Healthcare audiences haven’t just tuned out ads. They’ve grown wary of them. The real risk isn’t low click-through rates. Instead, its the risk that hyper-personalization starts to undermine trust with patients, clinicians, and caregivers.

Why Trust is Paramount

That concern shaped a recent conversation with Rob Janes, Head of Product at AdButler. We talked about how healthcare organizations are monetizing digital experiences without crossing the line into surveillance, and why ending creepy personalization is quickly becoming a prerequisite for earning trust at scale.

Key Takeaways

More ads don’t build trust. Fewer, better-placed ones do. In healthcare, restraint earns attention. Clutter erodes credibility. “No creepy personalization” is how trust survives personalization at all. Consent isn’t a checkbox. It’s the boundary that keeps relevance from feeling invasive. Ads should feel discovered, not delivered. When advertising behaves like part of the experience, users engage without suspicion. “No creepy personalization” is a strategic advantage. Why ad frequency backfires in healthcare marketing

The first place trust starts to crack is volume. Janes was blunt about how often healthcare platforms misread the relationship between impressions and performance.

“You’d think that showing more ads means chances of getting more clicks, but that really isn’t the case,” he said. “More times than not, showing fewer ads will lead to an increase in click-through rate.”

What AdButler saw across clinician networks and healthcare-focused digital environments was consistent. High-frequency ad models made users feel bombarded, not informed. Janes pointed to familiar consumer platforms as cautionary tales.

“There are other ones like Meta where every third or fourth post is an ad, and you just kind of get bombarded,” he said. “People are sick of seeing it.”

In healthcare, where attention is already limited and skepticism runs high, that fatigue shows up faster. Reducing clutter did more than improve performance. It is a signal of audience respect.

Why consent-driven targeting matters more than precision

That same sensitivity shows up even more clearly in personalization. Healthcare audiences can tell when relevance turns into monitoring. Janes described how one digital health organization made a deliberate decision to stop personalization from crossing that line.

“They wanted to make sure that things that the user saw, the user consented to,” he said. “No creepy personalization. Like, nothing creepy.”

The boundary was clear. Personalization was based on first-party data users willingly shared. And just as important, that data stayed inside the organization.

“We are never going to share that information about you with the brands that are buying the [ad] space,” Janes explained. “We’ll use your data to show relevant ads, but your data doesn’t get shared somewhere else.”

That approach preserved trust. Users still saw ads aligned to their needs, without the uneasy feeling of being tracked across the internet or retargeted in places they never expected.

How ads can earn trust by blending into the experience

Ending creepy personalization only works if the ad itself respects the environment it appears in. For Janes, the most effective healthcare ads don’t announce themselves with banners or interruptions.

“A true innovative ad format just behaves like a part of the product,” he said. “It’s not something that feels like it’s bolted on after the fact.”

Sponsored listings live inside content feeds. Promoted content follows the same structure as surrounding material. Janes emphasized that ads should feel discovered through normal use, not delivered through disruption.

“If it doesn’t look and feel like it’s organic content, users are going look at it and go, ‘I’m just being advertised to’,” he said. “You’re going to lose trust.”

When ads mirror the experience around them, users engage because nothing feels hidden or forced.

 Why protecting trust is key

Across these examples, Janes’ message is clear: practice ad restraint, run fewer ads, obtain + respect user consent and use ad formats that blend into the user experience instead of hijacking it.

Learn more about AdButler at: https://www.adbutler.com/

AdButler is a sponsor of Healthcare Scene