Category: Trust

  • 2026 Predictions: The Future of Health Care and Trust

    It was a year to remember as health institutions that had been pillars of science and public health were buffeted by change. The impact is growing.

    Attending the GESDA annual summit in Geneva, roiling alongside optimism associated with science discoveries was impact of US cuts made to the WHO and the threats to open science created by political actions. Those racing ahead with advancements intended equitable global benefit, but stymied by growing barriers. Fun fact: China is the global AI leader measured by peer reviewed journal articles and influence. (https://www.digital-science.com/blog/2025/07/new-report-shows-china-dominates-in-ai-research/.) Those rejecting open science may well fall rapidly behind.

    Here in the US, the spread of health misinformation became a feature, not just a fringe activity. With preventable disease outbreaks claiming lives and harming many, making personal health decision when buffeted by competing authorities created burdens for health care providers as patients arrived at appointments questioning why they should get a vaccine and questioning doctors as if they are treating disease to make money.

    There is no doubt that health care cost, access and affordability will be front-and-center in the coming year. Recently released US economic data credited the consumer with the economy’s unexpectedly strong growth. Spending in healthcare led the way. For every dollar spent on health, cars, recreation, food and other consumer goods are in competition for the household budget. Ending ACA subsidies will be watched closely to assess the health and economic impact on families likely least able to take on the increased financial burden.

    The tech transformation of healthcare and the widespread adoption of AI presented promise and worries. Perhaps no topic has transformed more rapidly from SEO to GEO, with health related SEO down 50% as people race to agents for health information and solutions. With wearables detecting health conditions both chronic and acute before the doctor does, the evolution of the doctor/patient relationship now includes a ton of new data.

    In 2026, I will be watching the K-shaped economy closely. (https://www.reuters.com/world/us/us-economic-growth-likely-remained-strong-third-quarter-2025-12-23/) We have long known that there is a haves-and-haves-not divide when it comes to trust and healthcare. Those with more education and income are more likely to trust healthcare vs than those with less. With the rich getting richer and information and financial barriers growing, I predict some will embrace their influencer and social media “care teams” as a replacement for trained healthcare professionals and the dauntingly complex US healthcare system.

    With so much change afoot, it is time to reassess your stakeholders. How have their priorities and expectations changed? What is the foundation of their relationship with your brand? How can you best align your business priorities with their needs? And, are your communications and engagement functions aligned accordingly? Let’s engage!

  • Strategic Engagement: Restoring Faith in Science and Medicine

    Strategic Engagement: Restoring Faith in Science and Medicine

    Science is advancing at breakneck speed. Immense accomplishments today. Immeasurable promise on the horizon. However, healthcare, biopharma, and health tech sectors stand at a critical juncture. The promise of groundbreaking therapies, diagnostics, and life-saving interventions has never been greater. But, beneath this veneer of progress lies a profound challenge: a widening chasm of public trust in science and innovation.

    Major global gatherings, such as the Geneva Science and Diplomacy Anticipator summit, reveal a paradox. Bold advances promise widespread benefits. However, public trust in life transforming science is declining. Today, trust in science can no longer be presumed—the consequences affect health, business, and society.

    Scientific achievements, no matter how profound, struggle for acceptance without intentional, empathetic engagement. As trust fails, clinical trial enrollment stalls, vaccine hesitancy rises, and misinformation drowns out credible science.

    These conditions have been in the making for decades. For scientific and medical communities, delivering health and cures were assumed wins, resulting in the public embraces and confidence. Facts, data, and peer-reviewed studies were believed to be the ultimate arbiters of truth and drivers of acceptance. However, the last decade has laid bare a stark reality: facts alone are insufficient to build and sustain public trust.

    But, there are solutions: A paradigm rooted in strategic communication and genuine engagement. It is both a moral imperative and a critical business advantage. Leaders at the forefront of health and innovation implementing create the foundation for business success.

    The Erosion of Trust: A Multi-Layered Problem

    The decline in public trust in science and healthcare stems from several interconnected factors:

    1. The Information Overload and Misinformation Deluge: The digital age has democratized information. It has also created a fertile ground for misinformation and disinformation. Digital algorithms amplify sensationalism over accuracy. Emotionally charged narratives often outweigh scientifically sound explanations, making it harder to distinguish myth from fact.
    2. Commercialization and Perceived Conflicts of Interest: Health care, medicines and new technologies are multi-billion-dollar industries. While innovation requires investment, this awareness often translates into skepticism about motives. Company profits, drug pricing, and opaque costs contribute to negative narratives that undermine the altruistic aims of medical advancement.
    3. The Slow Pace of Science vs. The Instant News Cycle: The scientific progress is incremental, characterized by hypotheses, experiments, peer review, and often, corrections. It is deliberative, measured and not always linear. This clashes with shortening attention spans and the 24/7 news cycle that features headlines, not thorough and persuasive dialogue.
    4. Historical Injustices and Systemic Inequalities: Many communities, particularly those historically marginalized, distrust medical institutions. This is deeply rooted in past exploitation and ongoing systemic inequalities in healthcare access and quality. This baggage actively shapes present day perceptions.
    5. Swirling Authorities: Changing opinions based on belief are now touted as public health information from US government institutions. This contradicts proven science and fuels conspiracy theories. Eroding trust in institutions leads many to seek information locally. They turn to their doctor, their pharmacist, and their friends and families.

