The Double-Edged Role of Social Media in Modern Healthcare: Awareness, Impact, and Misinformation

Abstract

Social media platforms influence healthcare. Social media engagement creates opportunities for health education, networking, patient empowerment, and public health initiatives. However, misinformation is common and circulates alongside accurate information. Additional concerns with online engagement include patient privacy and issues surrounding health disparities. This review examines the role of social media in the modern healthcare system from both the patient and the healthcare provider perspectives with a focus on oncology care. It explores the issues surrounding social media use among patients and the responsibilities of healthcare professionals, institutions, policymakers, and regulatory authorities in harnessing its benefits while mitigating risks. Although social media is a powerful tool for democratizing health information and fostering community support, its unchecked influence requires careful navigation through evidence-based strategies, digital literacy initiatives, and collaborative approaches between patients, technology platforms, and healthcare stakeholders.

INTRODUCTION

In recent years, social media has reshaped how healthcare information is shared and discussed, marking a profound shift in medical communication. Today, an estimated 5.24 billion people worldwide use platforms like LinkedIn, X (formerly Twitter), Instagram, Facebook, TikTok, and YouTube, WhatsApp, and WeChat, not only for social connection and entertainment, but also as key sources for health-related content, peer support, and public health outreach. However, the digital divide remains a barrier in healthcare. Harnessing the positive potential of social media can contribute to creating a more well-informed society.[1] However, the rapid growth of these platforms has produced an environment in which reliable, evidence-based medical advice is often presented alongside content that is incomplete or misleading. The presence of accounts that act as echo chambers may appeal to physicians’ vanity without amplifying substantive content but instead posting largely congratulatory material that adds to an already saturated space. In some cases, these accounts copy and paste colleagues’ posts verbatim onto their own websites without permission, effectively violating copyright.

One of the most significant roles of social media is its ability to promote professional networking and collaboration. During the COVID-19 pandemic, when scientific meetings transitioned to virtual formats, professional interactions shifted almost entirely to online platforms, and social media served as a critical infrastructure for maintaining academic connectivity and formation of new partnerships. Social media platforms were used to rapidly disseminate vital public health information while simultaneously promoting medical misinformation.[2,3] It has now become the responsibility of healthcare providers, patients, policymakers, and platform developers to navigate the risks of miscommunication while leveraging the benefits of social media. Digital tools have the power to both strengthen patient engagement and broaden the reach of public health initiatives, while at the same time giving rise to misinformation that creates mistrust and poses potential risks to public safety (Fig. 1).

Figure 1.

Impacts of social media in healthcare for patients and providers. Several domains in the figure lie along a spectrum and may have both beneficial and harmful effects; for example, areas such as AI and patient engagement are often context dependent. AI: artificial intelligence; HIPAA: Health Insurance Portability and Accountability Act.

Oncology represents a unique context for social media use owing to the complexity of cancer therapies, rapid evolution of precision medicine, and reliance on clinical trials for access to novel treatments. Patients frequently turn to online platforms for information on treatments. At the same time, oncology is particularly vulnerable to misinformation, including promotion of unproven cancer treatments.[4]

This review aims to provide a narrative on social media’s role in modern healthcare, focusing particularly on patients with cancer and their providers. It examines its positive contributions and its challenges, as well as the important roles of healthcare providers and regulatory organizations. This review is based on a literature search of PubMed (MEDLINE) and relevant oncology and digital health journals.

THE POSITIVE IMPACT OF SOCIAL MEDIA ON HEALTHCARE

Social media platforms have revolutionized public health communication by enabling healthcare organizations to reach diverse populations with unprecedented speed and scale.[5] The interactive nature of these platforms allows for real-time engagement, personalized messaging, and community-driven health promotion initiatives that traditional media cannot match.

