Mis- and disinformation on social media is a growing concern for both pharmaceutical companies and patients alike. Distrust in the various different platforms leave patients looking for guidance from any "trusted source," regulated or not, and the consequences could be disastrous. Young adults are increasing looking to their online parasocial relationships for advice on many topics, including health and medical care. This is just one of many challenges that the spread of misinformation presents.
In this Pharmaceutical Executive Q&A, Becky Edwards, Chief Communications Officer of Organon, explores how much power influencers really have, how algorithms contribute to the spread of misinformation, what can be done to combat it, and more.
PharmExec: How is the spread of misinformation on social media platforms influencing young people's decisions about birth control methods?
Edwards: Teenagers and young adults spend an average of at least four hours a day on platforms like TikTok and Instagram. So, it’s no surprise they’re exposed to a wide array of topics, including health information. The platforms are designed to prioritize posts with high engagement which can sometimes mean boosting misinformation. A recent survey1 by the Kaiser Family Foundation (KFF) found at least 40% of people have encountered false health claims online, leading to confusion and uncertainty about the credibility of the information. Experts and health professionals are well positioned to counter this misinformation by guiding users towards evidence-based sources.
When it comes to contraception, thousands of social media users share their experiences and opinions on options, including specific potential side effects and usages of different hormonal and non-hormonal methods related to fertility, acne, weight gain, and libido, among others. Although this content is often just anecdotal, healthcare providers are seeing many women and girls influenced by these stories and choosing to use different birth control methods or opting for no method at all. A 2024 TikTok study2 found that nearly 50% of the posts about birth control that were analyzed promoted the same idea, with TikTok creators identifying 57 alleged negative side effects of hormonal contraceptives. This is why credible sources making it a priority to educate around the facts of reproductive health and contraception is important now more than ever.
At Organon, we are doing this through our educational social media series, “The Misses of Health Information,”3 where characters “Miss Information,” “Miss Diagnosis,” and “Miss Understood” share the facts and address incorrect assumptions about women’s health topics, as well as show support for patients. This is just one example of a digestible way to educate patients on social media, while directing them to a healthcare professional as their primary resource for health information.
PharmExec: What are the potential consequences of these misinformed choices?
Edwards: Misinformation on social media can lead to an increase in false interpretation of scientific knowledge, opinion polarization, and an escalating fear and panic related to healthcare. In reproductive health, misinformation about contraceptive care could boost unplanned pregnancy and STI rates and foster misunderstandings about contraception and broader women’s health topics. There are many different types of contraceptives, daily options like pills or long-acting reversible contraceptives (LARCs) which can last multiple years after one insertion. Choosing a birth control method is a highly personal decision that should be made in partnership with a medical professional, considering factors like life stage and lifestyle, health history, effectiveness, safety, and frequency of administration, among other things. Conversations with medical professionals are crucial for making informed decisions, rather than depending solely on online sources which may not be credible.
PharmExec: What role do healthcare providers play in countering misinformation and providing accurate information about birth control? How can they effectively communicate with their patients in the age of social media?
Edwards: Healthcare providers play a vital role in countering misinformation and offering accurate information about birth control. They can gain insights into social media conversations to better counsel patients and anticipate concerns. Social media also offers an opportunity to engage in discussions around reproductive health and understand what patients encounter online. By clarifying fact versus fiction, providers support patients in their decision-making process. Encouraging open dialogue about birth control options is crucial, as is providing readily available accurate information.
As a company dedicated to empowering women and girls when it comes to their reproductive health, including making informed decisions around contraceptive options and their correct use, Organon believes in the importance of access to information for women and girls around the globe, including being able to distill the wealth of misinformation on social media. In Brazil, Organon is raising awareness of long-acting contraceptive methods through a creative “larger than life” baby bottle and pacifier display during National Week for the Prevention of Teenage Pregnancy the first week of February. The campaign, called “a decision this size” sparks conversation around the importance of family planning education and contraceptive access.
PharmExec: How do algorithms on social media platforms contribute to the spread of misinformation about birth control? What can be done to improve the accuracy and reliability of information presented on these platforms?
Edwards: Algorithms curate content based on user behavior and often prioritize engagement. Viewing posts with misinformation can amplify similar content, potentially spreading sensational or misleading information. This is particularly concerning for the one in eight Americans who are already anxious about their health, as social media can reinforce this health anxiety. Birth control is no exception. Contraception misinformation, coupled with a lack of transparency on social media about rare side effects, is causing many women to believe misconceptions about the medication.
