Salzburg Global’s podcast series Conversation Changers brings the spirit of dialogue, openness, and innovation that defines Salzburg Global to audiences worldwide. In each episode, leading thinkers and practitioners explore pressing global challenges — and how we can rethink them for a better future.

In this new episode, host Eric Olander speaks with Tina Purnat, a leading expert on health communication and the social dynamics of information, about the complex realities of navigating health information in today’s digital age. Together, they explore how misinformation spreads, how trust is built and eroded, and what it takes to restore confidence in health systems.

Purnat reflects on the shifting relationship between health authorities, media, and the public, and why trustworthiness — not just trust — lies at the heart of effective health communication. The discussion delves into the role of social media, the growing influence of health influencers, and the importance of cultural context in shaping how people interpret health messages.

What you’ll hear in this episode:

How the digital age has transformed the way people seek and believe health information

Why mistrust in institutions has become a public health challenge

The role of social media and influencers in shaping perceptions of health and science

How cultural context affects the success or failure of public health messaging

Why rebuilding trust begins with self-reflection and community engagement

The episode underscores a vital point: tackling misinformation isn’t just about correcting facts — it’s about reconnecting people, communities, and systems through dialogue and empathy.

Chapters:

00:00 The Erosion of Trust in Health Information

02:56 The Role of Social Media in Health Decisions

05:57 Healthcare Providers and Misinformation

09:10 Cultural Contexts in Health Communication

11:52 The Influence of Health Influencers

15:10 Navigating Health Information Chaos

17:56 Building Trust in Health Systems

About Tina Purnat:

Tina Purnat is a global health expert working at the intersection of data, technology, and policy. With over 20 years of experience—including leadership roles at the World Health Organization (WHO) and the European Centre for Disease Prevention and Control (ECDC)— she helps organizations navigate complex health systems and design smarter, evidence-based solutions.

Currently, Tina is Vice President of the Global Health section at the European Public Health Association (EUPHA), an Associate Editor for several peer-reviewed journals, and a Doctor of Public Health (DrPH) candidate at Harvard University. Her work spans pandemic preparedness, digital health, trustworthy AI standards and systems, and the intersection of digital society with public health. Tina uses innovative, systems-based approaches to help organizations and governments design resilient, ethical, and people-centered health responses in a rapidly changing world.

Follow Tina Purnat here: https://www.linkedin.com/in/tinadpurnat

Follow Eric Olander here: https://www.linkedin.com/in/olander/

Find out more about Salzburg Global at salzburgglobal.org