Pediatricians can build patient trust through better communication

Pediatricians remain trusted sources of health information, but trust alone may not be enough to overcome misinformation or persuade families to follow evidence-based recommendations, according to Todd Wolynn, MD, MMM, FAAP.

Wolynn, executive director of the Trusted Messenger Program, a nonprofit initiative within Public Good Projects, discussed strategies for addressing misinformation and improving communication with families at the American Academy of Pediatrics (AAP) 2026 National Conference & Exhibition.

Wolynn emphasized that pediatricians frequently encounter patients and caregivers whose health decisions have been influenced by inaccurate information encountered online. Although clinicians may respond by presenting additional scientific evidence, that approach does not always address the underlying concerns driving hesitancy.

"You can't just hit them over the head with more data. It just doesn't work because at that point, they, like us, like all human beings, make a lot of our decisions with our values, our beliefs, and emotions," Wolynn said.

Why is evidence alone not enough to address misinformation?

Wolynn explained that families may continue to trust their pediatrician while feeling uncertain about accepting a recommendation, particularly when misinformation has generated fear or anxiety.

He emphasized the importance of distinguishing trust in a health care professional from confidence in a specific medical recommendation.

"Here's the problem: trust does not equal belief," Wolynn said.

Rather than responding to hesitation with more data, pediatricians should seek to understand the source of a family's concerns and acknowledge the emotions associated with them.

According to Wolynn, effective communication requires listening, expressing empathy, and providing families with an opportunity to explain what they have heard before returning to an evidence-based recommendation.

This approach does not require clinicians to validate inaccurate claims. Instead, they can acknowledge a caregiver's fear or uncertainty without agreeing with the misinformation itself.

How can pediatricians use the AIMS communication framework?

Wolynn described the AIMS methodology, a structured approach designed to help clinicians navigate conversations when families hesitate to accept medical recommendations.

The framework consists of 4 steps: Announce, Inquire, Mirror, and Secure.

Announce: Begin with a clear, confident recommendation based on the child's age, clinical circumstances, or health needs. For many families, a strong recommendation may be sufficient to proceed with care.

Inquire: When a caregiver expresses hesitation, ask open-ended questions to understand the concern and where the information originated.

Mirror: Repeat the caregiver's concern to demonstrate understanding and confirm that the clinician has interpreted it correctly. This creates an opportunity to acknowledge the emotions behind the concern without endorsing misinformation.

Secure: Reinforce the relationship by asking permission to explain the clinical reasoning behind the recommendation.

Wolynn explained that asking permission can help prevent the conversation from feeling paternalistic while allowing the pediatrician to return to evidence-based guidance.

"Would it be okay if I told you why I recommend this?" Wolynn said, offering an example of how clinicians can transition from listening to providing guidance.

He noted that the framework can be applied to conversations involving vaccination, breastfeeding, and other pediatric health recommendations.

When clinicians do not immediately know the answer to a family's question, Wolynn encouraged them to acknowledge that uncertainty and follow up after reviewing the evidence.

How can pediatricians translate trust into better communication?

Wolynn emphasized that health care professionals retain substantial trust among patients and families, despite concerns about the influence of misinformation.

However, he cautioned that a trusted relationship must be supported by communication that makes families feel heard and understood.

For pediatricians, this means approaching difficult conversations as collaborative discussions rather than attempts to win an argument.

The goal is to help families feel comfortable revisiting their concerns while maintaining the clinician's evidence-based recommendation.

"You have trust. That's the most precious asset. We’ve got to stop squandering. The way we do that is with better communication," Wolynn said.

What role should social media play in patient communication?

Although one-on-one conversations remain particularly valuable, Wolynn encouraged pediatricians to recognize the potential of social media to reach families beyond individual office visits.

Digital platforms let clinicians share evidence-based information with far larger audiences than they can reach through daily appointments.

Wolynn also cautioned against measuring the value of social media engagement solely through likes, comments, or shares. Families may view health information without publicly interacting with it.

For pediatricians looking to build an online presence, he recommended identifying the platforms their patient communities use most often rather than trying to maintain accounts on every platform.

"If you only have to pick one, pick the one where most of your families are at," Wolynn said.

A consistent local presence may help families recognize their pediatrician as a reliable source of health information when questions arise outside the examination room.

Ultimately, Wolynn emphasized that addressing misinformation requires communication skills that complement clinical expertise. By listening to families, acknowledging their concerns, and reinforcing evidence-based recommendations, pediatricians can make better use of the trust they have already established.

Reference

Wolynn T. Parents Don't Know What to Believe But They Do Know Who to Trust: How Pediatricians Can Adapt, Engage, and Connect. Presented at: American Academy of Pediatrics 2026 National Conference & Exhibition; October 5, 2026; San Diego, CA.