Why Pharma’s Trust Problem Needs a Dark Social Solution

In this episode of the Pharmaceutical Executive podcast, Ian Baer, founder and CEO of Sooth, explores how growing distrust in social media is reshaping pharmaceutical marketing. He highlights that patients increasingly rely on friends, family, and influencers over official brand communications. Baer discusses the concept of “dark social”—private, peer-to-peer content sharing—and suggests that partnering with trusted voices and embracing transparency can help pharma companies rebuild credibility and close the trust gap.