Developing a social media presence is no longer optional for most HPCs—it's almost a requirement. Doctors are increasingly sharing knowledge, busting health misinformation, and building their brands on TikTok, Instagram, X, and other platforms. A quick search for #DocTok on TikTok will give you over 284 million posts (and counting). 

 

 

Professional misconduct

 

According to a US study, the most common online professionalism violations by physicians include inappropriate patient communication, misrepresenting credentials, inadvertent prescribing, and sexual misconduct.

Al-Balushi AA. In the era of social media: Is it time to establish a code of online ethical conduct for healthcare professionals? Sultan Qaboos Univ Med J. 2020;20(1):e25–e28.

 

When a doctor becomes famous online, their behaviour, even outside the digital sphere, can shape their professional image, which brings us to Dr Jason Campbell—also known as the “TikTok Doc.” 

The "TikTok Doc"

Dr. Campbell gained fame for his dance videos during the early days of the COVID-19 pandemic. While he was initially praised for bringing positivity during a challenging time, Dr Campbell’s career took a nosedive after allegations of sexual harassment surfaced. In 2021, Oregon Health & Science University (OHSU), where Dr. Campbell was a resident, agreed to a $585,000 settlement with a plaintiff who accused him of sexual harassment.

OHSU announces $585,000 settlement of suit that alleged sexual harassment by TikTok Doc. The Oregonian. April 27, 2021.

 

 

Patient confidentiality breaches

 

Social media offers doctors an unparalleled platform to engage and share knowledge but also opens the door to serious ethical breaches. Sharing patient cases without consent is not only unethical but also violates privacy laws. Even with consent, the long-term implications of publicly shared medical stories should be carefully considered. Take, for example, the case of Dr. Katharine Roxanne Grawe.

Dr. Roxy

 

According to USA Today, the board cited Dr. Grawe's negligence in patient care, highlighting her habit of filming and answering viewer questions during procedures.

Filby M. 'Dr. Roxy', the plastic surgeon who livestreamed procedures on TikTok, banned from practicing medicine in Ohio. USA Today. July 13, 2023.

They described her actions as reckless, stating she prioritized social media engagement over patient safety.

 

Allegedly, despite previous warnings over at least 4 years about maintaining patient privacy, she continued sharing content online, claiming that it reduced the perceived distance between patients and doctors. However, she later admitted, “I see how many of those silly videos seemed unprofessional."

 

 

The not-so-personal opinions

 

A 2024 study found that physicians often struggle to separate their professional and personal lives online.

Maggio LA, Céspedes L, Fleerackers A, et al. 'My doctor self and my human self': A qualitative study of physicians' presentation of self on social media. Med Educ. 2024 Apr 10. Epub ahead of print.

In these situations, one wrong move can destroy a reputation built over decades—and even cost you your license. 

 

The high standard of conduct for doctors extends beyond the workplace and into personal life. The public expects doctors to be role models, and any hint of inappropriate behaviour—whether online or offline—can erode trust and have lasting consequences. 

Dr. Lara Kollab

Dr. Lara Kollab is a former Cleveland Clinic resident whose career ended abruptly after her anti-Semitic tweets from years earlier resurfaced.

MacDonald E. Former Cleveland Clinic resident’s training certificate revoked over anti-Semitic social media comments. Cleveland.com. August 22, 2020.

These tweets included violent language and a statement that she might intentionally provide incorrect medication to Jewish patients. As a result, Dr. Kollab was permanently barred from practising osteopathic medicine or surgery in Ohio and from participating in any further medical training programs.

 

 

Misinformation and imposters

 

The internet is teeming with misinformation, making it hard to distinguish legitimate healthcare providers from impostors. A 2024 survey found that 56% of Gen Z uses TikTok as a primary source for wellness and diet advice, with one-third relying on it more than professional healthcare guidance.

Healthy or Not? Attitudes to Wellness on TikTok. Zing Coach. May 31, 2024.

Alarmingly, 1 in 3 survey respondents indicated that they don’t verify the medical information they find online. However, only 1 in 11 users said they had experienced negative health outcomes as a result—though it may only be a matter of time until those numbers grow.

 

Dalya Karezi

Social media's lack of oversight has led to a rise in unqualified "health experts."

According to news eports, in October 2023, Karezi pleaded guilty to pretending to be a "medical specialist" and impersonating a doctor. She was sentenced to a 2-year community corrections order at Sydney’s Downing Centre Local Court and fined $8,400.

Lynch J. TikTok ‘doctor’ revealed as total fraud who gave people health advice on cancer, HIV while donning scrubs. New York Post. October 13, 2023.

 

While the cases mentioned above represent extreme instances of negligence—that most HCPs, with their years of training, are unlikely to commit—they serve as cautionary tales. Authorities like the American Medical Association (AMA), Federation of State Medical Boards (FSMB), and American Osteopathic Association (AOA) have established guidelines on social media use to uphold professionalism, but there is still a lot of grey area. 

 

Best practices for HCPs

 

• To safeguard your own professional credentials, try to keep your personal and professional lives separate. If your personal accounts are public, manage content carefully and maximize privacy settings. Avoid posting anything you wouldn’t want patients or colleagues to see.

• Never share patient details without explicit consent. Even de-identified information can have long-term implications. When unsure, consult HIPAA guidelines or seek legal advice before posting.

• Use social media only to share evidence-based content and enhance health literacy. Always disclose conflicts of interest or affiliations to maintain trust.

• Be cautious about connecting with patients online; it can blur boundaries and expose personal information. While accepting online friend requests is a personal choice, always weigh the risks. 

• Social media is not a platform for telemedicine. Posts should not replace personalized, evidence-based advice that requires proper examinations and peer-reviewed data.