It’s no secret that social media is a breeding ground for health misinformation. Platforms like TikTok and Instagram give anyone with a smartphone the power to influence – which can be both incredible and incredibly dangerous, especially in a field as complex as healthcare. And with the upcoming Trump-Vance administration in the United States, we’re likely looking at an environment where scientific expertise will take a back seat to politics.
The result? More dubious health “tips,” untested cures, and wild theories that could make even the most seasoned marketer wince. Here’s how healthcare marketers can keep their messaging solid, true, and effective in a world of half-truths and viral misinformation.
Lean into trust
Consumers need sources they can trust, and that’s where you come in. Be the voice of reason. Clear, factual, and transparent information is a rare commodity right now, and the more your brand is known for it, the stronger your position. In every message, prioritize what is true, not just what’s trending.
Stay sharp on misinformation trends
Social media trends spread like wildfire, and often, the more sensational, the better. Monitoring the conversations on TikTok, Instagram, and other platforms is crucial to see what misinformation is making the rounds. Knowing what’s out there allows you to address these claims head-on in your own communications – ideally before they become an accepted “fact.”
Call out the crazy (but do it respectfully)
This isn’t the time to dance around dangerous ideas. If there’s misinformation circulating that could seriously harm your audience, say so. Just do it in a way that’s authentic to your brand and keeps the tone respectful, even if the idea itself deserves a healthy dose of side-eye. Your audience will appreciate your honesty and your commitment to their well-being.
Be ready with your own experts
As experts become sidelined at the federal level, consumers will be looking for alternative sources of reliable health information. Make sure your brand has its own experts – doctors, scientists, pharmacists, or credentialed professionals who can provide clear and credible insights. Featuring them in interviews, webinars, or short videos on social can put a face to the science and humanize your brand in the process.
Provide straightforward, shareable content
Think in sound bites and infographics. If you provide something valuable and easy to digest, you stand a better chance of reaching people who might otherwise believe the latest “natural cure” TikTok trend. The more eye-catching and shareable, the better – let your audience spread the word on your behalf.
Engage, but don’t lecture
Nobody wants to feel like they’re being talked down to. When responding to misinformation, try to make it a conversation rather than a monologue. Acknowledge why the claim might seem appealing or plausible, then gently pivot to the actual science. Show respect for your audience’s intelligence, even if some of the ideas are out there.
Play the long game
It’s tempting to make every social post a quick, fact-checking correction, but too much of that can make your brand feel combative. Instead, build a long-term strategy that regularly reinforces positive health messages in an engaging way. This approach creates a buffer against future misinformation and builds credibility over time.
In a world where sensationalism sells, healthcare marketers have a higher calling: to tell the truth. And with a bit of humor, a lot of heart, and a commitment to your audience’s well-being, you’ll cut through the noise.