Doctors are investing in Instagram and TikTok to inform, but where is the line between medical popularization and advertising? Discover the issues and possible excesses of this new trend.
Social networks like Instagram and TikTok have seen the emergence of a new category of influencers: healthcare professionals. Doctors, physiotherapists, gynecologists and pediatricians invest in these platforms to popularize medicine, inform the general public and sometimes develop their business. But this digital presence raises questions: where is the line between information, influence and advertising? Should we be worried about possible abuses?
Influencer doctors: a new way of communicating
Health professionals on social media have a common goal: to make medicine more accessible. Carla Valette, a medical intern followed by 2.7 million people on TikTok, explains her commitment like this: “I like to explain things, I answer questions that everyone asks but that no one dares to ask.” Her success illustrates a strong need for popularized medical information.
Mathilde Elind, a physiotherapist specializing in perinatal care with 132,000 followers on Instagram, shares advice on endometriosis, postpartum and physical activity after childbirth. Through their educational content, these professionals occupy a space long left to traditional media and influencers non-specialized.
A blurred line between information and advertising
While informing is a noble mission, some practitioners take advantage of their notoriety by monetizing their presence on social networks. Some sell training courses, e-books or private consultations via their platforms. Mathilde Elind, for example, offers a childbirth support program, while Carla Valette has launched her own educational game.
The question then arises: is this digital visibility a form of disguised advertising? According to the Public Health Code, doctors do not have the right to directly advertise their services, but can communicate for informational, scientific or health purposes. A subtlety that makes regulation complex.
Risks of medical influence
The impact of physician influencers is not limited to information. They are perceived as authority figures, which can strengthen their credibility but also expose their audience to excesses. Some professionals, aware of this responsibility, put in place strict rules:
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Never give online consultation
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Always remember that only a doctor in the office can establish a reliable diagnosis.
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Do not promote treatments that are not scientifically validated
On the other hand, there are some abuses. Some practitioners go so far as to show before/after photos of their patients, a practice that is prohibited in France because it can be seen as an incentive to consume medical products.
Supervision by the Council of the Order of Physicians
Faced with these new practices, the Council of the Order of Physicians is working on an update of the Code of Ethics to better regulate the presence of health professionals on social networks. Current prohibitions include:
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The ban on improving your SEO by paying
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Ban on making promises of results or publishing patient testimonials
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The need to respect patient anonymity
On the other hand, it is essential that doctors invest in social networks to counter medical misinformation and dangerous discourses carried by certain unqualified influencers.
Social networks: an opportunity or a trap for doctors?
The use of social networks by doctors is a growing phenomenon and seems inevitable. For the younger generations, these platforms have become a privileged source of information, and it is therefore essential that experts speak out to disseminate reliable information.
However, the temptation to monetize their notoriety can lead them to cross ethical boundaries. Between communication and advertising, the line is thin and must be clarified by regulatory authorities.
Are physician influencers the future of medical information or a threat to medical ethics? The answer will depend on the measures put in place to regulate this new form of communication.
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