Study: trusted sources, empathetic messaging combat health misinformation

Editor's Note

In an era of social media channels, video sharing, and other new communication methods, traditional verbal or written communication between clinician and patient is inadequate for combating health misinformation, according to the Penn Medical Communication Research Institute. Published December 7 in Jama Network, the researchers’ findings emphasize the importance of working with trusted sources, implementing harm-reduction strategies, and focusing on open, empathetic messaging.

Misinformation about public health became particularly pervasive during the COVID-19 pandemic. According to the World Health Organization, health misinformation on social media reached 51% in posts related to vaccines, COVID-19 and other infectious diseases. As noted by the Penn researchers, traditional communication methods for clinicians to communicate critical health information are less effective when patients exposed to such information prior to their visit.

The changing nature of public health guidelines and information during the pandemic also makes combatting misinformation more challenging. Clinicians can alleviate uncertainty by talking openly about the evolving nature of medical research, the researchers conclude. They also advise health practitioners to work with "trusted messengers” like community leaders and religious figures to impart key health messages. Other approaches outlined in the paper include practicing empathetic messaging, and implementing harm-reduction strategies.

"Communicating in an honest and empathetic manner, while being understanding of people's frustrations in the face of public health problems, can go a long way in establishing credibility in the medical profession," they write.