Your members are already online. Is your organization ready?
Be among the first organizations to get the ultimate social media guide for medical professionals ready to make an impact online.
Organizational licenses available for 2026-2027.
ORGANIZATIONS WE'VE WORKED WITH:
Join the fight against medical misinformation online.
Patients are getting medical information from influencers with no credentials. And with misinformation now also being promoted from the highest levels, public trust in medicine is being dismantled before our eyes.
Meanwhile, we’ve also seen the same story time and time again: medical professionals who try to enter this space misstepping; doing more harm than good. It can impact their patients, their careers, and the medical profession as a whole.
The stakes are real, but medical training prepares you for almost none of it.
Patients need trustworthy medical professionals online. Give your members the tools to post ethically and confidently.
Every trustworthy medical voice online – whether an individual or an entire institution – is a counterweight to medical misinformation’s hold on social media.
Using social media to amplify our voices can also help patients better understand their needs, navigate the healthcare system, and make decisions about their care. And, instead of waiting for patients to come to them, your members want to do it on platforms their patients already use.
The question isn’t whether medicine should have a presence on social media. It already does. The question is: how do we make sure it’s ethical, and shaped by people who actually know what they’re talking about? This manual is our answer to that question.
What's Inside The Medical Creator Manual?
Tools to help medical professionals create ethical medical content, confidently. Fully customizable for your institution’s unique membership and needs.
Over 100 pages of self-paced lessons, creative exercises, and helpful academic + practical resources for medical content creators
Strong ethical guardrails that can help keep medical professionals, their patients, and their institution's integrity safe
Tactics and scripts for fighting medical misinformation effectively, based in cognitive neuropsychology research
Hands-on exercises to help your members develop and refine medical content that resonates with viewers while staying authentic
Content frameworks that educate and entertain audiences from both inside and outside of medicine
Strategies to help your members get creative online without sacrificing their mental health or risking added burnout
Table of Contents
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Identity
Ethics
Developing Ideas
Storytelling
The Science of Changing Minds
Content Frameworks
Pressing Record & Editing
Do It Yourself!
Handling Critics & Trolls
Protect Your Stuff
Monetizing Ethically
Social Media & Advocacy Work
Analytics
Quick Reference
Research & Resources
This manual is for your organization if your members:
- Want to use social media as a tool for education, community building, and connection with audiences both in & out of medicine
- Are passionate about fighting misinformation but don’t know how to do it effectively
- Have been thinking about creating content for a while, but keep stopping themselves out of fear – of mistakes, trolls, administrative backlash, etc
- Already have a presence on social media but want to ensure they have the right foundations – ethics, privacy, platform strategy
- Are tired of seeing wellness grifters preying on people who, at the end of the day, only want the best for their health
- Want to build a sustainable online presence that doesn’t consume or sacrifice their clinical career
- Have goals rooted in the oaths they take as a medical professional – not virality or fame
Created by experts from medicine, content creation, education, and beyond.
Will Flanary, MD — Dr. Glaucomflecken
Board-certified ophthalmologist and one of the most widely followed physicians in the country. Over the past decade, Will has built an audience of more than six million followers across social media, reaching practicing physicians, residents, medical students, and patients. His videos are used in residency programs, cited in medical school curricula, and referenced by hospital administrators, payers, and federal regulators.
Kristin Flanary, MA — Lady Glaucomflecken
The psychology and communications expertise behind the Manual. Kristin’s work covers exactly what the Manual teaches: how people process information, communicate clearly, ethically persuade, and do all of it on social media. Her expertise stems from graduate education in cognitive neuroscience and social psychology, as well as more than a decade in communications, marketing, and digital strategy. She is a keynote speaker and content creator on healthcare communication, and a three-time co-survivor and patient and family advocate – providing the audience-side insight that most physician communication resources lack.
Lori Ihrig, PhD — Director of Education
The pedagogical rigor behind the Manual. Lori holds a PhD in Curriculum and Instruction with an emphasis in Science Education and applies her educational research expertise to the Manual. She designed its editorial structure and instructional flow, making crucial decisions that transform information into practical tools for physicians. Her expert knowledge distinguishes the Manual from typical content courses, as it was developed by someone who deeply knows how to teach individuals to learn, remember, and apply scientific information.
Bridget Dubin, BA – Content Writer & Manager
A writer, editor, and maybe the closest you can get to being Jonathan without actually being a medical scribe. After receiving a degree in Global Health & Environmental studies, they spent nearly a decade in Chicago’s improv & sketch comedy scene and the digital media and marketing industry before returning to their roots in public health – this time using creative writing as an educational tool. As part of our team, Bridget co-develops educational resources and manages all things content and messaging, from social media to newsletters and blogs.
Creating social media content about healthcare doesn’t have to be a scary ethical trap.
Your members will access 100+ pages of lessons, tools, exercises, and resources to help them create medical social media content that leaves the internet better than how they found it.
