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1rem

 Podcast, CEO and Founder of Sooth, Ian Baer, is back to discuss:

Why people trust friends and influencers over companies

Podcasts

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.

Navigating Distrust: Pharma in the Age of Social Media

Ian Baer, Founder and Chief Soothsayer, Sooth, discusses their recent data and research about some massive behavioral shifts occurring across Gen-Z, and how pharmaceutical companies and healthcare advertising agencies can adapt their strategies to attract the ever elusive generation.

Ian Baer, Founder and Chief Soothsayer of the strategic insights platform and pharma marketing consultancy Sooth, has been solving marketing’s greatest challenges for over three decades. He has spent his career helping major biotech and pharmaceutical brands achieve extraordinary success and challenger brands box above their weight class in leadership roles with Publicis Groupe, TBWA, Rapp, Deutsch, and others. He is a contributing writer for industry-specific and national publications including Adweek, Forbes and Digiday along with a frequent speaker at leading national conferences including Advertising Week, Social Media Week, Digiday, DMA Annual, Marketing Forum, and the 4A’s.

 bring you the latest commercial insights to master the science of success. Podcast episodes examine current trends, key conferences, and critical topics in the bio/pharmaceutical industry.

Ian Baer, Founder and Chief Soothsayer, Sooth, discusses how pharmaceutical companies and healthcare advertising agencies can adapt their strategies to attract Gen-Z.

Gen-Z Influence on Pharma M&A

In the podcast, Mohit Manrao, the SVP and head of US oncology at AstraZeneca, shares his journey from growing up in Northern India with aspirations of becoming a doctor, to leading oncology initiatives at AstraZeneca in the US. A central strategy to ultimately eliminate cancer includes ensuring that the latest scientific advancements are accessible to patients in every zip code and the necessity of integrating the patient perspective at every stage—from early discovery to commercialization, recognizing the importance of diverse patient needs, non-invasive diagnostics, and alleviating challenges in access to screenings and treatments.

Mohit Manrao, Senior Vice President, US Oncology Business Unit, AstraZeneca is responsible for leading commercial strategy and maximizing performance of AstraZeneca’s expansive oncology portfolio. Prior to assuming his current role in 2022, Mohit served as Vice President, Global Franchise Head Lung Cancer since 2020. Mohit joined AstraZeneca in 2012, holding various roles at the market-, regional-, and global-levels across geographies, including Head of UK Oncology and Head of Daiichi Sankyo Alliance Europe.

The editors of Pharmaceutical Executivebring you the latest commercial insights to master the science of success. Podcast episodes examine current trends, key conferences, and critical topics in the bio/pharmaceutical industry.

Join us as Mohit Manrao, SVP and head of US oncology at AstraZeneca, shares his patient-centered approach to transforming cancer care, bridging the gap between innovative science and tangible patient outcomes across all populations on a global scale. 

Transforming Cancer Care: Data, AI, and Patient-Centered Care   

Welcome to a riveting episode of the Pharm Exec podcast, where we dive headfirst into the transformative world of AI in healthcare with Sharlene Jenner, vice president of engagement strategy with the award-winning agency Abelson Taylor. This enlightening conversation traverses the advancements and potential risks of AI, the revolution it is stirring in pharmaceutical marketing, and its game-changing role in understanding complex protein structures. Amid the rapid innovation, we explore the urgent need for ethical guidelines and regulations to keep pace with technology.

Sharlene Jenner, vice president of engagement strategy with Abelson Taylor, has over 18 years in the strategy and digital field and is an industry speaker and coach/mentor. Jenner teaches a course on "Artificial Intelligence and Personalization for Digital Marketers" for Southern Methodist University. She is passionate about developing interactions through emerging technologies that bridge gaps, creating opportunities and helping companies leverage their strengths for success. She has leadership experience in a variety of industries including hotel/hospitality, consumer goods, small business, retail marketing, domestic manufacturing, staffing and health care. This diverse past gives her a unique perspective when it comes to translating marketing strategy to its digital components for all kinds of consumers. Jenner is an empathetic servant leader who focuses on creating high performing teams and helping others succeed. She was named a Top Woman Leader in Dallas in 2022. Jenner has a bachelor’s degree in business administration from University of Texas-Dallas and a master’s degree in business administration from Texas A&M University-Commerce.

Senior editor Fran Pollaro chats with Sharlene Jenner, vice president of engagement strategy, Abelson Taylor about the transformative impact and ethical considerations of AI in the pharmaceutical industry, emphasizing its potential in data analysis and marketing, while also highlighting the pioneering work of AI companies in advancing drug discovery.

