Page 21 - Kyalami Issue 2_2023

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HEALTH & WELLNESS

One of the oldest documents in history, the Hippocratic Oath, is still

held sacred by doctors today. But Hippocrates would probably turn in his
grave if he could see some modern doctors’ social media posts! Doctors
should strive to keep their networking sites professional and in line with
the principles of medicine that been relevant since ancient times.

BY DR DEBBIE NORVAL

herever the art of communicating on social media. follows that doctors who don’t practice
SOCIAL MEDIA BEFORE “Wof humanity”. This To do nothing is sometimes a good wisdom and discretion in deciding
medicine is loved,
there is also a love
remedy.
what content to post online may also
HIPPOCRATIC quote by Hippocrates reminds us that If you are ever unsure about a post, professional judgement when it comes
be incapable of exercising sound
rather don’t post it! The HPCSA rules
the core principles of the medical
to medical care.
of advertising practice and social
profession are care, compassion,
media guidelines are very strict and
A competent and skilled doctor will not
integrity, respect, trustworthiness,
doctors are advised against active or
need to promote his/her practice with
benevolence and discernment.
passive touting and canvassing, or
OATH? Unfortunately, many doctors clearly allowing others to do so on their behalf. ‘facial injectible’ parties, ‘two for the
forget to apply these principles and
price of one’ fillers, promotions and
An example of touting is offering
values when using social media.
competitions. Discerning patients look
freebies and specials. Canvassing is
for doctors with the correct credentials
Considering the extraordinary power
promoting one’s professional goods
and qualifications, a good reputation
of social media, doctors should hold
themselves to a higher standard and
a doctor’s personal qualities, superior
conscientiously exercise both reasoning and services by drawing attention to and authentic word-of-mouth referrals.
and moral judgement both on and off knowledge and practices. This also FOOLISH THE DOCTOR WHO
screen. applies to patient reviews and the DESPISES THE KNOWLEDGE
use of influencers. The ethical and ACQUIRED BY THE ANCIENTS
FIRST, DO NO HARM appropriate use of an influencer is a Let’s make Hippocrates proud and
There are many advantages of social very fine line that can easily be broken. strive to keep social media posts
media, such as providing education professional and in line with the
and health information, improving MAKE A HABIT OF TWO THINGS principles of medicine that have long
health outcomes, motivating patients – TO HELP OR AT LEAST, TO DO been held sacred.
and developing professional networks. NO HARM
Social media can be used to share It’s sad that some doctors need to
evidence-based information to counter put others down in order to puff ACKNOWLEDGEMENTS
the extent of inaccurate material on the themselves up. Posting opinions of
internet. colleagues and criticising their work This article first appeared in
on social media - even without any A2 Trade Magazine, published
But remember the Hippocratic Oath mention of names – can be very for the medical profession, and
when posting on social media. Doctors damaging to a doctor’s reputation. is reproduced here with their
will be judged on how and why they use There is an unfortunate trend in the permission.
these networking platforms. Ethical aesthetics industry where a doctor www.a2magazine.co.za
use of social media by doctors should posts photos of apparent ‘botched’
impact healthcare in a positive way, treatments by their colleagues, Dr Debbie Norval
which is to educate and inform, rather followed by their own reversal and MBBCh (Rand), Dip Pall Med
than be used for self-promotion or heroic correction. This practice is (UK), M Phil Pall Med (UCT),
internet fame and fortune. unethical and does nothing to promote Adv Dip Aesthetic Med (FPD),
confidence or trust in the aesthetics President of AAMSSA.
SCIENCE IS THE FATHER OF industry. It would be so much better
KNOWLEDGE, BUT OPINION to use social media to boost and uplift
BREEDS IGNORANCE colleagues. (Case in point: my clever
One of the main limitations of health colleague Cathy Davies came up with
information found on social media the idea and title of this article!)
is a lack of quality and reliability.
While evidence-based medicine does
not emphasise anecdotal reports, LIFE IS SHORT, THE ART LONG,
social media tends to promote them. OPPORTUNITY FLEETING,
Everyone – no matter how unqualified EXPERIENCE TREACHEROUS,
and uneducated – has an opinion, AND JUDGEMENT DIFFICULT
and as doctors and scientists, we have Consider your professional image. A
a responsibility to post accurate and major risk associated with the use
truthful information. Doctors need to of social media is the posting of
keep advice and information factual unprofessional content that ultimately
and based on scientific evidence when reflects badly on the doctor. It logically

Kyalami Estates • CONNECT • Issue 2 • 2023 19