In the past, getting your healthcare news and information was relatively straightforward. You picked up the local paper, watched the evening news, or listened to your doctor. Trusted sources were clear, and the flow of information was relatively straightforward. Today, that entire landscape has undergone significant changes. The traditional view of who to trust has been replaced by a swirl of voices, influencers, algorithms, and skepticism.
This has left many, including patients and providers alike, to ask: Who can we believe now?
How We Got Here
The healthcare information environment has been impacted by an increasingly fragmented political and media climate over the past decade. According to a 2016 Pew Research Center survey, 64% of adults reported experiencing substantial confusion regarding basic facts about current events.
By 2024, there continues to be a notable gap between the scientific community's communication efforts and the understanding of the American public; Pew found that only 43% of Americans believe scientists make superior policy decisions compared to others. Throughout this year, health agencies have experienced multiple leadership and structural changes, contributing to the transformation of the nation’s public health infrastructure.
At Narrative, we help our clients navigate this dynamic landscape by distilling complex and occasionally contentious scientific issues into clear, evidence-based messages delivered with empathy.
Where We’re Going
Communicating about science, health, and wellness is not a lost cause. Across the healthcare ecosystem, there is an opportunity to proactively share your story, establish trust, and contribute constructively to the public dialogue. By doing so with credible, consistent messaging, organizations can help counter misinformation without sounding defensive or political.
Narrative has advised clients across the healthcare sector—including global biopharmaceutical companies, pharmacists, doctors, nurses, advocacy groups, and others—on how to articulate fact-based messages that inform, not inflame. Let’s talk about how to achieve this.
How We’re Getting There
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Bridge the divide. It is critical to enter conversations and get in rooms with audiences who may not already share your perspective. Healthcare organizations must make a concerted effort to seek out unconventional partners and prioritize genuine engagement.
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Find common ground. Identify shared values that transcend ideology. Consider which parts of your mission or data will resonate across diverse audiences, and lead with those messages.
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Communicate with empathy. Building trust begins with listening. Scientists, doctors, and communicators alike should engage directly with communities. Meeting people where they are, understanding their concerns, and co-creating solutions allows for buy-in from the start. When the process is collaborative, credibility grows.
