
Why the industry must abandon its traditional top-down communications model and instead build trust through credible individuals, audience information habits and faster engagement in the peer-driven networks where health conversations now unfold.
Senior director, video and digital content strategy, within global medical and Evidence at Bayer. His doctoral research examined how health information travelled across mainstream and social media during the COVID-19 pandemic. He is also a co-founder of The Undoctored Truths Alliance — a voluntary, volunteer-led initiative connecting a globally distributed network of trusted professionals (clinicians, scientists, communicators and patient advocates) to counter health misinformation. He writes in a personal capacity; the views expressed are his own.