Guiding patients through the social media maze

Social media has profoundly changed the dynamics between patients and physicians. Misinformation is widely spread through influencers' social media channels, and doctors are increasingly losing their patients' trust to the easily consumable content shared online. This raises an important question: how can physicians guide their patients to navigate the complex landscape of social media, and can they reclaim their role as primary source of medical advice?

Dr Annemie Galimont-Collen (Bravis Hospital Roosendaal, the Netherlands) first distinguished between misinformation and disinformation [1]. While both involve spreading incorrect information, misinformation does not necessarily carry malicious intent. “Although medical influencers spread inaccurate information, I do not think they do so on purpose,” said Dr Galimont-Collen.

While misinformation affects all areas of healthcare, some are more susceptible than others. “Patients in an acute care setting usually do not question medical practice,” Dr Galimont-Collen explained. “On the other hand, patients with a chronic condition who are frequently exposed to misleading information are more likely to internalise this misinformation and bring it into discussion with their physician.”

She outlined that research conducted by the World Health Organisation (WHO) showed that the spread of misinformation has intensified since the COVID-19 pandemic, with a higher impact on marginalised communities, often driven by anger. Consequently, trust in medical professionals may be lower, leading people to make suboptimal choices regarding their health problems. This growing mistrust also places additional strain on healthcare providers, who must address the consequences of misinformation in their daily practice.

Dr Galimont-Collen also explored why patients tend to trust influencers more than medical professionals. “The role of social media is crucial in this dynamic,” she said. Social media is constantly available on a person’s phone. The algorithms of platforms such as Instagram, TikTok, and Facebook will frequently lead users into an echo chamber of similar content, further amplifying misinformation. Importantly, TV shows often invite social media influencers to engage in discussions with healthcare professionals, presenting them as if they are equally informed on medical topics.

Understandably, patients seek online information about their disease. They are looking for ways to improve their health condition, and the continuous flow of information on social media fulfils this need. “Patients may feel isolated or desperate, and when they see an influencer on social media showing interest in their condition, it is natural for them to follow their guidance,” explained Dr Galimont-Collen. “Influencers are more visible than physicians, their content is continuously available, and patients do not even need to actively search for the information because the social media algorithms will automatically deliver endless streams of content directly to their phones.” In a more cynical sense, patient despair is becoming a business model. Dr Galimont-Collen argued that the ongoing dynamics of social media illustrate that doctors need to become more recognisable and acknowledge the needs of their patients.

Influencers know how to effectively present their information. Our brains tend to make sensible decisions with minimal effort. “When our brains observe a clear pattern in the information presented, we are more inclined to trust it,” Dr Galimont-Collen pointed out. Also, our decision-making brains are heavily influenced by various biases. Understanding biases like confirmation bias, negative framing, credibility boosters, and the sharing paradox helps physicians understand why patients often fall for misinformation.

Dr Galimont-Collen further explained the dynamics of social media and misinformation. She described the so-called collapse of context on social media platforms, where it is often unclear whether the influencer is an expert or not. Influencers do not typically cite references, and judgments are based solely on the person spreading the information rather than the content itself. In fact, anyone can upload posts and stories without feedback loops to verify the content. Also, it is difficult to counter the narratives promoted by accounts of prominent influencers.

“The medical community has largely overlooked the rise of social media,” continued Dr Galimont-Collen. “Although we have excellent, evidence-based websites to provide information to our patients, they can not compete with the clickable, likeable content from the social media influencers.” Dr Galimont-Collen emphasised that doctors must realise that patients will search for information when feeling insecure. Evidence-based information about a disease or its course and progression is often complex and not unequivocal, whereas the misinformation shared by influencers is simplified and clear. Moreover, much of this misinformation contains elements of truth, making it difficult to debunk. “Medical professionals have an emerging and critical role of guiding patients through the maze of social media and the array of medical advice available,” stated Dr Galimont-Collen.

On a more practical note, Dr Galimont-Collen recommended a specific communication style for dealing with patients who distrust medical professionals or have adopted misinformation from influencers. She advised listening without judgment, showing empathy for a patient’s feelings, recognising shared concerns, and working together to find solutions. She added that it is important to avoid debunking a patient’s beliefs immediately. “Instead, ask them to what extent they believe information is correct and why they think the misinformation they believe in is correct. This may help foster an open conversation where patients feel their concerns are recognised.”

Dr Galimont-Collen also encouraged the dermatologists in the room to create social media accounts and monitor the content their patients are exposed to. If professionals decide to use social media to disseminate correct information, she suggested using short formats such as Instagram reels or TikTok videos. “Ideally, collaborating with a trustworthy influencer who already has many followers can be considered and may boost the visibility of the content,” she advised. “But be prepared for the anonymous negativity that may come with it, often with hateful comments.”

“We have long neglected influencers' impact on our patients,” concluded Dr Galimont-Collen. “However, if we start using the same tools that these influencers use to educate our patients, teach them about the pitfalls of social media and misinformation, and gain governmental support to tackle this issue, I remain hopeful for the future.”

1. Galimont-Collen A. Guiding a patient in the jungle of social media. Dermatologendagen 2025, 10–11 April, Apeldoorn, the Netherlands.

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Posted on 5 June 2025