By Derek T. Dangerfield II, PhD
In an era where policy changes impact nearly every aspect of society, the question of whom to trust for accurate health information is becoming increasingly complex. Nowhere is this more evident than in sexual health communication, where shifting guidelines and evolving science have created a landscape rife with uncertainty. The growing mistrust in healthcare and clinicians fueled by perceived conflicts of interest, systemic biases, and evolving medical recommendations has led many people, including racial and sexual minorities, to seek health information elsewhere—particularly from peers.
Peers (both inside and outside of social networks) are trusted sources from which people share experiences, validate their concerns, and seek guidance. Peers are key sources of sexual health information (among other forms of information), especially for marginalized communities such as Black sexual minority men. Although communal exchanges of information foster support, it also presents challenges, particularly when misinformation spreads unchecked. The growing reliance on peers underscores the need for a structured approach to community health communication.
One promising approach to addressing these challenges is using a peer change agent (PCA) model. Studies, including our intervention called POSSIBLE, have shown that peers can be enhanced with structured, evidence-based health communication, leveraging their credibility while ensuring accurate information dissemination to address health behaviors. PCAs can build rapport, personalize discussions based on individual values, and proactively address common concerns about taboo controversial health issues such as PrEP for HIV prevention.
The success of PCA models highlights the need to systematically equip peers with accurate health information. This requires:
- Training peers to be change agents: PCAs should be provided with structured guidance on how to discuss health topics, dispel misinformation, and tailor messages.
- Designing culturally responsive health messaging: Health communication strategies must acknowledge cultural and social determinants of health, ensuring that messages resonate with specific communities.
- Combating misinformation: Social media platforms and healthcare organizations should work together to flag and correct false health information and promote credible sources.
- Strengthening clinician-community relationships: Although peers are valuable, rebuilding trust in clinicians remains crucial. This can be achieved through community-engaged research, greater transparency in medical decision-making, and reducing healthcare barriers.
The future of health communication lies not in choosing between clinicians and peers but in creating a synergy between both to ensure reliable and accessible information for all. Although social support is invaluable, ensuring that social networks are equipped with accurate health information is crucial for public well-being. We can foster informed decision-making and rebuild trust in public health initiatives.