Can Pharma Combat Health Misinformation? Exploring Their Impact on Public Trust – PMLiVE

Misinformation in healthcare has serious consequences. It can lead to vaccine hesitancy and promote unproven treatments, damaging trust and endangering lives.

For those in pharmaceutical communications, the question is clear: how can we build trust in an environment filled with skepticism?

The problem grows
Misinformation about health spreads quickly, and several factors contribute to this issue:

• Viral social media: Platforms can amplify false claims faster than ever before.
• Trust issues: Many people are turning away from traditional healthcare sources, seeking alternative information online.
• Emotional narratives: Misinformation often plays on fears and hopes, making it more appealing than the truth.
• Poor health literacy: A recent report from Public Health England found that 42% of working-age adults struggle with everyday health information, and 61% face challenges with numerical data.

Research shows that misinformation can worsen health inequities, particularly for vulnerable communities. As pharmaceutical companies aim to address these inequalities, we can’t ignore the role of misinformation.

The role of health communicators
Combatting misinformation isn’t just about correcting falsehoods; it’s about building relationships and trust. Many view pharma companies with skepticism, so simply broadcasting facts isn’t enough. We have valuable information to share, but we need to change our approach to communication.

How can we fight misinformation?
The key is to create transparent communication. This means admitting where we’re unsure, explaining risks and benefits clearly, and collaborating with trusted voices in healthcare. Investing in evidence-based materials that are easy to understand can enhance our credibility. For instance, the Patient Information Forum gives the PIF TICK mark to resources that meet ten accessibility standards.

Emily Burns from AstraZeneca highlights a concerning statistic: one in six people in the UK have very low literacy skills. Many more struggle with basic health information. She emphasizes the importance of making health information accessible to everyone, regardless of their background or abilities.

Improving how we communicate is essential. Accessible content that uses plain language is still not the norm. Involving people with health conditions in the development of materials can provide insights often overlooked.

Understanding the misinformation landscape is crucial. We need to know where our audiences are looking for information online and offline, and what they engage with. By keeping an eye on misinformation trends, we can tailor our messages to meet people where they are.

Can pharma make a difference?
Absolutely! We can leverage our resources and expertise to tackle misinformation head-on. While misinformation won’t disappear, our ability to counter it can significantly influence the healthcare landscape and help address health inequities.

This piece was originally published in the April edition of PME. For further insights, read the full issue here.

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