Americans are undergoing a generational shift in how we consume health information. Despite having more access to information than ever before through Google Search and other online resources, patients are more misinformed than ever, an issue that is sometimes made worse by medically questionable outputs driven by generative AI. Because of that, patients are turning to real humans, clinicians, and trusted voices — often referred to as healthcare provider (HCP) Influencers — on social media, ushering in a new generation of healthcare content creators.
Despite growing adoption of AI tools like ChatGPT, Claude, and Gemini, a recent Annenberg study shows that 85% of patients still trust one source above all others: their own doctor. The problem is primary care physicians are drowning. Endless refill requests, prior authorizations from insurance companies hoping to delay treatment, and a backlog of charts mean that patient inquiries via the electronic health record often get buried. Clinicians often feel overworked leaving patients to turn to the Internet – and the creators growing their followings there – for answers on critical topics ranging from GLP-1’s to vaccine guidance.
As patients take to social media, in all its ungated glory and promotion of misinformation, how can they be certain that what they are getting is accurate? What voices can they trust?
Take one look at the recent FDA letters warning compounding GLP-1 and telehealth companies, and you can see the stakes of getting communication on these topics wrong. Where the FDA has taken a more passive approach to social media in the past years, it’s clear that scrutiny of the space is coming into focus and that oversight of physicians on social media will likely be the next frontier.
This begs the question in the meantime – how should physicians show up online?
One word comes to mind, and that’s “honestly”. When clinicians are given the freedom to share their expertise in a way that feels organic for them, everybody wins. Patients get access to the health information that they crave. Other clinicians get access to more open dialogue and medical knowledge sharing, and the platforms win with elevated content accuracy and quality on some of the most searched health topics.
With the shadow cast from the flurry of FDA warning letters, physicians and communications leaders are asking for clear guardrails. Until the FDA and FTC issue creator-specific guidance, clinicians must default to the core principles and prior FTC/FDA advisements. Disclosure is a must, both legally and ethically, and partnerships, while often necessary to support the cost of content creation, should be clearly labeled and disclosed.
The convergence is happening now – patients are searching in new, social-first landscapes for essential health information, and clinicians are meeting them where they are. What is left in the space between are clear guidelines and best practices for these clinicians, institutional support, and better tools to help patients discern accurate content from dangerous misinformation. One thing rings true, time and time again: clinicians are shown as the most trusted source of information, and they aren’t waiting for industry rules to catch up. They will continue to do what they do best, which is help their patients when and wherever possible.
Photo: elenabs, Getty Images
Dr. Adam Goodcoff is a physician, entrepreneur, and innovative healthcare communications leader with deep experience at the intersection of marketing, AI, and digital strategy. He is the founder and former CEO of MedFluencers where he built the first and largest healthcare provider influencer platform, pioneering data-driven, creator-led solutions for pharmaceutical, medical device, and healthcare brands. At HealthCentral, he leads health experience innovation across the company’s portfolio of brands, building a more human approach to health.
Nationally recognized for developing scalable, evidence-based medical education through emerging social media channels, Dr. Goodcoff has reached millions of clinicians and patients worldwide. His work includes participation in the White House Roundtable for Leaders in Healthcare Social Media and recognition as an MM+M 40 Under 40 honoree. Dr. Goodcoff holds a bachelor’s degree from the University at Albany and a Doctor of Osteopathic Medicine degree from the West Virginia School of Osteopathic Medicine. He completed residency training at the University of Illinois at Chicago and is board certified in Emergency Medicine.
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