Major health organizations have successfully leveraged social media for awareness campaigns addressing various health issues. Evidence from oncology shows that platform ads and “edutainment” videos can drive traffic to clinical trial pages and yield a competitive cost-per-enrollee, compared with traditional methods, whereas social listening helps surface misconceptions to address in real-time.[6–8]

In oncology, one of the frequently studied applications of social media is related to clinical trial recruitment. One randomized clinical trial study leveraging the use of Facebook to recruit survivors of breast cancer showed an improvement in the geographic reach of participants, compared to recruitment directly from the clinic.[9] Another randomized controlled trial, which enrolled 304 participants, using a 17-month mixed recruitment strategy, noted that web and traditional channels produced similar counts (49.7% vs. 50.3%), but social media was far less labor-intensive.[10] These findings highlight the practical value of social media for clinicians and researchers by improving trial accessibility, expanding geographic reach, and reducing recruitment burden, which is particularly important in oncology where timely enrollment is critical. Social media campaigns use visual storytelling, influencer partnerships, and user-generated content to make health information more accessible and engaging. At the same time, its use may reduce the cost of disseminating health information.[8] The democratization of health information through social media has particularly benefited populations who have limited access to healthcare resources. This excludes the roughly 8–12% of the US population who do not have access to the internet either because of cost or lack of infrastructure or technical skills. For patients, this increased access can improve awareness of treatment options and empower participation in care, and for healthcare systems it offers an opportunity to reduce disparities in information access, although gaps in digital equity remain.

There are now several online support groups for patients living with varied disease types, particularly with rare cancers and chronic conditions. These advocacy groups provide an avenue for fellow patients with similar health-related issues (peer-to-peer support) to share knowledge about available treatments, personal experiences, and even provide emotional support.[11,12] A systematic review evaluated whether WeChat or WhatsApp interventions improve physical and psychosocial outcomes in adult patients receiving oncologic care.[13] It included 20 quantitative studies (n = 3110) mostly from China, which showed pain control, medication adherence, quality of life, and depression were improved.

As patients exchange their personal journeys, they generate real-world patient-reported outcomes.[14] The resulting information can be highly valuable to doctors, researchers, and pharmaceutical companies in understanding the real-world effects of treatments. For example, the American Cancer Society and its Cancer Action Network (ACS CAN) lead advocacy efforts aimed at influencing policy, legislation, and public awareness. ACS CAN also incorporates online engagement, including digital advocacy campaigns such as petitions, emails, surveys, and social media actions, as well as opportunities for volunteer groups to connect, organize, and advocate virtually.[15] The “PatientsLikeMe” platform is an example of an online community that enables patients with chronic or rare conditions to share experiences, track symptoms and treatments, contribute patient-reported outcomes, and thereby generate data useful for patients, researchers, and pharmaceutical companies.[16] Also, in societies where a cancer diagnosis is stigmatizing or certain culturally sensitive information cannot be discussed openly, an online platform may offer a secure and trusted space to share experiences, provide emotional and psychological support, and help denounce the cancer stigma. This was applied in a professional-patient partnership initiative that has been sustained for more than 10 years to support patients and survivors with breast cancer form the Middle East.[17,18] Participants report a sense of belonging, empowerment, and improved physical and psychological capability to deal with challenging survivorship issues. These examples demonstrate that online communities not only provide emotional support but also generate real-world data that can inform clinical practice, research design, and patient-centered care in oncology.

In oncology, large online disease-specific cancer communities (such as Breastcancer.org and LUNGevity) and communities organized into cancer “neighborhoods” (such as COLONTOWN) highlight examples of peer-to-peer support by connecting patients through social networks, providing disease-specific education, and facilitating real-time sharing of treatment experiences and survivorship support.[19] Online crowdfunding platforms such as GoFundMe have also provided an avenue for patients to support financial toxicity from disease management.[20] For oncology care, these platforms extend beyond support to influence treatment decision-making, survivorship planning, and even research priorities by amplifying patient voices.

Visual tools, such as infographics available on Instagram and educational content on YouTube, aid in understanding complex concepts for both patients and healthcare workers. In addition, online resources such as MedlinePlus give the public access to clear, reliable information on health conditions and available treatments. Collaborating with local community influencers can make it possible to share messages in ways that resonate culturally, helping to build trust and reduce health disparities.[21]

In parallel with patient education, social media plays an important role in professional development among healthcare providers. Healthcare professionals are now increasingly using social media as a practical tool for continuing education, professional networking, and knowledge sharing. Platforms like X serve as valuable spaces to keep up with new research, join professional discussions, and take part in medical conferences virtually. Hashtags on X have helped create communities around specific specialties, where case discussions and clinical insights can be shared quickly and widely. Similarly, AI-powered summaries of research data help with a quick review of the findings and their implications.

