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 online lunchtime presentation, Carolyn Paul, Global Managing Director and EMEA Chair, Health, will share key insights from the study and explore 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.
The session will conclude with audience Q&A, offering the opportunity to put your questions to Carolyn directly.