Blog: Launching our 2025–2030 strategy: Trusted health information for all
In a world where misinformation spreads faster than ever, access to trusted health information is not just important—it’s essential. At the Patient Information Forum (PIF), we believe that everyone deserves clear, accurate, and accessible health information to make informed decisions about their health and wellbeing.
Today, we’re proud to launch our new five-year strategy, setting out our vision for 2025–2030. This strategy builds on the success of the PIF TICK—the UK’s only quality mark for trusted health information—and responds to the evolving challenges of the digital age.
Why This Strategy, and Why Now?
Since the launch of the PIF TICK in 2020, the information landscape has changed dramatically. Social media, AI-generated content, and the decline of fact-checking have made it harder than ever for people to find information they can trust. Data from our Knowledge is Power report revealed that one in two people now struggle to do so.
Our new strategy is a bold response to this challenge. It’s shaped by insights from our members, partners, and the wider health community. It’s grounded in evidence, and it’s driven by a shared belief: that information is a form of therapy—one that empowers people, supports self-management, and improves outcomes.
Our Six Strategic Aims
The updated strategy will see the return of the impact pillar alongside quality, integration, expertise and inclusion.
In view of the NHS 10 year plan and the massive system changes expected, it is imperative that we demonstrate not only how information makes a difference but that it is reaching the most vulnerable and is accessible to everyone.
1. Quality
We will raise standards in health information by expanding the PIF TICK to 300 organisations by 2030 and increasing public and professional awareness of what the TICK stands for.
2. Integration
We will campaign for trusted health information to be embedded in every stage of the patient journey—from GP consultations to digital health tools and public libraries.
3. Expertise
We will support the professional development of those working in health information, offering accredited training and defining the core competencies of this vital role.
4. Inclusion
We will ensure health information meets the needs of all communities, addressing health and digital literacy, accessibility, and cultural relevance.
5. Impact
We will build the evidence base for the value of high-quality information, collecting real-world stories and data to show how it changes lives.
6. Infrastructure
We will grow a sustainable, resilient organisation that continues to lead the way in health information.
What This Means for You
- For patients and the public: You’ll see more trusted information marked with the PIF TICK, helping you make confident decisions about your health.
- For healthcare professionals: You’ll have better tools and training to signpost patients to reliable resources.
- For our partners: You’ll be part of a growing movement to make trusted health information a core part of care.
Join Us on This Journey
We can’t do this alone. Whether you’re a patient, a clinician, a policymaker, or a partner organisation, we invite you to be part of this mission. Together, we can ensure that everyone—regardless of background, ability, or location—has access to the information they need to live healthier lives.
Let’s make trusted health information the standard, not the exception.