Effective communication is essential for medical information and advice to have an impact, whether in individual patient encounters or broader public health outreach. The success of healthcare professionals in conveying their guidance often determines whether it is accepted or ignored.
At the individual level, even the most skilled practitioner may provide low-quality care if they cannot communicate effectively. Patients who do not understand their physician’s advice and lack trust to ask questions are less likely to benefit from care. Similarly, public health professionals who fail to communicate clearly risk losing public trust and their ability to promote health on a large scale.
Social media has significantly transformed these dynamics. Influencers now play a major role in educating the public on medical and public health topics. Some have professional credentials that inform their guidance, while others do not. Many succeed due to their ability to simplify complex subjects, use humor, analogies, videos, and other tools to inform and engage audiences.
Healthcare professionals may choose to become medical influencers for ethical reasons, as their expertise can broadly benefit society. They can help correct misinformation, improve health literacy, advocate for health issues, contextualize medical data, humanize healthcare workers, and reduce stigma around illnesses and treatments.
Despite this potential, medical influencers must avoid ethical pitfalls that could damage their credibility and the reputation of the medical profession. Risks include compromising patient privacy, conflicts of interest, and unprofessional behavior.
Patient privacy is paramount. Sharing de-identified patient stories can educate and destigmatize illnesses, but care must be taken to ensure patients cannot be identified by shared details. Overly specific disclosures risk revealing a patient’s identity, which is ethically problematic and violates confidentiality. This concern parallels the requirement for patient consent in publishing case reports in medical journals.
Conflicts of interest (COI) pose another ethical challenge. Medical influencers should prioritize patient well-being, but secondary interests such as financial gain or sponsorships can bias their judgment. Failure to disclose these interests denies audiences essential information needed to evaluate the advice. For example, a physician promoting a dietary supplement in which they have a financial stake must clearly disclose this COI. In cases of significant financial involvement, proactive management of the COI is necessary to protect the public.
Medical influencers must also avoid unprofessional conduct. As healthcare professionals, they have ethical obligations that distinguish them from other online influencers. They should not amplify voices that reject evidence-based medicine or disparage patients. Upholding professionalism helps maintain the public’s trust. Critical and reasoned discussion of scientific studies and clinical controversies is appropriate and fosters constructive dialogue.
Most healthcare professionals may never become social media influencers, but these ethical principles still apply in all communication contexts—whether addressing thousands of followers, a small group, or individual patients. Professionalism, safeguarding patient privacy, and transparency regarding conflicts of interest are essential to building and preserving patient trust.
David J. Alfandre, MD, MSPH, is a practicing hospitalist, health care ethicist, and clinician-educator. He serves as associate professor of medicine and population health at NYU School of Medicine.
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