To combat this, the healthcare community must come together debunk misinformation and advocate for fact-based evidence across social channels. I’ve been learning a lot from my friend Lisa Kaplan at Alethea that there is also an opportunity to harness AI to promote accurate information by developing systems that flag and reduce the visibility of misleading content. At the same time, we need to make accurate information readily available, including ensuring women have access to comprehensive birth control information and resources that contribute to their overall health and wellbeing.
PharmExec: How significant is the impact of influencers on young people's decisions about birth control? What are the factors that contribute to their influence?
Edwards: Influencers can significantly impact behavior due to their extensive reach and relatable content. They often assume roles akin to a “cool older sister,” with followers trusting them as credible sources.
A study4 from the World Health Organization found that these types of misleading, shorter messages and anecdotes from influencers may have an even stronger influence on the spread of misinformation. This type of content often resonates with women’s real experiences, potentially discouraging them from having discussions about birth control with their doctors. They also make counterarguments difficult, as they could be perceived as dismissive of women's genuine experiences.
Research has also shown that many of the influencers who discourage the use of birth control promote distrust in the medical establishment and associated regulatory bodies, often leaning into health fears like those related to infertility, cancer risk, and side effects. Consequently, one in seven women ages 18 to 25 say they made a change or thought about making a change to their birth control method because of something they saw or heard on social media.
For younger women, it's crucial that parents are aware of the type of content and misinformation that exists online. Encouraging open and honest communication will ensure young people do not see the internet as their primary or sole source of education and allow for more informed health decisions.
I would have loved to have the exponential sisterhood available through social media when I was younger. I see how my kids benefit from it but they have inherited my husband and my healthy skepticism and “ask more questions” attitude. We were trained as journalists and have passed those skills on to our kids to have while wading through the abundance of content available today.
PharmExec: What additional questions need to be explored to better understand the impact of social media on sexual health decision-making?
Edwards: To better understand the issue, we need to ask several key questions. First, how can the healthcare community collaborate more effectively to counteract misinformation on social media? What strategies can ensure accurate and accessible information reaches diverse audiences, regardless of location? For instance, through a U.S. initiative5, Organon supported Power to Decide's digital "Beyond the Sheets" campaign. This effort partners with student ambassadors at Historically Black Colleges and Universities (HBCUs) to empower young people and promote reproductive well-being on campus via social media. It's crucial to explore how the healthcare community can expand such partnerships to create community-driven solutions. Lastly, reproductive health isn’t just women’s health, it affects everyone. We must consider how to educate men and encourage shared decision-making responsibility.
References
- https://www.kff.org/health-information-and-trust/poll-finding/kff-health-misinformation-tracking-poll-pilot/
- https://journals.sagepub.com/doi/abs/10.1177/15248399231221163
- https://www.instagram.com/organonllc/reel/DCo6vTQNqqg/
- https://pmc.ncbi.nlm.nih.gov/articles/PMC9421549/pdf/BLT.21.287654.pdf
- https://www.organon.com/her-plan-is-her-power/#:~:text=Her%20Plan%20is%20Her%20Power%20drives%20community%2Dled%20responses%20and,halfway%20toward%20meeting%20our%20goal
Social Media's Influence on Young Women's Reproductive Decisions
In this Q&A, Organon's Chief Communications Officer, Becky Edwards discusses how much social media and influencers sway decisions about birth control methods, potential consequences of these misinformed choices, and more.
Mis- and disinformation on social media is a growing concern for both pharmaceutical companies and patients alike. Distrust in the various different platforms leave patients looking for guidance from any "trusted source," regulated or not, and the consequences could be disastrous. Young adults are increasing looking to their online parasocial relationships for advice on many topics, including health and medical care. This is just one of many challenges that the spread of misinformation presents.
In this Pharmaceutical Executive Q&A, Becky Edwards, Chief Communications Officer of Organon, explores how much power influencers really have, how algorithms contribute to the spread of misinformation, what can be done to combat it, and more.
PharmExec: How is the spread of misinformation on social media platforms influencing young people's decisions about birth control methods?
