The 2025 Edelman Trust Barometer found that doctors are among the most trusted voices, far ahead of leaders in any other institution. This presents a critical opportunity for health care leaders to step into a more visible role to strategically build credibility and drive meaningful change across their practice.
The most impactful health care leaders today are no longer defined solely by their credentials or their roles within a large institution. They are individuals who use their expertise to create a direct and trusted connection with their peers, patients and the public. In an era of heightened scrutiny, translating clinical expertise and research insights into a form of influence earns trust at scale.
Health care leaders must expand their influence beyond the walls of the practice or institution.
It’s about using your voice to earn the trust that drives the adoption of new ideas and innovations. So, how can leaders approach this?
1. Conduct a “trust audit” of your digital presence
Your first impression today is likely a search, whether on Google or through a large language model, not a handshake. Prospective partners and patients are researching you online long before they ever meet you. This is why your digital footprint, biography, social media profiles, and any articles or interviews you’ve done are highly critical.
A “trust audit” goes beyond a simple search; it’s a proactive risk-management tool and a strategic necessity. Your online presence is a living reflection of your professional credibility. When it’s outdated or inconsistent, it can actively erode trust. For example, an academic biography listing research from five years ago can lead a potential research partner to assume you are no longer active in that area, causing them to look elsewhere. Similarly, a patient who finds conflicting or incomplete information about your practice might hesitate to book an appointment, undermining their confidence before the first consultation.
Your audience is already performing this audit on you, whether they are looking for a new doctor, a collaborator or an expert to inform policy. By conducting your own, you are getting ahead of the narrative and ensuring that the digital first impression you make is intentional, consistent and aligned with the trusted leader you are.
2. Educate on what you know, where it matters most
One of the most powerful ways to build trust and credibility is by continuously educating your audience on what matters most to them. Look at the questions you are most frequently asked by patients, employees or peers. What are the most common misconceptions you spend time clarifying? These are great opportunities to create valuable content that will resonate with more people.
This is not to say you need to churn out a white paper every week. Short bits of insight like a LinkedIn post breaking down a new study or a brief video explaining a new patient care protocol can be highly effective. The distinction is to write intentionally, not incessantly. Focus on the areas where your target market is already gathering.
To a physician, this may be a medical association online community discussion forum, a highly specialized podcast or a guest opinion editorial in a trade magazine. These are often more influential than large national media because they are built specifically for a highly engaged and aligned audience.
Niche micromedia and online forums tailor content to respond to the specific — and often engaged — questions and worries of their community. They are conversant in industry terms, so not only is information accurate, it is also instantly relevant and actionable to the reader. This professionalized style induces a heightened sense of trust and credibility, as the user knows that the material is moderated and filtered by and for one’s peers in their specialty area.
3. Show up with purpose, not perfection
Many health care leaders are uncomfortable with the idea of public visibility, worrying it will come across as self-promotional. But strategic visibility done right isn’t about ego, it is all about service. It’s a way to scale your impact beyond the number of people you can reach in a single day. Your audience doesn’t expect you to be a polished media personality. They want you to be authentic, clear and committed to helping solve their problems.
When you consistently show up to share insights, make complex topics more accessible and lead with your mission, you build the trust that is the most valuable currency in health care today. Your peers, patients and partners aren’t just looking for clinical excellence. They’re seeking leadership voices that are trusted, visible and aligned with real solutions.
You already have the relationships, results and respect. Strategic visibility simply amplifies these assets to fuel growth, credibility and systemic change.
Opinions expressed by SmartBrief contributors are their own.
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