We have a real opportunity, and arguably a responsibility, to stem the flow of misinformation

From travel planning to DIY, and everything in between, when we need information or an answer to any problem, our instinct is to grab our nearest device and search online, whether through Google, ‘X’ or our favoured feed. So, it is not surprising that the same is true for 70-90% of individuals seeking health information.

While the behaviour is understandable, it often ends disastrously, with the vast depths of the internet serving up swathes of misinformation. Given this growing problem, how can we support patients to access accurate and trustworthy medical information online? Can the pharma industry offer a guiding light by supporting clinicians to share better quality information across digital platforms?

Too often ‘regulatory constraints’ will be offered as the reason not to participate. Proceeding with caution and rigour is vital, but we need to step up to the plate, rather than burying our heads in the sand.

It is not that the internet doesn’t host any reputable sources; credible health organisations publish a wealth of useful information, and peer-reviewed medical journals are often open-access. Unfortunately, unverified blogs and forums – and even commercial websites – also exist. Add to this patients’ own social media content, and individuals seeking to understand more about their symptoms or conditions are walking a metaphorical tightrope, fraught with complexity and contradiction, leading to anxiety and the risk of ineffective or potentially dangerous self-diagnosis.

For some years now, many clinicians have embraced social media, using it to share their medical expertise and engage with both peers and the public. In some countries, social media has become a critical tool for reaching patients. Plus, these platforms enable clinicians to stay updated with the latest advancements and partake in professional conversation, positively influencing change.

Despite their presence online, not all clinicians possess the skills required to communicate complex medical information effectively to a broad audience. This gap presents a significant opportunity for pharma to contribute in a meaningful way.

Pharma organisations hold a vast repository of evidence-based information on diseases, treatments and medications. Despite regulatory constraints in many countries limiting pharma companies from having direct contact with patients, pharma can still play a crucial role. Consider the options below, and check what might be possible within local market regulations.

1. Upskilling HCPs: if possible, engage with medical associations and educational bodies to offer training programmes for clinicians on effective social media use, focusing on clear information presentation, engaging with diverse audiences and countering misinformation.
2. Providing digital resources: ensure that the development of high-quality, evidence-based content, such as infographics, videos and articles, is included within your plans. By doing this, and ensuring regulations are adhered to, you can support HCPs in their endeavours to share accurate information with patients.
3. Amplifying KOLs: use your reach to promote the voices of credible KOLs that are active on social media. Increasing the exposure of these clinicians will help steer patients toward reliable sources of medical information.
4. Supporting campaigns: collaborative efforts between pharma and clinicians can result in effective public health campaigns. These can address common health concerns, debunk prevalent myths and provide clear, actionable information to the public.

Of course, regulatory landscapes vary globally, so it is important to navigate these intricacies to ensure compliance and maintain ethical standards. The independence and credibility of HCPs remain paramount; any collaboration must preserve these.

Content shared on social channels must be accessible – there is an opportunity to translate complex medical information into layman’s terms, but to do so without compromising accuracy requires expertise and effort.

We have a real opportunity, and arguably a responsibility, to stem the flow of misinformation, and to support clinicians to improve the quality of publicly available health information.

Social media, used appropriately and professionally, can be a fantastic way to foster a more informed society, bridging the divide between complex medical knowledge and public understanding, ultimately leading to improved outcomes. Informed patients are better able to navigate the complexities of their conditions and experience less anxiety and stress, improving their well-being and reducing the overall impact of their condition on their life and happiness.

What actions can you commit to?