AI Frontiers: Navigating the Risks, Rewards, and Regulations

This Pharma 50 companion episode delves into the vital topic of trust within the pharmaceutical industry. Morten Nielsen, senior partner for the life sciences practice at Wittkieffer, dissects the concept, drawing on parallels to Maslow's hierarchy of needs, and discusses practical methods for measuring and operationally improving trust. This episode is a must-listen for those interested in understanding the current state and future evolution of trust in the pharmaceutical sector, an industry where trust forms a fundamental pillar for delivering on its mission statement.

A senior partner for the Life Sciences Practice at WittKieffer, Morten Nielsen (he/him) has more than three decades of direct, relevant industry experience. Most recently he has spent over 10 years in executive search, including various global leadership responsibilities. He has recruited board directors, CEOs, and other C-level executives across most functional areas inclusive of R&D, medical, clinical, commercial, operations, quality and regulatory affairs for organizations in healthcare, medical device, diagnostic, pharmaceuticals and biotech.

Prior to entering the executive search industry, Morten spent over 20 years working within the healthcare and life sciences industries. Approximately half of his industry career was spent in Europe. He began his career with Pharmacia Diagnostics (now GE), where he held Account Representative and Product Specialist roles. He also held roles in marketing with Baxter, general management roles with Rhone-Poulenc Rorer (now Sanofi), and Wyeth (now Pfizer) prior to moving into medical devices with Boston Scientific. His last role in the industry before moving into executive search was as Corporate Vice President and Group President, Life Sciences with STERIS Corporation.

Morten currently serves as Chair, Emeritus of the global board of directors of the Association of Executive Search and Leadership Consultants (AESC).

The editors of Pharmaceutical Executive bring you the latest commercial insights to master the science of success. Podcast episodes examine current trends, key conferences, and critical topics in the bio/pharmaceutical industry.

Senior editor Fran Pollaro and Morten Nielsen, senior partner for the life sciences practice at Wittkieffer, embark on an insightful exploration of trust in the pharmaceutical industry, discussing its measurement, improvement, and critical role in governance, culture, leadership, and organizational structure, while offering practical advice for industry leaders on embedding transparency, inclusion, and accountability into daily operations. 

The Trust Imperative: Defining and Building Trust in Pharma

In this episode of the Pharmaceutical Executive Podcast, we dive into a conversation with Frank Watanabe, president and CEO of Arcutis, a medical dermatology company with a patient-first approach. Discover how Arcutis is transforming the dermatology landscape with its innovative product offerings, such as FDA-approved Zoryve for topical treatment of plaque psoriasis and their upcoming products for seborrheic dermatitis and atopic dermatitis. Learn about the company's guiding principles, the importance of keeping patients at the forefront of decision-making, and the need for further innovation in the dermatology sector after decades of stagnation.

Frank Watanabe has been the president of Arcutis since 2016, and chief executive officer since 2017. Prior to joining Arcutis, he was co-founder and chief operating officer of Kanan Therapeutics, a cardiovascular drug development company, and before that, was vice president of strategy and corporate development at Kythera Biopharmaceuticals.

Watanabe was an executive at Amgen, Inc. from 2005 to 2013, where he was involved in the development of Repatha® for hyperlipidemia and Aimovig® for migraine and worked on the US marketing of Enbrel® in both dermatology and rheumatology. Previously, he was an executive with Eli Lilly and Company, and an official in the US government. He was also a commissioned officer in the US Navy Reserves for 25 years. He formerly served on the board of Amunix Pharmaceuticals. Watanabe earned his MA in national security studies, and his BA in international relations, both at Georgetown University.

Join host Fran Pollaro as he delves into the world of patient-centric dermatology innovations with Arcutis president and CEO Frank Watanabe in this Pharmaceutical Executive Podcast episode.

Exploring Arcutis’s Patient-Centric Dermatology Innovations

Cathi Ahearn is a seasoned biotechnology leaders with formative stints at Genentech, Roche, and now at Bristol Myers Squibb, as SVP of worldwide commercial portfolio strategy. Cathi is focused on one goal: shortening the path between creating medical innovation and getting that innovation to patients. Cathi chats with senior editor at Pharmaceutical Executive about her experiences in the past 20+ years and most importantly, the power of cross-functional collaboration, bringing different teams together and tearing down silos that limit the impact new innovations can have for patients.

