Doctor influencers: Creating a platform and using it for good

In today’s digital world, doctors have taken on a role beyond the traditional clinic or hospital setting – that of medical influencers. As trusted figures, doctor influencers have a unique opportunity to share credible health information, debunk myths, and inspire positive change. Using insights from Medworld Institute doctors, this case study explores how doctors can create a powerful platform and use their influence for the greater good in medicine and beyond.

Dr Vanisi Prescott has always wanted to be a voice for her family and community, and now, she’s a GP and TikTok sensation with a following of over 75k fans. She told the Medworld Institute: “Over these last few years, social media has become the main source of information, especially for our younger generations. In a way, it’s been great at sharing information and promoting health, but it is also distressing for some when misinformation is shared via these social media platforms. In terms of health care, I feel being on these social media platforms just allows other forms of communication in a fun and interactive way, especially for those who don't seek medical advice, being able to normalise seeing a doctor and reduce any fears people may have.” 

Dr Danielle Jones, also known as Mama Doctor Jones, is an American (OB/GYN) and doctor influencer. Across YouTube, TikTok, Instagram, Facebook, and Twitter, she has more than 2 million followers. She told The Medworld Institute, “Social media could never replace clinical medicine because I love being at the bedside, but I feel that social media is much better for reaching way more people than you ever could on a clinical basis…A single post reaches more people than I would ever reach in my clinical career, a huge opportunity and a big responsibility.”  

Jones can spend time on social media discussing topics like the COVID-19 vaccination and safety in pregnancy, which is valuable to people who aren’t getting enough information from their clinic visits and need a place to go where someone could sit down and explain the science. 

“The more doctors we get online, the more doctors we have speaking about evidence-based medicine, the better!”

Social media platforms like Instagram, TikTok, YouTube, and Twitter have given rise to a new category of professionals: doctor influencers. These medical professionals use their expertise to engage with wide audiences, offering advice, sharing personal experiences, and educating the public on important health topics. With healthcare misinformation rampant online, doctor influencers are essential in combating false narratives and promoting evidence-based medicine.

However, not all doctors have the tools to effectively build a platform or understand how to use it to make a meaningful impact. This case study outlines strategies for creating a platform, growing a following, and using influence responsibly for positive societal outcomes.

Dr Raja and Kavya run the social media platform @twoaussiedoctors. They told the Medworld Institute: “A large portion of the time spent consulting with patients is used to educate patients about their current health problem and prevention and screening to optimise their general health. I also noticed a lot of misinformation out there about so many health topics. There are also a lot of non-medical 'influencers' on social media discussing various aspects of health. It's difficult for non-medical people to know where to start or what information to believe when managing their health. We believe it is important that doctors also have a voice in social media to provide evidence-based information in an easy-to-understand format. Knowledge is power, and we want to improve health literacy so everyone can have better health and wellbeing!”

Steps to creating a platform with Dr Danielle Jones:

• Niche down: figure out who you’re talking to, and then what you will discuss comes quickly. It doesn’t have to be one health topic. It can be an age I talk to 20 - 30-year-olds. Try inventing an avatar for your niche and structure every post just for them.‍
• Do it for the love: I have succeeded because I am genuinely interested in social media marketing! You have to enjoy it. Find something you love talking about, and learn the platform, algorithm, and community!‍
• Up-skill: I listen to podcasts about how to succeed on the platforms I use.  ‍
• Keep showing up consistently. Sometimes, people start and don’t keep showing up because it is a thankless job initially, but you need to keep going if you want to grow a following. ‍
• Create valuable content: If you create helpful content for the person you are talking to, you will grow your platform.‍
• Don’t try to be everywhere: I wouldn’t start trying to be everywhere; it’s too much work. Start on one platform, and then branch out onto a new platform once you are comfortable with it. ‍
• Never fight in the comments: always take it to your platform if you want to debunk something. Sometimes, the comments are like a red rag at a bull, but they never end with you feeling like, “That was worth my time.”‍
• Find your community: The OB/GYN community supports each other and is made up of friends; it’s not competitive. ‍
• You can learn from fake medical influencers. I follow some accounts that share misinformed medical information because they can create content that makes people want to push it out and share it. I learn from them. I can also use them to create content by debunking their myths. These fake medical influencers often sell something: “Everything your doctor didn’t tell you!”

