Heidi Larson, Lady Piot, is a professor of anthropology, risk and decision science and the founding director of the Vaccine Confidence Project, a research group dedicated to monitoring and mapping vaccine confidence and developing interventions to build trust.
She is the author of Stuck: How Vaccine Rumors Start and Why They Don’t Go Away, a pivotal work that examines the perceptions and beliefs that drive rumours and make them stick. In 2021, she was recognised as one of the BBC’s 100 most influential women for her impactful work in public health.
Professor Larson’s research focuses on the role of trust in health systems, particularly in times of crisis, and the influence of emotions, beliefs and misinformation on vaccine acceptance. She is a leading voice in efforts to understand and combat vaccine hesitancy through research and community-driven initiatives.
In 2024, Professor Larson and colleagues contributed the analysis paper, Building public trust in preparation for future health shocks: a research agenda, to feature in The BMJ research priorities for future shocks collection. This analysis discusses how trust is fundamental to cooperation and essential in times of crisis. Researching and understanding trust networks and perceptions of trustworthiness is crucial in preparing for future health shocks.
We spoke to Professor Larson about shaping global preparedness for health crises, the impact of her recent paper, and her experience of having it published by The BMJ general medical journal.
“Revisiting the research agenda at this point in time was so valuable, because the world has changed dramatically in the last decade. Publishing in The BMJ allowed for this refresh and reconnection with a wider audience.”
Professor Heidi Larson
Professor of Anthropology and the founding director of the Vaccine Confidence Project
Professor Larson reflects on how publishing in The BMJ’s Future Shocks collection amplified the impact of her research on vaccine confidence and public trust. The paper not only addressed trust as a critical factor in health crisis preparedness but also connected with a wide array of stakeholders, sparking global conversations and inspiring collaborative initiatives.
One of the most significant outcomes of her publication was its role at the 2024 World Health Summit, a prestigious forum that brings together leaders from governments, academia and corporations.
“The World Health Summit is not only an academic forum; it had companies, it had governments, and it had a lot of journalists. This paper really became a guide in the sessions on trust and health crisis response,” said Professor Larson.
“I was asked to start two sessions by showing our data on trust. The BMJ article set the stage for more systematic thinking about trust in health.”
Beyond its influence at the World Health Summit, Professor Larson’s work caught the attention of the Global Preparedness Monitoring Board (GPMB), an independent body focused on ensuring readiness for global health emergencies. This recognition highlights how the paper and her related research inspired new frameworks that place trust alongside traditional health metrics, redefining approaches to global crisis preparedness.
“The chair of the global preparedness monitoring board proposed that we work together to create a matrix that can help us prepare for crises in a new way –bringing in the societal dimensions. The BMJ paper adds a new layer of understanding by addressing trust as a critical factor in preparedness, ” – Professor Larson
Revisiting and evolving research
Publishing in The BMJ also allowed Larson to revisit and expand her research in light of global shifts over the past decade. She said that revisiting the research agenda at this point in time was valuable because the world has changed dramatically in the last decade. “Publishing in The BMJ allowed for this refresh and reconnection with a wider audience.”
A critical factor in the paper’s success was The BMJ’s accessibility and reputation, which enabled Professor Larson’s work to reach decision-makers and practitioners far beyond academic circles.
Overall, this author experience underscores the transformative power of publishing with The BMJ. By bridging the gap between rigorous academic research and actionable insights, her work on vaccine confidence has shaped global conversations, inspired collaborative efforts, and fostered meaningful change in public health.
Professor Larson’s experience demonstrates the transformative impact of publishing with The BMJ. Her research reached influential cross-sector audiences, shaped global health discussions, and influenced collaborations to address trust as a vital component of health crisis preparedness. Through its accessibility and reputation, The BMJ enabled the professor’s work to bridge the gap between academic research and actionable solutions, fostering meaningful change in public health.
“The BMJ is very accessible. People know it is accessible. It makes this work on trust accessible in a way that reaches beyond purely academic circles.”
