Creator partnerships: Healthcare’s secret weapon against misinformation

Regulatory scrutiny, targeted outreach make creator-driven content effective.
Since the pandemic, health misinformation has spread rapidly across social media, and many healthcare brands are struggling to keep up. With as many as 50% of Gen Z turning to TikTok for medical advice, false claims often outpace facts.
Amaris Modesto, SVP of creator marketing at Edelman, believes strategic creator partnerships are key to combating this issue. By leveraging voices people already trust, healthcare brand