Rebuilding Pharma Trust in the Age of AI and Misinformation

In a recent interview with Pharmaceutical Executive, Ian Baer, founder and CEO of Sooth, delves into the escalating distrust surrounding social media and its ramifications for the pharmaceutical industry. He identifies key contributors to this skepticism, including the proliferation of misinformation, the emergence of AI-generated content, and the increasing politicization of social platforms. Baer emphasizes the necessity for pharmaceutical companies to forge partnerships with trusted voices—such as medical influencers and patient communities—to effectively communicate with patients. He also highlights the importance of transparency and authenticity in pharma's social media presence, suggesting that embracing private communities and personalized sharing could play a pivotal role in restoring trust.