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PatientPoint enlisted some social media firepower for its annual Upfront conference, bringing on Doctor Mike Varshavski as the keynote speaker.

Varshavski — better known by his handle @doctor.mike — has more than 13 million subscribers on YouTube, 4.6 million followers on Instagram and 2.4 million followers on TikTok. 

As part of its Upfront, PatientPoint featured a series of sessions focused on the role of healthcare influencers like Dr. Mike, the value of point of care marketing and how marketers can use tools to better engage target audiences.

Held in New York on Tuesday afternoon, PatientPoint’s chief commercial officer Linda Ruschau kicked off the event with a speech outlining the importance for marketers to have messaging in doctor’s offices. 

She also teased PatientPoint’ latest product offering — Precision — a patient portal where physicians can follow up and communicate with their patients.  

As a patient portal, the system allows physicians to connect with patients before, in-between and after physician visits. Precision also allows brands to send patients information about their products alongside doctors information and relevant education content. 

As Varshavski took the stage, he shared the importance of health brands investing in physician influencers and social media. 

While he conceded social media has its risks, he stressed that physicians use these channels to combat rampant medical misinformation and often break down complex concepts to audiences in a digestible way. 

Most notably, he said that physician influencers are valuable because they are able to reach audiences that doctors in offices are not able to do. 

“Imagine if someone was in a locker room and had a knee injury. Someone else tells them that glass cleaner helps knee pain. If a doctor is not in the room to dispute it, there is a chance that person might believe what they heard,” he said.  

It’s also important, he added, to have doctors in every room — noting that social media can help facilitate that widespread messaging. 

To underscore the impact physician influencers can have, he reminded the audience that he has worked with senators, medical organizations like the American Heart Association and pharma companies like Abbott on a host of issues.

These include expanding access to epipens on airplanes, educating thousands on how to save lives through chest compressions and inspiring millions to donate blood. 

He reiterated the old adage about meeting patients where they are — something he believes physician influencers are uniquely positioned to facilitate. 

He shared that recently sat down with 20 anti-vaxxers to understand their respective hesitancies around vaccines, which helped to illuminate the thought process behind their decision making. 

Understanding this, he added, is the first step to identifying how pharma companies and other health organizations can address such hesitancies among patient populations. 

Varshavski left pharma marketers with two pieces of advice: encouraging them to lobby for better benefits for primary care physicians in light of the ongoing, widening shortage and investing in educating physicians how to use large language models. 

On the latter point, he said these innovations can streamline the time physicians spend researching, though he cautioned that some LLMs provide biased answers based on the users, so investing in creating models that provide objective, fact-based responses is critical.