“Trust in health” was the BCN Health Lab motto this year. On July 3, 2025, this established event format for the pharmaceutical and healthcare sector celebrated its 10th anniversary. For the second time, it took place under the umbrella of BCN.

Approximately 300 guests spent a day at Bergson Kunstkraftwerk in Munich, focusing on an essential topic: “Trust as a success factor in the healthcare industry”. Host Tobias Conrad (CEO of BCN) welcomed the numerous representatives from the media, pharmaceutical industry, research, and business – including Dr. Georg Kippels, Parliamentary State Secretary to the Federal Minister of Health. Moderator Kristina Hentschel guided the audience through the varied conference program.

How can we build healthy trust in the healthcare market?

Trust is the foundation of a functioning healthcare system. But in times of rampant disinformation, artificial intelligence, and constant change, this trust is increasingly under threat. How can it be sustainably strengthened again? Experts discussed this question in various panel talks.

Reducing bureaucracy and extending standards are two key issues that the new government wants to tackle in the healthcare sector, Dr. Georg Kippels (Parliamentary State Secretary to the Federal Minister of Health) told FOCUS editor-in-chief Franziska Reich in an interview. “Some documentation and review processes under European guidelines are so tedious and time-consuming that they hinder innovation. We need to reduce bureaucracy in the healthcare system and expand standardization in order to increase the speed at which clinical trials are conducted.” Local pharmacies are an important player in the healthcare system. They offer a low-threshold point of contact for basic health issues and can thus improve care. However, the decline of pharmacies is a growing problem: “Compared to other European countries, Germany has a low density of pharmacies per capita.” Among other things, the increased minimum wage is putting pressure on pharmacies.

The important topic of prevention was omnipresent at the Health Lab. Dr. Ahmed Khalifa (Country Medical Director at MSD Germany) emphasized that the chances of recovery increase significantly when a diagnosis is made early. In order to provide the population with comprehensive information on health and preventive care, balanced reporting that compares the effects and side effects of medications is essential. Reports must also make it clear that scientific findings and recommendations are subject to change. Dr. Alexander Horn (General Manager of Lilly Deutschland) made a strong appeal to the participants. He wants to see a paradigm shift toward more prevention. Forty percent of Germans suffer from chronic illnesses. If these are not curbed preventively, the healthcare system will face massive challenges.

News media are an important counterweight to disinformation. There was broad agreement on this among the participants in the panel discussion “Media and their influence on the healthcare market”. The more professional fake news becomes, the better editorial teams need to become, emphasized Tim Affeld (editor-in-chief of GRAZIA, PETRA, FÜR SIE). Kerstin Bode (managing editor at BILD der FRAU) explained that journalists have a completely different self-image than influencers. Journalists are accountable to the press code and must act with due diligence. It is also important to clearly communicate these media quality standards, according to Franziska Reich (editor-in-chief of FOCUS). At the same time, she drew attention to a key challenge: high-quality research requires sufficient resources, which are not always available in everyday editorial work. Even when facing economic constraints, journalists must take this time, especially in the health sector, as they bear a great responsibility, according to Tim Affeld.

In addition, many other industry voices shared their perspectives on the topic of trust, including Nils Behrens (Chief Brand Officer, Sunday Natural), Dietrich Bender (VP Commercial Operations, Schwabe Group), Dr. pharm. Benedikt Buehler (pharmacist and Chairman of the Board, Verband innovativer Apotheken e.V.), Prof. Dr. med. Heidrun M. Thaiss (Executive Director Medicine and Science, Felix Burda Foundation), and Dr. med. Nana Bimpong-Buta (cardiologist, keynote speaker, author). Udo Radzio (BCN Head of Client Services Health) presented the new study “BCN Deutschland Puls”. Starting now, this annual meta-study assesses the German population’s stance on current health issues, providing a comprehensive “mood barometer”. In a health talk with Florian Festl (editor-in-chief, FOCUS online), Dr. Felix Brych (former FIFA and record-breaking Bundesliga referee) spoke about mental strength and self-confidence, sharing anecdotes from competitive sports.

A multifaceted event: experiences beyond the panel discussions

During the coffee break, participants had the opportunity to attend the live recording of FOCUS Gesundheit’s “Auf Herz und Nieren” podcast, or take part in an “active break” – powered by VITAL – with Luise Walther (influencer & expert in neuro-centered fitness). The evening concluded with a festive birthday dinner celebrating 10 years of Health Lab. In the HÖRZU after-show lounge, guests enjoyed relaxed beats from Bergson’s resident DJ and outstanding cocktails by star bartender Matthias Knorr.