{
  "abstract": "Background Health professionals active on social media, namely ‘clinician creators’ have generated networks of online followers, some of whom have exceeded those of health organisations such as the World Health Organisation. This qualitative interview study aimed to explore how clinician creators generate public engagement, and how it translates to individual’s change in health-related behaviours and outcomes. Such learning can contribute towards effective collaboration with such individuals during public health campaigns.Methods Semi-structured online interviews were conducted with 15 UK-based clinician creators, defined as registered or student healthcare professionals who create health-related content on YouTube. Purposive sampling was used across health professional background and follower numbers. Thematic analysis underpinned by a reflexive approach was used to analyse the data. Ethical approval was granted by Imperial College London Research Governance and Integrity Team (RGIT) (ICREC: 6900142).Results Clinician creators were motivated to create social media content through their desire to impact on others, passion for education, combat misinformation, and personal fulfillment, creative outlet and monetary incentives. Many creators developed skills through trial and error and informal learning. While some participants mentioned the importance of human psychology in creating impactful content, few actively incorporated behavioural theories or principles. Most creators valued the potential of social media in healthcare, yet questions remained on how best to regulate health-related social media information and measure objective impact on health-related behaviours and outcomes. All participants highlighted the importance of professional integrity on social media platforms, and valued their role in combatting misinformation and involvement in organised public health campaigns.Conclusion To our knowledge, this is the first study exploring how UK-based clinician creators engage the public through video-based social media. While clinician creators were motivated to impact the public through their professional online presence, questions remained regarding their objective impact, and how best to integrate their role within healthcare systems.",
  "authors": [
    {
      "affiliations": [
        "Institute of Global Health Innovation, Imperial College London, London, UK"
      ],
      "name": "Fangyue Chen"
    },
    {
      "affiliations": [
        "Institute of Global Health Innovation, Imperial College London, London, UK"
      ],
      "name": "Amish Acharya"
    },
    {
      "affiliations": [
        "Institute of Global Health Innovation, Imperial College London, London, UK"
      ],
      "name": "Ara Darzi"
    },
    {
      "affiliations": [
        "Institute of Global Health Innovation, Imperial College London, London, UK"
      ],
      "name": "Kate Grailey"
    }
  ],
  "title": "P14-8 How do clinician creators create change? Exploring public engagement and behaviour change through video-based social media. A qualitative interview study",
  "uid": "12a14ca3-f204-55bc-8a0b-91d601a28f7d"
}