The Evolving Role of Physicians on Social Media

During the course of the COVID-19 pandemic, physicians have become some of the most popular influencers on social media. While misinformation continues to swirl, physicians are actively using their voices to educate the public with accurate medical information, but as their audiences grow into the thousands and millions, how will their social presence evolve?

Recently, our health care influencer team interviewed leading physician influencers who served on the Real Chemistry Physician Advisory Council to learn about their views on social media, how they use these platforms, and how they collaborate in the digital health care space. 

• Far left: Jessica Isom, M.D., M.P.H. (@DrJessIsomMDMPH)

• Middle left: Austin Chiang, M.D., M.P.H. (@AustinChiangMD)

• Middle right: Jane van Dis, M.D. (@janevandis)

• Far right: Esther Choo, M.D. (@choo_ek)

Following are our key takeaways from these conversations.

Think Twice, Post Once

Several of the physicians mentioned the various nuances and ethical considerations they think about when interacting on social media as an expert in their field. They believe they have more responsibilities than the average person when posting to social media. It’s a given that physicians must ensure any health information they post is accurate and research-based, but they also must be careful not to give personalized medical advice or breach the confidentiality of their patients. They often choose to jump into conversations to directly address misconceptions and may face criticism. Physicians in private practice have more autonomy over their content, while those who work in academia, or the health care industry need to follow their employer’s social media guidelines.

Twitter Remains Top Choice

Instagram and even TikTok use is growing among physicians, but Twitter is still the most
popular platform among the physicians we interviewed and as evidenced by the 175,000 physicians we track in our Symplur database. On these platforms, they talk about new research, debate clinical trial data and educate others about the importance of public health initiatives, health equity and more. Some physicians are solely focused on engaging with peers on Twitter, while others prioritize making health education accessible by explaining scientific topics in digestible ways to encourage action, such as getting a COVID-19 booster shot.

Physicians are also becoming popular with broader communities on Instagram and Facebook, especially using stories and video in a more engaging way than they can on Twitter. Some physicians even qualify for the term “influencer” by today’s social media standards. 

Enter Social Media Partnerships

More health care companies are looking to partner with physicians on social media content to educate patient communities about a disease or product. We’ve worked with a number of physicians to create educational posts for Instagram, Facebook and, most recently, TikTok. Platform disclosure tools help make it clear that the posts are sponsored, and we always require an additional “ad” or “sponsored” disclosure to meet FTC requirements.

The physicians serving as our advisors shared that many physician digital opinion leaders may not be interested in partnering with companies as they want to remain neutral or because they are not allowed to due to their employer’s social media policies. Companies looking to partner with physicians need to be thoughtful about their approach and go beyond evaluating if a physician might be beneficial for their brand and evaluate what the partnership can bring to the physician’s audience and what will feel authentic.

Physicians may be more interested in unbranded education campaigns because they do not have to directly align with a specific treatment. Other physicians may jump at the opportunity to educate their communities about new treatments in a branded capacity. Bottom line – it’s critical to deeply research a physician’s social media footprint, their audience and how they typically address your topic of interest to gauge if it is appropriate to reach out and partner with them.

What’s Next?

Physicians have used social media for many years, and their use is evolving as the platforms
evolve. The pandemic pushed physicians into the social media spotlight as the world clamored for accurate information, in turn, creating new followers. In today’s environment, we see physicians, especially those earlier in their careers, forging new paths in social media with many trusted leaders at the helm. At Real Chemistry, we will continue to watch, listen and learn to help our clients skillfully and effectively navigate physician social media partnerships.

Learn more about Real Chemistry and our white glove approach to physician and patient engagement through real people and their authentic stories at www.realchemistry.com or reach out to a team member directly at sshiffman@realchemistry.com.