Healthcare Audiences Still Trust Their Doctor: That Matters in the Age of AI

A recent survey confirmed something that has become impossible for healthcare organizations to ignore. Half of Americans struggle to know if they can trust health information.

Among respondents to the Pew Research survey, 38% say it is somewhat difficult, and 12% say it is extremely or very difficult to know whether health information is accurate. This uncertainty presents a major hurdle for health and pharmaceutical companies striving to support people’s health and well-being.

There is good news, though. The same survey showed that people trust their providers. In a world where patients have numerous sources, including AI, to turn to for information, you have the most trustworthy source in-house.

The challenge then is how to elevate those trusted voices above the noise. To do that, you must meet people with credible, empathetic expertise where they already seek health information. These three guidelines provide a starting point.

1. Embrace plain language, but don’t talk down to people.

Be honest. How often do you fall into the trap of speaking (or writing) in jargon? This applies not only to medical terminology but also to internal shorthand or phrasing. Industry language can become so second-nature that you lose sight of when it’s unclear to outsiders.

Whether you write content on behalf of your medical team or support them in their own communication with patients, aim for plain language. What does that mean, exactly? The Center for Plain Language, a worldwide network that supports clear communication in healthcare as well as other industries, provides this definition: “Communication with clear wording, structure, and design for the intended audience to easily find what they need, understand what they find, and use that information.”

Using plain language does not mean “dumbing it down.” You just have to frame it in words, structures, and sometimes, metaphors that mean something in their real lives. When it comes from a trusted source, it can truly connect.

2. Write for human audiences — but know the role AI plays

When consuming medical advice, people want to know the why behind the what. In a world where they’re wondering whom to trust, they won’t often accept input at face value. Say you’re telling someone they should see their doctor if they experience a certain symptom. Tell them what that symptom could signal, sticking to the facts, so they understand why. Then they’ll be more likely to trust and understand the guidance.

Keep in mind that if you publish excellent, authoritative content online, AI tools are likely to surface it when users ask health-related questions. About one in four Americans uses AI to find health information, and that number is likely to grow. As a healthcare organization, you have an opportunity to help stack those AI-generated results with factual, trustworthy information.

Don’t be afraid of saying too much. It’s true, people have limited attention spans, but they still read what’s important to them. And when they use AI, or a search engine that uses it, they cannot find what’s not there. In the absence of details, they’re left to wonder. In a worst-case scenario, AI may fill in the gaps in an explanation from another, less accurate source, leading to confusion and misinformation. When you can anticipate the questions people will ask and the follow-up questions, you can better prepare to answer them before someone less trustworthy does.

On the flip side, if your website or other platforms contain outdated information, take it down. Regularly review and prune your content with input from medical experts. Guidelines and scientific knowledge evolve over time, making it difficult for people to know which information to trust. A page published 10 years ago could surface through AI and unintentionally contradict newer guidance. In some cases, AI tools may even exclude information that appears contradictory from search results.

3. Humanize your message. 

The Pew survey found that 36% of people report getting health information from social media and 22% from chatbots. At first glance, those numbers may raise concerns about misinformation. But they also reveal an opportunity: healthcare organizations can shape the information AI tools and social platforms surface.

Find opportunities to make healthcare providers the voice of your organization, and let their humanity come through. You might, for example, enlist medical professionals to author blog posts or to publish a series of insightful articles on their LinkedIn profiles. Position subject matter experts as thought leaders who are approachable and relatable. Authentic expertise grounded in lived experience cannot be replaced by AI.

Communications and marketing professionals can play a key role in helping busy healthcare providers create this kind of content. AI can assist, too, perhaps for thought starters or to polish ideas. However, keep the real person at the center of the message. Allow their personality to shine, whether that means they propose their own topic ideas, participate in the writing, or weave in personal stories.

Following Google’s E-E-A-T (experience, expertise, authoritativeness, and trustworthiness) principles remains as important as ever. These principles still matter for both traditional search and AI-generated results, but more importantly, they are the foundation of credible, trustworthy content.

At TrendyMinds, we’re dedicated to using AI and other current technologies as tools to support human messaging without overshadowing it. Audiences can spot a fake. Respect them enough to give them the real deal.

More on where Americans get health information

One key takeaway from the Pew survey is that Americans struggle to consistently judge the accuracy of health information, regardless of the source. This means healthcare companies must continuously earn and reinforce audience trust.

In early 2026, Strategic Health Care Marketing presented a webinar, “The Patient Journey in a ChatGPT Health World.” In it, panelists explained that writing credible, thoughtful content remains crucially important. Representatives of large health systems said that the rise of AI in search is pushing them to be more creative — and more human — than ever in their writing. Keep content fresh, updated and accurate. AI platforms favor clear, accurate, and up-to-date information while deprioritizing content that appears inconsistent, outdated, or potentially harmful.

This is a complicated topic that is changing at the speed of technology. If you are looking for an agency partner that can help you keep up with it, get in touch with us. We are proud to help organizations speak with empathy and authenticity and help consumers find answers they can believe in.

Trust is your currency. Use it wisely.