Social Media Provocation

Published July 7, 2023 Est. reading time 11 Minutes Author Nadeem Amin

Social Media Provocation


Fighting the infodemics through innovative social media framework, using latest in Generative AI and human ingenuity.

Social media Health check

The health of social media in the context of medical and healthcare is a topic of significant importance and scrutiny.

While social media platforms offer numerous opportunities for knowledge sharing, patient support, and healthcare promotion, they also pose unique challenges and risks. On the positive side, social media provides a platform for healthcare professionals to disseminate accurate medical information, raise awareness about important health issues, and engage with patients and communities. It enables the sharing of experiences, encouragement, and emotional support among individuals facing similar health challenges. However, the health of social media in the medical field also faces several concerns, including the spread of misinformation, potential breaches of patient privacy, and the risk of online harassment or cyberbullying. It is crucial for healthcare professionals and organizations to navigate social media responsibly, adhering to ethical guidelines, promoting evidence-based information, protecting patient privacy, and actively monitoring and addressing any potential negative impacts. By striking a balance between the benefits and risks, healthcare practitioners can effectively leverage social media to promote health literacy, patient empowerment, and meaningful connections while safeguarding patient welfare and upholding professional standards

What problem are we solving?

Combat Infodemics – misinformation, brand bashing and fraudulent activities that could be devastating for any healthcare brand.


The WHO defines infodemic as an ‘overabundance of information—some accurate and some not—that occurs during an epidemic and hinders an adequate public health approach to managing the crisis. During COVID and post COVID, the infodemics through media and specifically through social media has become a problem and a constant threat to both brands and consumers.

Once the infodemic attains enormous proportions, it becomes difficult to control. Therefore, the first step should be preventing the infodemic from occurring or limiting its spread as soon as it appears. This entails the development of clear definitions of relevant terms such as infodemic, fake news and misinformation.

What are we proposing to combat infodemic?

We want to provide social media services for healthcare businesses to help them combat infodemics:

  • Brand protection – Brand protection and monitoring services to detect and combat fraudulent activities, brand abuse, and online scams.
  • Debunking Misinformation – Share accurate and evidence-based information to debunk myths, misconceptions, and fake news surrounding specialized healthcare topics.
  • Combating Claims – Fact-checks to investigates and verify the accuracy of claims, rumors, and misinformation circulating on social media.
  • Analytics and Optimization – Real-time social media analytics and content optimization tune with the brand protection and the spread of misinformation.
  • Fraudulent activities – Provides fraud detection and prevention services, leveraging machine learning to identify and mitigate fraudulent activities on social media platforms. Detect and prevent account takeovers, and malicious activities.

Our Approach.

A multi-pronged methodology to deal with infodemics.

Pre-emptive measures


  • Develop definitions.


  • Inform public.
  • Train public.


  • Establish collaborations.
  • Monitor information.
  • Assure quality.

Immediate measures


  • Surveillance
  • Monitoring


  • Evidence
  • Informed policy making.


  • Involve communities.
  • Leverage role models.
  • Target the vulnerable.

Digital technology

  • Fact checking and rumor detection applications.
  • Partnerships with social media giants.
  • Establish a reliable platform for sharing information.

Long-term measures

Promote health literacy

  • HCP engagement.
  • Tailored Messaging.
  • Health Education Programs.
  • Digital Health Tools.


  • Curriculum on fake news management.
  • Public health awareness campaigns.
  • Capacities of existing resources.


  • Technology infrastructure.
  • Information management.
  • Data privacy.

Our differentiation.

Content through proper context

  1. Content framework that caters for healthcare, Medical and Pharma requirements delivered contextually on social media platforms.
  2. Technology to assist in content creation, moderation, and reporting.
  3. Platform and specialized tools for healthcare content process flows.

Content framework that caters for healthcare, Medical and Pharma requirements delivered contextually on social media platforms.

