Why Compassion Should Be the Core of Healthcare Marketing: Insights from Leni Alston

The Problem with How Healthcare Is Marketed

Healthcare marketing often feels like advertising. Flashy slogans. Vague promises. Stock photos of smiling people in lab coats. But when people are sick, scared, or searching for help, they need more than that. They need information they can trust. They need someone who actually understands what they’re going through.

That’s where most healthcare marketing falls short. It’s built to promote, not to support. And that disconnect causes real problems.

According to a 2024 Kaiser Family Foundation survey, 69% of Americans feel overwhelmed when trying to choose healthcare services. Even more—especially those in low-income communities—say they don’t know where to start or who to trust.

The marketing should help. But in many cases, it makes things worse.

What Real Compassion Looks Like

Leni Alston is a healthcare marketer based in Las Vegas. She doesn’t use sales tactics or push flashy messages. She talks to people like they’re family.

She shared one story about a man who called in tears. His mother had dementia. He didn’t know which service was safe or affordable. He had no idea how to choose. “He didn’t even know what Medicare would cover,” Alston said. “I stayed on the phone with him for 45 minutes, step by step. I told him what to ask, what to avoid, and I even followed up a week later. That’s what people need. Not a brochure.”

This kind of care sticks. That family ended up referring three others.

Compassion isn’t just nice. It works.

Why Compassion Builds Trust

When people need healthcare, they are usually vulnerable. They’re scared. Their family might be pressuring them. They don’t understand the rules, the plans, or the pricing.

A good healthcare marketer steps into that space with patience, honesty, and clarity.

But most marketing focuses on competition. Who’s got the best facilities? The newest equipment? The quickest results?

That’s not what builds trust.

A 2023 Accenture study showed that 55% of patients would switch providers for one that offers better communication and emotional support. And 43% say they already have.

Trust doesn’t come from marketing buzzwords. It comes from the feeling that someone actually cares about your outcome.

The Risk of Skipping Compassion

Compassion takes time. It’s not always efficient. But ignoring it costs more.

Patients who don’t trust their provider are less likely to follow care instructions, less likely to return for follow-ups, and more likely to post bad reviews or file complaints.

Poor healthcare communication leads to mistakes too. The National Patient Safety Foundation found that miscommunication was a factor in over 70% of serious adverse health outcomes.

If marketers ignore this, they’re not just risking reputation. They’re risking lives.

Actionable Steps for Healthcare Marketers

Use Plain Language

If a patient can’t understand what you’re offering, they won’t feel safe. Ditch medical jargon. Don’t write like a lawyer. Write like a neighbour.

Instead of “comprehensive geriatric assessment,” say “we help older adults figure out what care they need.”

Test your messages with real people. If a 14-year-old wouldn’t get it, it’s too complicated.

Listen Before You Speak

Before you try to explain your service, ask people what they’re dealing with. What’s their main concern? What’s confusing them?

Leni Alston often asks simple questions like, “What’s the hardest part right now?” and “Who are you making this decision for?”

That context lets her shape the message around the actual needs of the caller. Not the assumptions of the marketer.

Be Available and Follow Up

Too many marketing campaigns push leads but don’t stick around to answer questions.

Make follow-up calls. Check in even when people don’t ask. Let them know you haven’t forgotten them.

Alston tells the story of a woman who didn’t call her back after their first conversation. “I left one message a week later, just asking if she’d figured anything out,” she said. “She ended up calling me crying, saying I was the only one who seemed to care.”

That woman later gave her a handwritten thank-you note and a batch of homemade lumpia.

People remember when you care.

Show, Don’t Sell

Compassion isn’t something you can fake with a photo. Don’t say “we care.” Show it.

Use real examples. Real voices. Highlight stories of how your team helped someone figure something out. That’s more powerful than any tagline.

Know When to Say No

Not every referral or service request will match your standards. It’s OK to say no when something doesn’t feel right or you don’t have the right resources.

Your reputation comes from the quality of what you support. Not the quantity.

Alston’s work focuses on making sure families get the best help possible—not just any help. That selective approach builds credibility.

How to Build a Culture of Compassion

Compassion in marketing starts with leadership. Hire people who care. Train them to listen, not just pitch. Reward staff who go above and beyond.

Offer scripts and tools, but let people be human. Share examples of great calls or kind emails. Build it into the team story.

You can also set up feedback loops. Ask families how the experience felt. What helped? What didn’t? Use that to shape your approach.

Small teams can do this too. You don’t need a big brand to show up for people.

Community Engagement Matters

Alston also spends her weekends delivering food, clothes, and groceries to local independent living facilities. “Some places reach out when their residents are low on basics. I just pack what I can and go,” she said.

It’s not a campaign. It’s not a brand move. But it builds trust.

When people know you’re part of the community, they listen. They care. They remember.

Healthcare isn’t just a service. It’s part of people’s lives. Marketing should reflect that.

Final Thoughts

Healthcare marketers don’t need to be perfect. They just need to be present.

Compassion builds relationships. It improves communication. It reduces mistakes. And it makes people feel seen.

Leni Alston shows us that being kind, clear, and consistent is more than a strategy. It’s the future of healthcare marketing.

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Want to make a difference?

Ask someone if they understand their care options. Offer to read a form with them. Drop off groceries at a senior home. Or just make one follow-up call to someone who sounded lost.

Start there. It matters.