Health buyers aren’t against being sold to. They’re against being sold to too soon.
When subscriptions, upsells, bundles and recommendations appear before enough value has been given, the experience can start to feel less supportive and more extractive.
Our report shows where your conversion strategy starts to feel like a sales strategy, and where the tactics designed to drive growth can quietly cost you trust.
What they say
Trust is worth paying for
79.3% would pay more for a brand with a good reputation they trust
What they do
Push too hard and scepticism grows
71.8% are sceptical of aggressive upselling
Personalisation helps, until it feels like selling.
What they say
Pushy personalisation feels intrusive
35% say personalisation becomes intrusive when the tone feels pushy, judgemental or alarmist
What they do
Selling changes how recommendations feel
51% say personalisation becomes intrusive when recommendations feel driven by selling rather than health
People will pay more for a relationship that feels reciprocal. Not one that only extracts.
Pomegranate’s behavioural science approach uses customer insight to build trust signals into digital experiences, so trust and conversion can coexist.
Better AcquisitionStronger RetentionLoyalty-Driven Experiences
What you will
learn in this report
The trust signals that support conversion
Trust is built throughout the experience, not just through reputation. We reveal the signals that help consumers feel confident enough to act.
Why health cannot behave like retail
Tactics that drive urgency and conversion elsewhere can create scepticism in health. We explore why that difference matters.
Where personalisation works, and where it backfires
Consumers want relevance, but not when the motive feels commercial. We reveal where they draw the line.
What this looks like in a real customer journey
See how behavioural insight can shape a health experience through a practical Pomegranate case study.
The research behind the trust gap
Go deeper into what 188 UK health consumers told us about trust, selling, personalisation and data, and what it means for health brands.
What the experts say
“The research cuts through a lot of assumptions. Most brands are investing in the signals consumers say matter. This shows where that spend is quietly working against them.”
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Shoshana Bloom
Health Consultant, Equiti Health
“This gives business leaders a clear, objective framework for understanding what actually drives trust in consumer health…and the highest chance of building products and experiences that earn it.”
Ben Kelly
COO, Reframe Cancer | Former Director, Nuffield Health
Build trust without breaking it.
Understand where trust supports conversion, where your customer journey puts it at risk, and where your investment could be working harder.
Get the insight to build a health experience where conversion feels like the natural next step, not something forced into the journey.