How Pharmacists Build Patient Trust When It’s Hard to Find

In a world of swirling news stories, voices vying for attention, and misinformation around every corner, patients need someone to cut through the noise. For many, that voice is the pharmacist.

And at the start of the new year—often synonymous with new health plans, meeting deductibles, and fending off the final traces of cold and flu season—you have ample opportunity to make that voice heard.

When patients have questions, they call your number. When they have concerns, they walk in your store. When they don’t know what information to trust (and what to ignore), they take it up with you.

Trust is the foundation of good care and, in a world where trust in healthcare professionals is falling, of a good healthcare system.

And it’s trust that sets the pharmacist-patient relationship apart.

The State of Patient Trust

Trust is timeless, but in the online world, it’s harder to earn (and harder to keep) than ever before.

Up to a third of health content on social media may contain misinformation, according to a 2025 Havas Lynx report. Patients are inundated with everything from well-meaning but misguided anecdotes to outright disinformation from seemingly reputable sources.

And while 8 in 10 patients rate their experiences with healthcare providers as positive, nearly 9 in 10 express distrust in the healthcare system itself.

A 2025 Washington University survey found that only 1 in 3 Americans believe government leaders consider public opinion in health decisions, and just 1 in 5 say the U.S. handled the COVID-19 pandemic well.

It’s clear, then, that personal satisfaction with providers sits in paradox with systemic frustration. As providers and legislators continue to work together to promote systemic change, providers—pharmacists included—have taken up the challenge to fill in the gaps.

The reason is simple: When it comes to getting information they can trust, patients turn to pharmacists.

A 2023 Gallup survey found that, next to medical doctors and nurses, community pharmacists are the most trusted medical professionals.

Pharmacists know why. Patient visits are more than just clinical encounters to document or services to bill for (though that’s important, too). They’re opportunities to connect, educate, and walk with patients wherever they are in their healthcare journeys.

Sometimes, all it takes is a conversation.

How to Build Trust in Every Conversation

1. Listen first: Patients come to the counter looking to be heard as much as they come looking for answers. Before you offer those answers (even if you feel certain you already have them!) ask first.

2. Mirror patients: Reflect back what you’re hearing: “It sounds like you’re concerned about your blood pressure” or “I’m hearing frustration about side effects of this medication.” This validates feelings and builds connection.

3. Ask permission: Permission-based education is one of the best ways to build trust, according to the American College of Clinical Pharmacy. Instead of jumping straight into advice, ask: “Would it be okay if I shared what I’ve seen with other patients?” This reframing respects patient autonomy and makes counseling collaborative.

4. Personalize, don’t generalize: Generic advice rarely resonates. When you link your advice to a patient’s specific health goal—and the emotions tied up with that goal—you can make the message more relevant (and motivating). Instead of a “Research shows that this medication increases energy,” try a “My patients tell me this medication makes a big difference in afternoon crashes, so I think it’ll be a great option for your slumps at work.”

5. Watch your (body) language: Words matter, but so does presence. Eye contact, open posture, and unhurried gestures show patients you value their time and concerns.

6. Make it a team effort: Encourage staff to share phrasing that worked, celebrate patient wins, and learn from one another. Trust grows when the whole team is aligned.

7. Use resources to your advantage: Technology (like RedSail’s Clinical+ portal) can surface opportunities for engagement, but it’s empathy that makes those moments count.

Trust in Action: Some Helpful Scripts to Follow

Even with the best intentions, it can be hard to know what to say in moments of stress, confusion, or miscommunication.

Here are some common patient situations and phrases you can use to keep conversations oriented toward trust:

Affordability Concerns

What you might hear:

• “This is too expensive.”
• “How am I going to afford this?”
• “Do I really need the brand name?”

