Dr. Joss Reimer, recently appointed as Canada’s chief public health officer, is prioritising the fight against health misinformation and the urgent need to rebuild public trust in health institutions. In a conversation following the announcement of her three-year tenure, the Manitoba-born physician underscored the importance of a proactive strategy from the federal government to counteract the rapid spread of false health information.
Addressing the Challenge of Misinformation
Misinformation poses a significant challenge to public health, especially as it evolves at an alarming pace. “One of the biggest challenges with health misinformation is the speed at which it changes,” Reimer remarked. “It doesn’t take much time to conjure a lie.” Her comments reflect a deep understanding of the landscape shaped by the COVID-19 pandemic, during which public trust in health advisories was severely tested.
Reimer noted the hardships faced by many during the pandemic—job losses, separation from loved ones, and the difficulty of navigating conflicting health guidance. “There was so much difficulty, and whether or not those were the right decisions, it was hard,” she stated, highlighting the complex emotional landscape that has contributed to the erosion of trust. “We have a lot of trust-building to do that’s going to take years.”
A Legacy of Leadership
Dr. Reimer steps into her new role following the retirement of Dr. Theresa Tam, who became a prominent figure during the pandemic with her consistent updates on public health measures. Tam held the position for eight years, guiding Canadians through a period marked by uncertainty and fear. Reimer brings her own wealth of experience to the position, having served as the chief medical officer for the Winnipeg health authority and leading Manitoba’s COVID-19 vaccine implementation task force.
Minister of Health Marjorie Michel emphasised the critical nature of Reimer’s appointment, noting that Canada is currently grappling with a resurgence of vaccine-preventable diseases, along with significant public health challenges including avian influenza A (H5N1), HIV, and tuberculosis. The ongoing drug crisis and the harmful effects of misinformation further complicate the landscape in which Reimer must operate.
The Measles Crisis: A Personal Perspective
Reimer’s insights are particularly poignant in light of the recent measles outbreak, which has resulted in Canada losing its measles elimination status—an alarming shift after being free from the disease since 1998. “I come from a small town that is part of the measles outbreak, where we have seen considerable vaccine hesitancy,” she explained. This personal connection drives her commitment to fostering partnerships that span from local community leaders to federal authorities.
As the country witnesses an increase in measles cases, Reimer points to the highly contagious nature of the disease and the growing tide of misinformation as contributing factors. “It’s not surprising that measles cases are on the rise,” she stated, calling for an urgent response to re-establish public confidence in vaccinations.
The Role of Cross-Border Collaboration
Reimer also addressed the complexities of misinformation that extend beyond Canada’s borders. In December, Minister Michel remarked that American health sources had become unreliable due to significant cuts in funding and the promotion of disinformation during the previous U.S. administration. This shift has affected how Canadians perceive and access health information.
“Our country needs to ensure that we are disseminating trustworthy information independently,” Reimer asserted. “While there are still commendable professionals in the American health system, Canada must carve its own path to reliable health communication.”
A Commitment to Inclusive Health Policy
Equipped with a master’s degree in public health and a background in research related to sexually transmitted infections and drug-related harms, Reimer is poised to lead with a focus on inclusivity. Nancy Hamzawi, president of the Public Health Agency of Canada, expressed confidence in Reimer’s leadership at this critical juncture, stating, “Strong, science-driven leadership has never been more important.”
Reimer’s past roles, including her presidency at the Canadian Medical Association where she apologised to Indigenous Peoples for historical medical injustices, demonstrate her commitment to addressing systemic inequalities in health care. Dr. Margot Burnell, the current president of the CMA, praised Reimer’s calm and measured approach during the pandemic, noting her leadership in combating misinformation and advocating for equitable access to health care.
Reimer will officially take on her new responsibilities on April 1, and her tenure promises to focus on rebuilding trust and ensuring that Canadians receive accurate health information.
Why it Matters
Dr. Joss Reimer’s appointment as chief public health officer comes at a pivotal time for Canada. As the nation grapples with the consequences of misinformation and the resurgence of preventable diseases, her leadership is crucial for fostering a healthier and more informed public. By addressing the root causes of mistrust and striving for transparency and collaboration, Reimer can pave the way for a revitalised public health landscape that prioritises the well-being of all Canadians. Her commitment to inclusivity and evidence-based policy will be vital in shaping a more resilient health system in the years to come.
