How health misinformation impacts clinical decision-making   

In the debut ChangeMakers Health report, we explore how health misinformation is showing up at the point of care and what healthcare professionals (HCPs) say must be addressed to support optimal patient care. Drawing on a national survey of General Practitioners and Family Physicians, Registered Nurses and Nurse Practitioners and Pharmacists; we examine the real-world consequences of false health narratives and the growing tension between patient autonomy and professional, clinical guidance. 

The findings are clear: misinformation is no longer a fringe concern. It’s embedded in everyday care, and it’s changing the way patients seek, and sometimes avoid, treatment. 

Key findings 

• 97% of HCPs say misinformation poses a risk to delivering optimal care. 
  From vaccine hesitancy to supplement claims, misinformation is influencing clinical conversations and delaying treatment.

• HCPs spend nearly one day each week managing misinformation. 
  This includes everything from debunking online myths to helping patients course-correct after making misinformed health choices.

• 64% of HCPs regularly see patients refuse recommended treatment due to misinformation. 
  False narratives are not just creating confusion, they’re disrupting evidence-based care and forcing HCPs to rebuild trust in the exam room. 

• Only one-third of HCPs feel very equipped to respond. 
  Most say they need practical, credible support, such as co-branded patient education tools, clinic-ready materials, and social campaigns aligned with trusted guidance. 

• HCPs overwhelmingly look to public institutions to lead. 
  Health Canada tops the list of most trusted sources, far ahead of industry. Yet there is space for brands to contribute when aligned with credible voices. 

This report offers a clear-eyed view of the challenges facing frontline care, and actionable insights for communicators, marketers, and healthcare leaders looking to make a meaningful difference. 

Tom Yun, reporter with CanadianHealthcareNetwork.ca, attended our launch event and wrote: “Panellists agreed the internet has been a double-edged sword, given that clinicians now must field more questions pertaining to misinformation. “I’m seeing [misinformation] more and more. People seem to get their medical information from the internet, and they come to me to question what I’m doing,” Dr. Felix Klajner said. “At one point we used to worry about a lack of information and how patients don’t have access. But as Dr. Klajner just mentioned, the internet is just too much information,” said Tamar Elias, clinical pharmacist.”

Read our full report

To find out more, or engage our team, email us at:
health@thechangemakers.com