The role of emotion in health communication

For years, health communication has been rooted in science-first messaging. While scientific accuracy is crucial, it often fails to resonate with people on a human level. Facts and figures alone cannot compete with the emotional appeal of misinformation, as demonstrated by movements like anti-vaccine campaigns. These groups leverage emotional narratives that tap into fears, values, and personal experiences. To counteract this, we need to be braver in the way we communicate.

Science alone cannot compete with emotion. Just like traditional media cannot compete with social when it comes to reaching audiences. The healthcare system and healthcare companies need to realise this and adapt. Add emotion to the way we communicate, whilst using the right channel and length of content.

At WA Health’s panel event that I chaired last week with Victoria Macdonald (Health and Science Editor at Channel 4), Dr Philippa Kaye (GP, Author and Media Medic), and Dr Matt Inada-Kim (National Clinical Director for Infection, Antimicrobial Resistance and Deterioration, NHS England), we discussed how we can improve our communications to help people to reach better informed health decisions.

Here are five take homes for all of us to consider as we start our next project or campaign.

1. Shifting from Science-plus-Emotion to Emotion-plus-Science: The traditional model of “science first, then emotion” has its limitations. Instead, starting with an emotional appeal and following with accessible science ensures that the audience is engaged and receptive. For example, during the COVID-19 pandemic, scientists and clinicians who shared their personal experiences alongside research findings saw greater public engagement.

2. Creating Emotional Resonance: Health is deeply personal, and the humanity of those delivering the messages should shine through. Doctors and scientists, often trained to detach from emotions, can connect more effectively by sharing their own experiences and advice as fellow human beings. Emotional communication fosters connection. For example, a doctor visiting their community hub, mosque, church, to share stories about the real-world impact of health decisions creates a sense of trust and understanding. This approach is far more effective than simply presenting statistics. People need to feel the relevance of health information in their own lives. Health communicators need to adopt platforms and formats that align with public habits. This includes using relatable stories and addressing people in their language, both literally and culturally.

3. Empowering Patients to Be Good Citizens: Clear, honest communication about what public health really means is essential. People must understand not only what actions they should take but also why they matter. Empowerment goes beyond providing knowledge—it’s about fostering behaviours that benefit individuals and society alike.

4. Building a New Social Contract: There is a growing need to reframe the public’s relationship with health systems and pharmaceutical companies and pharma companies have a critical role to play. Moving away from commercially driven narratives, they can focus on providing evidence-based, patient-friendly information. Aligning their messaging with public health goals helps build trust and encourages informed decision-making. For example, women’s health initiatives have shown the value of transparent communication and collaboration in driving change. Instead of focusing solely on profits or innovation, these entities must demonstrate their commitment to societal welfare. Transparency about drug costs, faster licensing processes, and more inclusive dialogues can help rebuild trust and collaboration.

5. Better Leveraging of Social Media: Social media platforms offer unparalleled opportunities for health communication. During the COVID-19 pandemic, researchers and clinicians used platforms like X (Twitter) to rapidly share information. This approach helped demystify science and brought expert voices directly to the public. However, as the urgency of the pandemic fades, we risk reverting to old habits. Making communications open and accessible should be a priority, utilising all platforms relevant to the audiences you want to reach.

Effective health communication is not just about delivering information; it’s about inspiring change. By leading with emotion and working together across sectors, we can empower people to make better health decisions. This requires bravery, innovation, and a commitment to inclusivity and responsible risk.

At WA health, we work at the centre of health change. Making sure all audiences; government, health systems, clinicians and patients can come together to improve the health of individuals and society. 

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