August 29, 2026
In an era defined by rapid technological innovation, shifting political tides and a deeply divided public, the healthcare ecosystem is at a pivotal crossroads. How can organizations authentically connect and build trust with audiences who are increasingly anxious about their health and financial futures?
To explore how the upcoming U.S. midterm elections will impact these issues in the minds of stakeholders, GCI Health and Burson recently hosted their latest Health Matters forum. Health Matters is a thought leadership platform that brings together experts on the frontlines of policy and advocacy to unpack breaking news and emerging issues, empowering communicators, marketers and public affairs professionals to navigate a dynamic landscape.
Moderated by GCI Health’s Kristin Cahill, Global CEO and Lead for Burson Global Healthcare Practice, and Ryan Kuresman, Managing Director of Global Public Affairs and Health Policy, the discussion featured Sarah Lovenheim, Vice President of External Relations at AARP and former Assistant Secretary for Public Affairs at the U.S. Department of Health and Human Services.
Following the discussion, GCI Health’s Amy Inzanti, Global Chief Insights and Strategy Officer and Sacha Evans, Senior Vice President, Public Affairs and Health Policy, along with Burson’s Steve Behm, Corporate and Public Affairs, Americas, joined Kuresman to share insights generated through AI agent personas modeled on influential U.S. voter blocs. These consumer segments not only shape electoral outcomes but also represent many of healthcare’s most important decision makers who influence the issues that define elections and health policy.
The exchange pulled back the curtain on the forces driving public opinion and shaping policy debates across the nation. What emerged was a vivid narrative of a shifting landscape where human connection and cutting-edge technology must learn to complement each other and coexist.
The Fusion of Access and Affordability
For years, healthcare conversations drew a distinction between physical access and financial cost. Today, that line is disappearing. As noted during the discussion, whether listening to older voters surveyed by AARP in Georgia or families interviewed across the country, public discourse around access is now viewed through a single, dominant lens: affordability.
People no longer judge healthcare simply by whether a breakthrough treatment is available; they judge it by whether they can afford it. With everyday costs rising and personal savings stretched thin, addressing financial anxiety — through empathy and recognition for the current realities people are facing — is a prerequisite for building audience trust.
AI Innovation With a ‘Human in the Loop’
Beyond kitchen-table economics, a new catalyst is quietly reshaping policy conversations: artificial intelligence. Unlike temporary public health crises of the past, AI represents a permanent structural transformation.
Yet, while consumers are eagerly experimenting with AI tools to navigate personalized care, an underlying anxiety remains. Lovenheim highlighted that while there is strong enthusiasm to embrace AI among older adults, it comes with a strict caveat: people want a “human in the loop.”
In an environment where no single entity owns AI governance or privacy, a vast opportunity exists for healthcare leaders who can balance digital efficiency with the explicit guarantee of human oversight and data security. And as generative engine optimization (GEO) changes how audiences search for care, structuring clear, authoritative information for large language models has become just as critical as communicating directly to human audiences.
The Mandate: Local Voices and Lived Experiences
As trust in broad national institutions continues to erode, sweeping top-down messaging is increasingly met with cynicism. Today’s most effective stories are grounded in local communities and lived experiences.
The forum emphasized that the modern healthcare journey is deeply personal — and often overwhelming. To truly resonate, communications must step away from high-level institutional language and meet people where they physically assemble — regional forums, state fairs, mobile clinics — leveraging trusted local voices and culturally relevant touchpoints.
Equal Parts Empathy and Action
Ultimately, the discussion highlighted a fundamental shift in consumer expectations. As longevity increases, people are looking to move from reactive disease management to proactive health planning, and they want tools that give them control over their own health journeys.
As Lovenheim noted, in healthcare, empathy without action often falls flat. Today, consumers have data insights at their fingertips, but they need guidance to translate that information into meaningful prevention and care. The organizations that successfully bridge this gap — combining genuine human understanding with clear, actionable solutions — will be the ones that define the future of healthcare.
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