Healthcare systems face challenges from misinformation and erosion of public trust. There is a paradox in the relationship between science and society: science solves problems with rigor and coordination, but alienates the public, which prefers immediacy, authenticity, and personal connection. Scientists, medical institutions, professional societies and public health agencies are incredulous. Conversely, untrained influencers, unqualified individuals with financial or political motives, and bots with artificial intelligence are considered trustworthy. This paradox is at the heart of contemporary relations between science and society.