Rapid spread of information may also be timely with social media as a critical communication source, specifically with disease outbreaks, natural disasters, or other public health emergencies.[22] Social media became an important communication channel during the COVID-19 pandemic for sharing rapidly evolving public health guidelines, updates on vaccine availability, and information about local health services.[23,24] An online survey of 1076 physicians and stakeholders showed 61% participants used social media to stay updated on cancer care during COVID-19, and 41.1% reported issues with credibility of information.[25] However, these findings also underscore the need for critical appraisal skills, as rapid dissemination may come at the expense of information quality and reliability.

Social media platforms are now making greater use of artificial intelligence (AI). In this context, AI is closely linked with social media platforms, influencing how oncology-related information is prioritized, disseminated, and consumed through mechanisms such as algorithmic amplification, content recommendation systems, and chatbot-based health communication.[26] Natural language processing (NLP) helps track online trends in health and disease and pulls useful details from unstructured data. Machine learning can uncover patterns in large data sets, and chatbots are being used to handle basic triage questions. Generative AI is also making medical information easier for patients to understand by turning complex material into clear, accessible summaries.[27,28] These advances have the potential to enhance efficiency and accessibility of health information but also require careful oversight to ensure accuracy and minimize bias.

THE DARK SIDE: MISINFORMATION AND HEALTH RISKS

Despite valuable benefits, social media has emerged as a major channel for health misinformation. Patients are exposed to a large amount of information often referred to as an “infodemic,” making it difficult for someone who is not an expert in the field to determine what is right from wrong. Without in-depth knowledge of the subject matter, social media users may fall prey to confirmation bias. Algorithm-driven design frequently elevates sensational or emotionally charged content over accurate medical information.[21] As a result, misleading health information, which may appear more engaging than factual science-based medical content, can spread widely and rapidly.[29] This also creates echo chambers, which may reinforce existing misbeliefs.[26,30] Even with general checks and balances in place, social media remains an open and largely decentralized space. Thus, virtually anyone can present themselves as a health authority, whether or not they have the necessary expertise or scientific knowledge in a specific disease area. As a result, pseudoscientific or misleading health advice, unproven remedies, and unsafe practices can spread easily, putting vulnerable people at risk. In one study, among 200 highly shared social media articles on common cancers, 32.5% contained misinformation and 30.5% contained harmful content, with misleading or harmful articles receiving significantly higher user engagement than accurate information.[31]

Social media’s impact on mental health is increasingly evident, with rising cases of cyberchondria, where misleading online information fuels symptom misinterpretation and excessive health anxiety.[32] There has been a particular focus on the impact of social media use in younger adults and adolescents. In one study among 6595 adolescents, the duration of social media use for more than 3 hours on a daily basis was significantly associated with more internalizing as well as combined internalizing and externalizing problems (relative risk ratios of 1.60 and 2.01, respectively), compared to adolescents with no social media use.[33] For oncology patients, who often face high baseline anxiety, this may further exacerbate distress and complicate clinical communication.

Another concern for healthcare workers and organizations arises around privacy and security concerns, including sensitive health information. Online content and posts from a person or institution, also referred to as their digital footprint, are permanent in nature. Unknowingly, a social media user may share health information that employers or insurers could track and use in a discriminatory way.[34] Protected health information (PHI) shared on social media without proper de-identification also violates HIPAA regulations.[35] An unintentional disclosure of patient identifiers may still compromise privacy, even if there was no intent to expose PHI. Yet, even when all necessary precautions are taken to ensure responsible online conduct, data breaches and cybersecurity threats can still compromise PHI.

In addition to concerns around privacy and data security, ethical considerations also arise regarding how healthcare professionals present themselves on social media. When doctors or other healthcare workers take on an influencer role on social media, they can use their position to promote healthcare awareness and patient advocacy. However, at times, the promotion of commercial products and services creates a conflict of interest. Online self-representation has to be depicted sensibly, as virtual world is more of a public venue where opinions spread widely and permanently. This has direct implications for professional integrity, as undisclosed conflicts of interest may influence patient trust and interpretation of medical information.

In oncology, AI-driven bias can affect multiple aspects of cancer management. Genome-wide association studies have a significantly higher representation of individuals of European descent (86.3% in 2021), for example, and AI models trained primarily on genomic data from individuals of European ancestry often underperform when applied to patients from other underrepresented populations.[36] In the same way, AI-based tools in dermatology developed primarily with light-skinned images can misclassify pigmented lesions in patients with darker skin.[37,38] Large language models used for trial matching, although promising, have also demonstrated a higher likelihood of overlooking eligibility criteria for minority populations.[39,40] Together, these and many other examples illustrate how biases may be inherent to data sets and extend to social media algorithms. Addressing these biases is critical to ensure equitable application of digital tools in oncology care and research.