Cathi joined Bristol Myers Squibb in December 2021 to lead Worldwide Commercial Portfolio Strategy, including responsibility for commercial development of pipeline assets, global marketing of in-line brands, and optimized management of the established brands franchise. She is a seasoned biotechnology leader who spent 22 years in roles of increasing responsibility and scope at Roche/Genentech, primarily in oncology. Her strategic, results-driven mindset led to demonstrated successes building and developing successful teams. Most recently, she led the GI & GU and Cancer Immunotherapy franchises within Roche’s worldwide commercial organization. Cathi led the cross-functional lifecycle & franchise teams for Tecentriq, Roche’s anti-PDL1 program, from the time of its entry into clinic through its global licensing and commercialization. Cathi held a broad range of US sales, marketing, and strategic roles on the Avastin program, and in the cardiovascular and asthma/allergy disease areas.

Cathi holds a Bachelor of Arts in Psychology from UCLA and a Master of Business Administration from the Fuqua School of Business at Duke University.

The editors of Pharmaceutical Executive bring you the latest commercial insights to master the science of success. Podcast episodes examine current trends, key conferences, and critical topics in the bio/pharmaceutical industry. 

Fran Pollaro talks with Cathi Ahearn, senior vice president, worldwide commercial portfolio strategy, Bristol Myers Squibb about impediments and solutions to break down silos in order to get medications in the hands of patients faster.

Tearing Down Silos to Usher Innovative Medicines to Patients Faster

In his position, Faruk Capan leads thousands of employees around the globe with a focus on bold innovation—one can imagine how excited he is about Chat GPT, which set the record for fastest-growing user base in history. Senior editor Fran Pollaro and Faruk go back and forth about positives, negatives, hopes, and fears attached to generative AI for us as regular humans, and as pharma marketers. The pair delve into content creation, creative, video production, research, sales and marketing…it’s clear that we’re on the precipice of life-changing innovation.

Faruk Capan is the CEO, EVERSANA INTOUCH & Chief Innovation Officer, EVERSANA. Faruk began his first business at age nine and went on to create MSWatch.com, the first and largest online community for people living with multiple sclerosis ­– before founding Intouch in 1999. Today, he leads thousands of employees around the globe with a focus on bold innovation in a people-first environment. He is equally passionate about sports and shoes.

Fran Pollaro talks with Faruk Capan is the CEO, EVERSANA INTOUCH & Chief Innovation Officer, EVERSANA about the arrival of Chat GPT and generative AI in the public consciousness. This is just the beginning.

The Explosive Arrival of Chat GPT and Generative AI

We’re coming out of a period of hyper-accelerated digital and virtual growth, a positive born out of the COVID-19 pandemic — many in the business are wondering how the sales force is going to look, and how they’re going to communicate effectively with HCPs and patients. Pratap Khedkar, CEO of ZS discusses that with senior editor Fran Pollaro as well as the implications associated with the Inflation Reduction Act, the focus and importance of patient-centricity, what we might see in 2023 in the sales & marketing vertical, and more.

Pratap Khedkar was elected CEO of ZS in July 2021. Prior to this, he led the firm’s global pharmaceuticals practice for nine years, as well as a practice focused on the dynamics of healthcare ecosystems. He founded and led its advanced data science capability track, which focuses on AI. He has also served on ZS’s board since 2012.

Pratap has advised numerous leading companies in the pharmaceutical and healthcare industries on a wide range of sales and marketing issues, including market access and managed care, using AI for multichannel marketing, marketing mix, sales force strategy and incentive compensation. More recently, his work has focused on developing effective strategies and analytics for changing customers in the new healthcare ecosystem.

A recognized healthcare industry expert, Pratap regularly contributes his insights to publications including The Wall Street Journal, Bloomberg Businessweek, Business Insider, Fortune, Medical Marketing & Media, NPR, Pharmaceutical Executive and others. His thought leadership work focuses on topics as diverse as healthcare policy; life sciences companies’ new commercial and organizational models; and the evolving relationships between patients, providers and payers and the life sciences organizations that serve them.

Pratap holds a PhD in artificial intelligence from the University of California, Berkeley and a B.Tech in computer science from the Indian Institute of Technology Delhi.

 bring you the latest commercial insights to master the science of success. Podcast episodes examine current trends, key conferences, and critical topics in the bio/pharmaceutical industry. 

Pratap Khedkar, CEO of ZS, a management consulting and technology firm focused on transforming global healthcare, shares his perspective on what 2023 holds for the sales and marketing vertical.

