Real doctors to social media reels: Is sensationalism overtaking substance?

By: Dr Fiaz Maqbool Fazili

Social media has transformed the way professionals, including doctors, present themselves to the world. Platforms like Instagram, YouTube, and TikTok have given rise to a new trend—medical professionals showcasing their skills through reels, shorts and posts. While some use these platforms for genuine medical education, others indulge in self-promotion, often exaggerating minor procedures for views and fame. This trend raises serious ethical concerns.

The National Medical Commission (NMC) has laid down strict guidelines regarding professional conduct, but are these norms being followed or flouted? When trivial interventions are hyped as extraordinary feats, it confuses the public, undermines humility, and erodes the empathetic service that once defined the medical profession as selfless and noble.

The rise of “Reel Doctors” and self-promotion

Social media has blurred the line between professional competence and entertainment. Doctors, particularly surgeons and aesthetic physicians, post dramatic before-and-after videos, live surgeries, and exaggerated narratives of “saving lives” through minor procedures. While some content is educational, much of it is designed for virality rather than public health awareness.

Key concerns with medical influencers:

1. Sensationalism over substance

Minor procedures like mole removal, Botox injections, or liposuction are presented as life-changing miracles, misleading patients into believing these are major achievements.

2.Violation of Patient Privacy

Many doctors film patients without proper consent or blurring, exploiting their conditions for content.

3.Undermining Professional Dignity

The medical profession was once revered for its humility and service, but social media glorifies showmanship over silent dedication.

4.Misleading the Public

Laypersons cannot differentiate between a genuine medical breakthrough and a hyped-up trivial procedure, leading to unrealistic expectations.

NMC Guidelines: Are they being followed or flouted?

The National Medical Commission (NMC) has established the “Professional Conduct, Etiquette, and Ethics Regulations” to regulate doctors’ behaviour, including their social media presence. Key norms include:

1. Prohibition of Self-Promotion and Advertising-Doctors cannot claim superiority over colleagues. They must not solicit patients through advertisements or testimonials. Any public communication should be informative, not promotional.

2. Patient Confidentiality and Consent-Sharing patient images/videos without explicit consent is unethical.Even with consent, sensationalizing cases for views violates dignity.

3. Maintaining Professional Integrity; Doctors should avoid sensational headlines (“I saved this patient’s life with a simple stitch!”).They must not misrepresent their skills or outcomes.

Reality Check: Are doctors following these rules?

Many flout NMC norms by posting glamorous clinic tours, patient testimonials, and exaggerated surgical feats. Monetization of medical content (brand sponsorships, paid promotions) further commercializes the profession. Lack of strict enforcement allows violators to continue unchecked, normalizing unethical behaviour.

 The erosion of medical nobility: From selfless service to self-promotion-

Historically, doctors were seen as compassionate healers, not influencers. The shift from quiet dedication to flashy reels has consequences:

1.  Loss of Public Trust: When doctors prioritize likes over ethics, patients question their motives.Medical advice from “reel doctors” may not be reliable, leading to harmful self-medication trends.

2. Undermining Humility and Empathy-The essence of medicine is service, not self-glorification.Great doctors like Dr. Ali Mohammad Jan Fazili Physician or Dr. Devi Shetty never sought fame—their work spoke for itself.

3. Commercialization of Healthcare-When doctors become “brands,” healthcare shifts from a right to a marketable service.Patients may choose doctors based on social media popularity rather than actual competence.see a “social media page info@xxx(name obscured) usually uploads a post where information is sought .”Leads on best doctor e.g Ophthalmologists-I heard  the touts, influencers start commenting and charge a dr @x amount per good comment-sad new is other doctors in same speciality are given lower rating and ultimately the post zeros on a particular doctor- and information is ought about his/her contact details, clinic address and timings

Social media is a powerful tool for education, but its misuse by medical professionals threatens the sanctity of the profession. The NMC must enforce stricter penalties for violations. Doctors should remember that real nobility lies in quiet dedication, not viral reels. Patients need healers, not influencers. The medical community must introspect—are they serving humanity or their follower count? The answer will define the future of healthcare ethics.

Writer is a Senior Surgeon, expert on Healthcare Quality and Standards, a columnist and writes columns positive perception management and reforms on social, moral issues. Can be reached at [email protected]