Trust is shifting – and healthcare communicators must adapt.
The latest Edelman Trust Barometer shows a sharp decline in trust across business, government, media, NGOs – and even in employers. In health, people are moving away from institutions and turning instead to personal networks, influencers, and lived experiences.
At the same time, new cultural trends are reshaping how we connect:
🔹 Less effort – people want simplicity in a complex world.
🔹 Honest utility – sincerity and service matter more than lofty promises.
🔹 Proactive protection – in uncertain times, people seek safety and control.
For healthcare communicators, this means rethinking how we show up. The opportunity lies in clear, cross-channel storytelling that is both scientifically credible and human-centred. We must meet people where they are – in their environment, on their terms.
As Mike Dixon, CEO of HCA, puts it: “Any fool can know. The point is to understand… and adjust accordingly.”
👉 Read Mike’s full article here: https://bit.ly/46zvjJr
