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A new study led by CUNY SPH researchers suggests physicians were the most trusted public health messengers during the 2024 H5N1 avian influenza outbreak in the United States, surpassing institutional sources like the CDC, state or local health departments, or even family and friends.
In fact, 76% of respondents reported trust in their doctor for health information, and over half reported turning to their doctor for vaccine guidance, the authors say.
That trust, however, was not uniform. Black and Hispanic respondents reported significantly lower trust in physicians compared to white respondents, underscoring the urgent need to address disparities in public health communication.
Both urban and rural residents reported similar trust in doctors, but rural respondents were somewhat older, less likely to have private insurance, and more likely to be Republican or white.
Given diminishing public trust in government institutions, physicians stand to play a crucial role in risk communication, the authors say.
“Effective public health strategies during emerging threats like H5N1 must leverage the trust people place in their personal healthcare providers, while also tailoring approaches to diverse communities,” says lead author Rachael Piltch-Loeb, assistant professor at CUNY SPH.
“Tailored communication regarding H5N1 and similar threats should must address disparities in trust across age, ethnicity, income, and political lines,” says CUNY SPH Dean Ayman El-Mohandes, the study’s senior author.
The findings also indicate a need for better training and support for providers, ensuring consistent and effective messaging for diverse communities.
“Public health communication must engage physicians to serve as the bridge between evolving science and the public’s everyday health decisions,” El-Mohandes adds.
