Study shows trust in health increasing despite ranking 14th out of 15 industries
It’s after the 2...
The global health chair for Edelman says that work has to be done to ensure that trust in the health industry continues to increase.
It’s after the 2017 Edelman Trust Barometer surprisingly showed that trust in the healthcare industry - including the subsectors: pharma, biotech, consumer health, insurance, and hospitals and clinics - is rising.
And according to Kym White, writing in Medical Marketing & Media, it’s vital that we follow five key steps to safeguard and advance this positive momentum. She does point out however, that work still remains to be done with health still ranking second-to-last in trust among the 15 industries measured on the Edelman Trust Barometer in the United States.
She said: “While growth in trust is good news for the healthcare industry, considerable room for improvement remains. The healthcare industry and the professionals serving it must continue to be cognizant of consumer expectations, and adapt their behavior to meet them and earn continued advances in trust.
“We can do that by focusing on activities that bridge the divide between the informed public and mass population by demonstrating inclusiveness and showing how companies are representing the interests of all stakeholders (not just shareholders).
“Then we need to build engagement and two-way rapport by talking with people, not at them. Creating dialogue, not monologue, will show audiences that healthcare companies are listening and that their feedback is part of a company's decisions.
"Companies are increasingly measured not only on what they say, but by their actions — so do more showing and less telling. Take actions that validate more general claims, and demonstrate transparency in how products and services are developed, priced and provided.
"Trust in traditional media is declining, yet is increasing for online search. Healthcare companies need to own their own stories by leveraging corporate media channels. Interactive, creative content that engages and informs can make an impact. Employees may also serve as trust-building spokespersons. This group is even more trusted than CEOs when sharing company information.
"And finally, humanizing the industry will increase trust. We believe one reason hospitals and clinics continue to have more trust is due to the people associated with them. Personalize outreach by telling the stories of the real people behind healthcare breakthroughs and the patients who benefit."
Check Point: Securing the future of enterprise IT
Cybersecurity solutions provider Check Point was founded in 1993 with a mission to secure ‘everything,’ and that includes the cloud. Conscious that nothing remains static in the digital world, the company prides itself on an ability to integrate new technology with its solutions. Across almost three decades in operation, Check Point, with its team of over 3,500 experts, has become adept at protecting networks, endpoints, mobile, IoT, and cloud.
“The pandemic has been somewhat of an accelerator in the evolution of cyber risk,” explains Erez Yarkoni, Global VP for Cloud Business. “We had remote workers and cloud adoption a long time beforehand, but now the volume and surface area is far greater.” Formerly a CIO for several big-name telcos before joining Check Point in 2019, Yarkoni considers the cloud to be “part of [his] heritage” and one of modern IT’s most valuable tools.
Check Point has three important ‘product families’, Quantum, CloudGuard, and Harmony, with each one providing another layer of holistic IT protection:
- Quantum: secures enterprise networks from sophisticated cyber attacks
- CloudGuard: acts as a scalable and unified cloud-native security platform for the protection of any cloud
- Harmony: protects remote users and devices from cyber threats that might compromise organisational data
However, more than just providing security, Yarkoni emphasises the need for software to be proactive and minimise the possibility of threats in the first instance. This is something Check Point assuredly delivers, “the industry recognises that preventing, not just detecting, is crucial. Check Point has one platform that gives customers the end-to-end cover they need; they don't have to go anywhere else. That level of threat prevention capability is core to our DNA and across all three product lines.”
In many ways, Check Point’s solutions’ capabilities have actually converged to meet the exact working requirements of contemporary enterprise IT. As more companies embark on their own digital transformation journeys in the wake of COVID-19, the inevitability of unforeseen threats increases, which also makes forming security-based partnerships essential. Healthcare of Ontario Pension Plan (HOOPP) sought out Check Point for this very reason when it was in the process of selecting Microsoft Azure as its cloud provider. “Let's be clear: Azure is a secure cloud, but when you operate in a cloud you need several layers of security and governance to prevent mistakes from becoming risks,” Yarkoni clarifies.
The partnership is a distinctly three-way split, with each bringing its own core expertise and competencies. More than that, Check Point, HOOPP and Microsoft are all invested in deepening their understanding of each other at an engineering and developmental level. “Both of our organisations (Check Point and Microsoft) are customer-obsessed: we look at the problem from the eyes of the customer and ask, ‘Are we creating value?’” That kind of focus is proving to be invaluable in the digital era, when the challenges and threats of tomorrow remain unpredictable. In this climate, only the best protected will survive and Check Point is standing by, ready to help.
“HOOPP is an amazing organisation,” concludes Yarkoni. “For us to be successful with a customer and be selected as a partner is actually a badge of honor. It says, ‘We passed a very intense and in-depth inspection by very smart people,’ and for me that’s the best thing about working with organisations like HOOPP.”