Edelman unveils its Trust in Health 2021 study

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Between trust and mistrust, the health sector is plunged into an unprecedented epidemic and infodemic context in 2021. Analysis with the Edelman France study “Trust in Health 2021”.

After the world study “Edelman Trust Barometer” unveiled last March, against the backdrop of the health crisis, Edelman France presents the results specific to the health sector in France. More solicited than ever in recent months, between expectations and injunctions towards hospitals, laboratories and health professionals, the sector is nevertheless plagued by mistrust.

Improving our health system: a concern that has become more important for 65% of French people

Undeniably, the unprecedented health crisis has raised strong questions and concerns among the French, placing health at the heart of their issues. 65% of them say that improving the health system has become a more important concern (vs 2020) in front of the protection of fundamental freedoms (56%) and the fight against poverty (50%).

At the same time, authority figures represented by scientists are experiencing an unprecedented crisis of confidence with a loss of 17 points vs. 2019. If they remain at the top of the ranking with 61% of confidence (ahead of the WHO and the employer), they nevertheless record the largest drop.

” In my opinion, this is one of the strong lessons of this new French edition of Trust in health: scientists found themselves propelled into the media arena. Expected, questioned, observed, they took positions. While scientific controversy has traditionally taken place behind the scenes, in academic spheres, we have, for several months, seen contradictions and opposing points of view. This uninterrupted flow of information did not facilitate understanding. We are in a period loaded with emotions and scientists perfectly illustrate the current paradox of health: between attraction and repulsion, trust and mistrust constantly clash in the imagination of the French.. »Declares Roxane Philippe, SVP health Edelman France.

Faced with the decline, the sector continues to benefit from good confidence capital

While health records disparate levels of confidence in the world, + 8 points in the USA vs – 14 points in Japan or Mexico, the confidence bubble that we observed in the spring of 2020 in France with regard to the sector exploded with a loss of 5 points, bringing it down to 63%. This places France behind the European average, behind Spain (73%), the United Kingdom (68%), Italy (66%) or Germany (64%).

Confidence that is deteriorating in all segments of the sector: insurance companies are the first to suffer this crisis of confidence with a loss of 12 points (from 65% to 53% between 2020 and 2021), followed by Biotechs, manufacturers of health products and pharmaceutical companies which each lose 5 points. The only segment to remain in the zone of confidence (between 60 and 100%) is that of hospitals and clinics, which although losing 4 points, remain with 65% of granted confidence.

However, the healthcare sector remains the most popular in France (63%) by showing resilience, largely ahead of Tech (57%), telecoms (51%) or the automotive industry (46%). Only the Health and Food sectors (49%) thus emerge “spared” from this pivotal year, each gaining a small point of confidence.

” Confidence in health has never been more significant and critical than in the current context of a pandemic. The lowest levels of trust in information sources clearly show us that healthcare companies, and in particular their communicators, can make a positive difference in society. »Explains Carolyn Paul, EMEA Chair of Health at Edelman.

The company, a safe haven for information and a key role to play

While governments have seen public confidence increase since the start of the crisis (from 35 to 50 points between January 2020 and January 2021), companies are still considered a reliable and stable source of information (from 50 to 51 points) . They play a major role with the general public, in particular in the dissemination of information concerning the pandemic situation. The social role is changing, companies are rethinking communication. At a time when the infox circulates daily, the company appears as a trusted refuge.

Conversely, NGOs as a whole are the big losers in the health and information crisis with a loss of 6 points (from 58 to 52 points). At the same time, the media are at their lowest in terms of confidence (37 points).

More than ever, companies are expected beyond their business role. The two major levers for gaining confidence and thus demonstrating their performance are on the one hand defend the quality of information and on the other hand the implementation of more sustainable practices. And to make these levers of trust audible, an authority figure must take a stand: 81% of French people expect CEOs to speak out publicly about their concerns, in particular the impact of the pandemic (58%) and of technology. on jobs (39%).

” This year is undoubtedly a pivotal year for Health. Health is consumed and discussed against a background of loss of reference points and reliable sources. At the same time, the French health model, although it is our pride, is increasingly battered. Faced with societal expectations, a new equation combining the product vision, safety, quality and innovation must be built to demonstrate the commitment of health actors to the service of people »Concludes Roxane Philippe.

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