HCP trust: navigating misinformation for better campaign results

Healthcare professionals are placing greater scrutiny on the information they consume. This report explores the trust factors influencing content engagement and what they mean for pharmaceutical and medical device marketers.

Trust is playing an increasingly important role in how healthcare professionals discover, evaluate, and engage with healthcare content. As perceptions of credibility, evidence quality, and source reputation shape content engagement, healthcare marketers must consider not only what they communicate, but where those messages appear.

HCP trust is influencing engagement

Healthcare professionals are becoming more selective about the information sources they rely on for clinical and professional decision-making. In fact, 54% identify peer-reviewed medical and nursing journals as their most credible source for staying current. Source reputation, supporting evidence, and content environment all play a role in determining whether information is viewed as trustworthy and worthy of attention.

These same factors can influence how clinicians interact with both educational resources and sponsored content, creating new considerations for physician engagement and healthcare marketing strategy.

How misinformation and AI are shaping HCP trust in healthcare content

As concerns about misinformation grow and AI-generated content becomes more prevalent, healthcare professionals are placing greater emphasis on validation and evidence. In fact, 74% cross-reference AI-generated content with peer-reviewed sources before relying on it, underscoring the continued importance of trusted information environments and credible supporting evidence.

These findings reinforce the value of peer-reviewed content and other professionally vetted healthcare information sources that help establish credibility and build confidence.

What you'll learn

• How concerns about misinformation are influencing trust across healthcare information sources.
• Why healthcare professionals remain cautious about AI-generated content and continue to seek independent validation.
• What evidence and credibility signals most effectively strengthen perceptions of sponsored content.
• Which information sources and content environments healthcare professionals trust most.
• How trust influences engagement among physicians, NPs/PAs, and healthcare professionals who influence purchasing decisions.

Download the report to discover how trust, credibility, and content environment influence HCP engagement and healthcare marketing effectiveness.