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Silence isn’t safety; it’s surrender. In today’s polarized and politicized environment, when pharma and science step back, misinformation doesn’t just step in — it dominates.

What used to be a reputational issue is now a public health threat. If we want patients to trust our breakthroughs, we need to rebuild trust in the voices behind them.

For decades, science held a privileged seat in public discourse, seen as a source of expertise and objectivity. That has changed, and anti-science rhetoric has gone mainstream.

The pharma industry is frequently a target: Advocacy groups are dismissed as “pharma-paid,” and regulators and lawmakers are scrutinizing everything from trial transparency to drug advertising.

This summer’s bipartisan push to ban direct-to-consumer drug ads is just the latest flashpoint. RFK Jr.’s anti-pharma campaign messaging coupled with growing mistrust in the CDC and the FDA, especially among independent voters, further underscores the urgency.

According to Pew research, public confidence in medical scientists has dropped by more than 10 percentage points since 2020. Only 57% of Americans say they believe science has had a mostly positive effect on society, a decline that reflects a deeper erosion of trust in traditional health authorities.

The pandemic showed the world what collaboration in research and development can accomplish. But it also exposed just how fragile trust in public health communication has become.

The problem isn’t always what we say; it’s how we say it. Technical accuracy without empathy lands flat, and a missed cultural cue can trigger backlash. In an “us versus them” information war, nuance gets drowned out, and silence gets filled with noise.

As public trust in institutions declines, opportunistic voices — from anti-vaccine influencers to fringe political actors — are filling the space with narratives that often go unchecked.

Pharma’s voice needs a reset

We can’t afford to default to generic talking points or vague corporate empathy. Today’s audiences expect transparency, humanity and real-time relevance. That means knowing when to speak, who should say it, and how to connect across cultural, emotional and political lines.

It also means evolving the role of communications. Comms is no longer a downstream function — it’s a strategic lever. The days of polishing press releases after decisions are made are over. Communications leaders need to be in the room early, helping shape policy positions, product narratives and community engagement with insight and intention.

This requires a new kind of fluency, one that pairs scientific expertise with cultural competence. Emotional intelligence is now as critical as regulatory rigor.

At Inizio Evoke Comms, we believe science succeeds when it feels more human. That means listening first, understanding why trust has frayed, acknowledging past missteps and tailoring communications to meet people where they are, not where we wish they were.

In addition to this being good storytelling, it’s responsible leadership. The stakes aren’t simply reputational anymore — they are also clinical, societal and personal. If we want people to embrace the science, we need to earn their belief in the people behind it.

Let’s not leave the narrative to others. Let’s own it — with intention and courage, and in a way that’s more human than ever.