Edwards: Teenagers and young adults spend an average of at least four hours a day on platforms like TikTok and Instagram. So, it’s no surprise they’re exposed to a wide array of topics, including health information. The platforms are designed to prioritize posts with high engagement which can sometimes mean boosting misinformation. A recent survey1 by the Kaiser Family Foundation (KFF) found at least 40% of people have encountered false health claims online, leading to confusion and uncertainty about the credibility of the information. Experts and health professionals are well positioned to counter this misinformation by guiding users towards evidence-based sources.
When it comes to contraception, thousands of social media users share their experiences and opinions on options, including specific potential side effects and usages of different hormonal and non-hormonal methods related to fertility, acne, weight gain, and libido, among others. Although this content is often just anecdotal, healthcare providers are seeing many women and girls influenced by these stories and choosing to use different birth control methods or opting for no method at all. A 2024 TikTok study2 found that nearly 50% of the posts about birth control that were analyzed promoted the same idea, with TikTok creators identifying 57 alleged negative side effects of hormonal contraceptives. This is why credible sources making it a priority to educate around the facts of reproductive health and contraception is important now more than ever.
At Organon, we are doing this through our educational social media series, “The Misses of Health Information,”3 where characters “Miss Information,” “Miss Diagnosis,” and “Miss Understood” share the facts and address incorrect assumptions about women’s health topics, as well as show support for patients. This is just one example of a digestible way to educate patients on social media, while directing them to a healthcare professional as their primary resource for health information.
PharmExec: What are the potential consequences of these misinformed choices?
Edwards: Misinformation on social media can lead to an increase in false interpretation of scientific knowledge, opinion polarization, and an escalating fear and panic related to healthcare. In reproductive health, misinformation about contraceptive care could boost unplanned pregnancy and STI rates and foster misunderstandings about contraception and broader women’s health topics. There are many different types of contraceptives, daily options like pills or long-acting reversible contraceptives (LARCs) which can last multiple years after one insertion. Choosing a birth control method is a highly personal decision that should be made in partnership with a medical professional, considering factors like life stage and lifestyle, health history, effectiveness, safety, and frequency of administration, among other things. Conversations with medical professionals are crucial for making informed decisions, rather than depending solely on online sources which may not be credible.
PharmExec: What role do healthcare providers play in countering misinformation and providing accurate information about birth control? How can they effectively communicate with their patients in the age of social media?
Edwards: Healthcare providers play a vital role in countering misinformation and offering accurate information about birth control. They can gain insights into social media conversations to better counsel patients and anticipate concerns. Social media also offers an opportunity to engage in discussions around reproductive health and understand what patients encounter online. By clarifying fact versus fiction, providers support patients in their decision-making process. Encouraging open dialogue about birth control options is crucial, as is providing readily available accurate information.
As a company dedicated to empowering women and girls when it comes to their reproductive health, including making informed decisions around contraceptive options and their correct use, Organon believes in the importance of access to information for women and girls around the globe, including being able to distill the wealth of misinformation on social media. In Brazil, Organon is raising awareness of long-acting contraceptive methods through a creative “larger than life” baby bottle and pacifier display during National Week for the Prevention of Teenage Pregnancy the first week of February. The campaign, called “a decision this size” sparks conversation around the importance of family planning education and contraceptive access.
PharmExec: How do algorithms on social media platforms contribute to the spread of misinformation about birth control? What can be done to improve the accuracy and reliability of information presented on these platforms?
Edwards: Algorithms curate content based on user behavior and often prioritize engagement. Viewing posts with misinformation can amplify similar content, potentially spreading sensational or misleading information. This is particularly concerning for the one in eight Americans who are already anxious about their health, as social media can reinforce this health anxiety. Birth control is no exception. Contraception misinformation, coupled with a lack of transparency on social media about rare side effects, is causing many women to believe misconceptions about the medication.
To combat this, the healthcare community must come together debunk misinformation and advocate for fact-based evidence across social channels. I’ve been learning a lot from my friend Lisa Kaplan at Alethea that there is also an opportunity to harness AI to promote accurate information by developing systems that flag and reduce the visibility of misleading content. At the same time, we need to make accurate information readily available, including ensuring women have access to comprehensive birth control information and resources that contribute to their overall health and wellbeing.
PharmExec: How significant is the impact of influencers on young people's decisions about birth control? What are the factors that contribute to their influence?
