Medical Professionals as Social Media Influencers: What is the Impact on Practice?

Social media is everywhere, and the term “influencer” does not apply to pop culture exclusively. One can see medical professionals increasingly sharing their expertise on these platforms. Ultimately, how might medical influencers on social media make a difference in patient relationships, outcomes, and within their own practices?

Social media is a phenomenon that, less than 20 years ago, did not substantially exist, let alone impact medical practice. However, these online platforms allow instantaneous sharing of information between individuals and groups in a multitude of formats.

Additionally, these sites often provide for the creation of searchable user profiles so others can seek out specific people, credentials, interests, or topics to follow. When it comes to medical and health information on social media, research cites potential impacts on medical decision-making and the patient-clinician relationship, among others.¹ In this roundtable, the panelists share their goals and activities on social media, how it has impacted their practice, and how other medical professionals may find benefit for their practices.

Examples of Content Creation Among Medical Professionals

The panelists each represent a unique take on a professional social media presence. Ebonie Vincent-Sleet, DPM, MBMS, says she creates social media lifestyle content, along with content on the science of podiatry. Jacqueline Donovan, DPM, FACFAS, explains that her practice’s social media strives to be vibrant and engaging, sharing insights into podiatry, their expertise, and reaching a wide audience regarding foot health.

“By fostering an interactive online community, we aim to provide educational content and stay connected with patients and fellow professionals alike,” she says. “We’ve found most success in sharing shoe recommendations for specific foot and ankle pathologies such as flat feet, plantar fasciitis, and bunions.”

Tea Nguyen, DPM, also notes that her content is primarily geared towards those who don’t know about the field of podiatry, or the associated services available.  

“There is a natural draw of other medical professionals, since we often speak the same medical language, but social media can create a bigger impact when doctors can break down medical speak for the general public,” she says.

Brian Loder, DPM, FACFAS, prefers to clearly distinguish any personal and professional presence online, focusing solely on LinkedIn and 15blades, and presents content directed at orthopedic and podiatric surgeons. Additionally, he finds that his content makes its way onto other platforms without his direct participation.  

“LinkedIn is business-to-business and 15blades is peer-to-peer,” he elaborates. “I enjoy sharing new techniques and unique patient presentations. I really enjoy the feedback that posting on professional sites gives me. My post will usually get to patients through word-of-mouth from those that are on the professional social media forums. Reposting allows my information to transcend many social media sites without me having to be involved in them.”

Reaping the Rewards of a Social Media Presence

Each of the panelists noted impactful upsides to their efforts online, primarily the opportunity to help others, whether they be prospective students, colleagues, or the public at large. Being able to reach those experiencing lower extremity issues, and sharing treatment options, or just the knowledge that a professional is there to help, was a common thread each doctor mentioned.

“A lot of people experiencing foot and ankle pain don’t even know where to begin to find relief. Even just exposing them to the field of podiatry can make a world of a difference,” said Dr. Donovan.

Dr. Nguyen agrees, and adds that she finds that forming digital social connections has changed the way she interacts on her social media channels.

“Rather than being exclusively educational, I try to bring people behind the scenes of what podiatrists do, what my practice offers, and small bits about who I am as a person outside of the white coat,” she explains.

Dr. Vincent-Sleet also notes that showcasing the person behind that white coat is an important touchpoint for her. She says she enjoys showing the diversity of podiatry, and that her life is well-rounded between career, family, and other aspects of her life.

The ability to assist fellow surgeons from even thousands of miles away is a significant reward Dr. Loder finds from his social media activity.

“I enjoy private communications from followers, especially those that share with me difficult cases and request constructive input,” he shares. “Getting feedback on my post, whether it is solicited or not, is very helpful in my clinical practice. I have used constructive feedback to change the way I treat my patients when it is delivered in a professional and respectful format.”

Addressing and Overcoming Challenges

Health care providers who have a social media presence may encounter a wide variety of roadblocks along the way, and each of the panelists shared what stands out the most to them.

“The most challenging part about social media in the beginning, was just finding my voice and how I want to show up,” says Dr. Nguyen. “So, I had to learn about how to connect with people as a business, but not be too dry and not too irrelevant. I had to learn to be okay with showing up as a normal person who happens to be a professional. Social media is powerful in that it magnifies who you are, for better or for worse.”

She also says consistent content creation, fielding negative comments, and recognizing that not all commenters provide meaningful contributions are among other challenges she has encountered.  

