Narrative Distortion

The Reputation Risk Reshaping Prescribing Habits

When patients arrive at appointments carrying misinformation and disinformation, doctors carry the cost. We call this narrative distortion, and new research from We. Communications and Sapio Research shows it's already changing how physicians treat patients.

We surveyed 500 physicians across Australia, Germany, India, the UK and the US. Eighty-eight percent say they've changed a treatment recommendation because of patient resistance rooted in misleading information, and 59% read a company's silence on these narratives as self-interest or complicity.

What we found

Misinformation Is Already Changing Treatment Decisions

88% of physicians have modified a treatment recommendation because of misinformation, part of a pattern where more than a third of patients arrive weekly needing correction.

Physicians Expect Action, Not Silence

95% say companies are responsible for addressing misleading narratives, but only 35% think they're doing it well.

Staying Quiet Is No Longer Safe

59% of physicians read corporate silence on misleading narratives as self-interest or complicity.

Reputation Now Shapes Prescribing Decisions

89% say corporate reputation influences prescribing, and 79% say failing to address harmful narratives would reduce it.

Key takeaways

Silence Carries Risk

Physicians increasingly read a company's silence as self-interest or complicity.

Physicians Want Practical Support

Independent fact-checking resources and clear evidence summaries top physicians' requests for help.

Global Pattern, Local Execution

The pattern holds worldwide, but the right response differs by market.

Brands in Motion

New physician-survey research defines narrative distortion, the mix of misinformation and disinformation reshaping trust, reputation and prescribing decisions worldwide.

Access Report