The data: 61% of clinicians are very concerned about medical misinformation online, per an Inlightened survey in October.
- 80% worry that patients will believe in or use harmful or unproven treatments due to digital misinformation.
- 79% are concerned misinformation will erode trust in science-backed therapies.
- 71% worry that patients will lose trust in medical professionals, and 63% fear that mistrust may lead patients to delay or skip care.
Why it matters: Online healthcare content is ubiquitous, with social media in particular emerging as a leading source of information for patients.
However, many healthcare professionals don’t feel adequately equipped to address online misinformation.
- Only 55% of Inlightened’s vetted healthcare professionals have posted or corrected healthcare information online.
- While 18% don’t post because their organizations have policies against it, another 18% would like to, but are unsure how to use social media effectively.
- 45% don’t post because they believe the risks outweigh the rewards.
Implications for healthcare and pharma marketers: Clinicians see misinformation as a growing threat, but many need help stepping into the digital conversation.
- While 24% say healthcare professionals clearly have a responsibility to engage online, 61% say “yes, but it’s complicated,” reflecting their discomfort and lack of familiarity with digital platforms.
There is a clear opportunity for healthcare and pharma marketers to help clinicians feel equipped to engage online.
- Training initiatives like social media workshops, webinars, or one-on-one coaching from internal experts, like staff physicians or medical science liaisons, can help them feel more confident engaging online.
- Marketers can also lower barriers by offering ready-to-use scientific content, post templates, and vetted AI tools to ensure accuracy and compliance.