Dr. Donovan echoes the commitment level associated with consistent content creation. “We work every day to grow our accounts,” she explains. “A lot goes into the process of content creation, from staying on top of trends, providing educational content, and answering thousands of questions in our comments. I spend a lot of time in between patients recording content and responding to followers’ comments.”

Marketing and advertising messages can also be a less desirable effect of a robust social media presence. Dr. Loder says his inbox is often flooded with messages encouraging him to try new products and services.  

“I try to be respectful and answer as many of the requests as feasible, but it can get daunting,” he shares. “I try to be cordial even if I feel the post or private message is getting obtrusive, (as) you never know what the future holds for that individual and how your pasts may cross.”

Dr. Vincent-Sleet relates that the most challenging aspect for her is fielding numerous inquiries from individuals attempting to receive a diagnosis on social media.

“General questions are okay; however, I spend significant time encouraging people to make an actual appointment,” she says. “With the popularity of the show (My Feet Are Killing Me on TLC), there are also challenges with fake accounts and the like.”

Taking a Look Back

The panelists were asked to share experiences and observations that stood out to them as far as how their social media presence has impacted their everyday practices. Recognition in public, online responses online to personal and family life, patient recruitment, colleague networking, and establishing oneself as a thought leader are all notable results from their individual experiences. They share that followers get excited about life changes and that new patients who follow them already feel well-acquainted. Another panelist noted the same occurrence with colleagues, which enhanced networking by establishing that connection in advance.

Dr. Nguyen adds that some followers love seeing the behind-the-scenes photos and posts, while others are not fans of the more graphic clinical content. She also, along with other panelists, note that many patients will cite their social media as the reason why they booked an appointment.

“I find those to be the most rewarding type of people who are consuming my content,” she says. “They come in saying they feel like they already know me and so there’s an instant connection before the visit even happens.”

Dr. Loder says he originally used his social media to share information on minimal incision foot and ankle techniques, an area of particular passion for him professionally. He says this evolved into a role as a key opinion leader on the topic, which has had a significant impact for him.

“My goal early on was to get as many followers as I could to try these techniques for themselves,” he says. “I (now) get surgeons across the world reaching out to me with questions about technique, indications and help with postsurgical complications. I try to answer every private message I get asking for advice. It is such a great feeling knowing that in some way I am helping patients all over the world.”

Becoming More Involved on Social Media: Important Notes

The panelists encouraged other health care providers to use social media as part of achieving their professional goals.

Dr. Vincent-Sleet feels clinicians can use social media to promote better patient relationships, and to promote their businesses. Dr. Donovan stresses the additional opportunity to share one’s specialty with the public in general.

“It is a ‘free’ advertising tool, and you are able to use social media as a platform to explain what services you provide, what conditions you treat and how you treat them,” she says. “We have also found that people love to see a personality shining through our content. Our goal is to show our patients and the online community that we are real people. It’s refreshing for people to see their physicians as relatable, it makes us more approachable when the time comes to make an appointment!”  

Dr. Nguyen concurs and emphasizes that the only notable cost is one’s time.

“Anyone wanting to make an impact on their work should definitely consider being on social media because that’s the new way in connecting with people who need your services,” she says. “I also believe that it’s a way for doctors to leverage their personal brand in case they go from being employed to unemployed or they’re wanting to start their own practice and create their own following.”

Dr. Loder encourages clinicians to find their individual strongest skill sets and to showcase that as their online content. He acknowledges that one could encounter some criticism, but that the best strategy is to either accept or skillfully defend one’s point of view.

“As you build more followers the criticism becomes less, and you may even be overwhelmed by positive sentiment,” he says. “The most important thing is to stay grounded and don’t let the criticism get you down or the positive get you too full of yourself. Social media has a good way of finding the truth through crowdsourcing.”

Thoughts From a Non-Podiatric Influencer

Of course, social media influence is not limited to podiatric professionals. As of time of publication, Betsy N. Grunch, MD, FAANS, FACS, a board-certified neurosurgeon in Georgia, has over 390,000 followers on Instagram, and over 1.7 million on TikTok. She has also seen significant impacts on her practice as a result of her involvement in social media, including an increase in patient volume.

“Not only do I have more patients coming to see me both locally and from the surrounding metro areas, but also from out of state,” she shares. “Most of my patients follow me online and they have an increasing sense of confidence in my abilities and recommendations. Additionally, they have gotten to know my staff online as well, and have developed trust in our practice.”

