Category: #HCSM

Posted in #HCSM

Illness in the Digital Sphere: Rethinking How Social Media Shapes Health Communication

Posted on by Editor

For much of modern medical history, health communication followed a familiar path: information moved from clinicians to patients, supplemented by family narratives, pamphlets, and the occasional media report.

The expansion of the Internet — and particularly the rise of social media — disrupted this model not simply by increasing access to information, but by changing the social and emotional dynamics through which people engage with illness.

A 2017 study examining Iranian online health forums provides a useful lens for understanding this shift. Its insights, though modest in scale, highlight a pattern that resonates beyond a single national context. What emerges is not merely a description of digital information-seeking but a portrait of how individuals use social platforms to compensate for structural gaps in healthcare communication and emotional support.

The study identifies five consistent functions that online spaces now serve in the experience of illness: social support, encouragement, education, information-seeking, and experiential knowledge-sharing.

Continue reading on Substack

Posted in #HCSM

Why Your Health Content Needs a Conversation Strategy — Not Just a Publishing Plan

Posted on by Editor

Healthcare communication has always mattered — but audiences’ expectations have changed dramatically.

People now move fluidly between clinic visits, search engines, peer communities, and social platforms. They cross-reference, compare, question, and seek reassurance in places far beyond formal care.

In this landscape, a message is no longer enough. People don’t want to be spoken at. They want dialogue, clarity, and the sense that someone is genuinely listening.

If you’re still creating content for people rather than with them, you’re missing the shift already happening in healthcare. I break down the change — and what to do next — in my latest Substack.

Posted in #HCSM

Dr Google Has Become Dr ChatGPT: What This Shift Means for Health Communication

Posted on by Editor

I’ve been thinking a lot about how people look for health information now — and how quickly things have changed without most of us fully noticing. For years, “Dr Google” shaped what people knew (or misunderstood) about symptoms, treatments, and diagnoses.

But that era has shifted.

Today, people don’t search the way they used to.
They ask.
They describe their concerns in plain language.
And increasingly… they ask an AI.

In many households, Dr Google has already become Dr ChatGPT — a tool that doesn’t just retrieve information but also interprets, organises, and presents it as guidance.

This has huge implications for healthcare communication:

  • how patients form first impressions,
  • how they prepare for appointments,
  • how they evaluate risks,
  • how they find trusted organisations in the first place

I wrote a new piece exploring what this shift means for all of us who work in health, advocacy, or patient communication.

If you’re curious about how the health information journey is being rewritten, you can read it here.

Posted in #HCSM

The Rise of the Niche: Why Health Conversations Are Moving from Mega Platforms to Micro Communities

Posted on by Editor

For over a decade, health communicators were told that reach was everything. Post widely, engage broadly, and the message would find its audience. But the tides have turned. Today, people are stepping away from crowded public feeds and moving into micro-communities, such as closed groups, condition-specific forums, and peer-led chats, where genuine connections can occur.

For health communicators, this shift changes everything. It’s no longer about broadcasting messages — it’s about belonging, trust, and dialogue.

Social media isn’t dying — it’s reorganising around the timeless human need for connection. The question is: are we ready to meet audiences there?

Read the full piece: The Rise of the Niche: Why Health Conversations Are Moving from Mega Platforms to Micro Communities

Posted in #HCSM

How to Create a Custom GPT in Under One Hour

Posted on by Editor

Step-by-step instructions to build your own AI assistant for healthcare writing, communication, and education.

If you’ve ever tried ChatGPT and felt frustrated by inconsistent results—or found yourself rewriting prompts over and over—you’re not alone. For healthcare professionals, researchers, and advocates, reliability matters: you need outputs that are accurate, professional, and aligned with ethical standards.

That’s where Custom GPTs come in. These are personalised versions of ChatGPT that you can design for very specific, repeatable healthcare tasks—such as drafting plain-language patient leaflets, summarising journal articles, preparing LinkedIn updates for your department, or turning a webinar transcript into teaching slides.

The benefit? Once you set one up, you no longer waste time tinkering with prompts. Your GPT already knows your requirements—style, structure, disclaimers, and audience—and produces consistent, trustworthy results every time. Best of all, you can build one in under an hour.

