Striking the Right Tone: Should Doctors Be Funny on Social Media?
In an age where content is king and every scroll could be the beginning of a patient-doctor relationship, healthcare professionals face a crucial question: how should doctors present themselves on social media? More specifically, should they use humor to connect with their audience, or does it risk compromising their credibility?
Recent studies provide valuable insights into the nuanced impact of doctors' social media behavior on patient trust, adherence, and treatment outcomes. From showing empathy to maintaining professionalism, what truly matters in the online presence of healthcare providers?
The Social Media Stethoscope: What the Research Says
A 2024 study by Sun, Tang, Xu, and Zhang explored how patients respond to different types of content from their physicians. Key takeaways included:
Professional knowledge sharing on social media led to improved patient adherence and better health outcomes.
Personal-life sharing had the opposite effect, often reducing patient compliance.
Humor acted as a moderator: when used appropriately, it humanized the doctor and improved engagement. When overused or poorly timed, it reduced credibility (Sun, Tang, Xu, & Zhang, 2024).
In parallel, a 2021 study by Marshal et al. examined how general practitioners and medical students balance their public-professional and private-personal personas online. The tension between being authentic and maintaining a professional image was a central theme. Doctors reported feeling that "they can't be doctors all the time," yet patients still expected a high level of decorum from them online (Marshal et al., 2021).
Why Humor Can Be Risky
Humor, while disarming and engaging, can be misinterpreted. As per the research, humor that strays too far from medical context or touches on controversial topics can be seen as unprofessional. For example, joking about a treatment side effect might alienate or offend a patient who is actually experiencing it.
The challenge is that online audiences include current and potential patients, fellow medical professionals, regulators, and even competitors. One poorly framed joke could impact not just perception but reputation, and even lead to regulatory scrutiny.
The Knowledge Gap and Digital Education
A 2020 study by Low, Tan, and Joseph pointed out that many doctors are unaware of their institution's social media policies and often lack training on how to maintain professionalism online. This indicates an urgent need for formal digital etiquette training within medical education (Low, Tan, & Joseph, 2020).
So, What Should Doctors Showcase on Social Media?
Based on experience and aligning with research, here are the most impactful types of content and presentation styles for doctors on social media:
1. Educational Value
Share clear, evidence-based medical facts.
Use simple language to explain conditions and treatments.
Debunk medical myths.
2. Patient Testimonials and Case Studies (With Consent)
Before-and-after stories (especially in fields like dermatology, plastic surgery, and dentistry).
Video testimonials or written stories with visuals.
3. Professional Achievements and Certifications
Share updates about awards, speaking engagements, certifications.
Feature partnerships with reputable institutions.
4. Technology and Innovation
Highlight the use of advanced technology or unique techniques (e.g., FAT Hair Transplantation).
Explain how these benefit the patient experience.
5. Behind-the-Scenes Glimpses
Carefully curated clinic photos, staff introductions, or procedure room tours.
Light humor may be integrated here—for example, showing a "coffee break in scrubs" moment.
6. Community Engagement
Showcase participation in public health events, charity work, or awareness days.
Tagging relevant health organizations or causes.
7. Empathy and Emotional Intelligence
Content that demonstrates the doctor's ability to listen and care (e.g., talking about mental health with sensitivity).
Use of warm, supportive language.
8. Interactive Features
Polls, Q&A boxes, and comment replies.
Instagram Stories with question boxes for FAQ-style interactions.
9. Reviews and Recognition
Share verified patient reviews or high ratings from platforms like Google or Doctolib.
Embed social proof in posts while staying HIPAA-compliant.
10. Content in Native Language and Translations
Offer content in the languages of your target audience to show inclusivity and professionalism.
Final Thoughts: Humor is a Tool, Not the Message
The takeaway is clear: doctors can and should be relatable online, but not at the cost of their professional image. Humor, if used, should be subtle, context-appropriate, and supportive of their larger message. The real impact comes from clarity, trustworthiness, and patient-centered communication.
In an environment where patients often "Google" their doctor before booking an appointment, a well-maintained, credible, and human social media presence is no longer optional—it's strategic.
References
Low, J. M., Tan, M. Y., & Joseph, R. (2020). Doctors and social media: Knowledge gaps and unsafe practices. Singapore Medical Journal, 61(4), 196–199. https://doi.org/10.4103/smj.smj_225_19
Marshal, M., Niranjan, V., Spain, E., MacDonagh, J., O'Doherty, J., O'Connor, R., & O'Regan, A. (2021). "Doctors can’t be doctors all of the time": A qualitative study of how general practitioners and medical students negotiate public-professional and private-personal realms using social media. BMC Medical Education, 21(1), 457. https://doi.org/10.1186/s12909-021-02925-1
Sun, Q., Tang, G., Xu, W., & Zhang, S. (2024). Social media stethoscope: Unraveling how doctors’ social media behavior affects patient adherence and treatment outcome. JMIR Publications. https://doi.org/10.2196/39371215
For doctors navigating the ever-evolving digital world, the mantra might be: educate consistently, engage carefully, and entertain only when it elevates.
