S9 E5: Who Do Patients Trust? Rethinking Health Communications with Jenny Ousbey of OVID Health

Health information has never been more accessible—but that doesn’t mean people know what to believe. Patients are turning to social media, influencers, search engines and AI for answers, while trust in traditional authorities continues to decline.

Jenny Ousbey, founder and CEO of OVID Health, talks about what this shift means for healthcare communicators. She explains why effective campaigns start by understanding what patients actually think, need and value rather than making assumptions about them—and why choosing the right messenger can be just as important as choosing the right message.

Jenny also discusses the need to balance clinical evidence with emotionally resonant human stories, particularly around complex issues such as vaccination, disease awareness and public health. Whether communicating globally or at the community level, she argues that trust depends on understanding the cultural and social context in which people make decisions.

Key Takeaways

• Health communicators are competing with an unprecedented volume of information, misinformation and increasingly AI-generated answers.
• Effective campaigns begin with research and listening rather than assumptions about what patients want or how they make healthcare decisions.
• The credibility of the messenger matters. Doctors, patient advocates, partners, celebrities, influencers and other trusted voices can play very different roles depending on the audience.
• Choosing the right communications channel requires understanding where a specific audience gets information and whom they trust—not simply following the latest platform trends.
• Clinical evidence is essential, but facts alone may not change attitudes or behavior. Human stories can make complex health issues more relevant and emotionally meaningful.
• Patients can handle nuanced messages. Communicators should be willing to acknowledge uncertainty and explain what science does—and does not yet—know.

About the Guest

Jenny Ousbey is Chief Executive Officer and Founder of OVID Health, an award‑winning healthcare communications consultancy she established in 2018. A recognised industry leader in patient advocacy and health communications, she is known for driving integrated strategies across public affairs, PR, and stakeholder engagement to support pharmaceutical, biotech, and health organisations globally. She is also the creator of the Patient Partnership Index and host of the Health Change Makers podcast, and regularly speaks on topics including political influencing, patient advocacy, and women’s health.

Prior to founding OVID, Jenny held senior roles across government, policy, and communications. She led health public affairs at the NHS Confederation and served as a senior political adviser to a UK Care Services Minister during a pivotal period in national health policy. Her career reflects a consistent focus on shaping health policy, advancing the patient voice, and delivering impact through strategic communications.

About the Hosts

Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including such industries as healthcare, financial services, professional services, government affairs and tribal affairs, as well as not-for-profit organizations.

Dr. Adrian McIntyre is a cultural anthropologist, media personality, speaker, and strategic communications consultant for PR agencies and marketing firms. He's lived in over 30 countries and spent more than a decade in the Middle East and Africa as a researcher, journalist, communications adviser, media spokesperson, and storytelling consultant. He earned a PhD from the University of California, Berkeley, where he was a Fulbright scholar and National Science Foundation fellow. Adrian helps agency leaders strengthen their positioning, sharpen their messaging, boost their visibility, and win new clients by replacing impersonal, intrusive and ineffective marketing tactics with authentic human conversations.

PRGN Presents is brought to you by Public Relations Global Network, the world’s local public relations agency. Our executive producer is Adrian McIntyre. The show is produced by the team at Speed of Story, a B2B communications firm in Phoenix, AZ.

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