Combating Misinformation: The Critical Role of BioPharma

Decoding the Damage: How Misinformation Impacts Health

It is not controversial to say that we live in an age of misinformation. Not just misinformation but also disinformation—the active distribution of misleading material, often influenced by individual or political motives.

Misinformation about basic consumer goods might only hurt your wallet or negatively impact your consumer confidence. However, in healthcare, misinformation can be fatal.

With ongoing budget cuts to the U.S. National Institutes of Health, National Science Foundation and Food and Drug Administration, the ability of regulatory agencies and academia to deliver and regulate the flow of accurate medical information is shrinking. The result will be fewer opportunities for peer-reviewed academic research to be the beacon of truth in science and medicine. The biopharmaceutical industry has the opportunity to enhance its role as a trusted source of medical information, focusing on improving healthcare knowledge, systems, delivery, and outcomes.

In this article, we highlight some alarming examples of healthcare misinformation and unravel the channels through which these myths spread, often with the aid of sensationalist social media. We also delve into the current state of public science funding in the U.S. and emphasize the crucial role of biopharma in providing accurate, impactful scientific information to healthcare providers, patients and the wider public.

Infectious Diseases: Battling Stigma and Stereotypes

Misinformation in healthcare is not just harmful—it can be deadly. 

Nowhere is this more evident than in infectious diseases. The COVID-19 pandemic highlighted how quickly false information can spread, influencing public behavior and health outcomes.

Another well-known example is the debunked publication linking the MMR vaccine to autism, causing unnecessary fear and vaccine hesitancy. Similarly, misinformation has long plagued HIV/AIDS, often mischaracterized by public figures and media as a disease affecting only certain groups, namely men who have sex with men and intravenous drug users.

The data tells a different story.¹

These misconceptions have fueled stigma, deterring individuals who could benefit from preventive therapies and thus exacerbating public health risks.

In the case of hepatitis C, the virus is often wrongly associated with "dirty" lifestyles, yet its transmission is far more widespread than commonly perceived.

The World Health Organization estimates that 50 million people globally are chronically infected with HCV. While injection drug use is a known transmission route, significant risks also come from the reuse or inadequate sterilization of medical equipment and the transfusion of unscreened blood, particularly in healthcare settings. This broader understanding of transmission pathways underscores the importance of accurate information and education to address misconceptions about HCV.²

Beyond Infectious Diseases: Tackling Widespread Health Myths

Scientific misinformation goes beyond infectious diseases and is a common problem in many health areas. A recent study found that misleading information is widespread in cancer, heart health, diet and nutrition, smoking, water safety and general well-being. These myths are rapidly spreading across social media platforms.³

Consider the persistent misconception that lung cancer is exclusively a smoker’s disease. That overlooks the reality that multiple forms of lung cancer can, and do, occur in non-smokers. Approximately 20% of lung cancer deaths in the U.S. occur among individuals who have never smoked.⁴ Such myths not only misinform but also misguide patient decisions and perceptions, leading to delayed screenings and treatments.

Similarly, gynecologic cancer narratives are often clouded by inaccuracies. In China, studies have uncovered that up to 30% of information related to women’s cancers on platforms such as X is false.⁵ These falsehoods can severely impact women's health choices, emphasizing the urgent need for reliable information and education.

When such misinformation takes root, it can lead to a dangerous neglect of preventive and early screening measures. That, in turn, results in inappropriate treatment decisions that can adversely impact patient outcomes.

Biopharma: A Golden Opportunity to Switch the Narrative

Patients and caregivers are increasingly turning to healthcare companies for guidance in public health education. Recent analytics by Real Chemistry show that 92% want companies to play a more active role.⁶

However, it's about more than just information; it's about fostering trust. With 72% of patients and caregivers emphasizing the importance of credible information, there's an opportunity for pharma to strengthen its position as a trusted voice. This is especially important as only 37% are turning to governmental sources for healthcare guidance. ⁶

Beyond the trust gap, a considerable challenge still stands: 23% of patients and caregivers do not verify the accuracy of their healthcare information. This highlights the pivotal role social platforms play, as 33% of people—particularly Gen Z (57%) and Millennials (44%)—prefer these platforms for health insights. Podcasts also have a notable impact, drawing in 13% of people for healthcare information.⁶

Pharma companies are at a crossroads with a pivotal opportunity to reshape the healthcare landscape by actively engaging on these social platforms. By stepping into this space, they can ensure that accurate information reaches healthcare professionals and patients, effectively countering the rampant misinformation.

Transforming Healthcare Through Patient-Centric Conversations

As pharmaceutical manufacturers work to build or rebuild their public standing, a top priority should be an unwavering focus on patient outcomes. This means expanding their efforts from merely promoting medications to improving healthcare systems for enhanced patient experiences.

Achieving this shift requires a precise and thoughtful approach to scientific communication—one that is accurate and easily digestible. Truly understanding our audiences and addressing their specific needs with valuable information is essential to fostering meaningful change.

This approach is vital not only in addressing widespread misinformation in infectious diseases and cancer but also in rare diseases. Here, biopharma can be an indispensable partner, driving accurate diagnoses and effective treatments. 

As evidence, look at the strides that have been made in addressing such rare conditions as immune thrombocytopenic purpura (ITP), atypical hemolytic-uremic syndrome, ATTR and spinal muscular atrophy (SMA)—diseases for which biopharma has spearheaded remarkable innovations and awareness initiatives.

Join Our Mission: Combating Misinformation Together

At Real Chemistry, we are committed to collaborating closely with academia and biopharma to understand deeply the diverse needs of individuals worldwide. By doing so, we ensure the delivery of the most rigorous and accurate disease and treatment information, using every available tool and method to reach our audiences effectively.

Beyond information delivery, we are steadfast in our mission to enhance healthcare outcomes and elevate the healthcare experience. We're determined to tackle misinformation head-on, wherever it may surface. 

We're eager to hear your ideas. Get in touch to discuss how we can combat misinformation in healthcare and improve outcomes

Sources:

1. https://www.hiv.gov/hiv-basics/overview/data-and-trends/statistic

2. https://www.cdc.gov/hepatitis-c/hcp/clinical-overview/index.html

3. https://pubmed.ncbi.nlm.nih.gov/31561111/

4. https://www.cdc.gov/cancer/lung/nonsmokers/

5. https://pubmed.ncbi.nlm.nih.gov/30327289/

6. This data is from a study called: Real Chemistry's Healthcare Next 2025 Survey. This was fielded in November, 2024 and was administered to a sample of N=657 (N=560 of this sample were current patients or caregivers managing a chronic condition). The survey was meant to explore key areas of expectation and concern among patients and caregivers in the US and to identify emerging trends in healthcare communication and corporate responsibility, guiding pharma companies in aligning their strategies with stakeholder needs.