Lessons From the 2023 Edelman Trust Barometer for Healthcare & Tech Brands, with Josh Dougherty

Mar 3, 2023

Josh Dougherty is a brand strategist, speaker, and the founder and CEO of A Brave New, a Seattle-based B2B digital marketing agency specializing in tech and healthcare. Over the last decade plus, he’s worked with clients to develop unique brands and accelerate business growth using web design, inbound marketing, and account-based marketing strategies.

What you’ll learn about in this episode:

• About the current macro trends around trust and uncertainty uncovered by Edelman’s annual online survey of over 32,000 people in 28 countries
• The opportunities that B2B healthcare and technology brands have to stand out in the midst of an environment of distrust, uncertainty, and polarization
• Why now is the time for businesses to take a position of leadership in society and in the way they engage with their prospects (in a way that matches their brand, of course)

• Specific strategies to build your brand in this environment including

  • Giving voice to the scientists if you work in the healthcare and technology spaces

  • Investing in making a societal impact and speaking up for values

  • Exploring government collaboration where appropriate to make the world a better place

  • Speaking up and taking concrete action about issues people care about (especially CEOs)

  • Investing in the platforms that people trust most

  • Being someone who provides trustworthy and accurate information

Additional resources: 

• 2023 Edelman Trust Barometer

• Josh Dougherty on LinkedIn

• Josh Dougherty’s Public Speaking Site

• A Brave New’s Website