With patients increasingly relying on ‘Google doctors’ and social media for health advice, medical practitioners face evolving challenges. While misinformation poses risks, this trend highlights the need for doctors to engage online, guide accurate knowledge-sharing, and foster trust by bridging the gap between professional expertise and digital health-seeking behavior.
Despite medical advancements, vertigo remains a complex condition for diagnosis and treatment. Patients often experience recurrent episodes and frustration with current treatments, leading to challenges in adhering to medical advice.
Suppose you encounter a problem with your phone, computer, or car. Our first instinct is to search for solutions on Google or YouTube before consulting a professional. The internet and social media have become indispensable sources of information for any individual irrespective of age and social position.
However, for health, it’s very different. Many times patients go on Google and social media to search about health issues, and medicine as it is available at their fingertips.
“You might have noticed that many patients today become ‘Google doctors.’ They first search for their symptoms and treatment options on Google and then visit their doctor. While some doctors dislike this behaviour, I believe we, as doctors, need to accept this reality and adapt to it,” Neurologist Dr Sudhir Kumar at Hyderabad-based Apollo Hospital told #hydkhabar.
He explained that patients look to the Internet when faced with health concerns. They are anxious, and naturally, they seek answers online. Instead of discouraging them from searching, we should encourage them to discuss their findings and clarify their doubts during consultations.
“Health is a top priority for everyone. When something goes wrong, people want to understand why it happened and explore their treatment options. Additionally, getting an appointment with a good doctor is not always easy, and the waiting period often increases anxiety, leading patients to search online. Sometimes, mistrust in the healthcare system also plays a role, as patients seek to verify diagnoses and treatments by comparing their experiences with others online,” said Dr Sudhir Kumar.
Leveraging the moment when patients are dependent on the internet and social media Dr Sudhir Kumar co-authored a study titled Evaluation of the Experiences and Challenges of Patients with Vertigo: A social media listening Infodemiology Study which has been published in the International Journal of Clinical Skills.
“When examining social media interactions, we realise how valuable these platforms are for understanding patient concerns and behaviour. In our study, we focused on vertigo as an example of a common medical condition, but the same approach could be applied to other widespread conditions. Social media enables doctors to anticipate patient questions and address them effectively during consultations,” said Dr Kumar.
Vertigo: A challenging medical condition
Vertigo is a condition that causes an abnormal sensation of spinning or motion, often resulting from a mismatch between sensory modalities responsible for maintaining balance.
It can stem from peripheral causes such as Benign Paroxysmal Positional Vertigo (BPPV), Meniere’s disease, or vestibular neuronitis, or central causes linked to neurological conditions.
Despite advancements in medicine, vertigo continues to be a complex condition for clinicians to diagnose and treat effectively. Patients frequently report recurrent episodes and frustration with existing treatments, making adherence to medical advice a persistent challenge.
Digital listening unveils patient struggles with vertigo
This study sought to delve into patient experiences, identifying common concerns, misconceptions, and questions by leveraging the rich, unfiltered data available on social media platforms. The researchers employed an enterprise-grade social listening tool, Brandwatch, to analyse posts from platforms such as Twitter, YouTube, Facebook, Instagram, and medical forums, as well as blogs and e-commerce reviews. Data from June 2020 to May 2022, encompassing conversations in English and nine regional Indian languages, was meticulously examined.
Patients frequently turned to social media to seek advice, share experiences, and explore treatment options. Among these, X (previously Twitter) emerged as the most utilised platform, hosting 51 percent of the analysed conversations. Here, users shared symptoms and treatment concerns, while medical forums were the go-to for validating prescribed medications and seeking expert opinions.
The study identified the top concerns among patients:
Treatment and Specialists: Users actively sought information on effective treatments and specialists experienced in managing vertigo.
Symptoms and Diagnosis: Many were unsure about the symptoms and sought clarity on distinguishing vertigo from related conditions like motion sickness or dizziness.
Triggers and Lifestyle Changes: Factors such as neck spasms, altitude changes, and lack of sleep were common triggers, prompting users to search for preventive strategies.
A significant number of posts also reflected frustration over misdiagnosis, ineffective medications, and the absence of a permanent cure. This often led to self-medication and reliance on anecdotal advice, which could exacerbate the condition.
Bridging the gap: A call for better awareness and guidance
The study suggests that social media has emerged as a double-edged sword—while it provided a platform for information exchange, it also highlighted gaps in awareness and misconceptions.
Healthcare providers can harness these insights to:
- Enhance Patient Counselling: Address common fears and misconceptions to improve treatment adherence.
- Promote Scientific Literacy: Leverage social media to disseminate accurate, research-backed information.
- Personalise Treatment Plans: Tailor approaches based on patient-reported challenges and triggers.
“The study aims to understand what patients are searching for, the common questions on their minds, and the concerns they bring to our clinics. Knowing this helps us address their specific queries and move away from the traditional ‘I know best’ approach,” said Dr Kumar.
He added our job as doctors is not just to make a diagnosis and prescribe medication but also to address our patients’ doubts and concerns. A satisfied patient is more likely to adhere to treatment and respond well to therapy. The key is communication is answering their questions and making them feel heard. That is the path to better outcomes.”
Communication is key
Dr. Kumar stresses the importance of patience and effective communication in building trust with patients.
“Sometimes, patients may ask questions that seem trivial or irrelevant to us as professionals. However, we must remember that they lack the medical knowledge we possess. It is our responsibility to remain patient, calm, and answer all their queries,” he says.
He advises against dismissing patients’ concerns or labeling their questions as invalid. Instead, he suggests alternative approaches for busy doctors:
- Providing email addresses for follow-up questions.
- Scheduling additional appointments to address unresolved queries.
- Creating blogs or online resources with answers to frequently asked questions.
- Delegating the task of answering patient queries to junior doctors or assistants.
By adopting such measures, doctors can ensure that patients feel heard and supported, even in time-constrained situations.
Leveraging social media for education
Social media is not just a tool for patients but also a valuable resource for doctors to understand community health concerns. Dr. Kumar shares how monitoring trends on platforms like Twitter, Instagram, and Facebook helps him identify common misconceptions and knowledge gaps.
“If I notice that several people have the same doubt, I address it through a post or article. For example, there is a common misconception about giving aspirin during a suspected stroke, even among junior doctors. By clarifying these doubts, we contribute to better public and professional understanding,” he explains.
Dr. Kumar also highlights the role of credible influencers, including medical professionals, who share accurate and helpful information on social media. However, he warns about the risks posed by non-experts who create sensationalised content for views and followers.
“It is important to promote authentic sources of information. Platforms like Instagram have some excellent doctors who create short, informative videos that reach millions of followers. These initiatives help educate the public and build trust,” he adds.
Expanding beyond vertigo
While Dr. Kumar’s study focused on vertigo, he believes the approach can be applied to other common conditions.
“Doctors should identify 4-5 prevalent conditions in their specialty, glance through social media posts related to these topics, and understand patient concerns. This will help us create resources and prepare better for consultations,” he suggests.
For instance, if many patients search about managing hypertension or diabetes, doctors can address these queries through blogs, videos, or social media posts. By proactively engaging with patients’s concerns, doctors can enhance their role as educators and healthcare providers. #hydkhabar
About The Author
Siddharth Anand 
Faraaz Mohammed