Commentary|Podcasts|February 18, 2025

Navigating Distrust: Pharma in the Age of Social Media

Ian Baer, Founder and CEO of Sooth, discusses how the growing distrust in social media will impact industry marketing strategies and the relationships between pharmaceutical companies and the patients they aim to serve. He also explains dark social, how to combat misinformation, closing the trust gap, and more.

In this episode of the Pharmaceutical Executive Podcast, CEO and Founder of Sooth, Ian Baer, is back to discuss:

  • The growing distrust in social media
  • Why people trust friends and influencers over companies
  • The EMA's departure from X
  • Concerns about information accessibility
  • The healthcare industry's trust gap
  • "Dark Social"
  • and SO MUCH MORE!

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