In Flux: The Sales & Marketing Outlook for 2023

In this episode, Marcella Milliet Sciorra, Chief Marketing Officer at DeepIntent, discusses Connected TV, or CTV, how it differs from over the top, and how CTV fits into the future of pharmaceutical marketing.

Senior Editor, Fran Pollaro, also talks to Milliet Sciorra about:

CTV being one of the hottest marketing channels available today

The role of TV today for pharma and patient perception

What data tell us about the overall CTV landscape, CTV audiences, and their viewing preferences

In episode 122, Marcella Milliet Sciorra, Chief Marketing Officer at DeepIntent, discusses Connected TV, or CTV, how it differs from over the top, and how CTV fits into the future of pharmaceutical marketing.

Tuning Into CTV - Real Time Data For Marketers

The actor is leading a campaign focused on joint pain.

Zimmer Biomet Announces New Schwarzenegger-Led Campaign

Anonymous reports claim the decision came from new leadership at HHS.

Popular Flu Vaccine Educational Campaign Ending at CDC

Traditional approaches to HCP segmentation are no longer sufficient. The challenge now is to maintain personalization at scale while managing large territories and diverse customer bases.

Beyond the Data: Making HCP Analytics Actually Work for Commercial Teams

The campaign is based on the results of a survey that reveals the experiences of patients and caregivers in their communities.

Genentech, Novartis, and FARE Partner for Food Allergy Educational Campaign

The Blitz the Barriers initiative aims to reduce disparities among prostate cancer patients.

Novartis Commits $7.5 Million to ZERO Prostate Cancer Initiative

Jen Butler, Chief Commercial Officer of Pleio, discusses the significant threat of misinformation to public health and how emotional appeal plays a part.

The Threat of Misinformation on Public Health

 video interview, Jen Butler, Chief Commercial Officer for Pleio, discussed the significant threat of misinformation to public health, citing a 2021 report by former Surgeon General Murthy. She highlighted that 70% of false news is shared more often than true news due to its emotional appeal. Butler emphasized the importance of verifying health information by directly contacting trusted sources like Cleveland Clinic, Mayo Clinic, and Kaiser Permanente. She also noted the role of pharma in supporting patient communities and the need for media and health literacy. Butler also suggested that peer-to-patient platforms can enhance patient engagement and adherence, particularly for chronic conditions.

What kind of threat is misinformation to public health?

I have to say, nowadays, it's a huge threat. Back in 2021, former Surgeon General Murthy published a report about confronting health misinformation, and this was four years ago. He acknowledged at that point, and this was coming off of COVID and the pandemic, and the role of misinformation and causing confusion and anxiety and growing mistrust with patients and the population, and the impact that that can have over public health efforts. He raised concern in this report about the changing information environment, and at the time, four years ago, he was really focusing on the social media outlets that we have in place, and the fact that engaging content isn't always it. I should say engaging content is really emotionally driven, and therefore there's opinions behind it. In this report, there is a reference to a study that 70% of false news is shared more often than true news because it has that appeal. And while this is not about fake news, I think that can lend itself to health information also, because it's really important for patients when they're feeling vulnerable to be able to find information and not question. And as you're questioning information, you start to get more anxious and overwhelmed about what's coming next.

Fast forward from where we were four years ago to today with the impact and prevalence of TikTok and AI and we've just ignited where former Surgeon General Murthy was starting with his view of this, of this surge of misinformation for patients. It's really tricky. It's too easy for patients to go into their feeds and start finding patients like them in their feeds or hearing influencers. And no matter what you Google or search for in these in the in these forums, you're going to find opinions, and that it's the tricky part is, it's comforting. It's comforting to see patients like yourself offering opinions. And I think there is a great wealth of awareness that can be raised, but information and validated information can't be trusted upon opinions, and I think that's where it's a slippery slope.

When you add in TikTok and AI — and AI again, shows amazing opportunity for information collection, information seekers, but we know that AI also has quote, unquote hallucinations that you don't know what information you're getting back is credible. So, it's wonderful to have access to all this information. I mean, at least patients aren't in the dark like we were maybe 10, 15, 20 years ago, but we also have to make sure that we know how to handle the information that's coming our way and be able to separate fact from opinion.

Videos

In this Pharmaceutical Executive video interview, Jen Butler, Chief Commercial Officer of Pleio, discusses the significant threat of misinformation to public health and how emotional appeal plays a part.

Ian Baer, Founder & CEO of Sooth, identifies strategies pharmaceutical companies can use to combat misinformation on social media.

