Popular TikTok docs have big influence on Gen Z followers, new research finds

A new study from Virginia Commonwealth University has found that young adults who follow physicians on TikTok view them as more accessible, credible, and altruistic than their own doctors, even when the influencer is promoting products. The researchers, led by Dr. Suzanne Makarem, analyzed 330 TikTok videos and interviewed 26 Gen Z users who actively follow physician-influencers.

The findings suggest that these medical professionals appear more professional and authentic on social media, often wearing medical attire and showcasing their own products. Despite this, followers typically do not verify the influencers' medical credentials and often overlook the commercial intent of their content. The study highlights the significant influence of physician-influencers on Gen Z consumers, who are more likely to purchase products based on their recommendations and view them as competent experts.

While physicians may be hesitant to engage on social media due to legal liability concerns, the researchers suggest there is potential for them to effectively reach this audience.