You’re invited to a special Edelman virtual event marking the EMEA launch of the 2026 Edelman Trust Barometer Special Report: Trust & Health. 

This year’s findings point to a growing challenge for healthcare organisations: it is no longer simply a question of whether people trust experts, but of how health decisions are shaped in a far more fragmented influence landscape. Trusted healthcare professionals remain highly influential, but they are no longer the only voices people use. AI, creators, online communities, peers, and other non-traditional sources are playing a growing role in shaping views on prevention, diagnosis, treatment, and wellbeing.

In this special event, Edelman will explore what these shifts mean for healthcare organisations seeking to build trust and influence in a more crowded, conflicted, and fast-changing information environment. The discussion will focus not only on the challenge itself, but on the practical response: how organisations can engage a broader circle of trusted voices, communicate with greater empathy and frequency, and move from being seen solely as authoritative experts to becoming trusted guides.

The session will feature insights from the report, followed by a panel discussion with leaders and creators from across the healthcare landscape on how organisations can respond to changing definitions of expertise, rising AI use, and the growing influence of creators, communities, and intermediaries.