How Pharma Can Effectively Combat Misinformation/Disinformation

In this Pharmaceutical Executive video interview, Ian Baer, Founder & CEO of Sooth, explores the growing distrust and uncertainty surrounding social media and its impact on the pharmaceutical industry. Key contributors to this distrust include the spread of misinformation, the rise of AI-generated content, and the politicization of social media platforms. The conversation highlights the challenges faced by pharma companies in building trust with patients in this environment, including the need to combat misinformation and navigate the complexities of social media platforms. 

He emphasizes the importance of building partnerships with trusted voices, such as medical influencers and patient communities, to effectively communicate with patients. It also underscores the need for transparency and authenticity in pharma's social media presence, including acknowledging and addressing patient concerns and responding to negative feedback.

The conversation concludes with a discussion on the evolving role of social media in healthcare and the potential for private communities and personalized sharing to play a greater role in the future.

How can pharma companies effectively combat misinformation/disinformation and distrust?

Not with force. Not with being louder. Not with saying 

‘We're the authority. We know better’

, but actually with a much more cooperative spirit. If you know that the average person trusts friends, family, and influencers more than they trust you as an institution, partner with those people, give them the content.

84% of all social sharing happens through one-to-one sharing of links. Give the people who are out there, acting like authorities, the right information to share better information, more credible information, better produced information, people will share the content that most reflects on their own personal brand and authority. I would say don't treat the other voices as competition that needs to be squashed. Find some voices to partner with that can actually amplify it and give greater one-to-one credibility than then you have on your own as a pharma brand.

In this part of his Pharmaceutical Executive video interview, Ian Baer, Founder & CEO of Sooth, identifies strategies pharmaceutical companies can use to combat misinformation on social media.

Spreading the Message

Biljana Naumovic, president of US Oncology Solid Tumor at Johnson & Johnson, spoke with 

 about her work with Johnson & Johnson to spread awareness around the importance of early diagnosis for prostate cancer. According to her, this cancer is one of the leading causes of death in men and is often missed during the early stages due to a lack of proper testing.

Pharmaceutical Executive: Can you discuss the Blue Jacket Fashion Show?


 We have been involved in the Blue Jacket Fashion Show now for almost a decade. It is part of our dedication to the prostate cancer community and is a very unique program that brings forward the discussion around prostate cancer and the need to diagnose early in an unconventional way, but way that is necessary in order for us to freely talk and to normalize the discussion around the needs to diagnose and to treat prostate cancer. It is also something that we strive to do. We have been committed to get in front of cancer at Johnson & Johnson, where we have an ambition to transform the way cancer is treated. The vision we have set for ourselves is to ultimately eliminate cancer, one cancer type at a time. One of the ways that we can attack that is to get in front of cancer very early on, while also supporting the communities that are more gravely affected by prostate cancer, like African Americans, Asian Americans, and Latino communities, and supporting them in diagnosis. That’s what Blue Jacket Fashion Show is all about.

PE: Do you think that the pharma industry needs to take more unconventional steps to reach underserved communities?


 For some things, absolutely yes. Especially around support for early diagnosis and helping people talk about how they can get tested and diagnosed on time. The biggest problem that we have in general is that people get diagnosed too late. There is a stigma that exists in prostate cancer, especially around discussing prostate cancer and getting the tests that are needed early on. I think being unconventional about this supports people in understanding that this really has to be normalized, and we have to take care of our health before it becomes disease.

PE: Which communities are most underserved in prostate cancer?


 When you look at prostate cancer overall, it is the second highest incidence of cancer in men. It is also one of the cancer types with increasing incidence in the United States. Within the African American community, the incidence of prostate cancer is about 70% higher in black men versus white men. In the Hispanic community, this is the most common cancer diagnosis among Hispanic men with around 23,000 patients in this community being diagnosed per year in the United States. For Asian Americans, Native Hawaiians, and Pacific Islanders, the diagnosis rates are not as early as they should be. These are some of the things that are relevant to be understood so that we can address every community in the way that they need to be addressed.

Naumovic discusses the impact that a lack of messaging can have a community.

Spreading the Message: Q&A with Biljana Naumovic of J&J

Ian Baer, Founder & CEO of Sooth, speaks about how distrust and uncertainty surrounding social media and is impacting the pharmaceutical industry. 

The Impact of Social Media Distrust on Pharmaceutical Marketing

What are the consequences of public distrust of social media? How will that impact pharma marketing and the industry's presence on the various social platforms?

