Social media reshapes doctors' professional image and boundaries
Doctors increasingly use social media, raising questions about professional distance, trust, and ethics in the digital age.
Social media is changing how patients perceive doctors and how physicians present themselves. In Latvia, medical professionals actively use platforms such as Instagram and TikTok, sharing both professional knowledge and personal moments. However, this practice sparks debates about the line between accessibility and self-promotion.
Communication expert Olga Kazaka notes that a doctor's public image on social media is a sensitive issue tied to patient safety and confidentiality. The Latvian Doctors' Association emphasizes adherence to professional ethics even in the digital realm.
Vascular surgeon Ints Ūdris, who mainly uses Facebook, acknowledges that the boundary between private and professional life varies among doctors. Some colleagues maintain separate profiles, while others blend both aspects in their content.
In 2023, doctor Ruta Zatlere lost her job at Riga Eastern Clinical University Hospital after posting an Instagram video about the radiology center. She explains that the conflict arose from differing understandings of social media language—people who do not use such platforms find it harder to engage with those who do regularly.
These examples highlight that doctors must balance openness with the need to uphold professional integrity. Patients increasingly seek medical information online, which reinforces the responsibility for published content.
