Navigating healthcare when access and trust are under pressure.

Across the healthcare landscape, patients are facing growing challenges accessing the medicines and care they need. In Canada, it takes an average of two years for a new medicine to move from regulatory approval to public access.

According to the 2023 PhRMA Global Access to New Medicines Report, only 18% of new medicines launched globally are available through Canada’s public drug plans, compared with an OECD average of 28%. Access to primary care is also a growing concern, with 5.8 million adults in Canada currently without a primary care provider.

At the same time, misinformation is eroding trust in healthcare information and institutions. The Canadian Medical Association’s 2026 Health and Media Tracking Survey found that 64% of people report encountering false or misleading information at least occasionally, and nearly half say it has made them more skeptical of medical advice from healthcare professionals.

Physicians and healthcare communicators are also feeling the strain. Research conducted by ChangeMakers Health and Leger in 2025 found healthcare professionals spend nearly one full day each week addressing misinformation. As patients and healthcare professionals increasingly turn to AI tools and digital channels for health information, the risk of inaccurate or incomplete content spreading at scale continues to grow.

We help healthcare organizations navigate this environment through strategic marketing and communications that translate complex science into clear, credible messaging, strengthen engagement with healthcare professionals and stakeholders, and build the trust needed to improve understanding, reputation, and adoption across the healthcare system.

References: 1. Signal49. Access and time to patient: prescription drugs in Canada.

https://www.signal49.ca/product/access-and-time-to-patient-jan2024/, accessed March 2, 2026. 2.

PhRMA. Global access to new medicines report. April 2023. 3. Canadian Medical Association (CMA).

Canadians’ access to primary care depends on where they live: OurCare Survey. February 24, 2026.

https://www.cma.ca/about-us/press-room/canadians-access-primary-care-depends-where-they-live-ourcare-survey, accessed March 2, 2026. 4. Canadian Medical Association (CMA), Abacus Data. 2026 CMA

Health and Media Tracking Survey. Ottawa: The Association; 2026 Feb. Available:

https://digitallibrary.cma.ca/link/digitallibrary1645, accessed March 2, 2026).