Here’s how.

Step 1 — Choose one narrow task (5 minutes)

Custom GPTs are most effective when they do one job well. Instead of trying to make a “digital assistant for everything,” pick a single use case you repeat often.

Healthcare examples:

  • Summarise clinical guidelines into a 1-page plain-language handout for patients.
  • Convert academic abstracts into accessible summaries for social media.
  • Draft CPD or teaching materials from journal articles.
  • Turn a conference session transcript into a structured LinkedIn post.

Step 2 — Gather your “source of truth” (5–10 minutes)

Collect the resources your GPT should follow, such as:

  • Your organisation’s style guide.
  • Examples of plain-language explanations you like.
  • Compliance or privacy guidelines (e.g., including “this information is not medical advice” disclaimers).
  • Evergreen references (like terminology guides or advocacy frameworks).

Step 3 — Create the shell (2 minutes)

In ChatGPT, go to Explore GPTs → Create. Use the Create tab to describe your assistant in plain language (the one-sentence task from Step 1). Then switch to the Configure tab to fine-tune the details.

Step 4 — Write clear instructions (10–15 minutes)

This step makes or breaks your Custom GPT. Spell out exactly what you want it to do, who it’s for, and how the outputs should look.

Include:

  • Role: Define what the GPT is (“You are a health communication assistant who creates plain-language resources from research papers”).
  • Goals: The outcomes you expect (“Summarise in one paragraph, extract three key points, add a disclaimer”).
  • Inputs: What the GPT will usually receive (transcripts, journal articles, policy notes).
  • Process: The steps to follow (extract → summarise → format).
  • Voice & Tone: Audience (patients, clinicians, policymakers) and reading level (plain English, no jargon).
  • Output Format: Be precise (“1-paragraph summary + 3 bullet points + disclaimer”).
  • Boundaries: Clarify what not to do (e.g., “Do not give medical advice or fabricate references”).

Continue reading this article on Substack for free

Posted in #HCSM

Hashtags at 18: What They’ve Meant for Healthcare and Advocacy

Posted on by Editor

Today is International Hashtag Day, and it also marks the hashtag’s 18th birthday. What began as a niche idea on Twitter in 2007 is now part of how healthcare professionals, patient advocates, and communities connect, learn, and campaign for change.

The Birth of the Hashtag

On 23 August 2007, Chris Messina suggested using the # symbol to group conversations on Twitter. Initially dismissed as “too nerdy,” the idea caught on when people began using hashtags to share updates during the San Diego wildfires later that year. By 2009, Twitter had made hashtags clickable, and soon they spread to Instagram, Facebook, LinkedIn, and TikTok.

Since then, hashtags have become cultural shorthand. They’ve carried lighthearted trends (#ThrowbackThursday), breaking news, and, importantly, social movements (#MeToo, #BlackLivesMatter).

Hashtags in Healthcare

In healthcare, hashtags have served as digital gathering places. Movements like #ILookLikeASurgeon challenged stereotypes and celebrated diversity in surgery. #MedTwitter, #CardioTwitter, and #IDTwitter have connected clinicians and patients across the world, enabling rapid sharing of evidence, insights, and professional solidarity.

Hashtags also underpin #FOAMed (Free Open Access Medical Education), where health professionals use tags to curate and share open educational resources. During the COVID-19 pandemic, hashtags provided real-time access to emerging research and peer commentary.

The Risks

As with any tool, hashtags are not without risks. They can be used performatively, with little action behind them. They can create echo chambers, exclude certain voices, or be hijacked for misinformation. Yet when used with intention, they remain a powerful part of digital health communication.

Hashtags at 18: Coming of Age in Healthcare

Eighteen often marks adulthood — a moment when identity and responsibility converge. Hashtags, too, have reached that stage. Algorithms may increasingly shape what people see, but hashtags still serve as anchors for visibility, belonging, and collective voice.

For healthcare professionals and advocates, they remain one of the simplest yet most effective tools for connecting communities, amplifying trusted information, and driving meaningful change.

So here’s a question to mark the hashtag’s 18th birthday: What hashtag has shaped you the most — whether it made you laugh, taught you something new, or gave you a sense of belonging?

