Navigating Distrust: Pharma in the Age of Social Media

Social media distrust is reshaping the way people consume information, especially in healthcare. In this episode of the Pharmaceutical Executive Podcast, Sooth CEO and Founder Ian Baer unpacks why consumers trust friends and influencers more than brands, the implications of the EMA’s departure from X, and the growing challenges of information accessibility. He also explores the healthcare industry's widening trust gap and the rise of "Dark Social"—private content sharing that bypasses traditional analytics.