For more tips on growing a social following, listen to the podcast here:

Using the platform for good:

1. Education and debunking health mythssome text
   • Example: Dr Nicole Baldwin (@drnicolebaldwin) uses TikTok to combat vaccine misinformation and promote the importance of childhood vaccinations. Her straightforward, evidence-based content is easy to understand and widely shared.
   • Example: Dr Mariam Chalaan (@ask.the.dr) uses her page to bust misinformation and improve health literacy in the community.
   • Tip: Use your platform to provide accurate medical information, dispel myths, and educate the public on current health issues. Your expertise can help counteract the spread of harmful misinformation.
2. Advocacy for public health and social causessome text
   • Example: Dr. Mona Hanna-Attisha, a pediatrician, used her platform to raise awareness about the Flint water crisis and its devastating impact on public health. Her advocacy drew national attention to the issue and helped create lasting change.
   • Example: Dr Danielle Jones (@mamadoctorjones) is an American obstetrician-gynecologist and science communicator. Various media outlets have highlighted her significant following on YouTube, Instagram, and TikTok, where she has received attention for her posts to young people about sexual health. Dr Jones used her platform to speak out about abortion rights. 
   • Tip: Leverage your influence to advocate for important public health issues, whether it’s access to healthcare, mental health support, or environmental health. Use your voice to promote social change and raise awareness.
3. Promote wellness and mental healthsome text
   • Example: Dr Jess Andrade (@doctorjessandrade) shares wellness tips on mental health, stress management, and self-care practices. Her content resonates with a wide audience and encourages healthy habits.
   • Example: Dr Ash Bowden (@doctordomore) shares advice on finding happiness through health and fitness for doctors and non-doctor followers. 
   • Tip: Encourage positive behaviours and mental well-being by sharing practical tips, mindfulness, and stress-relief techniques. Doctors can uniquely provide credible wellness advice that positively impacts their followers' lives.
4. Inspire the next generation of doctorssome text
   • Example: Dr Andrea Tooley, an ophthalmologist, uses her YouTube channel to share insights into medical school, residency, and work-life balance in medicine. Her content inspires aspiring doctors and medical students.
   • Example: Dr Tom Petrie (@ward_round_with_tom) started his Instagram as a 4th-year medical student, and followers have now been taken along on his journey post-graduation. He took to Instagram to share anecdotes from his journey to becoming a doctor. In his refreshingly candid blogs, he shares the trials and heartaches experienced by trainee doctors and the positive life-changing experiences. His Instagram now has over 21k followers, both medical and non-medical alike, who appreciate the honest, sometimes shocking, and occasionally hilarious snapshot he offers into his experiences on the ward.
   • Tip: Share your journey through medicine to inspire others to pursue careers in healthcare. Your experience can motivate and guide the next generation of doctors, nurses, and healthcare professionals.
   • Tip: Partner with other influencers, organisations, and advocacy groups to expand your reach and create joint initiatives. Collaboration can help you reach new audiences and increase your impact.

Challenges and considerations:

• Maintaining credibility: As a doctor influencer, ensuring all content is evidence-based and aligns with ethical standards is important. Avoid endorsing products or services that don’t align with medical best practices.
• Balancing professionalism with engagement: Finding the right balance between professionalism and approachability can be challenging. While staying professional is important, being relatable and engaging helps build a loyal following.‍
• Dealing with misinformation pushback: Pushback from misinformation spreaders or anti-science groups is common on social media. Doctor influencers must be prepared to respond calmly and factually to counteract false claims.

Dr Danielle Jones explained how right now, there are a lot of hate-fuelled posts towards doctors, especially people talking about COVID-19 vaccinations, and you need a thick skin to deal with these. 

“People are saying the COVID-19 vaccine is going to take out the whole planet because it is meant for population control, but why would they want to take out their entire country? What good would that do? They won’t have people who can work. They won’t be able to do anything! This is capitalism -  they don’t want to kill you!” Jones laughs. 

Jones admits that sometimes she struggles with decompartmentalising: “I am constantly checking messages. I used to try to respond to everyone, but now I do my best. I get 1-2 thousand messages weekly, which doesn’t count comments.” 

Jones explains that her “edutainment” style is not the same as that of some other doctors on social media, and it sometimes negatively affects the kind of media opportunities she gets because people want the “serious doctor.”

“I am not the uppity doctor on CNN, but I feel like my reach on a person-to-person level is so much greater that I don’t care.”

Conclusion:

Doctor influencers have the power to shape public perceptions of health, wellness, and medicine. They can use their influence to educate, advocate, and inspire positive change by building a strong, credible platform. The key is authenticity, consistency, and a focus on using the platform for good—whether that means debunking myths, promoting wellness, or advocating for public health issues.

Do it! Give it a go. You don’t need to be a dancer. You just need to have the right information and way of communicating it that will appeal to a wider audience. Honestly, it would be helpful to have a lot more doctors on these platforms, especially if we want to promote health. This would be a great way to reach a wider audience, especially our younger population, the most vulnerable, Maori and Pacific peoples. Dr Vanisi told the Medworld Institute.

In an era where misinformation spreads quickly, doctors' roles as influencers are more important than ever. By harnessing their expertise and using social media platforms effectively, doctors can help create a healthier, more informed world.

“In reality, many people are inclined to make decisions based on things they see on social media. If the noise is loudest and most influential on these social media engines, then we health professionals need to make more effort to engage in these digital platforms to provide appropriate up-to-date, evidence-based medicine accessible to the online community.” Dr Mariam Chalaan told the Medworld Institute.