Media can act as a powerful tool to encourage health behaviors. Commercials in the early 2010s highlighting the dangers of smoking successfully reduced the rate of teen smokers in the United States. However, media has expanded far past TV commercials, and social media, blogs, and online forums can be breeding grounds for myths, pseudoscience, and conspiracy theories. The digital age has democratized access to health information but has also amplified the spread of misinformation.  With over 72% of US adults on some social media platform, organizations must be well-versed in best practices, proper usage, and the handling of healthcare misinformation.

Media’s Influence on Health Trends and Beliefs

Media platforms can be a dangerous place where the latest health trend goes viral. Pew Research found that one-third of adults search on social media to find the answer to a health-related question, and the answers they come across are not always reliable. Many health “trends” can be quite dangerous. For example, a recent TikTok trend promoted drinking raw potato juice as a natural cure for strep throat. While potatoes may have some health benefits, their juice is not going to kill the bacteria responsible for causing strep throat. If left untreated, the same bacteria can lead to rheumatic fever, a potentially deadly complication. 

The way the media portrays medical professionals and healthcare institutions can also impact public perception. News coverage, documentaries, and exposure often focus on medical errors or scandals, eroding trust in our healthcare system. Media coverage of health issues can also veer into fear-mongering or sensationalism, especially when reporting on diseases, outbreaks, or medical controversies. While awareness is crucial, exaggerated or alarmist reporting can lead to unnecessary panic and anxiety among the public.  

And what about medical drama TV shows like Gray’s Anatomy? They are often entirely unrealistic; complex cases are solved at a lightning pace! Real healthcare experiences are nuanced, and collaborative, and involve ongoing communication between patients and healthcare providers. 

The negative consequences of health misinformation in the media may be felt even more strongly across groups who already fundamentally distrust the information provided by public healthcare institutions. African Americans, Native Americans, Hispanic/Latino communities, and other minority groups have a long history of facing discrimination, exploitation, and mistreatment in healthcare settings. From unethical medical experiments to segregated care and biases in treatment, these experiences have led to a deep-seated mistrust that continues to influence perceptions of healthcare today. 

However, the media can also serve as a powerful advocate for public health by promoting preventive measures and raising awareness about chronic conditions. For example, several active trials are ongoing to examine if social media can have a positive influence on the adoption of preventive lung CT scans. Preventative low-dose lung CTs can improve the likelihood of diagnosing lung cancer early and increase rates of survival (patients who were diagnosed early have a  five-year survival rate of over 60%.) 

So, how can healthcare providers help guide patients in their content consumption?

Educate Patients on Reliable Sources

One of the first steps providers can take is to educate patients on identifying reliable sources of healthcare information. During routine patient care, talk to patients, and emphasize the importance of seeking information from reputable organizations, such as medical associations, government health agencies, and trusted healthcare institutions. Encourage patients to critically evaluate the credentials, expertise, and evidence-based nature of the content they consume. 

Physicians need to have an open-door policy with their patients and ensure they never feel ashamed to ask questions. This dialogue allows providers to address misconceptions, clarify information, and guide patients toward reliable resources that align with their healthcare needs.

Physicians should also highlight the importance of personalized care and how social media content may not always apply to every individual’s unique health situation. It’s important to emphasize the value of tailored treatment plans and medical advice based on a patient’s specific medical history, symptoms, and needs. Encourage your patients to consult with their healthcare team before making significant healthcare decisions based solely on social media content.

Lead by Example

Healthcare providers and institutions should model responsible social media behavior by maintaining professional boundaries, adhering to ethical guidelines, and sharing accurate health information that can benefit patients and the general public. When examining your social content be sure to, 

• Understand Your Audience: Identify the demographics of your target audience, including age groups, interests, and preferred social media platforms. Tailor your content to resonate with these demographics.

• Maintain Professionalism: Your social media content should reflect the professional standards of your medical practice or institution. Avoid using slang or overly casual language that might undermine your credibility. At the same time, try not to use so much medical jargon that patients won’t be able to understand your content. 

• Educate and Inform: Share valuable and accurate healthcare information relevant to your audience. This could include updates on medical treatments, tips for preventive care, or information about common health conditions.

• Highlight Patient Stories (with Consent): With patient consent, share success stories or testimonials to showcase the quality of care your practice provides. This can help build trust and credibility among potential patients. Ensure that all content shared on social media complies with patient privacy laws such as HIPAA (Health Insurance Portability and Accountability Act) in the United States and avoid sharing identifiable patient information without explicit consent.

• Engage with Followers: Encourage interaction by responding to comments, messages, and questions from followers. Engaging with your audience humanizes your practice and fosters a sense of community.

• Promote Health Campaigns and Events: Use social media to promote health awareness campaigns, community events, or workshops organized by your practice. This not only raises awareness but also positions your practice as an active participant in promoting public health.

The power of the media in shaping our perceptions of health topics cannot be underestimated. The digital age has blurred the lines between credible information and myths. Ultimately, a collaborative effort between media platforms, healthcare providers, and individuals is needed to ensure that the power of media is harnessed for positive health outcomes and informed decision-making.