Social media has become a major source of health information for people across the UK, with many patients turning to influencers rather than trusted clinical professionals
CREDIT: This is an edited version of an article that originally appeared in Psychology Today
This shift is creating new pressures for general practices, particularly as misinformation drives appointment demand, unrealistic expectations and increased workload. Practice managers are increasingly required to manage the consequences of online health trends, helping ensure safe, appropriate and evidence-based care remains at the centre of the patient journey.
The Growing Influence of Digital Health Content in the UK
Platforms such as Instagram, TikTok and YouTube have become prominent sources of health advice – users, particularly younger age groups, engage with health influencers and often act on their recommendations. The shift toward influencer-driven health information is occurring at a time when NHS pressures remain high, with long waits for GP appointments and specialist referrals.
Who Is Shaping Patient Decision-Making?
In the UK, influencers range from reality TV personalities to lifestyle bloggers and fitness coaches, many of whom present themselves as authoritative voices on mental health, hormone conditions, gut health and chronic illnesses. The combination of personal storytelling, persuasive language and targeted advertising can make these messages appear trustworthy. However, the advice is usually based on individual experience rather than clinical evidence. Some UK-based influencers have even promoted unsafe treatments, leading to concerns about patient safety and the spread of harmful misinformation.
When individuals feel dismissed, rushed or unable to secure timely appointments, they often turn to online communities where they find people with similar symptoms and experiences. While this peer support can be valuable, it can also create misconceptions about NHS pathways and expected treatment options.
The Impact of Celebrity Endorsements in the UK Context
Celebrity endorsements have a significant influence in the UK. Posts recommending unproven health scans, detoxes, supplements or restrictive diets can spread rapidly. Full-body MRI scans, for example, have been promoted by well-known public figures despite no evidence supporting their use for general screening. These private scans cost thousands of pounds and frequently result in additional procedures due to incidental findings.
When high-profile individuals endorse such interventions, GP practices often see an increase in patient requests for referrals, private investigations or explanations of complex imaging results. This adds to administrative workloads and contributes to patient frustration when NHS clinicians advise against unnecessary tests.
Practical Considerations for UK Practice Managers
To manage the rising influence of social media on patient behaviour, practice managers can adopt several strategic approaches:
Strengthening Frontline Communication
Reception teams play a crucial role in managing expectations. Providing staff with structured responses for common misinformation topics can help ensure conversations remain positive and consistent.
Supporting Clinicians Through Standard Messaging
Developing easy-to-use templates for patient communications can help streamline responses to queries about trending health topics. This may include website updates, SMS campaigns or printed materials.
Improving Patient Health Literacy
Practices can use waiting room screens, newsletters and websites to promote reputable UK sources such as the NHS website, NICE guidance summaries or patient charities. This helps patients compare influencer claims with evidence-based advice.
Supporting Patients to Navigate Online Health Information
Encouraging patients to consider the source of information, question influencer motivations and reflect on whether the advice fits their overall health picture can reduce unnecessary anxiety. Patients should be reminded that their symptoms, medical history and personal circumstances require tailored clinical assessment. No influencer, however persuasive, can replace this.
Social media will continue to shape health conversations across the UK. But this proactive approach ensures that general practice remains grounded in evidence-based care while maintaining a supportive environment for patients seeking reliable guidance.
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