Combating Health Misinformation: Scientific-Medical Societies on the Web. The Evolution of Their YouTube Channels as a Public Relations Tool

Abstract

Patients have transformed social media from a simple tool for searching health-related information into a space that fosters the doctor-patient relationship. By recognizing communication as a key value, social media has become a public relations tool for healthcare professionals - not only to share specialized knowledge but also to build engagement with the public. This study identifies the official YouTube channels of four scientific-medical societies and analyzes how their use has evolved as a tool for disseminating accurate medical information. The findings reveal not only a significant increase in subscribers and content over the study period but also a notable shift toward educational content rather than institutional or organizational messaging. A key highlight is the collaboration with influencers familiar with medical topics, who are also recognized by the institution’s relevant stakeholders. By doing so, these societies strengthen their role as scientific authorities and build authentic connections with their stakeholders, turning one of their communication channels into a space for debunking misinformation and fostering meaningful dialogue.