Our study explored the challenges of communicating health educational information, particularly focusing on erectile dysfunction (ED) treatment, to the lay public via TikTok. We utilized validated tools to evaluate the quality of educational materials and examine trends in content development by healthcare providers. The findings shed light on the urgency of improving science communication online to benefit public health.
Erectile dysfunction affects a significant portion of the male population, causing distress and adversely impacting their quality of life. The availability of numerous treatment options makes patient education crucial for making informed decisions. However, studies have revealed that deficient awareness and education hinder patients from seeking proper treatment. While the rise of social media platforms as primary sources of anonymous health information is evident, their unregulated nature poses risks of disseminating misinformation, potentially leading patients towards ineffective or harmful therapies.
We conducted a cross-sectional analysis of 50 TikTok videos related to ED treatment, classifying content by healthcare versus non-healthcare creators. Videos by healthcare authors generally focused on pharmacology and interventions, exhibiting higher accuracy and comprehensibility scores than non-healthcare videos. Notably, non-healthcare authors tended to promote inaccurate information, emphasizing unproven remedies and behavioral modifications. Despite the higher accuracy of healthcare-authored videos, engagement metrics such as likes and bookmarks were significantly lower compared to non-healthcare videos.
Our findings highlight an opportunity for healthcare providers to combat misinformation on TikTok and other social media platforms. There is a need for a two-pronged approach to improve science communication. First, healthcare providers must diversify their content to address popular, unproven remedies and behaviors, while advocating for evidence-based treatments. Second, healthcare creators should use research and education to enhance their own social media skills; this will allow them to create more engaging and actionable videos that resonate with the lay audience.
The rapid growth of social media and its influence on healthcare demand that medical education paradigms be updated to include comprehensive science communication training. Providers should receive coursework and support from media organizations to improve their online presence and effectively reach the public with evidence-based information. Collaborations with media experts, government agencies, and larger specialty organizations can enhance the impact of healthcare providers' online presence. Ultimately, this integration of science communication with medical practice will contribute to better health literacy and improved patient outcomes.
Written by:
- Yash B. Shah, MD, Sidney Kimmel Medical College, Thomas Jefferson University, Philadelphia, PA
- Jacob Beiriger, Sidney Kimmel Medical College, Thomas Jefferson University, Philadelphia, PA
- Sagar Mehta, MD, Sidney Kimmel Medical College, Thomas Jefferson University, Philadelphia, PA
- Seth D. Cohen, MD, MPH, Department of Urology, NYU Langone, New York, NY