Trust is the Currency Pharma Should Be Building for Long-Term Pain Savings

Can pharma earn back the trust of tomorrow's decision-makers? In this powerful edition of Social Elements LIVE, we explore how pharma brands can reconnect with Gen Z healthcare professionals — a generation shaping the future of medicine and bringing fresh expectations around transparency, purpose and impact.

Social Elements founder Lisa is joined by Phil Blackmore, Creative Partner at Create Health, for an honest and engaging conversation on the future of pharma communications, what Gen Z HCPs really think of the industry, and what needs to change to build true, lasting trust.

The session dives into exclusive insights from Create Health’s whitepaper, The Fabric of Pharma (Edition 2), focused on Gen Z HCPs revealing surprising data, fresh perspectives, and actionable ideas to shift perception and create stronger, more trusted brands in healthcare.

From overcoming fear-led decision-making to building authentic narratives rooted in purpose, this is a must-watch conversation for anyone working in healthcare marketing, communications, or corporate affairs.

Key Takeaways from the Session

Trust is earned, not assumed. Gen Z healthcare professionals deeply value transparency, purpose and authenticity and many don’t see those in today’s pharma communications. Pharma must adapt its approach if it wants to stay relevant with this future decision-making cohort.
Gen Z sees pharma as “too corporate.” The industry’s traditional, polished messaging falls flat with younger HCPs. They’re not looking for perfect they’re looking for real. Human stories, purpose-led initiatives and open dialogue are essential.
Visibility matters — inside and outside industry walls. Younger medics are already entrepreneurs, creators and influencers online. Yet many pharma companies aren’t engaging with them directly, or even recognising them as stakeholders. It’s time for pharma to join their conversations, not just start new ones.
Internal alignment is key. Consistency builds trust and that starts internally. When Corporate Comms, Med Affairs, Commercial and Marketing teams work in silos, it shows. Unified narratives and shared goals are critical for external credibility.
Purpose is more than a brand statement. From sustainability initiatives to community outreach and innovation in patient care, pharma is already doing great things but often behind closed doors. The industry must learn to communicate its positive impact in authentic, accessible ways.
The risk of staying silent. If perceptions don’t shift especially among younger professionals — pharma risks losing not only trust, but its ability to recruit, foster relationships with HCPs, and deliver on future health outcomes.

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How Social Elements Can Help

At Social Elements, we help pharma and life science brands find their voice online and use it with strategic clarity, credibility and creativity.

Whether you’re rethinking your approach to HCP engagement, building public trust, or looking for smarter ways to show your company’s impact, we can help.

Our services include:

Let’s build something authentic, together.