Health Comms as ‘Public Infrastructure’: the critical role of education in an AI era

Over the last few decades, the healthcare industry has undergone a radical transformation – from the digitization of records to the explosion of health tech and now the infusion of AI into nearly every corner of the ecosystem.  As these innovations accelerate, so too does the responsibility of those telling their stories. 

What sets health tech comms apart is the sheer weight these stories carry – they have the power to influence public trust, shape health behaviors, and even inform policy. A strong, sound narrative can accelerate the adoption of life-saving technology. But when poorly told or built on shaky claims, the consequences are steep (see: Theranos). The fallout from high-profile failures doesn’t just affect a single company; it can set back trust in an entire category of innovation. That’s why precision, transparency, and empathy aren’t optional in this work – they’re table stakes. 

At LaunchSquad, we’ve had a front-row seat to the evolution of healthcare and health communications. For 25 years and counting, we’ve helped shape the stories of some of the most disruptive innovators across every touchpoint in the industry. From launching the world’s first FDA-approved, at-home COVID test (Ellume) and the first safety-focused LLM for healthcare (HippocraticAI) to leading important conversations around advancements in brain-computer interface implants (Precision Neuroscience), opioid use disorder treatments (Bicycle Health), and next-gen models for accessing care (OneMedical, Uber Health, etc.), we’ve helped our clients not only navigate complex, high-stakes narratives but also drive awareness, shape perception, and build trust in innovations that have the power to change lives. 

Recently, our team came together to reflect on how communications is shifting in this fast-moving space — and how we, as storytellers, truth-tellers, and bridge-builders, will continue to play a critical role in helping people make sense of it all.

From those conversations, a few big themes emerged.

1. Increasingly Technical Topics Require a Human Touch

“Working day-in and day-out in this industry, it’s easy to forget that healthcare still feels like a black box for most people, which is why AI tools – and their precursors (WebMD, anyone?) – have become go-to sources of information. While technology empowers patients, it also creates a new paradigm for healthcare communications—one that has to strike the balance between tech and genuine human connection. Communicators play a vital role in building trust, translating complexity, and distilling information in an increasingly fragmented and tech-driven ecosystem, ensuring meaningful engagement between all stakeholders.” – Abby Ruch, Account Manager. 

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As healthcare becomes more technologically advanced, the topics we communicate will only continue to grow in complexity. But the more technical the message, the more important it is to keep it human.

People don’t connect with algorithms – they connect with outcomes, stories, and empathy. Our goal as communicators isn’t just to explain the science; it’s to make people care about it. That means grounding innovation in real-world impact, patient stories, and values we can all relate to.

2. The Battle Against Misinformation is Constant – and Critical

“Now more than ever, PR practitioners have a responsibility to fight the vast amounts of misinformation and misconception around healthcare. The tried-and-true experience of our clients, from their unique credentials, to the real-world value of the companies they're building and the larger societal problems they're hoping to solve, have become an important vessel for educating the public around the current state of healthcare, with all its pitfalls and promises. As PR practitioners, it's our duty to lead with facts, share the appropriate context around industry happenings, and tell stories that accurately reflect real industry challenges and opportunities. Any missteps, no matter how innocuous, can do more harm than good and breed unnecessary distrust in the healthcare industry. As AI continues to evolve, and politics ignite contentious debates, separating fact from fiction, and leading by example will be essential to building public trust for both our clients, and the wider healthcare industry.” – Maria Blair, Account Director. 

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As long as science continues to be politicized and social media freely fuels health myths, PR will play frontline defense. We have a real responsibility to be rigorous with the facts, transparent in our storytelling, and fearless in calling out misinformation. 

3. Truth at Speed is the New Standard

“We’re seeing a complete rewrite of what “health communications” means. That started in 2020 during the pandemic, when communicators became real-time translators, myth-busters, and often the last line of defense against chaos. All while the facts and public sentiment shifted daily. We learned that in high-stakes moments, the speed of a message matters almost as much as the truth of it.

Now, with AI driving medical and healthcare breakthroughs at a pace we've never seen before, that lesson is going to define the next decade. It’s not just about education; it’s our jobs to frame the narrative before misinformation does. That means getting comfortable showing our work: explaining exactly how the tech works, where the data comes from, what the risks are – before someone else fills in the blanks.

The pitfall is obvious: hype will outpace reality. But the opportunity? To turn health comms into a new kind of public infrastructure — something that doesn’t just sell an innovation but builds the trust that lets it change the world. That’s the bar now.” – Addy Bhasin, Vice President. 

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We’re not just storytellers, we’re stewards of trust. The next era of health comms will belong to those who can meet the moment with both speed and substance, shaping public understanding in real time and setting the tone for how tomorrow’s breakthroughs are received.

4. Trust is Built through Proof, Not Just Vision 

“Over the last decade, there has been a surge of new health companies trying to do things differently and bringing tons of optimism to the sector. During this boom, the role of comms was primarily to validate what everybody was feeling and show them new pathways were possible — healthcare is broken, here’s why, and here’s what we’re doing to fix it.

However, we’re at an interesting period right now, where a lot of these entrants haven’t succeeded in the way we all imagined and there’s a profound skepticism about whether we can ever really “fix” healthcare.

Today, I think building that broad awareness and excitement for the vision is still important —  healthcare IS broken and we have all these promising innovations now. But at the same time you have to prove the business model is actually viable and can actualize that vision in the long run.

So, as a communicator, we should still humanize the problems we’re trying to solve and show why they’re important, but also constantly prove that our approach or technology can and does work. Success metrics (patient usage, outcomes, etc.) and patient stories have always been important, but now I think harder numbers like revenue or profitability will be even more so.” – Allie Murphy, Vice President. 

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In this new era, credibility is currency – and we have to show receipts. That requires rigor and consistency in proving that what we’ve built delivers in a meaningful way. Vision still matters, but today, trust is won through outcomes, not optimism alone.

5. Credibility is Earned Where Conversations Happen

“In today’s climate, clarity and credibility aren’t optional — they’re foundational. Consumers are navigating a crowded landscape filled with wellness brands, influencer “experts,” and bold claims. They’re also savvier than ever, demanding proof, transparency, and trust.

For health companies, that means it’s not enough to have the facts — you have to meet people where they already are. From TikTok and Instagram to Substack, podcasts, and emerging digital platforms, showing up in the right places with clear, compelling, and credible messaging is essential. As AI and innovation reshape what’s possible in healthcare, communicators must own the narrative — and be present in the conversations that matter.” – Nicky Vaz, Vice President. 

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The role of strategic comms in healthcare has never been more essential — or more nuanced. We’re no longer just telling stories about groundbreaking tech; we’re helping shape public understanding, protect against misinformation, and build trust across a fractured landscape.

Whether it’s translating AI into patient outcomes, navigating policy debates, or providing clear guidance in a crisis, communications in this space has become a form of public service. And as the industry continues to evolve, so too will the way we tell its most important stories.