How to respond:

• Normalize the concern: “Many patients ask about cost. Let’s look together at whether there’s some patient support available, or possibly a generic option.”
• Show empathy: “I know cost can be stressful. Let’s see what we can do to ease that burden.”
• Offer solutions: “I can check if your insurance covers alternatives that work just as well. I can also tell you more about possible discount programs.”

Side Effect Concerns

What you might hear:

• “This medication makes me tired.”
• “I don’t know how to manage side effects.”
• “The side effects are outweighing the benefits.”

How to respond:

• Validate feelings: “It sounds like this side effect is interfering with your routine.”
• Share options: “Would you like me to share what other patients have tried to manage it?”
• Adjust treatment accordingly: “Would you like to talk through other medications that can minimize side effects?”

Medication Adherence

What you might hear:

• “I keep forgetting to take my pills.”
• “I don’t think missing a dose here and there matters.”
• “It’s just too hard to stay on schedule.”

How to respond:

• Normalize the struggle: “A lot of patients tell me it’s tough to remember every dose. You’re not alone in that.”
• Offer practical tools: “Would you like me to share some strategies that have helped others, like pill organizers or phone reminders?”
• Connect to outcomes: “Even small gaps can make a big difference in how well the medication works. Let’s find a routine that fits your lifestyle so it feels easier.”
• Make it a team effort: “We can work together to make this manageable. You don’t have to figure it out on your own.”

Vaccine Hesitancy

What you might hear:

• “I already had COVID once.”
• “I’m healthy, I don’t need it.”
• “I’m worried about side effects.”

How to respond:

• Start by validating: “That’s a fair concern. These vaccines have changed a bit since last year. Can I explain how they work?”
• Bring up goals: “Many patients tell me they just want to stay healthy throughout the holidays. This shot helps with that goal.”
• Keep the tone collaborative: “I’m here to offer information, not push a decision. The choice is ultimately yours.”

Chronic Condition Fatigue

What you might hear:

• “I’m tired of taking so many pills.”
• “It feels like this never ends.”
• “I don’t think it’s making a difference.”

How to respond:

• Recognize effort: “Managing this daily takes real effort. You’ve already done the hardest part: sticking with it.”
• Reflect feelings: “It sounds like this routine is wearing on you. Can we look at whether any doses or timing could be simplified?”
• Offer partnership: “What if we worked with your provider to review other treatment options?”

How RedSail Helps Build Patient Trust

Trust is built one conversation at a time, but it doesn’t have to rest on memory alone.

RedSail’s newest tool, Clinical+, makes trust and time compatible by sending you integrated workflow prompts that highlight opportunities for patient engagement (without adding another to-do to your list).

As Clinical+ expands in your pharmacy management system, you’ll begin to see more recommendations for when to start conversations. These could include prompts about a patient having lapsed on a medication they were previously filling, nudges that a certain prescription will soon be off formulary, or any number of other relevant clinical concerns.

In addition to alerting you of concerns, Clinical+ prompts can also provide helpful resources to share with patients, including therapy information, cost‑saving opportunities, and more.

You can use the Clinical+ portal to review and manage active clinical campaigns, supervise patient messaging, and track program metrics for higher fill rates and improved adherence.

In effect, Clinical+ is designed to simplify your workflow: It handles the admin, and you handle the patient interactions.

If you're interested in learning more about Clinical+ and hearing from real pharmacists on how they approach patient trust, watch our recent webinars for PioneerRx users and BestRx users, respectively.

And if you’re a PioneerRx or BestRx user, you can already fully access Clinical+. (QS/1 customers: Be on the lookout for fuller functionality early next year!).

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Conclusion

As we head into the new year, patients will continue to face questions, doubts, and decisions about their health.

Pharmacists have the chance to meet those moments with clarity and compassion. With the right technology on your side, namely RedSail’s Clinical+, it’s easier than ever before.

Remember: Every conversation—whether it’s about side effects, affordability, or adherence—is an opportunity to strengthen trust in a world where it too often feels fragile.

And trust, once built, is the foundation for healthier communities in the year ahead.