This year’s Edelman Trust Barometer Special Report: Trust & Health explores one of the defining challenges facing healthcare organisations today: navigating an increasingly fragmented influence landscape.
While healthcare professionals remain highly trusted, they are no longer the only voices shaping health decisions. AI, creators, peers, online communities, and other non-traditional sources now play a significant role in how people think about prevention, diagnosis, treatment, and wellbeing.
At the same time, more divisive health beliefs are circulating, creating a crowded information environment where many people feel less confident about making informed decisions.
For health communications leaders, this raises important questions:
- How do organisations build and sustain trust?
- How do they engage audiences in meaningful ways?
- How do they communicate effectively in a more complex, decentralised landscape?
In this presentation, Carolyn Paul, Global Managing Director and EMEA Chair, Health, shares key insights from the study and explores how communicators can respond — by understanding audiences more deeply, engaging a broader network of trusted voices, and showing up as credible guides in this evolving space.