The Doctor vs. TikTok: Who Wins the Patient’s Trust?
Doctors today face a new kind of information asymmetry. It’s no longer enough to be an expert — they must also be communicators able to navigate the world of algorithms and emotional narratives. Health misinformation on TikTok and other social media platforms undermines patient trust and changes the way doctors need to conduct conversations and education. What are the recommendations for medical practice?
The Changing Doctor–Patient Relationship
TikTok and other platforms have become common sources of health information, especially for younger users. At the same time, they increase the risk that patients will encounter misinformation, which can undermine trust and influence clinical decisions.
A recent large-scale study confirmed that the internet and social media are significant channels for seeking and spreading both health-related and pseudoscientific information. About 70% of adult internet users search for health information online. Communities are emerging that share unverified advice, most often on topics such as vaccination, infectious diseases, natural remedies, and diets.
The study’s authors identify lower socioeconomic status and a lack of both digital and health literacy as the main factors contributing to vulnerability to misinformation. They also suggest that strict measures taken by social networks against misinformation can lead to its migration to alternative platforms or to the radicalization of users.
A Social Network as a Health Expert?
A survey study focusing on American women aged 18–29 who use TikTok found that 65.5% of respondents intentionally searched for health information, and 92.4% encountered it incidentally.
Despite recognizing the prevalence of misinformation (98% of women believed it was common on TikTok), only half of respondents said they had personally encountered it. Experts refer to this phenomenon as the third-person effect — the feeling that others are more at risk from misinformation than oneself.
More than 43% of respondents admitted they had at some point acted on information from a healthcare professional on TikTok, while 37.8% did so based on information from ordinary users.
The study highlights the strategic role of healthcare professionals on TikTok as potential preventive and educational voices. However, it warns of the “white coat” risk, where users accept information solely because they believe it comes from an expert, without verifying the person’s actual qualifications.
Doctors’ Experience in Clinical Practice
A study based on interviews with UK healthcare professionals showed that they see misinformation as a long-term and serious problem, significantly affecting, for example, patients with chronic illnesses.
Doctors described facing a decline in trust among patients who believe information from social media or community figures over healthcare professionals. Patients often accept information that is readily available and seems logical, even if it is incorrect. According to the doctors, building and maintaining trust is essential.
Recommendations for Communication in the Clinic
Based on a synthesis of studies, the following approaches are recommended for doctors:
- Simply correcting a patient’s misconceptions is not enough. It is necessary to build a long-term relationship based on trust and respect, dedicating sufficient time to explanation and dialogue.
- Actively listen, find out where the patient gets their information, and systematically educate about the relevance and verifiability of sources.
- Adapt communication to the patient’s cultural and social characteristics.
- Use digital platforms, including TikTok, as channels for recommending or providing verified information and connecting with patients.
- Support and develop health and digital literacy so that patients can critically evaluate information.
Editorial Team, Medscope.pro
Sources:
1. Ismail N. et al. The Experience of Health Professionals With Misinformation and Its Impact on Their Job Practice: Qualitative Interview Study. JMIR Formative Research. 2022; 6(11):e38794, doi:10.2196/38794.
2. Kbaier D. et al. Prevalence of Health Misinformation on Social Media—Challenges and Mitigation Before, During, and Beyond the COVID-19 Pandemic: Scoping Literature Review. J Med Internet Res. 2024; 26:e38786, doi:10.2196/38786.
3. Kirkpatrick C. E., Lawrie L. L. TikTok as a Source of Health Information and Misinformation for Young Women in the United States: Survey Study. JMIR Infodemiology 2024; 4:e54663, doi:10.2196/54663.
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