Combatting Medical Misinformation: Strategies for Patient Education, Curriculum Integration, and Social Media Engagement

Pharmacy Times interviewed Julie Sibbesen, PharmD, a clinical pharmacy specialist in Enterprise Medication Use at WVU Medicine in Morgantown, West Virginia, on her presentation at the 2024 American College of Clinical Pharmacy Annual Meeting in Phoenix, Arizona, on strategies for pharmacists to effectively address and debunk medical misinformation.

Julie Sibbesen, PharmD, is a clinical pharmacy specialist in Enterprise Medication Use at WVU Medicine in Morgantown, West Virginia.

Sibbesen emphasizes the use of lateral reading—cross-referencing multiple reputable sources to verify information, as well as assessing clinical guidelines critically to avoid relying on outdated information. Sibbesen advises pharmacists to engage in “social listening,” which involves understanding patient concerns and providing clear, evidence-based resources to address misinformation.

Sibbesen also highlights the importance of teaching future pharmacists to evaluate sources, analyze information critically, and engage with patients on misinformation-related concerns. Teaching methods include debates, patient simulations with actors embodying misinformation beliefs, and case studies to demonstrate real-world impacts of misinformation on health outcomes.

In her role, Sibbesen works closely with fourth-year pharmacy students to apply these strategies in practice. She uses a “Quality Assessment Tool” to guide students in evaluating clinical trials, understanding biases, and assessing credibility, preparing them for responsible decision-making in patient care.

Pharmacists, Sibbesen notes, are essential in combatting misinformation through credible communication and by engaging on social media. This role is particularly critical as misinformation spreads through platforms like YouTube, X (ie, Twitter), TikTok, and others, where pharmacists can serve as trusted sources of accurate health information.

Pharmacists are essential in combatting medical misinformation that patients may encounter by providing credible communication and engaging on social media. Image Credit: © spyrakot - stock.adobe.com

Pharmacy Times: What are some strategies you recommend for pharmacists regarding reporting and/or debunking medical misinformation?

Julie Sibbesen, PharmD: Some strategies for pharmacists to debunk medical misinformation heavily relies on the credibility of resources and identifying them. A concept known as lateral reading is extremely important for pharmacists, as it involves cross-checking with several reputable sources, rather than simply accepting information without scrutiny. This aligns well with the ability to critically analyze evidence-based medicine for bias, limitations, and integrity. Pharmacists can effectively communicate accurate information by sharing credible, accessible resources, leaflets, or infographics with their patients. It is also vital to engage in “social listening” by addressing the patients concern while also educating them.

Additionally, pharmacists should assess the relevance of clinical guidelines. While many guidelines are based on expert opinions, which can be valuable when published data are lacking, it’s essential to rely on the most current evidence and be mindful of older content that may no longer apply due to scientific advancements. Pharmacists need to stay informed on how misinformation spreads, particularly through personal biases, social media, and artificial intelligence (AI) as well as current literature. They should also maintain the ability to self-assess credibility and validity with evidence-based practice.

Reporting questionable content is particularly relevant in the context of social media and advertisements, where many platforms allow users to flag or report misleading information for review. Pharmacists play a crucial role in this landscape, serving as trusted resources for accurate information. Pharmacists can share evidence-based knowledge by engaging on social media, and also educating patients, learners, and other health care professionals. This proactive approach helps combat misinformation and fosters a more informed public.

Pharmacy Times: What are some practical tips for pharmacists for teaching and curricular integration you share in your poster presentation?

Sibbesen: It’s first important to emphasize the need to tailor educational strategies to the learner's level, whether they are students on rotation, residents, or fellows, ensuring that content aligns with their capabilities and clinical responsibilities. For beginners, establishing a solid foundation in identifying credible sources and understanding their impact on patient outcomes is crucial. Learners should be taught to evaluate sources for credibility, authorship, and the strength of recommendations, relying on evidence-based resources and utilizing various tools for fact-checking and appraisal. As learners progress, more sophisticated applications should be introduced, such as critical analysis of information and applying knowledge in clinical settings or engaging with patients.

Examples of incorporating strategies into the pharmacy curriculum include facilitating structured debates to discuss validity of information, exercises comparing both vertical and lateral reading strategies, and simulations of patient encounters. These patient encounters can include “actors” presenting with beliefs and questions based on misinformation, allowing learners to practice their communication skills while educating patients in a real-world context. Maintaining a repository of relevant misinformation case studies can illustrate how misinformation has contributed to poor health outcomes and can highlight the importance of accurate information.

Pharmacy Times: Have you implemented these teaching strategies yourself, and what have been the benefits and/or outcomes of this educational offering so far?

Sibbesen: In my role managing formulary standardization, guidelines, protocols, and health system initiatives, I primarily work with fourth-year Advanced Pharmacy Practice Experiences pharmacy students. This environment provides students with the opportunity to engage in projects that require critical thinking in evaluating literature, particularly when creating drug monographs for formulary requests. I utilize a quality assessment tool to help students identify bias, limitations, and credibility in clinical trials.

Understanding these aspects is crucial, as the accuracy of these trials directly impacts decisions about adding medications to the formulary and the safety of our patients. Additionally, clinical guideline information is integrated, and it is encouraged that students report any new literature that may challenge outdated recommendations and report misinformation.

By the end of my rotation, students gain the skills needed to critically analyze studies and effectively present findings, which can be used in future journal clubs. I also share articles that highlight significant issues in study design and conclusions, underscoring the dangers of medical misinformation. This approach not only enhances their analytical skills but also prepares them for responsible decision-making in their future practice and to be able to identify reputable information.

Pharmacy Times: What is the role of pharmacists in addressing medical misinformation?

Sibbesen: Pharmacists play a key role in helping to identify and combat the spread of medical misinformation. To do this effectively, pharmacists need to be equipped with skills and tools to respond to medical misinformation as it relates to patient care. Misinformation has historically been a concern, though it has been exacerbated in recent years due to more widespread availability of information such as social media platforms (eg, YouTube, X [previously Twitter], TikTok, Facebook, Discord), the internet, and the incorporation of AI. The lack of peer-reviewed research on how to approach medical misinformation illustrates the need for specific strategies on how to identify, combat, and report medical misinformation. Pharmacists have a professional obligation to provide education to learners and aid in the development of the necessary skills to successfully respond to misinformation. Effective patient-health care provider communication is imperative for overcoming misinformation and combating this infodemic.

Alongside identifying accurate information, it is essential to report and debunk misinformation while encouraging the public to critically evaluate content and sources encountered on various platforms. This poster describes practical teaching strategies that pharmacists can use to teach trainees the knowledge and skills necessary to identify and reduce the spread of medical misinformation from various sources.