The data: US consumers trust the country’s major sources of healthcare less than they did a year ago, according to US-specific findings from the April Edelman trust and health global survey.

• Doctors remain the most trusted at 81%, but that is still down 3 percentage points year over year.
• 68% trust medical scientists and experts, down 7 percentage points.
• 60% trust family and friends, down 12 percentage points.
• 51% trust global health authorities, down 9 percentage points.
• Just 27% trust healthcare CEOs and 26% have faith in government leaders, both down 9 percentage points.

Why it matters: Trust is becoming more distributed and conditional. As health content spreads across more channels, consumers no longer rely on a single authority. Healthcare providers remain the most relied-on source, but consumers often validate that guidance through digital resources, peer experiences, and emerging tools such as AI.

People draw on a wide mix of traditional, digital, and newer sources. Some 86% say they seek information from providers at least sometimes. 66% rely on people with similar health issues, 60% use major health information websites, 46% get health information from news organizations, 35% turn to social media, and 22% use AI chatbots, per Pew Research's April 2026 report on where consumers get health information.

Implications for healthcare and pharma marketers: Consumers are more often cross-checking guidance across channels before deciding what to believe. So, clear, consistent, and easy-to-verify messaging matters more than ever.

Marketers need to build campaigns around the qualities that still earn trust. Lean on physician credibility by showcasing the traits Edelman respondents said they value most in providers: understanding, empathy, and willingness to admit they might not have all the answers.

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