Pharma’s reputation was already on shaky ground. Enter the “MAHA” (Make America Healthy Again) movement. What started as a handful of so-called “anti-vaxxers” has exploded into a nationwide force that no healthcare communicator can afford to ignore. MAHA is no longer fringe—it’s mainstream, and it’s fundamentally reshaping how Americans think about health, wellness, and trust in medicine.
This isn’t just noise on social media. MAHA moms are driving real change, influencing everything from vaccine uptake to ingredient transparency. Their voices are being heard in boardrooms, clinics, and living rooms across the country. If you’re in pharma communications, understanding the motivations, fears, and influence of the MAHA movement isn’t just important—it’s essential. The future of public trust in medicine, and the future of your brand, depends on how you respond to this rapidly evolving landscape.
The MAHA Narrative: It’s About Fairness, Not Just Science
Let’s get to the heart of what’s happening. MAHA moms have reframed the conversation around pharma with a powerful, sticky narrative: “Pharma is in the business of sickness, not health.” This isn’t just a catchy phrase—it’s a deeply held belief. People feel that pharma profits by keeping them sick, not by making them well. There’s a sense that it’s fundamentally unfair, even offensive, for companies to profit from illness rather than health.
And once that belief takes root, it changes everything. If people think your business model depends on them being sick, they’re going to question every single thing you say. They won’t just take your word that a medicine is safe, or that a vaccine is necessary. They’ll question your motives, your data, and even your right to advertise directly to them. Every message you send—about pricing, about science, about clinical trials—gets filtered through this lens of suspicion.
This is the risk for pharma right now. If you don’t understand and address this core narrative, nothing else you say will matter. You’ll be talking past the people you most need to reach.
How Pharma Can Engage
So, what can pharma companies actually do to engage more productively with the MAHA movement—and with the public at large? Here are four key steps:
1. Show Up and Engage
First, you have to show up. Silence isn’t an option. People want to be heard, and they want to know you’re listening. That means having real conversations, not just pushing out statements. Use straightforward, simple language—ditch the jargon and the corporate speak. Especially in pharma, where it’s so easy to fall back on technical terms, you need to meet people where they are. Listen to what they’re actually saying, acknowledge their concerns, and let them know you’re taking them seriously. That’s how you start to rebuild a sense of fairness and trust.
2. Don’t Hide Behind Science
Here’s the hard truth: you don’t restore trust in science by talking about Science with a capital S. People don’t want to be lectured. They want to understand. So, break it down. Talk about what science means for them, in their lives, in plain language. Explain things the way you would to a neighbor or a family member who doesn’t have a technical background—because, honestly, that’s who you’re talking to most of the time.
3. Don’t Expect Data to Do the Work
Another big mistake? Jumping straight to the conclusion. When people raise concerns—like about vaccines—the instinct is to immediately say, “The science is settled, vaccines are safe.” But when you do that, you’re skipping over their concerns. It feels dismissive. It feels like you’re not even willing to have the conversation. And that just makes people dig in deeper. Instead, invite questions. Show you’re open to dialogue, not just defending your position.
4. Acknowledge Concerns as Legitimate
This is where most companies stumble. Before you say anything else, acknowledge that people’s concerns are real and valid. Imagine how different it would sound if you started with: “You have every right to be concerned about your children’s health and what goes into their bodies. You have every right to want to know that any treatment you’re getting is safe.” Too many companies assume that’s implied—but it’s not. You’ve lost the benefit of the doubt. If you don’t start here, your audience is going to stay defensive and skeptical. But if you open with, “We get it. Your health matters. Your safety matters. People have questions, and we welcome them. Let’s talk about it,” you start to break down those walls. You make people feel heard—and that’s where real engagement begins.
It’s Not What You Say, It’s What They HearTM
Here’s the bottom line: MAHA moms and their supporters trust science—they just don’t trust your science. They believe pharma manipulates data to fit its narrative. If you want to change minds, start by respecting their right to question. Say, “That’s a great question. Let’s talk about it.” Meet people where they are, as humans.
Corporate communication too often forgets this basic truth: we’re all human. When companies get defensive, everyone loses. If you want real engagement, have a real conversation. Remember, it’s not what you say—it’s what they hear. Make sure they hear respect, empathy, and a commitment to fairness. That’s how you start to rebuild trust.
