For decades, science communication rested on institutional trust. Academic journals, credentialed experts and respected organizations served as the gatekeepers of credibility, ensuring that scientific facts flowed through vetted, authoritative channels.
That world no longer exists. Authority and influence have been redistributed, away from institutions and toward individuals, networks and personal experience. Today, speed, scale and social validation shape what people believe far more than the traditional hierarchy of expertise.
This inflection point challenges the scientific community — and those who communicate about science — to rethink not what we say, but how and where we say it. Credentials no longer automatically equal trust. Instead, trust is built within communities and through authentic engagement.
The opportunity ahead is to evolve how science lives in culture, moving from authority to relatability.
At M Booth Health, we believe the same qualities that make science resilient — its self-correction and ability to evolve over time — can also make it more understandable and approachable when communicated effectively.
Our approach to restoring trust rests on four strategic pillars of communication, distinct yet complementary ways to make science faster, approachable and more culturally connected.
1. Compete on Speed and Simplicity
Today’s information ecosystem rewards speed. Misinformation is engineered for acceleration because it is built to provoke, simplify and spread. Science communication, by contrast, is built for accuracy and deliberation. To rebuild trust, communicators must master both, preserving integrity while learning to communicate at the speed of culture.This means distilling complex findings into clear, actionable takeaways that can circulate quickly across social channels and earned media in a matter of hours, not weeks. This isn’t just about chasing misinformation; it’s about proactively setting narratives before misinformation fills the void.
What this looks like IRL: We don’t let the perfect be the enemy of the good. Physician-influencers like Zach Rubin and Jessica Knurick have become trusted, near-instant translators of complex science, breaking down emerging research and debunking misinformation for millions in real time — without compromising scientific integrity.
2. Put People, Not Institutions, Up Front
Trust grows when people see experts who look like them, talk like them and share real-world context. Elevating trusted scientists, health care providers and community leaders as the “faces of science” helps humanize complex information. Those who blend expertise with personality are cutting through the noise on platforms like TikTok and Instagram, proving that communication is more effective when it comes from a relatable person, rather than a logo alone.
What this looks like IRL: By elevating relatable voices, organizations can build trust, drive engagement and help move audiences to action. In a recent interview with STAT News, physician influencer Dr. Noc explained how he built credibility on social media not through credentials alone, but through moments of authenticity — like casually mentioning he was signing off to make dinner for his wife after her long hospital shift. That small, human detail prompted followers to tell him they trusted him more because they could finally “see who he was as a person.”
3. Build in Culture, Not Just Facts
When it comes to persuasion and building belief, facts alone are not enough. As evidenced in M Booth Health’s Chosen Circles research, people interpret information through the lens of their communities, identities and lived experience. Effective campaigns meet audiences where they are, partnering with trusted local voices who bring both relevance and authenticity.
What this looks like IRL: This approach is about more than dissemination; it’s co-creation within cultural context. The Allergy & Asthma Network’s Trusted Messengers program illustrates this approach by tapping into networks of trusted sources within marginalized communities to deliver accurate information in ways that resonate and empower people to make informed health decisions.
4. Hijack the Hype Cycle
Science can be accurate and entertaining. Humor, storytelling and surprising formats like memes, parodies and music collaborations make credible content stickier, shareable and easier to understand.
What this looks like IRL: The New England Journal of Medicine’s partnership with Dr. Glaucomflecken shows how institutions can collaborate with digital-native creators to translate complex medical research into engaging, human-centered stories — making science surprising and sharable and bringing it into people’s social feeds instead of waiting for it to be discovered.
These four pillars — built on the concepts of Speed, People, Culture, and Hype — form the backbone of our new science communications playbook. By combining rapid, simplified messaging with relatable messengers, culturally resonant storytelling and attention-grabbing formats, organizations can begin to rebuild trust and inspire belief in science.
Ready to rewrite your playbook? Let’s chat…