Healthcare providers and patients rely on accurate information to make informed decisions. However, public conversation or criticisms can lead to inaccuracies, misinformation, and disinformation, which can cause confusion, erode trust, and result in negative health outcomes.
Consider the dynamics. Controversies often begin with scientific facts that are misinterpreted or taken out of context—and then amplified by fears, organized interests, politics, and economics. AI-generated misinformation is also an escalating threat. These dynamics fuel debates, create risks of brand attacks, and potentially compromise prescribing, appropriate use, adherence, and what otherwise might be evidence-based approaches to patient care.
Low health and scientific literacy exacerbate this issue, making it essential for medical brands to be vigilant and ready to counter misinformation. The FDA’s recent draft guidelines acknowledge the challenges faced by medical brands, emphasizing the need for reliable, evidence-based information to protect patient care. The draft reinforces that brands must include effective strategies for peak performance against misinformation in 2025 plans.
One in three Americans regret at least one health decision based on misinformation, according to our 2024 Edelman Trust Barometer Special Report: Trust and Health. The Edelman 2024 Connected Crisis Study reveals that businesses aren’t ready: 78% of business executives recognize AI presents a step-change in how their company needs to prepare and adapt to crises. In addition, less than one in two are prepared to anticipate, identify and manage these threats.
Vigilance against false information is crucial to protect patients and trust. Brands should proactively manage misinformation and respond swiftly to ensure patient information is reliable, accessible, and compliant with regulations. Providing clear, accurate information online is crucial for helping patients use health information effectively. This requires awareness of vulnerabilities and threats that could impact the safe use of medicines and devices.
Incorporating preparedness and mitigation strategies into brand planning is essential. Here are eight ways medical brands can prepare:
- Educate teams with digital and media literacy training.
- Implement early alert systems based on red flag monitoring to act quickly and provide context before facts are distorted and inaccuracies spread.
- Use science storytelling to communicate scientific facts clearly and effectively, so all stakeholders can be informed and feel their needs are being addressed.
- Have an offense narrative to quickly reinforce evidence and messaging to maintain trust.
- Prepare actionable defense playbooks to address any brand weaknesses, including content planning and ideation.
- Create scenario plans for different high-risk situations with platform-specific strategies.
- Engage in conversations that are important to health providers and their patients, understanding stakeholder views and cultural context for brands.
- Invest in brand mis/disinformation simulations to ensure peak strategic and operational readiness.
The draft guidelines remind us that medical brands are reliable sources of accurate information, essential for combating scientific inaccuracies and misinformation. By factoring strategies into plans, brands can mitigate high-risk conversations with clear information, enhancing health literacy and information quality. Further, acting early to prevent the distortion of facts helps foster leadership and supports optimal patient outcomes.
Maggie Farley is Managing Director and U.S. Lead for Health Issues and Crisis. Keith Walsh is Executive Vice President of BioScience Communications.