Not unlike the podiatric panelists, Dr. Grunch says she enjoys making her field accessible to laypeople, by breaking down otherwise overwhelming and complex topics into practical, easy-to-understand terms.

“My hope in doing so is to make neurosurgery not as intimidating and to empower patients with information that they may need now or sometime in the future,” she elaborates. “I’ve also gained a lot of respect from my healthcare community, both locally and worldwide, that has provided me opportunities that I otherwise wouldn’t have had.”

Dr. Grunch, known as Ladyspinedoc online, says she likes sharing her life on social media, including showing her love for her family and her career. However, she agrees that as a full-time surgeon and parent, the time investment involved is significant. Negative feedback is another challenge she notes similarly to the podiatric panelists, and adds that sometimes people can be judgmental, not recognizing that the profile is an actual real person with feelings. However, she adds that navigating this challenge has helped her grow her self-confidence.

“Lastly, I find it an honor and a privilege to inspire the next generation of healthcare workers,” she notes. “The number of people who have reached out to share their journeys, aspirations, and kind words has been overwhelming and encouraging. I cannot wait to see what the future holds for healthcare.”

In Conclusion

Worldwide, people are seeking health information online.^2,3 Whether finding a provider, researching a health condition, seeking reviews, or learning more about treatment options, there is a significant market of opportunity to share reputable, relatable, and actionable knowledge with colleagues, patients, and the general public. In 2017, even before the COVID-19 pandemic, nearly 75% of people in the United States went online for health information before using other resources.³ This roundtable shared the experiences and observations of multiple panelists active on social media, on different scales, for different reasons, and with different audiences.

The common thread, however, is that each of these providers relate professional and personal value to their presence, improving relationships, promoting their practices, and hopefully positively impacting patient outcomes.

Dr. Abicht (moderator) is a board-certified foot and ankle surgeon practicing at Gundersen Health System (GHS) in La Crosse, WI. He serves as department chair for the Podiatric Medicine and Surgery Department at GHS. Dr. Abicht serves on the editorial board for multiple journals.
LinkedIn: Bradley P. Abicht, DPM, FACFAS
Instagram: bradleypabichtdpmfacfas

Dr. Donovan is a board-certified podiatrist specializing in orthopedic trauma in a group practice outside Cleveland, OH. She is an Assistant Professor at the Kent State University College of Podiatric Medicine. Dr. Donovan is also an Attending Physician at University Hospitals Podiatry Residency Program and serves on committees for the American Board of Foot and Ankle Surgery and the American College of Foot and Ankle Surgeons.
Instagram, TikTok, and YouTube: @OhioFootDocs

Dr. Grunch is a neurosurgeon specializing in spine, and is board-certified by the American Board of Neurological Surgery. She practices with the Longstreet Clinic in Georgia.
Instagram, Facebook, TikTok, and YouTube: @LadySpineDoc

Dr. Loder practices in Clinton, MI, and is the Director, Podiatric Medicine and Surgery Residency at Henry Ford Macomb Hospital and the Fellowship Director of the Michigan Minimally Invasive and Reconstructive Foot and Ankle Surgery Fellowship. He is an Assistant Professor at Michigan State School of Osteopathic Medicine.
LinkedIn: Brian Loder
15Blades: Brian George Loder

Dr. Nguyen practices in Santa Cruz, CA and owns a direct care practice, Pacific Point Podiatry
Instagram and TikTok: @drteapodiatry

Dr. Vincent-Sleet practices as a partner at OC podiatry in Orange and Long Beach, CA. She is a board member of the California Podiatric Medical Association.
Instagram and YouTube: @Dr.Ebonie
Facebook: Dr. Ebonie Vincent DPM, MBMS

References

1.    Patrick M, Venkatesh RD, Stukus DR. Social media and its impact on health care. Ann Allergy Asthma Immunol. 2022;128(2):139-145.
2.    Sumayyia MD, Al-Madaney MM, Almousawi FH. Health information on social media. Perceptions, attitudes, and practices of patients and their companions. Saudi Med J. 2019;40(12):1294-1298.
3.    Finney Rutten LJ, Blake KD, Greenberg-Worisek AJ, Allen SV, Moser RP, Hesse BW. Online health information seeking among US adults: measuring progress toward a Healthy People 2020 objective. Public Health Rep. 2019;134(6):617-625.