Why Pharma’s Next Communications Model Won’t Be a Cascade

How the proposed lateral network can change the traditional mindset around communications and pharma’s role in today’s new flow of health information.

In my previous Pharmaceutical Executive article, I argued that something fundamental had changed in the way people find and judge health information. Across 40 interviews conducted for my doctoral research during the COVID-19 pandemic, the traditional hierarchy of authority was remarkably unstable. People had not simply stopped trusting health information. They had become more selective about who they trusted.

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