Brazilian doctors resist social media trend despite new regulations

A growing number of Brazilian physicians are choosing to avoid social media despite the increasing pressure to maintain a digital presence for patient acquisition and market relevance. While many doctors use platforms like Instagram to share professional content and attract new patients, some professionals remain resistant to the trend.

Concerns among those avoiding social media include the potential mercantilization of healthcare, the spread of misinformation, and a lack of time. These doctors often prefer to focus on technical training and traditional word-of-mouth referrals. This resistance occurs alongside a rise in ethical proceedings within the Federal Council of Medicine (CFM) regarding inappropriate posts, which have reportedly surpassed traditional complaints such as medical errors.

In March 2024, the CFM implemented new regulations allowing professionals to advertise their services on social media, provided they follow specific institutional guidelines. Prior to this, medical advertising was governed by more restrictive interpretations of the Medical Ethics Code, leading to frequent requests for clearer digital communication norms.