Trusted Voices: Combatting anti-medical narratives

Health professionals are increasingly raising concerns about the rise of anti-medical and anti-science narratives, and the impact this is having on trust, consultations and public understanding.

In a recent Guardian comment piece, a GP describes how these narratives are now a routine part of clinical practice, and the challenge of responding without reinforcing fear or mistrust. Read the article on the Guardian website.

'Information designed for real life'

Peers across the sector are already responding in practical ways.

Jo Wheatley from Healthily, a PIF TICK certified organisation with a large social media following, shared these principles to keep accurate health information engaging at scale, without compromising evidence or trust.

"We make our trusted and accurate health information stand out, without clickbait or exaggeration, by ensuring it’s:

• Clear, accessible and digestible – easy to understand, non-overwhelming, and designed for real life – not medical textbooks.
• Warm and authoritative – expert knowledge delivered in a human way. We show people we understand the health challenges they’re going through.
• Practical and achievable – clear, evidence-based self-care options and realistic next steps people can act on today.
• Clinically trustworthy – accurate, up-to-date, evidence-based, medically checked information people can rely on with confidence."

'Avoid directing people to the source'

Pharmacist Virginia Chachati, also PIF TICK certified, highlighted a constructive way professionals can respond to misinformation without amplifying it.

"I see people who have a PhD title, or are chiropractors, call themselves a doctor, but they are not medical doctors. Some people wear a stethoscope or a white jacket to look like they are in a position of authority, or even film themselves in a clinic room, but they are not healthcare professionals. 

"Some people say the 'experts' (such as medical doctors) are 'hiding something from you' because they are withholding a cure, and instead want you to be on medication forever so they can make money out of you.

"I also see healthcare professionals speak outside of their area of expertise, which can result in misinformation.

"Sometimes a person can be paid to say things, especially when promoting a brand or even their own services. They do not realise there are rules around promotion, in particular prescription only medicines which should not be advertised to the public in the UK.

"Professionals should avoid spreading misinformation by identifying it as such and then clarifying it. For example, saying “you may have heard this information which is not true [state the misinformation] and here is the truth”. Do not attribute the misinformation to the source that created it, because this can mean people will go to the source and potentially read other misinformation."