With the increasing use of social media, patient expectations have also shifted as patients now have greater access to health information and management options. As a result, many expect quick responses, digital access to providers, and more transparency regarding treatment choices and outcomes. Although greater access to information empowers patients, it may also lead them to self-diagnoses, creating added pressure on healthcare providers to navigate preconceived notions about their health. The fact that social media provides easier accessibility to healthcare professionals may negatively impact their work-life balance.[41] Some patients may demand an immediate reply and fault the physician for not replying on their social communication irrespective of the working hours and holidays. Boundaries have to be set clearly to avoid undesirable consequences whether by patients or physicians.

ROLE OF HEALTHCARE PROVIDERS AND INSTITUTIONS

Healthcare providers with a large social media following, including key opinion leaders in their field of expertise, have greater visibility with subsequent increased responsibility for professionalism and patient confidentiality.[42] For others, maintaining an online presence can be stressful and time-consuming. Similarly, large healthcare systems often have dedicated resources for social communication, placing smaller organizations at a disadvantage in patient outreach. Different healthcare institutions have adopted variable approaches to social media use for their employees, from ongoing training for staff on changing social media policies, comprehensive strategies, and enforcing strict limitations. Finally, a crowd endorsement of a public post that is not evidence based should not be considered scientific proof, and it remains the obligation of healthcare providers to address such misinformation.[43]

ROLE OF REGULATORY ORGANIZATIONS

Social media policies may vary across different regulatory organizations locally and internationally.[44] In December 2024, the US Food and Drug Administration (FDA) provided an updated guideline on the use of social media, which not only applied to federal workers but also to third parties such as stakeholders and industry working with the FDA and communicating information to the public. Efforts such as these are essential to ensure employees do not disclose nonpublic information or imply FDA endorsement in personal posts.

With the growing use of social media, organizations such as the American Medical Association (AMA) have released official guidelines for the ethical use of social media by physicians. These guidelines emphasize the need to maintain patient confidentiality, to be familiar with privacy settings, to maintain appropriate patient-physician boundaries, to provide accurate and truthful information, to avoid anonymity, to declare conflicts of interest whenever applicable, and to maintain separate personal and professional profiles.

ROLE OF INDIVIDUAL RESEARCHERS

Individual researchers can extend the reach of their findings beyond traditional academic audiences by sharing their work on platforms such as X, thereby making research more accessible to clinicians, patients, and the broader public. This is particularly relevant in oncology, where rapid advances in immunotherapy and precision medicine require timely communication to ensure appropriate interpretation and application in clinical practice. Social media also enables researchers to provide context to their findings, highlight key takeaways, and engage in real-time discussions with peers, facilitating interdisciplinary collaboration and enhancing knowledge translation through tools such as infographics and video summaries.

However, this increased visibility also comes with responsibility. Researchers must ensure that information shared on social media is accurate, balanced, and appropriately contextualized, particularly when discussing preliminary or non–peer-reviewed data. Overinterpretation, selective reporting, or lack of transparency regarding conflicts of interest can contribute to misinformation and misrepresentation of scientific evidence. Maintaining professionalism, clearly distinguishing opinions from evidence, and acknowledging study limitations are essential when communicating research online.

SUMMARY

Advances such as virtual and augmented reality, audio-based platforms, and AI health assistants are expected to play a growing role in how social media supports patient education and care delivery. At the same time, regulations are likely to move toward tighter safeguards, clearer approaches to combating misinformation, and greater international coordination. Future research will need to close gaps around equity and access, track long-term effects, and establish standardized measures for evaluating the impact of social media on health. Social media is a common modality for communicating healthcare information, bringing with it substantial challenges we are currently facing. There needs to be better recognition of misinformation through evidence-based social media interventions and improvement in digital health literacy to foster responsible use of online platforms. This is particularly relevant in oncology, where accurate communication is essential for treatment decision-making, clinical trial participation, and understanding of rapidly evolving therapies. Ultimately, a balance is necessary between the adoption of new innovations and the exercise of ethical responsibility along with ongoing policy implementation.