Why Your Evidence-Based Posts Don’t Go Viral (and What to Do About It)

This week on Healthcare Unprofessionals, Chloe is joined by Dr Emily Pfender, a health communication scientist and postdoctoral researcher at the University of Pennsylvania — and a spin and Pilates instructor on the side.Emily’s research dives into how social media shapes health behaviours, particularly in women’s and maternal health — from fertility and contraception to how health misinformation spreads online.Together we explore:💬 What health communication science actually is (in normal-people terms!)📱 How social media can both empower and mislead women when it comes to their health⚖️ The ethics of health marketing and fear-based messaging🧠 What makes a message stick and actually change behaviour🔗 How researchers, clinicians, and influencers can work together to bridge the gap between science and social mediaIt’s a fascinating, nuanced chat about the power — and pitfalls — of digital health communication.Emily's 'What Scientists and Providers Get Wrong on Social Media' Guide Find Emily on Instagram @emilypfender