Posted in #HCSM

Getting Health Messages Shared: What Really Works on Instagram

Posted on by Editor

Instagram has evolved far beyond being a hub for fashion, food, and lifestyle brands. With more than 2 billion monthly users, it has become one of the most potent platforms for storytelling, education, and awareness-building. For healthcare communicators, that reach is impossible to ignore.

What makes Instagram especially effective is its ability to translate complex or sensitive health information into visual, accessible, and emotionally resonant content. Reels, carousels, and infographics allow you to distil big ideas into bite-sized, shareable moments. The platform also connects directly with younger demographics — Millennials and Gen Z — who are less likely to seek health information through traditional media or institutional websites.

But here’s the critical insight: shares matter more than likes.

  • A like signals agreement.
  • A comment shows engagement.
  • But a share extends your reach into entirely new networks — multiplying visibility and influence far beyond your existing followers.

For health messages — where the goal is often awareness, education, or behaviour change — shares are the ultimate form of amplification.

So, what makes people hit the share button? Let’s look at five proven types of content that consistently get shared.

1. Motivational or Inspirational Content

Why it works: Inspiration is universal. People share motivational content because it makes them feel uplifted, and they want others to feel the same.

Healthcare examples

  • A resilience story highlighting a patient’s recovery journey (with consent and sensitivity).
  • A reel showcasing the dedication of frontline staff during a public health campaign.
  • A quote graphic emphasising the importance of small, daily habits for long-term health.

Tip: Keep it authentic. Forced positivity rings hollow, but real, human stories resonate deeply. When possible, focus on lessons learned or a hopeful outcome, not just glossy “success.”

👉 Continue reading the full article on my Substack

Posted in #HCSM

Why Listicles Still Work In Healthcare Communication 

Posted on by Editor

In health communication, clarity isn’t just helpful; it’s essential. That’s why one of the most enduring formats in digital communication remains the listicle.

Yes, the listicle. It may carry associations with lifestyle blogs or clickbait headlines, but when done well, it’s an effective tool for building understanding, trust, and engagement across audiences in healthcare.

What Is a Listicle?

A listicle is a structured article built around a numbered or ordered list—typically with subheadings, explanations, or visuals. It offers a clear roadmap through a topic, making it easier to scan, digest, and act on.

You’ve likely used or encountered them before:

  • “5 Signs of a Stroke Everyone Should Know”
  • “10 Things to Ask at Your Next GP Appointment”
  • “7 Lessons from Running a National Health Campaign”

They’re concise, focused, and—when crafted with care—highly effective in reaching busy, distracted, or overwhelmed audiences.

Why Listicles Work in Health Communication

1. They Provide Cognitive Closure

A title like “6 Questions to Ask Before Starting a New Medication” gives readers a straightforward task. It sets expectations and satisfies them. That sense of completion can increase comprehension and retention.

2. They Reduce Information Overload

Especially for patients navigating new diagnoses or caregivers juggling multiple responsibilities, dense paragraphs are daunting. A list offers a manageable way in.

3. They Match Digital Behaviour

Most people don’t read health content from start to finish. They scan for relevance. Listicles cater to that pattern, offering defined entry points that support better engagement.

4. They Support Accessibility

With short sections, bold headings, and bullet points, listicles are easier to navigate, especially on mobile devices or for readers with cognitive or visual impairments.

5. They’re Discoverable and Shareable

Listicles often perform well in search and on social media. Their clear structure is favoured by SEO algorithms and lends itself to being bookmarked, shared, or quoted in other content.

Examples in Healthcare Comms

Patient Education

“7 Questions to Ask Before Elective Surgery”
Used in clinic brochures or hospital blogs, this format empowers patients to participate more actively in their care—and improves shared decision-making.

Public Awareness Campaigns

“6 Myths About Vaccines—Debunked”
Structured myth-busting content can be shared across platforms, from Instagram carousels to printed factsheets. Each point reinforces public trust through clear, evidence-based language.

Internal Communications or Training

“5 Things to Know About the New Referral Process”
Listicles can help clinical staff or administrative teams quickly absorb policy updates without needing to read a full SOP document.

