A haematologist working in the region has shared their frustration with the overwhelming amount of health advice on social media outside their usual content feeds. The concern extends beyond isolated misleading claims to the sheer volume of conflicting information.
A study published in Nature examined the 100 most popular TikTok videos about ADHD and found that over half contained misleading information. Those videos collectively amassed more than 280 million views. Patient surveys further reveal that people frequently follow social media health advice, even when it contradicts professional medical guidance. The growing divide between online content and clinical consultations is no longer a minor issue—it represents a fundamental shift in where individuals seek health information.
Healthcare providers already face significant demands on their time. The addition of unverified social media content complicates consultations, requires constant corrections, and risks damaging trust when patients arrive with preconceived notions. The issue is not whether social media will remain a primary source of health information—it already is. The critical question is whether the information people encounter will improve or harm their understanding.
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Video content now serves as the primary news source for 65% of people worldwide, according to the Reuters Institute’s Digital News Report 2025. This includes health-related material. Platforms like TikTok, Instagram, and YouTube are no longer secondary channels; they are where diagnoses are discussed, treatments are “recommended,” and myths spread faster than corrections can be disseminated.
The difficulty for science communicators lies not just in countering viral misinformation but in adapting to how audiences actually engage with health content. Many pharmaceutical and medical teams still rely on sporadic, event-driven messaging, four to six posts timed around product launches, followed by silence. However, social media operates continuously, with new videos, trends, and voices emerging every second. A single post will not sustain attention, nor will a one-off campaign effectively challenge months of conflicting claims.
What is required is a transition from milestone-based communication to continuous, adaptive engagement. This involves developing content series that repeatedly address common patient questions, collaborating with trusted creators who can simplify complex topics, and ensuring scientific voices participate in conversations before misinformation dominates. The objective is not to outperform viral creators but to make accurate information more accessible when people need it.
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Medical Affairs teams, communications departments, and paid media groups all have distinct roles to play. Insights gained from patient consultations can anticipate questions that arise. Social listening tools can identify persistent misinformation or gaps in reliable content. Strategic amplification can ensure critical information reaches those who need it before they encounter harmful material.
A cancer patient who received a unit of blood during treatment described the experience as transformative. The comment section beneath their story included expressions of gratitude, personal stories, and misinformation about donation safety. By the time a haematologist intervened with corrections, many viewers had already engaged with the false claims.
