lends itself to credibility.”

This shift requires healthcare leaders to balance the rigor of science with authenticity in their messaging. It’s no longer enough to rely on traditional communication channels—companies must embrace informal, transparent platforms to build credibility with today’s audiences.

What to do About It

To navigate these shifts successfully, healthcare leaders need a clear plan of action to address public skepticism, build trust, and communicate authentically. Here’s how:

1. Acknowledge the Trust Gap.

Rebuilding trust starts with recognizing the skepticism many feel toward the industry:

“Acknowledge the trust gap. Companies are going to have to communicate differently and identify credible sources that people will listen to.”

2. Adapt Messaging for Today’s Audience.

Polished, corporate messaging often falls flat with today’s consumers. Recognize the value of informal communication:

“Communicating informally—like on podcasts with self-styled experts—is resonating. More people are seeking that style of information out.”

3. Define Yourself Before Others Do.

The importance of being proactive in shaping your organization’s identity is a lesson drawn from Purple’s political roots:

“One of the hallmarks of political campaigns is define yourself before you’re defined. Be proactive, identify where your weak spots are, and scenario plan for where there may be targets or opportunities.”

Discover More

For a deeper dive into the Purple insights Kristen shared during the event, download our latest report, Meet the Mindful Majority. This report explores how healthcare companies can adapt to the expectations of a changing audience and build lasting trust.

[Click here to download the report]

Stay tuned for more insights from Purple Strategies as we continue to guide healthcare leaders through this rapidly evolving landscape.

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