    These factors create an environment where scientific achievements–no matter how breakthrough– struggle to gain broad acceptance.

    The Power of Strategic Communication and Engagement

    To rebuild trust, biotech, pharma, health tech and healthcare organizations must take a proactive approach. They should focus on strategic communication and genuine engagement. We need to rethinking how advance science and engage the public.

    Pillar 1: Humanizing Science and Scientists

    The public doesn’t trust institutions; they trust people:

    • Elevate Authentic Voices: Empower scientists, researchers, and clinical leaders to become articulate, empathetic communicators. Provide media training that focuses on message points, storytelling, active listening, and connecting with diverse audiences on a human level.
    • Share Personal Journeys: Encourage sharing the “why” behind the science. What motivated a researcher to pursue a cure for a rare disease? What personal experiences inform a clinician’s approach to patient care? These narratives build emotional resonance and bridge the gap between complex science and relatable human experience.
    • Community Immersion: Encourage scientists to step outside the lab and engage with local communities—at schools, community centers, and local events. These are opportunities for genuine dialogue, answering questions, and building relationships over time.

    When the public sees the human face of science, familiarity, understanding and appreciation grows.

    Pillar 2: Radical Transparency and Vulnerability

    In an age of skepticism, honesty, even about limitations, is a powerful authenticity:

    • Demystify the Scientific Process: Proactively explain and show how science works. Include the iterative nature of research. Highlight the scientific debate. Help the public understand that uncertainty is a feature, not a bug, of scientific progress.
    • Acknowledge Limitations and Evolution: When scientific understanding evolves (e.g., changes in public health guidance), explain why the recommendations have shifted, based on new data or a deeper understanding. Avoid presenting science as infallible; instead, highlight its self-correcting nature.
    • Plain Language Communication: Eliminate jargon. Use analogies, visuals, and straightforward language to explain complex concepts. Assume no prior knowledge and prioritize clarity over technical precision in public communication. Always with a KISS, Keep It Simple, Stupid.

    Transparency builds credibility. When organizations are open about both successes and challenges, they foster a trust-building environment.

    Pillar 3: Authentic and Inclusive Engagement

    Trust is a two-way street. Genuine engagement means listening as much speaking:

    • Community Advisory Boards (CABs): Establish and empower CABs composed of diverse community members. These boards should have a genuine role in shaping research questions, clinical trial design, and communication strategies. They ensure relevance and cultural appropriateness. Always listen critically as CABs reveal unique perspectives on problems and solutions.
    • Leverage Trusted Messengers: Partner with established, trusted leaders within specific communities (e.g., patient advocates, community organizers, local physicians). Empower these collaborators with accessible scientific information they can share within their networks, bringing their trusted endorsement along with it.
    • Active Listening and Feedback Loops: Create channels for stakeholder feedback and genuinely listen to concerns, questions, and criticisms. Demonstrate that this guidance is valued and shapes how your organization communicates and operates. Address misinformation directly but by providing clear, evidence-based corrections and context.

    Inclusive engagement transforms the public into active participants in the scientific journey, building deep, resilient trust.

    The Business Imperative: Why Trust Matters to Your Bottom Line

    For executives across health care and innovation ecosystems, these are strategic imperatives that directly impact business outcomes:

    1. Accelerated Clinical Trials: Trusted organizations find it easier to recruit diverse patient populations for clinical trials and accelerating drug development
    2. Increased Patient Adoption: Public trust leads to greater acceptance of new therapies, treatments, and health recommendations. This adherence drives better patient outcomes.
    3. Enhanced Brand Reputation and License to Operate: A strong reputation for trustworthiness builds resilience against crises. It also fosters a positive public perception through ethical conduct.
    4. Mitigation of Misinformation and Crisis Resilience: Organizations with established trust are better equipped to combat misinformation and navigate crises.

    Rebuilding trust is urgent—and also an opportunity. At The Engager Company, we design bespoke communication and engagement frameworks. These frameworks help healthcare leaders meet today’s trust challenges. They also unlock business performance.

    Ready to discuss tailored strategies for corporate communications, science communications, launches, or stakeholder engagement? Let’s partner for a trusted future.