What's Happening?
A new study co-authored by Suzanne Makarem, Ph.D., associate professor of marketing at VCU School of Business, reveals that Gen Z individuals (born 1997-2012) are significantly more likely to seek health information on social media, particularly TikTok,
than previous generations. The study found that young adults following physician influencers on TikTok perceive them as more accessible, credible, and altruistic than their own doctors, even when these influencers are selling products. A key finding is that followers often do not verify the medical credentials of these influencers, trusting visual cues like lab coats or stethoscopes. Only about 17% of health and wellness influencers are conventional medical professionals, according to a Pew Research Center study, highlighting a significant gap between perceived and actual expertise.
Why It's Important?
This reliance on social media for health information, especially among Gen Z, has critical implications for public health and the healthcare system in the U.S. The 'mere social media presence effect' means that advice from physician influencers can carry more weight than that from a follower's personal doctor, potentially leading to adherence to unverified or commercially driven health recommendations. This trend can undermine the patient-doctor relationship, as young people report dissatisfaction with their own doctors regarding preventative medicine and understandable explanations. The commercial intent behind many influencer promotions is often overlooked by followers, leading to purchases of products and supplements that may not be necessary or effective, impacting both health and financial well-being.
What's Next?
The study emphasizes the urgent need for consumer education on verifying credentials and recognizing commercial intent in online health content. It also suggests that medical professionals should reconsider their reluctance to engage with social media platforms. By increasing their presence, qualified doctors can provide credible health information and counteract misinformation, despite concerns about liability and the evolving nature of medical advice. Future efforts may involve developing educational campaigns targeted at young adults to foster critical thinking skills regarding online health claims. Additionally, social media platforms might face pressure to implement features that clearly distinguish between verified medical professionals and other influencers, or to flag content that promotes unproven health interventions.
Beyond the Headlines
The study uncovers a deeper issue of trust and accessibility within the healthcare landscape. The perception that physician influencers are more 'accessible' and 'altruistic' than traditional doctors points to potential systemic issues in how healthcare is delivered and communicated. The commercialization of health advice on social media also raises ethical concerns about the exploitation of trust for profit, particularly when vulnerable populations seek health guidance. This shift could lead to a two-tiered system of health information: one based on rigorous scientific evidence and professional medical care, and another driven by social media trends and commercial interests. The long-term impact could include a decline in adherence to conventional medical advice, an increase in self-medication with unproven remedies, and a broader challenge to public health initiatives that rely on consistent, evidence-based messaging.
