Keywords: social media, med influencers, medical misinformation, healthcare, health
The effect of social media and its role in the healthcare industry can no longer be ignored. Covid-19 accelerated the adoption of various social media platforms as valid sources of health information, in a time when people were restricted to their homes and the internet became their only way of staying connected with the world.
However, the internet is also notorious for being similar to the Wild West, with little or no regulation to test the validity of the information available. The WHO described COVID-19 pandemic as an “infodemic” because of the prevalence of false claims that really brought the rampant and uncontrolled spread of misinformation, into focus. For patients with real life health issues, exposure to medical misinformation can lead to poor, uninformed decision making which may end up being the difference between life and death in some cases. With so much on the line, one must ask, how has medical misinformation become so widespread online?
POPULARITY VERSUS ACCURACY
Search engine and social media algorithms are notoriously tough to track as they are tweaked and updated regularly. Digital marketers and content creators are kept constantly on their toes as they attempt to figure out what makes a post go viral, how to jump on the latest trends and how to rank high in search results. While this may not make much of a difference when dealing with consumer goods or clothing trends, applying the same formula to the healthcare space is dangerous.
It stands to reason that the medical information sites that are featured on Google’s coveted first page search results are not necessarily the ones with the most accurate content, but are those that have leveraged the best SEO (search engine optimization) and marketing strategies. These are sites that follow trends and figure out ways to make the algorithm work for them. Facebook reportedly ignored its own research showing algorithms divided users as the platform feared that putting checks in place would harm their follower’s engagement.
“Algorithms that prioritize advertising and page views versus medical accuracy can promote disinformation,” suggested VuMedi CEO Roman Giverts.
While the spread of misinformation isn’t new, there have been signs of change in the last few years, where tech companies are becoming aware of the effect that medical misinformation in particular has on the health and wellbeing of their consumers. For example, Twitter recently announced that it was working with global health authorities to identify experts and verify accounts in order to validate critical medical information. Instagram has imposed restrictions on content that spreads vaccine related misinformation. While these are welcome steps in the right direction, it may be too little too late.
The question is: “What can the healthcare community do to curb the swell of misinformation?“
1. The Rise of the Med- Influencer
In order to fight the spread of medical misinformation on social media platforms, medical professionals have entered the battlefield themselves, with accounts aimed at counteracting false claims with accurate and validated health content. They have stepped up to the challenge and have actively grown accounts with large follower counts on various popular social media channels from Tik Tok to You Tube , giving rise to a new generation of “med-influencers”.
Healthcare organizations like Jefferson Health in Philadelphia appointed Dr Austin Chiang, in a unique position of Chief Medical Social Media Officer. In addition to educating other physicians on how to use social media effectively to reach out and engage with patients, he also runs successful online campaigns on his own account like his popular #Trashtagram series where he de-bunks myths or false information on Instagram.
Other successful campaigns initiated by medical influencers are the #Thisisourshot initiative which aims to promote trust in COVID-19 vaccines as well as the #HCW4Science initiative which combats pseudoscience and addresses vaccine hesitancy online.
2. Nipping It in the Bud: Filtering Misinformation at the Source
Tech company NewsGuard introduced HealthGuard as a search engine filter that helps patients as well as healthcare providers to identify trustworthy websites as sources forhealth related information while surfing the web, with clear warnings for sites that are not verified.
In addition non-profit organizations like The Association for Healthcare Social Media (AHSM) aim to advance the spread of accurate medical information through validated social media accounts and encouraging physicians to use social media as an effective tool for patient engagement.
3. Building Street Cred: Establishing Social Proof
Rheumatology association Creaky Joints host monthly Twitter discussions about chronic joint disease under the #creakychats, that encourage patients to share their own experiences and challenges with medical professionals providing helpful tips or solutions. This gave rise to an open communication platform, that served both patient and physician interests, because it positioned their professionals as credible experts in their field, while providing patients with accurate answers to their questions.
Testimonials are also a great way to establish credibility and social proof. Recent studies have shown that 71% of patients use online reviews to find a new healthcare provider, emphasizing the need for organizations or physicians to establish a solid online reputation. This attracts potential patients who trust them as a validated source of medical information.
Google also updated its search algorithm to prioritize sites that had their EAT factors in check, that is – expertise, authority and trust. This change actively pushed sites that were deemed as credible sources of information. It targeted YMYL (Your money, Your Life) sites, like those providing medical and healthcare information, and was therefore dubbed the Medic Update. It was largely perceived as the tech giant’s attempt at amplifying trustworthy medical information and highlighted the value of social proof in the form of testimonials and accountability.
4. Clinic Interactions: Addressing, not Dismissing Dr Google
Limited digital literacy combined with low health literacy is a dangerous combination in present times. Medical professionals should make an effort to partner with their patients as they try to navigate the healthcare space. They should understand what their patients are reading and which sites they are getting their information from. That means taking their questions seriously, especially when it comes to things they read on the internet.
“The time for any physician to discount social media platforms is over. It is critical that clinicians accept the fact that patients are online and looking for information, before they meet you and then afterwards,” Don S. Dizon, MD, FACP, FASCO, professor of medicine at Brown University
Data has shown that eight out of every ten internet users search for health information online, and 74% of these people use social media. Medical professionals need to accept that patients are going to Google their symptoms and should make the effort to guide them to the most credible places online, to do so.
5. Striking a Balance: Doctor versus Influencer
Being a social media personality comes with its own trials and for new doctors joining the growing trend, there are many problems that may come up while engaging with peers and the community at large, online, that they may not been trained for. Medical bodies like the General Medical Council in the UK have published guidelines that help medical professionals to navigate through different social media channels, while giving tips on how to avoid breaching patient confidentiality. In the United States, medical professionals must be careful to comply with HIPAA regulations. They also provide suggestions for how to deal with patients who may ask for medical advice online. When med influencers attain a large number of followers online, they invariably have to deal with how to avoid conflicts of interest in the online space, when participating in brand deals or endorsements.
CONCLUSION
Medical misinformation is a rising threat that needs to be dealt with strategically and avidly by experts in the field. If not, it creates a vacuum in the online world that is then readily filled with unverified but “viral” information, that brings more harm than good.
Social media may seem like a double-edged sword, but if its wielded correctly can help healthcare providers to meet patients where they are most often found… online!
REFERENCES
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