Advocacy and Engagement

“10 Ways to Support People Living with Epilepsy”
Ideal for NGOs or awareness days, these lists can drive real-world action, reinforce respectful language, and make allyship more tangible.

Writing Listicles That Inform—Not Oversimplify

There’s a misconception that listicles are shallow. But in healthcare, the best list-based content doesn’t dilute—it distils. The goal isn’t to reduce nuance but to make key messages more usable.

Here are a few guidelines:

  • Be specific. “7 Tips for Mental Health” is vague. “7 Ways to Cope with Post-Surgical Anxiety” is useful.
  • Don’t overinflate the count. If you have four strong points, stick with four. Padding the list undermines trust.
  • Layer in links or next steps. A good listicle can serve as a gateway to more detailed resources or actions.
  • Design with accessibility in mind. Use bold text, short sentences, and consider screen reader compatibility.
  • Tailor tone to audience. A patient-facing list needs a different voice than one written for policymakers or funders.

Have you used listicles in your work—successfully or otherwise?
I’d love to hear how they’ve worked (or fallen flat) in your campaigns, publications, or patient materials.

Posted in #HCSM

The 10-Minute Social Media Routine for Busy Healthcare Professionals

Posted on by Editor

A common challenge among healthcare professionals is knowing the value of social media but never quite having the time.

But what if you had a system designed — one that helps you stay visible, build trust, and share credible content… in just 10 minutes a day?

What could change for you if social media felt sustainable?

I’ve created a framework that’s focused, intentional, and realistic.

Read my guide to social media in ten minutes a day on Substack.

Posted in #HCSM

A Strategic Guide to Instagram Stories for Healthcare Communicators in 2025

Posted on by Editor

Instagram Stories aren’t just a social feature; they’re a communication channel with real strategic value. For healthcare communicators, this format is a versatile tool that can carry everything from urgent health updates to nuanced patient education.

Stories allow you to connect in ways that are immediate, visual, and personal. The question is no longer whether to use Instagram Stories—it’s how to use them well.

Why Stories Still Matter in Healthcare

Stories aren’t like regular posts. They disappear after 24 hours, but their impact can last far longer. They’re direct, sequential, and immersive—perfect for walking someone through a quick tip, showing what happens behind the scenes, or debunking a common myth.

Done well, Stories can turn passive viewers into active participants: clicking links to book a screening, watching a tutorial on inhaler technique, or submitting a question to a specialist. That kind of engagement is hard to come by—and it’s worth building for.

From Swipe to Substance: Making the Most of the Format

The Stories format is fast, but that doesn’t mean your strategy should be rushed. Success comes from combining thoughtful design with genuine purpose.

Here’s how to approach it:

  • Keep it clean: Avoid cramming too much into one slide. One idea per frame works best. Use icons, colour cues, and simple language to guide people through your message, whether it’s a flu vaccine update or a healthy eating tip.
  • Put a face to the facts: Audiences respond more positively to real people. A brief clip of a nurse explaining when to go to urgent care, or a physiotherapist demonstrating a stretch, does more for credibility than any stock image ever could.
  • Be consistent, not flashy: Templates and visual identity matter, but don’t get lost in the aesthetics. What matters most is clarity, tone, and rhythm. Use the same fonts, colours, and voice across Stories to build trust and recognition over time.

Formats That Work: Proven Story Structures for Healthcare

There’s no one-size-fits-all formula, but some formats lend themselves naturally to healthcare communication. Here are a few to start with:

  • Quick Series: Break a larger message into smaller chunks. For example, “3 ways to support someone with epilepsy” could run across three slides—each one focused, clear, and actionable.
  • Myth vs Fact: Tackle misinformation head-on. Start with a bold claim on Slide 1 (“You can’t exercise if you have a heart condition”), then swipe to the evidence-based clarification with a trusted source.
  • Behind the Scenes: Show your human side. A look inside a vaccination centre, an introduction to a midwife team, or a day-in-the-life view from a community health worker builds transparency and warmth.
  • Call to Action: Don’t forget to guide your audience. Whether it’s “Swipe up to check symptoms,” “Tap here to book,” or “Share with someone who needs this,” make your ask clear and easy to follow.

Continue reading for free on Substack