Trust me, I’m an online doctor
Our world is becoming increasingly digital. With e-commerce, e-health and online dating services, the Internet is central to most people’s lives. But does this mean that most people trust the Web? A new Digital Trust Index has been launched by Jin, a digital influence agency, to delve deeper into consumers’ confidence in the Internet.
In the first report which surveyed 1000 people, findings show that the overall trust levels of Web users are surprisingly low — with Brits expressing an overall trust level across all areas of just 54 out of 100. Amazon came out as the most trusted site from which to make a purchase and the BBC the best for news.
Whilst 80% of us use the Internet to search for health information, once again levels of trust were low in this area, with the top scoring health website, NHS Choice, only registering a 39% trust level.
We are obviously wary — or perhaps healthily sceptical — of what we read on the Web. So how can healthcare companies build user trust online? The report details five key recommendations:
- 1. Certification: show that your website meets industry standards.
- 2. User recommendations: promote good reviews and highlight recommendations made on other sites.
- 3. Specialist information: provide consistent, up-to-date information on a specific subject.
- 4. Collaboration with influencers: partner with legitimate, respected experts in their field.
- 5. Strong design: use clear design and simple language, and feature accessible information which works across all platforms, including mobile phones.