In this article, we will explore the role of Medical Science Liaisons when misinformation arises in discussions between doctor and patient due to social media posts.
- Introduction
Thanks to the digital era of information, the relationship between a doctor and a patient is now vastly different than in the past. This creates both opportunities as well as challenges. One of the most relevant current problems is that there are many individuals posting false information in their social media accounts or on their blogs and websites. Patients increasingly rely on digital sources for medical information; thus, it is likely they will come across conflicting messages versus what a professional advises, contained in deceptive content, when seeking treatment for various conditions. This situation undermines clinical trust and complicates shared decision-making. Clinicians may not know why patients act as they do, yet this paper investigates how misinformation influences patient perceptions and behavior, as well as MSLs’ role in enhancing/complementing HCPs (Healthcare Professionals) Healthcare-Communication. Understanding gaps in health information dissemination can be tricky, especially among various healthcare stakeholders; a forward-thinking Healthcare Information Provider (HIP) may inadvertently lead others into believing views that are completely incorrect, ranging from patients and the general public to his/her fellow medical colleagues. - Health Misinformation Influence and Its Effect on Patients’ Decision Making
It is believed that health literacy plays an important role in the interpretation of medical information for patients to make decisions. The health landscape continues to grow more digitalized, and alongside it, so does misinformation, especially self-diagnosis among the illiterate, which can be a big challenge in this era, hence some may regard or ignore certain symptoms and conditions as they are falsely led by the social media effect. For example, a study carried out by Igbinovia et al (2021) and Apuke & Omar (2021) showed that broad categories of people will always assume unverified facts, especially if it has to do with their health during emergency situations, but in the end, they came to realize they were wrong in self-diagnosis. Emotionality, genuine concern about saving others from ‘bad’ situations, combined with reflexes – all these factors actively contribute to spreading deliberately false information even without full awareness.In the case of pre-eminence of misinformation among patient perceptions, trust in the relationship between the doctor and the patient is lost. This not only affects the adherence to treatment but also questions, if not undermines, physicians’ authority, autonomy, and credibility. For this reason, education regarding health literacy skills in patients and professional communication with them should be improved. - Social Media and Medical Communication Dynamism
The impact of social media in molding patient mindsets and behaviors is clear. Indeed, the role of digital platforms as channels for public health education has been highlighted in the medical industry; however, they are usually disregarded by people who fill these platforms with unregulated content. Thus, patients may seek advice online more than from their professional doctors. This shift implies that there appears to be another line of communication running parallel to the one based on evidence that might clash with an evidence-based care system.The dialogue between physicians and patients, which is already considered to be quite a complex issue, should now be examined from this perspective too. Physicians are gradually being put in a position to do not only the health advocacy bit but also debunk myths. In this regard, MSLs can provide help. They bridge science with practice, or in other words, MSLs are in the middle of things; therefore, they can help HCPs deal with issues created by digital misinformation when dealing with their patients.It is clear that MSLs serve as scientific communicators and educators within the pharma industry. The main job of these professionals is to deliver evidence-based information to health care providers. In the context of misinformation, this function can be further extended by MSLs:- Making sure physicians don’t follow outdated myths that have been spread in clinical practice and have been proven to be wrong by the most recent data;
- Participating in educational programs that help to achieve health literacy for doctors and patients;
- Acting as intermediaries in the development of information materials which pose a true scientific perspective and are written in an easily understandable patient language;
- Partaking in digital forums and collaborating with public health authorities to improve the accurate messaging.
- MSLs are experts in science and communication; thus, they play an indispensable role as allies in making sure that sound medical knowledge becomes prevalent in public discourse.
- Strategies to Fortify the Relationship Between Doctor and Patient in the Face of Misinformation
There are various ways through which misinformation can be addressed. Concerning, for instance, the use of clear, empathetic, and jargon-free language, physicians must be well adjusted to deal with patients on a personal level. Patient education initiatives should not only consider diverse literacy levels but also different cultural settings; therefore, it is necessary to employ multimedia presentations such as videos, internet graphics, as well as multilingual material.Competency of MSLs helps to implement strategies through the creation of joint educational content and training HCPs on effective communication skills. This can also be realized in the form of moderated forums, verified health platforms, as well as reacting to false information in real time at the point of care. Community integration, such as having an organizational partnership with local leaders or engaging with other organizations, is likely to enrich these activities for reach and effectiveness. - Discussion
Misinformation poses a deep challenge for doctor-patient relations, and its effects can be felt in a lack of adherence to treatment regimens and poor health outcomes. Prevention of poor outcomes with patients presupposes application of common approaches such as bettering communication, enhanced literacy in the health care field, and professional collaboration. MSLs who have the status of trusted scientific mediators achieve this objective in rather unique ways, and they possess the necessary qualifications for this task.Investing in healthcare education and public health campaigns have the potential to boost confidence, empowering patients, as well as fostering a more resilient, knowledgeable, and equitable health system. The digital health ecosystem is going to keep changing; being proactive and informed is required and MSLs help to navigate misinformation complexities.
References
Igbinovia, M. O., et al. (2021). Literacy and misinformation in times of pandemics. Apuke, O. D., & Omar, B.(2021). Disinformation circulation on social networking sites. Wang Y. et al.(2019) Misinformation on health is a global issue Soroya S H.et al(2021) Crisis communication and social media Joy S.&Idowu A(2021) Spread news behavior in digital spaces Revez J(2024) The Facebook case: Social Media and Health Misinformation
About the author:
Amilcar Barreto, MSc
Amilcar is a visiting lecturer in Marketing Communication and strategy at the Universidade Católica Portuguesa (Instituto de Ciências da Saúde). Mr. Barreto’s main research interests are digital communication, namely the pharmaceutical digital communication, consumer digital communication, and omnichannel.
Amilcar shares his time working in global positions in a big Pharma company where he is responsible for multichannel & digital communication in neuroscience and rare disease, and researcher in Universidade Católica Portuguesa, where he is finishing his PhD in Communication Sciences.
Mr. Barreto is a team leader and an active player in different teams, creating integrated strategies. He has been working for almost two decades in different positions in marketing communications in the pharmaceutical industry and fast-moving consumer goods, in companies such as J&J, Roche, and Novartis
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