For doctors, the rise of social media presents a unique paradox. You are trained in evidence-based medicine, rigorous peer review and confidentiality. Yet, the world is increasingly operating on algorithms, viral trends and 15-second soundbites.
While social media provides a new way to access health information, that raises concerns about misinformation. In a poll of physicians on Sermo, risk of spreading misinformation was respondents’ most common concern (35%) around engaging with social media.
43% of surveyed physicians in another poll think misinformation is prevalent on TikTok. At the same time, the platform’s emphasis on short-form video may make it a powerful channel for delivering accurate, engaging health information to the public. A 2024 review of studies found that people had better comprehension of visual-based health information—particularly videos—than written materials.
As the social media landscape evolves, physicians are discussing the implications for patients, and how they personally opt to use the platforms.
Social media usage among physicians
Some physicians use social media platforms to network, educate or market themselves, while others gather information on the sites without posting themselves. “I use social media to keep up to date with developments in my field of work, as well as to stay informed about conferences or events that may be of interest to me,” notes a pediatrician on Sermo.
Others prefer to completely opt out of using social media professionally. “I do not regularly engage in obtaining or relying on any data or other material expounded in interactive media network websites… I find such information… is generally not that reliable,” shares one internist on Sermo.
In a response to a poll, physicians selected which platforms they use, and Sermo (25%), Facebook (23%) and Instagram (20%) were the most popular answers (note: respondents could select more than one answer.) Here’s how the medical community tends to leverage each:
Facebook is the second most popular platform (behind YouTube) and remains a staple for the 30–49 and 50–64 demographics, according to polling from Pew Research. (80% of the former and 74% of the latter use the site, according to the research.) For physicians, it is often useful for private groups, hospital pages and sharing longer-form content or event updates.
Visual and fast-paced, Instagram is a favorite for dermatologists, plastic surgeons, and aesthetic practitioners, but its utility is expanding. It is a key player in healthcare social media marketing, allowing doctors to humanize their practice through “Stories” and share digestible medical facts via Reels (short-form video content).
Twitter/X
For years, “MedTwitter” was the town square for academic debate, research dissemination, and conference live-tweeting. While the platform’s dynamics have shifted, it remains a hub for breaking medical news and policy discussions. “For all its ills, Twitter is the best micro blogging platform for medical professionals,” writes a general practitioner on Sermo.
TikTok
TikTok is where the viral trends happen, but it’s also home to a battle against misinformation. “TikTok suffers from overreach,” writes a psychiatrist on Sermo. “Too much misinformation.” That means it also offers massive reach for doctors willing to step in front of the camera to debunk common medical myths.
LinkedIn is a career-focused platform. It is crucial for networking, finding career opportunities and establishing thought leadership among peers and industry heads.
Sermo
Unlike the public squares above, Sermo represents a space exclusively for verified health care professionals. It offers the connectivity of social media without the noise of the public internet, allowing for candid clinical discussions and crowdsourced second opinions. When asked which platform has been most effective for them professionally, 25% of Sermo members pointed to Sermo, followed by LinkedIn (13%) and Instagram (12%).
High-impact social media marketing strategies that work
Physicians utilize social media for a variety of reasons. When asked in a poll about their primary goal on these platforms, 24% of Sermo members cited “educating patients and the public,” while others want to network (13%), share information with peers (12%) or build a personal brand (8%).
For those who seek to educate, medical social media marketing is about delivering value. “The strategies that truly work for physicians are the ones that balance science, clarity, and humanity: evidence-based education, accessible language, consistency, and a presence that builds trust,” writes a dermatologist on Sermo.
Here are some key strategies that are resonating with modern patient audiences:
Having a consistent posting schedule
Major social media algorithms tend to reward consistent posting. Whether it’s once a day or twice a week, showing up regularly keeps you top-of-mind. “I try to upload content on social media weekly to stay active,” shares a general practitioner and Sermo member.
Sharing the right type of content
The demand for video-based content has “skyrocketed” in recent years, thanks to its ability to engage audiences better than text, according to a report from The Associated Press. Healthcare video marketing allows patients to see your demeanor, hear your voice and build trust before they ever walk through your door. “Making medical information patient-friendly through videos can be helpful for patients to better understand their conditions and reduce misinformation,” notes an orthopedic surgeon on Sermo. In a Sermo poll asking physicians which type of content resonates most with their audiences, short educational videos were the most popular category, accounting for 20% of votes.
However, short educational videos aren’t necessarily the best format for every message and audience. For example, some of the poll respondents have found that patient-friendly explanations of conditions or treatments (18%), research summaries or clinical pearls (13%) or myth-busting better resonate with their target audiences. You can test various types of posts or content to find out what sticks with your unique audience.
Collaborating with other clinicians or organizations
“Collabs” expand your reach. You can partner with a patient advocacy group or a peer in a complementary specialty, which lends credibility and cross-pollinates audiences. A dermatologist on Sermo recommends collaborations along with regular posting schedules and clear visuals to improve reach.