Especially in the healthcare category, which in the US is going through so much in terms of public debate, political debate, the whole economic model being called into question, people having questions about their health insurance and what it covers. They're paying more for that insurance and often are paying more out of pocket for drugs. Now you've got companies out there purporting

, ‘Oh, I'll save you all that you don't need a doctor and you don't need a pharmacist and you don't need health insurance, just take this, this magic bottle of pills’

, and if it comes recommended by somebody I trust, who again, may be getting spiffed for making that recommendation, say, 

‘My God, I've never felt so good. I've never felt so young.’

 It's, it's potentially very damaging, and it's a debate that needs to be brought to the forefront much more. Again, I'm as big a fan of alternative medicine as anybody. I have been seeing a naturopath for 20 years. I'm a believer in that stuff, but it has to be regulated and, you know, I have to know that there's some standardization around what I'm getting and some science behind it. But you know, even science itself is now much more open to questions somehow than it's ever been, because even science often is seen as having its own biases, you know, as evidenced by the fact that the number of Flat Earthers is growing in this country.

In this Pharmaceutical Executive video interview, Ian Baer, Founder & CEO of Sooth, speaks about how distrust and uncertainty surrounding social media is impacting the pharmaceutical industry. 

Ian Baer, Founder & CEO of Sooth, identifies how uncertainty of where to find information, coupled with distrust, can damage the relationship between pharmaceutical companies and the patients they aim to serve.

How Uncertainty & Distrust Damage Relationships with Patients

How does an uncertainty of where to find information, coupled with distrust in social media, damage the relationship between pharmaceutical companies and the patients they serve?

Look, the healthcare industry has had a trust gap to close with most individuals in the US for years now, right? It's been growing, distrust in the institutions. Now, suddenly, there's distrust in certain areas of science. I think the no matter how you felt about the COVID pandemic and the way it was treated, you probably came out of that three-year period with a different point of view on how much you should trust any healthcare information that's put out there in social media. Certainly, you don't take anything at face value.

The [EMA’s] decision to pull out of Twitter [X], well, that's happening in a lot of places, because Twitter [X] has gone both more partisan than it has been in the past but also has backed off of a lot of fact checking. Meta has recent announced that they are going to adopt Twitter's [X’s] methods when it comes to fact checking. I think we'll call into question, similarly, the validity of that platform. Bluesky just doesn't have the adoption rate.

One of the big movements that we are expecting to see will be around private sharing of content. One to one sharing. Which it's funny, somebody nicknamed it “dark social” like 10 years ago. The result is everyone says,

 ‘Oh, that sounds creepy. That sounds like the dark web.” 

No one ever wants to talk about it, but all dark social refers to is one to one content sharing. It's dark because it's not tracked through any of the analytic platforms. Whether it's Google Analytics or the Meta package, or whatever the case may be, but there's going to be a lot more opportunity, especially because of that trust factor I mentioned earlier. Almost 70% of people say, 

‘I trust information more if it comes from someone I know’

, even if I only know that person as a social media influencer than if it comes directly from a company.

So, I would look for a lot more content partnerships where the individual putting their mark or their endorsement or simply forwarding or posting a piece of information may have that that bit of endorse. Trust that makes the recipient more comfortable with the information they're getting. But, I mean, how funky is that? That, 

‘I need my aunt to tell me this is true, because I don't trust Pfizer or J&J.’

In this Pharmaceutical Executive video interview, Ian Baer, Founder & CEO of Sooth, identifies how uncertainty of where to find information, coupled with distrust, can damage the relationship between pharmaceutical companies and the patients they aim to serve.

Ian Baer, Founder & CEO of Sooth, explores the contributing factors growing distrust and uncertainty surrounding social media.

Main Contributors of Social Media Uncertainty & Distrust

In this Pharmaceutical Executive video interview, Ian Baer, Founder & CEO of Sooth, explores the growing distrust and uncertainty surrounding social media and its impact on the pharmaceutical industry. Key contributors to this distrust include the spread of misinformation, the rise of AI-generated content, and the politicization of social media platforms. The conversation highlights the challenges faced by pharma companies in building trust with patients in this environment, including the need to combat misinformation and navigate the complexities of social media platforms.

What do you think are the main contributors behind the uncertainty/distrust in social media?

In this part of his Pharmaceutical Executive video interview, Ian Baer, Founder & CEO of Sooth, explores the contributing factors growing distrust and uncertainty surrounding social media.  

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