The Role of Influencers in Shaping Public Perception of Medical Tests
In August 2023, Kim Kardashian shared a post on social media that caught the attention of many, including public health researchers. In the post, Kardashian posed in front of an M.R.I. machine, endorsing a full-body scan offered by the medical imaging company Prenuvo. She described the scan as a "life-saving machine" capable of detecting early signs of cancer and other diseases. While the post seemed straightforward, researchers like Dr. Brooke Nickel of the University of Sydney saw red flags. They wondered about the potential harms of such tests, such as overdiagnosis, where benign abnormalities are identified and treated unnecessarily. Kardashian’s post, like many others, presented the test as having only benefits, ignoring the complexities and risks associated with it.
This incident prompted Dr. Nickel and her team to investigate how celebrities and influencers promote medical tests, particularly full-body M.R.I. scans, cancer blood tests, and hormone-level analyses. The study analyzed nearly 1,000 posts on TikTok and Instagram from accounts with hundreds of millions of followers. The findings revealed that the vast majority of these posts were misleading, painting an overly optimistic picture of the tests without discussing potential downsides or providing scientific evidence. Only 15% of the posts mentioned possible harms, and over two-thirds of them came from accounts with financial ties to the products being promoted, such as influencers offering discounts or earning commissions from sales.
The Misleading Nature of Influencer-Endorsed Medical Tests
The study highlighted the concerning trend of influencers promoting medical tests as if they were lifestyle products, emphasizing their supposed benefits without balancing the information with potential risks. For example, full-body M.R.I. scans were often presented as essential for early disease detection, but the reality is more nuanced. While these scans can sometimes detect life-threatening conditions early, they are more likely to identify benign abnormalities or conditions that would never cause symptoms or require treatment. This phenomenon, known as overdiagnosis, can lead to unnecessary and invasive procedures, increased healthcare costs, and emotional distress for patients.
Experts like Dr. Rebecca Smith-Bindman of the University of California, San Francisco, who was not involved in the study, expressed concern that these tests are being marketed like consumer goods, such as trendy sneakers. She emphasized that medical tests are not one-size-fits-all solutions and should be approached with caution. Similarly, Dr. Michael Pignone of Duke University noted that the idea that "more information is better" is not always true in medicine. He pointed out that explaining the complexities of medical testing often requires more than a few social media captions or hashtags.
The Pitfalls of Overdiagnosis and Unproven Benefits
One of the most significant concerns raised by the study is the potential for overdiagnosis. Many of the tests promoted by influencers, such as the anti-Müllerian hormone (AMH) test, are marketed as tools for assessing fertility in young women. However, the study found that the benefits of these tests are often exaggerated. For instance, the AMH test cannot reliably predict a woman’s overall fertility, yet it is often used to encourage women to freeze their eggs or undergo other expensive and invasive fertility treatments. Similarly, full-body M.R.I. scans are often promoted as lifesaving, but in reality, they are most useful for individuals with specific risk factors or symptoms, not the general population.
Dr. Smith-Bindman acknowledged that full-body M.R.I. scans could potentially save lives in some cases, but she emphasized that the majority of scans performed on asymptomatic individuals are unlikely to provide meaningful insights. Instead, they often detect incidental findings that do not require medical intervention. These findings can lead to unnecessary anxiety, further testing, and treatments that may do more harm than good. Despite these risks, influencers often frame these tests as empowering tools for taking control of one’s health, ignoring the potential downsides.
The Influence of Personal Stories and Emotional Appeals
Personal anecdotes play a significant role in making influencer-endorsed medical tests appealing to their audiences. For example, Kardashian mentioned that the Prenuvo scan had "saved lives" of her friends, creating an emotional connection with her followers. Roughly one-third of the posts analyzed in the study included similar personal stories, which are powerful tools for persuasion. As Dr. Nickel explained, it is challenging for people to question the validity of a test when it is presented as a life-changing intervention through a personal story.
Experts warn that these emotional appeals can be misleading. Tara Kirk Sell, a senior scholar at the Johns Hopkins Center for Health Security, advised consumers to critically evaluate social media posts about medical tests. She suggested asking whether the post is trying to convince rather than inform and whether it acknowledges the limitations or uncertainties of the test. Sell also pointed out that personal stories, while compelling, can trigger emotional responses that cloud judgment. While these stories may be true, they often lack context and may not represent the experiences of the average person.
A Call for Critical Thinking and Better Regulation
The study’s findings underscore the need for greater awareness and critical thinking among social media users. Influencers often present medical tests as simple solutions to complex health issues, but the reality is far more nuanced. As Dr. Nickel put it, these tests are sold as a way to "take control of your health," but they are not always supported by strong evidence. In fact, many of the posts reviewed in the study encouraged viewers to purchase specific treatments, such as testosterone replacement therapy, based on the results of these tests.
To navigate this landscape, consumers should be cautious of posts that seem overly promotional or rely heavily on personal anecdotes. They should look for balanced information that includes both potential benefits and harms, as well as evidence from reputable scientific sources. Additionally, followers should consider whether the influencer has a financial relationship with the company or product being promoted, as this can influence the message.
Regulators and healthcare providers also have a role to play in addressing the issue. Greater oversight of influencer marketing for medical products could help ensure that claims are accurate and balanced. Healthcare providers should also be prepared to discuss the limitations and potential risks of these tests with patients who may have been influenced by social media.
In conclusion, while medical tests can be valuable tools for detecting and managing health conditions, their promotion by influencers often lacks the nuance and balance needed to inform consumers properly. The study serves as a reminder that medical decisions should be based on evidence, not emotion or marketing gimmicks. By fostering critical thinking and advocating for more responsible marketing practices, we can help ensure that patients make informed choices about their health.
