As more people turn to the internet for health advice, healthcare professionals are increasingly leveraging online platforms to reach broader audiences, share their expertise, and connect with patients and communities in new and meaningful ways. However, with this shift comes the challenge of ensuring that accurate, evidence-based information rises above the noise.

This webinar will explore the rapidly changing landscape of online clinical information, focusing on the pivotal role content creators play in shaping public understanding. We'll also explore how you can effectively use online platforms to share expert advice and provide reliable information directly to your patients and the wider community.

Experts:

• Helen Surana, Deputy Editor, BMJ Innovations
• Vishaal Virani, Strategic Partner Manager, Health Partnerships, YouTube Health
• Aziza Sesay, GP educator and content creator, Talks with Dr. Sesay
• Joe Freeman, Deputy Head of Social, NHS

Summary of the webinar:

Key Themes and Takeaways
1. The Importance of High-Quality Clinical Content Online

• The internet, particularly platforms like YouTube, has become a primary source of health information.
• The challenge: ensuring authoritative, evidence-based health content is accessible and trusted.
• YouTube Health Initiative aims to surface reliable content from verified sources (e.g., NHS, health charities, clinicians).
• In 2023, YouTube saw 4.5 billion views of UK health-related videos, a 50% increase from the previous year.

2. Role of Clinical Content Creators

• Dr. Aziza Sesay’s journey: Started during COVID-19 to counter misinformation and improve health literacy.
• Uses social media platforms (YouTube, Instagram, TikTok) to educate and engage diverse audiences.
• Impact stories: Patients have reported life-saving behavior changes (e.g., attending cervical screenings).
• Diversity and representation matter – uses inclusive visuals and medical models (e.g., different skin tones) to improve engagement.

3. NHS England’s Approach to Digital Health Content

• NHS runs multiple social media channels, including Facebook, Instagram, LinkedIn, and YouTube.
• Two content strategies:
  • Corporate NHS messaging (organization updates, policies).
  • Health information content (clinical advice, self-care tips).
• YouTube has become a critical platform for reaching younger audiences (18-34 age group).
• NHS content is clinically reviewed and approved to ensure accuracy.
• Emphasis on accessibility – use of captions, motion graphics, and structured signposting to additional information.

4. Challenges in Health Content Creation

• Misinformation is widespread – clinicians must ensure content is evidence-based and compliant.
• Regulatory concerns:
• GMC guidelines for doctors creating content.
• Advertising Standards Authority (ASA) rules for health-related promotions.
• YouTube’s misinformation policies to remove misleading content.
• Clinical indemnity: Doctors should check with indemnity providers if social media content is covered.

5. Leveraging Data and Audience Insights

• YouTube analytics help creators refine content by tracking:
• Audience demographics (age, location).
• Video engagement (watch time, retention rates).
• Traffic sources (YouTube search, social shares, NHS website embeds).
• NHS uses data to optimize messaging for different platforms and age groups.
• Older adults and digital health: While adoption is increasing, access barriers (e.g., digital literacy, socioeconomic factors) remain a challenge.

6. Social Media Strategy and Regulation

• Balancing engagement and accuracy: NHS follows strict clinical approval processes before publishing content.
• Regulatory landscape:
• YouTube’s governance measures ensure reliable health content ranks higher in search results.
• New guidelines from the Academy of Medical Royal Colleges provide best practices for clinician-created content.
• Twitter/X challenges: Changing platform dynamics have affected NHS social media reach.

Final Thoughts

• Health content creation is a growing responsibility for clinicians.
• Digital health literacy is crucial – clinicians should educate, engage, and counter misinformation.
• Collaboration is key – NHS, YouTube, and independent creators must work together to improve online health information.

Sign up to our next webinar here.