Bursting the Bubble: Science Isn’t Reaching the People Who Need It Most
Hi,
I’m Dr. David Higgins—a pediatrician, public health physician, and researcher focused on turning scientific evidence into real-world community health impact. In this newsletter, I share practical insights, thoughtful analysis, and frontline stories that shed light on complex public health challenges and explore how we can build healthier, more resilient communities together. If you haven’t already, subscribe below for free to stay connected.
This is part 3 of a 3-part series on what I have learned, and continue to learn, from real conversations about how we communicate science in our communities. You can read part 1 here and part 2 here.
What Happens When People Aren’t Hearing From Us?
I recently mentioned to a family member that my work on vaccines has been challenging lately. They were genuinely surprised and had no idea why that would be the case.
For those of us in health and science, it may seem baffling that people aren’t aware of the steep science funding cuts or how they threaten not just our work, but the health of entire communities. But when you get outside your bubble, you will find this disconnect is more common than you might think. It reveals a critical gap in how we communicate about science: we often talk to each other, not the communities we aim to serve.
Recently, a group of Make America Healthy Again (MAHA) grassroots and public health leaders came together for a refreshingly candid conversation. If you haven’t already, I encourage you to listen to the first and follow-up conversations on the “Why Should I Trust You” podcast.
Several important themes that emerged from those raw conversations (read more here from
). But, one moment stood out. During the conversation, after Dr. described research on the effects of early environmental exposures on neurodevelopment, work now at risk due to funding cuts, one of the MAHA leaders said:“The kinds of things you are talking about, and the stuff you're getting done, do not filter all the way down to me or people in my circles.”
That comment stuck with me. That sentiment isn’t unique. Most of us know we live in increasingly separate bubbles. Social media algorithms, the breakdown of civic organizations, and rising mistrust have divided us into ever-narrower silos. But if we are only speaking to each other, we will fail to improve health.
So, Where Does That Leave Us?
We may not be able to fix social media algorithms or rebuild civic organizations on our own, but we can take responsibility for how we try to break through.
If the people most affected by public health decisions aren’t hearing from us, then our communication strategies are failing. It’s on us to change that. If we want the science to matter, it has to reach people who aren’t already nodding along.
Here are a few ways we can start.
Show up in nontraditional spaces:
We have to go beyond clinics, conferences, and (ahem) Substack posts. Until the algorithm problem is solved, it’s hard to escape digital echo chambers. That’s why we must show up where people already gather: community forums, faith-based events, sports leagues, or parenting groups. Some of the best conversations I have had with people outside my bubble have been at a soccer game, town hall, or brewery.
Also, I dare say this showing up should happen in real life (gasp!). Maybe I’m old school, but I haven’t found a way to replicate the richness of face-to-face conversations. Technology has its place, especially in extending reach and sharing information, but it shouldn’t replace embodied human connection.
Partner with trusted messengers:
You are often not the best person to bring a message to a community and that is OK. Your professional credentials might mean little in some settings, or worse, may lead to skepticism.
Instead, work with local leaders (advocates, faith leaders, and peer influencers) who already have the trust of their communities. Offer the tools and support to share accurate information in their own voice.
Reframe the Purpose of Science Communication:
It’s not just about explaining facts or even changing minds. It’s about building relationships.
That has been one of the most important lessons from my community-based work. When we treat communication as a long-term investment instead of just a short-term persuasion strategy, we create something far more enduring: we build trust.
Lead With Shared Values:
Start where people are, not where you think they should be. Ground in values people already hold, protecting children, helping neighbors, and keeping communities strong. Whether I’m talking to a patient, a parent, or community I have learned that values framing doesn’t dilute the science; it makes it meaningful.
And yes, all of these things are uncomfortable. It takes vulnerability.
I recently agreed to join a local radio show to answer callers’ questions. I usually comfortable in these spaces, but this time was different: I am not a part of that community and the show was in Spanish, and I don’t speak Spanish. I partnered with a trusted colleague who invited me on and “transcreated” the conversation live on air. It was uncomfortable, humbling, and exactly the kind of partnership we need more of.
Don’t Wait for Perfect
This list is far from exhaustive. There is growing research and work on how to do this best. But, don’t wait until you have read every article or taken a course before you act.
You can start today by showing up in spaces you aren’t normally in: Speak at a church or school meeting, go to a community event, meet with civic leaders or local organizers. And when you engage, listen first, partner with trusted messengers in those spaces, make building relationships the priority, and lead with shared values.
Thanks for being part of this community.
-David
A quick note on what is next: I know there’s been a lot happening in the vaccine policy world and I haven’t yet weighed in here on Substack. That’s partly because I’ve been waiting for some of the dust to settle so I can make sense of the confusing mess that’s unfolding. In the coming posts, I’ll be digging into the history of U.S. immunization recommendations leading up to the June ACIP meeting (if it happens as planned), so stay tuned!
Do you like this newsletter?
Then you should subscribe here for FREE to never miss an update and share this with others:
You can also follow me on LinkedIn, Instagram, Substack Notes, and Bluesky.
Community Immunity is a newsletter dedicated to vaccines, policy, and public health, offering clear science and meaningful conversations for health professionals, science communicators, policymakers, and anyone who wants to stay informed. This newsletter is free for everyone, and I want it to be a conversation, not just a broadcast. And if you find this valuable, please help spread the word!