Sharing personal stories to humanize your practice
Medicine is personal. When you share behind-the-scenes glimpses or personal anecdotes, that can help dismantle the “white coat syndrome” barrier. “What works best for me is sharing simple tips about the problems I see most often in clinic, without jargon or scare tactics,” reveals a radiation oncologist on Sermo.
Regardless of the medium—video or text—HIPAA compliance is non-negotiable. Content must avoid sharing identifiable patient information or clinical details that could reasonably lead to identification.
Leveraging trending health topics
Is there a flu outbreak? A new diet trend? Address timely topics to position yourself as a relevant and responsive authority.
Running paid ads or boosting posts
Sometimes, organic reach isn’t enough. Targeted ads can help ensure outreach reaches the right local demographic, though physicians should remain mindful of state medical board and advertising regulations.
Blogging as social media marketing
Not every doctor wants to be a creator. There is a cohort of physicians who are not interested in the “spotlight” and don’t want to create video content for their practice. For them, blogging offers a “faceless” way to generate leads, improve Search Engine Optimization (SEO) and establish authority without the need for a ring light and a microphone. Written content can provide deep dives into conditions that short videos can’t cover. Blog posts can help increase the ranking of your website in search results, potentially allowing you to get through to more prospective patients.
Medical misinformation in social media
The erosion of professional credibility is a real concern around public posts. Social media often rewards sensationalism over science, leading to the oversimplification of complex medicine. “Information available on social media is usually limited and oversimplifies medical decision-making and diagnosis,” according to a rheumatologist and Sermo member.
Platforms like TikTok and Instagram are double-edged swords. They are powerful tools for education, but they also facilitate the spread of medical misinformation. A 15-second clip can suggest a miracle cure for a chronic condition, leaving physicians to address misconceptions in the exam room.
While credible social media accounts do exist, “personal profiles of doctors have a wide range of possibilities of being falsified,” writes an occupational medicine doctor on Sermo. “After all, anyone can post on a social network that their profession is medicine.”
The Sermo community is aware of social media’s downsides. When asked if platforms like TikTok can be a reliable tool for sharing medical knowledge, 64% said “No.” They revealed their concerns: 35% fear the risk of spreading misinformation, 24% worry about the erosion of professional credibility and 24% cite the over-simplification of medical content.
An oncologist detailed the direct impacts. Social media “oversimplifies certain concepts and is frequently a source of misinformation for the general public,” they write. “I spent more time in my practice having to counter misinformation from patients who read some content on social media.”
A general practitioner on Sermo places responsibility on patients to do their own critical research, writing “I believe that everyone has the responsibility to investigate and not believe or take for granted everything that is published.”
However a family medicine doctor believes bombardment with information makes this difficult. “There is so much conflicting information that it is difficult for a professional, let alone a layperson, to figure out what is good information,” they write.
Healthcare social media marketing: the Sermo community weighs in
If credible, board-certified voices are absent from social media, misinformation fills the void. Physician social media strategy is not just about business growth; “med-fluencing” can educate people, ensuring patients stay healthy.
The hope is that when a patient searches for answers, they find a doctor, not a “grifter”, in the words of a general practitioner on Sermo. “I believe that one of the best ways to disseminate information, especially through the media, should be strictly through healthcare professionals (particularly doctors), especially regarding taboo topics or those where misinformation has been spread or where the media and social networks have been used to disseminate false information, such as vaccination, breastfeeding, etc.”
Some Sermo members have shared hesitations around posting to social media. In a poll, they shared that the most common barriers preventing them from posting include lack of time (38%), concern about professionalism (23%) and fear of negative comments or misinformation spread (12%).
“I applaud the people getting out there fighting disinformation with facts on social media, but I’m a very private person and this is not something I have interest in,” an internist writes. An anesthesiologist cautions against “getting too exposed in social media without a good understanding of the implications, while an ophthalmologist has “seen some cringe content and Dr’s coming across less [than] professional.”
Other members like using social media, whether to connect with colleagues, stay informed or educate the public. “I believe that the use of social media today, as doctors, is an indispensable tool that allows you to offer educational content, promote your work, and interact with more people,” states one emergency medicine physician.
How to use social media to your advantage
Social media can allow physicians to build trust with their community. While the risks of misinformation and oversimplification are real, they are best countered by a presence of board-certified voices. With the variety of mediums and styles of content that exist, you don’t have to dance on TikTok to make a difference.
If you’d like to use social media to connect with other medical professionals, Sermo offers a dedicated space for verified physicians and HCPs to connect. You can discuss digital branding strategies, vet new ideas or simply vent about the latest viral health trend with your peers, and without the noise of public platforms. Connect with more than 1 million verified physicians and help shape the future of medicine—both online and off.
