Engaging with authenticity: Delivering highly trusted patient content for improved outcomes

Over half of US adults now turn to social media for healthcare guidance, and up to 45% of Gen Z patients are actively disregarding their physicians’ advice based on what they find there. For pharmaceutical companies, this represents both a reputational risk and a strategic opportunity. This playbook from OPEN Health’s Patient Engagement practice sets out what it takes to create patient content that genuinely cuts through.

You’ll come away with a clear view on:

Why co-created, peer-to-peer content outperforms brand-led materials in trust and impact
How early patient engagement, years before launch, shapes commercial success
What health literacy really means in practice, and why it goes beyond readable language
How behavioral science turns patient education into measurable action

We are excited to share our latest thinking with you.

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OPEN Health authors

At OPEN Health, we connect visionary minds, pioneering science, and advanced technology to drive real impact.

By uniting people, science, and technology, we activate new opportunities for biopharma innovation. Our expertise across medical affairs and market access unlocks faster, smarter routes to market. We are committed to improving patient outcomes worldwide.

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