In this thought-provoking keynote, ER physician and health communicator Dr. Shazma Mithani challenges physicians to look inward at how our rigidity, system pressures, and communication gaps can drive patients toward misinformation and “alternative” care. Through compelling ER stories and lessons from her social-media advocacy, Dr. Mithani explores how humility, openness, and curiosity can rebuild trust in medicine and how we can call our patients back in with empathy and evidence.