How Pharma Can Effectively Combat Misinformation/Disinformation

Ian Baer, Founder & CEO of Sooth, discusses the growing distrust in social media and its impact on the pharmaceutical industry. He highlights misinformation, AI-generated content, and platform politicization as key challenges. Instead of asserting authority, pharma companies should build trust by partnering with medical influencers and patient communities, prioritizing transparency, and fostering authentic engagement. With 84% of social sharing happening through direct link-sharing, pharma brands can amplify credible information by equipping trusted voices with accurate, well-produced content. The future of healthcare marketing lies in collaboration, not competition.

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