Neil Rowe, senior in-house counsel at THEMIS Clinical Defence, examines the benefits, pitfalls and best practices for healthcare professionals navigating the digital world. 

Social media has revolutionised communication, offering healthcare professionals an unparalleled platform to engage, educate and advocate. With its vast opportunities, however, come significant risks. Misuse, even if unintended, can lead to professional, legal, and ethical complications. 

Healthcare professionals increasingly use social media to:

  • Educate and inspire future professionals.
  • Raise awareness on medical issues, including mental health.
  • Provide health education to patients and the public.
  • Foster engagement with individuals who might not otherwise seek medical advice.
  • Enhance public trust in the profession by humanising medical practitioners.
  • Challenge health misinformation.
  • Monetise their expertise as medical influencers.

Smiling doctor using smartphone in medical office with laptop and documents on desk

Regulatory guidance: A framework for responsible use

The General Medical Council (GMC) has issued clear guidance on social media use, emphasising:

  • Honesty and transparency: Avoiding misleading or false statements.
  • Professional behaviour: Refraining from discriminatory, harassing or unethical content.
  • Maintaining professional boundaries: Directing patient inquiries to appropriate clinical settings.
  • Preserving confidentiality: Protecting patient information at all costs.

The British Medical Association (BMA) has also published guidelines reinforcing these principles.

  1. Posting inappropriate or misleading content

Healthcare professionals must ensure their online statements align with their expertise and the limits of their competence. GMC’s Good Medical Practice mandates:

  • Verifiable and accurate information.
  • Transparency in conflicts of interest.
  • Protection of public trust in the profession.
  1. Erosion of professional boundaries

An active online presence increases exposure to public scrutiny and unwanted attention. Some risks include:

  • Negative interactions with patients or the public.
  • Perceptions of distraction from clinical responsibilities.
  • Potential conflicts when patients seek informal medical advice.

It is advisable to:

  • Avoid accepting social media friend requests from patients.
  • Redirect patient inquiries to official channels.
  • Seek managerial support when facing persistent unwanted attention.
  1. Confidentiality breaches

The digital world does not exempt professionals from their duty of confidentiality. Even anonymised case discussions may inadvertently reveal patient identities. GMC’s guidance (para 18) emphasises:

  • Explicit patient consent before sharing identifiable data.
  • Full transparency on the nature, platform, and purpose of shared information.
  • Employer considerations regarding time and resources allocated to content creation.
  1. Offering medical advice online

Providing medical advice outside formal settings carries considerable risks:

  • Establishes a duty of care, increasing liability for negligence claims.
  • Lacks full patient history, reducing clinical accuracy.
  • Raises jurisdictional and indemnity concerns.

GMC guidance (para 17) directs doctors to avoid private consultations via personal profiles.

  1. Conflicts of interest in endorsements

Doctors endorsing products or services must declare conflicts of interest. The Advertising Standards Authority (ASA) requires:

  • Clear identification of paid promotions (#AD or equivalent labels).
  • Adherence to ethical advertising standards.
  • Transparency in financial incentives influencing recommendations.

Failure to disclose commercial affiliations can damage professional integrity and lead to regulatory scrutiny.

  1. Handling patient complaints and defamation

Online criticism from patients is not uncommon. While responding may seem justified, it carries risks:

  • Escalation of disputes.
  • Unintentional confidentiality breaches.

GMC advises limiting responses to general guidance on formal complaints procedures. In cases of potential defamation, legal action should be approached cautiously due to high costs and reputational risks.

Nurse, hands and phone for healthcare communication, social media post and networking of homecare service. Hospital, doctor or caregiver woman with mobile contact, medical or telehealth and typing

Consequences of social media misuse

Violations of social media guidelines can result in:

  • Employment consequences: HR investigations, disciplinary actions, or termination.
  • Regulatory repercussions: GMC or Medical Practitioners Tribunal Service (MPTS) inquiries.
  • Legal liability: Civil damages, defamation suits, and data protection breaches.
  • Financial costs: Legal fees, loss of indemnity coverage, and reputational damage.

Best practices for safe social media use

  1. Think before posting: Avoid impulsive comments and emotional venting.
  2. Manage privacy settings: Regularly review and update access controls.
  3. Be cautious in closed groups: Private forums are not immune to data leaks.
  4. Avoid sharing patient records: Even minor details may lead to identification.
  5. Beware of screenshots: Anything shared online can be permanently documented.
  6. Assume full visibility: Post only what you would say in person.

Social media is an invaluable tool for modern healthcare professionals, offering benefits that can enhance both public health and professional engagement. Awareness of its risks is essential. By adhering to GMC guidelines, exercising caution, and maintaining professionalism, healthcare professionals can harness social media’s power while avoiding its pitfalls.