How Pharma Can Rebuild Trust in the Age of Misinformation

Ian Baer, Founder & CEO of Sooth, discusses the growing challenges pharma companies face due to declining trust in social media platforms. Key factors contributing to this distrust include the spread of misinformation, the rise of AI-generated content, and the politicization of social media. Baer emphasizes the importance of partnering with trusted voices, such as medical influencers and patient communities, to effectively communicate with patients. He also underscores the need for transparency and authenticity in pharma's social media presence, including acknowledging and addressing patient concerns and responding to negative feedback. The article concludes by exploring the evolving role of social media in healthcare and the potential for private communities and personalized sharing to play a greater role in the future.