Edwards: Influencers can significantly impact behavior due to their extensive reach and relatable content. They often assume roles akin to a “cool older sister,” with followers trusting them as credible sources.
A study4 from the World Health Organization found that these types of misleading, shorter messages and anecdotes from influencers may have an even stronger influence on the spread of misinformation. This type of content often resonates with women’s real experiences, potentially discouraging them from having discussions about birth control with their doctors. They also make counterarguments difficult, as they could be perceived as dismissive of women's genuine experiences.
Research has also shown that many of the influencers who discourage the use of birth control promote distrust in the medical establishment and associated regulatory bodies, often leaning into health fears like those related to infertility, cancer risk, and side effects. Consequently, one in seven women ages 18 to 25 say they made a change or thought about making a change to their birth control method because of something they saw or heard on social media.
For younger women, it's crucial that parents are aware of the type of content and misinformation that exists online. Encouraging open and honest communication will ensure young people do not see the internet as their primary or sole source of education and allow for more informed health decisions.
I would have loved to have the exponential sisterhood available through social media when I was younger. I see how my kids benefit from it but they have inherited my husband and my healthy skepticism and “ask more questions” attitude. We were trained as journalists and have passed those skills on to our kids to have while wading through the abundance of content available today.
PharmExec: What additional questions need to be explored to better understand the impact of social media on sexual health decision-making?
Edwards: To better understand the issue, we need to ask several key questions. First, how can the healthcare community collaborate more effectively to counteract misinformation on social media? What strategies can ensure accurate and accessible information reaches diverse audiences, regardless of location? For instance, through a U.S. initiative5, Organon supported Power to Decide's digital "Beyond the Sheets" campaign. This effort partners with student ambassadors at Historically Black Colleges and Universities (HBCUs) to empower young people and promote reproductive well-being on campus via social media. It's crucial to explore how the healthcare community can expand such partnerships to create community-driven solutions. Lastly, reproductive health isn’t just women’s health, it affects everyone. We must consider how to educate men and encourage shared decision-making responsibility.
References
Novo Nordisk Expands Discounted Access to Wegovy
Tariffs and Drug Prices: Understanding the Impact on Pharmaceuticals
Peter Ax, founder & CEO of UpScriptHealth, discusses the impact of tariffs on the pharmaceutical industry and how digital health platforms could potentially help offset them.
NFL Names Novartis as Corporate Pharmaceutical Partner
The two organizations will work together to promote healthy choices, such as early screenings.
The Misinformation Maze: Navigating Public Health in the Digital Age
Jennifer Butler, chief commercial officer of Pleio, discusses misinformation's threat to public health, where patients are turning for trustworthy health information, the industry's pivot to peer-to-patient strategies to educate patients, and more.
Strategizing for an Uncertain Trade War: Q&A with Anshul Mangal
The Project Farma president discusses various ways the tariffs could impact the industry and how businesses can prepare or react.
Applying Porter’s Five Forces to Portfolio Management in Pharmaceutical R&D: A Strategic Roadmap
The increasing costs and complexity of R&D in the pharmaceutical industry have necessitated the adoption of strategic portfolio management to optimize resource allocation and enhance competitive advantage.
Novo Nordisk Expands Discounted Access to Wegovy
Tariffs and Drug Prices: Understanding the Impact on Pharmaceuticals
Peter Ax, founder & CEO of UpScriptHealth, discusses the impact of tariffs on the pharmaceutical industry and how digital health platforms could potentially help offset them.
NFL Names Novartis as Corporate Pharmaceutical Partner
The two organizations will work together to promote healthy choices, such as early screenings.
The Misinformation Maze: Navigating Public Health in the Digital Age
Jennifer Butler, chief commercial officer of Pleio, discusses misinformation's threat to public health, where patients are turning for trustworthy health information, the industry's pivot to peer-to-patient strategies to educate patients, and more.
Strategizing for an Uncertain Trade War: Q&A with Anshul Mangal
The Project Farma president discusses various ways the tariffs could impact the industry and how businesses can prepare or react.
Applying Porter’s Five Forces to Portfolio Management in Pharmaceutical R&D: A Strategic Roadmap
The increasing costs and complexity of R&D in the pharmaceutical industry have necessitated the adoption of strategic portfolio management to optimize resource allocation and enhance competitive advantage.