Pre and Post compliances:

  1. Pre work (compliance)
    • Familiarize with Regulations
    • Content Audits
    • Create Content Guidelines
    • Train Content Creators
    • Review & Approval Processes mapping
    • Data Protection Measures
    • Transparent Source Citations
    • Informed Consent
    • Regular Compliance Audits
  2. Post work (compliance)
    • Compliance Monitoring
    • Content Updates
    • Asset Retention and Security
    • User Feedback and Reporting
    • Collaboration with Legal and Compliance Teams
    • Quality Assurance and Peer Review
    • User Privacy and Consent Management
    • Transparent Disclosure of Information
  3. Social Media Platform compliance
    • Understand Regulatory Guidelines
    • Privacy and Security Measures
    • Develop Social Media Policies
    • Monitor and Moderate Content
    • Employee Training and Education
    • Review Third-Party Content – approved KOLs/influencers.
    • Response and Engagement Guidelines

Process flow – Social Media content creation and publishing:

Pre-Content Creation Phase:

  • Identify Objectives: Define the objectives of the social media content, such as raising awareness, promoting services, or providing educational information.
  • Identify Target Audience: Determine the specific target audience for the content. Consider demographics, interests, and healthcare needs to tailor content effectively.
  • Research and Gather Information: Conduct thorough research to gather accurate and reliable information related to the healthcare and medical topics to be covered in the content.
  • Compliance Review: Involve legal and compliance teams to review regulatory guidelines and ensure adherence to privacy, data protection, and advertising regulations.
  • Content Planning: Develop a content calendar or plan that outlines the topics, formats, and timelines for social media posts. Align the content plan with the overall marketing and communication strategies.
  • Content Creation: Create engaging, informative, and visually appealing content that aligns with the brand’s messaging and objectives.

Content Approval and Publishing:

  • Internal Review: Share the content draft with the relevant stakeholders, including subject matter experts, compliance officers, and legal advisors. Gather feedback and make necessary revisions to ensure accuracy and compliance.
  • Approval Process: Seek final approval from the designated individuals or teams responsible for content review and compliance. Obtain consent for the use of patient stories or testimonials, if applicable.
  • Scheduling and Publishing: Use social media management tools to schedule the approved content for publishing on the appropriate social media platforms. Ensure that content is optimized for each platform, including formatting, hashtags, and tagging.

Post-Content Publishing Phase:

  • Monitoring and Engagement: Monitor social media platforms for user comments, questions, and engagement with the published content. Respond promptly, professionally, and in compliance with privacy regulations.
  • Performance Analysis: Use social media analytics tools to track key performance metrics, such as reach, engagement, and conversions. Analyze the data to gain insights into content effectiveness and audience response.
  • Compliance Audits: Conduct periodic audits to assess compliance with regulatory guidelines and brand standards. Review content, data handling processes, and adherence to privacy regulations. Make necessary improvements or adjustments based on audit findings.
  • Content Optimization: Continuously refine and optimize social media content based on audience feedback, analytics, and emerging trends. Keep the content fresh, relevant, and aligned with the evolving needs of the target audience.
  • Reporting: Generate regular reports summarizing key social media metrics, audience engagement, and compliance efforts. Share these reports with relevant stakeholders and use the insights to inform future content strategies.

The above is a simplified process flow, and can be customized as per the organization size, resources, and specific compliance requirements.

Technology to assist in content creation, moderation, and reporting.

AI is increasingly used for content creation, analysis, moderation in the healthcare and medical industry, specifically for social media platforms. Here’s what we propose:

  • Content Generation: We will utilize AI engine like Google Med-PaLM 2 and Chat-GPT4 to help generate content for healthcare clients and medical organizations. These platforms will assist in analyzing large volumes of data, including medical research, patient information, and trending topics, and create engaging and informative content for social media, (Social media platforms, blogs, internal platforms like Yammer, Workplace, Jive) and content for med comms, patient outreach programs, specialized content.
  • Content Recommendations: We will utilize tools like Google Med-PaLM 2, Merative (Formerly IBM Watson Health), to analyze user preferences, and engagement patterns on social media to recommend personalized healthcare content. This will allow us to help healthcare organizations deliver targeted content to their audience, increasing engagement and relevance.
  • Image and Video Analysis: Use tools like Amazon Rekognition and Dartfish, an AI-powered image and video analysis tools to analyze and categorize visual content shared on social media platforms. For example, analyze medical images, such as X-rays or MRI scans, and provide insights or annotations that can be shared on social media for educational purposes.
  • Sentiment Analysis: Use Enlitic, healthcare intelligence platform to analyze user sentiment and emotions expressed on social media regarding healthcare topics. By understanding the sentiment of users, healthcare organizations can tailor their content strategies, address concerns, and engage with their audience effectively.
  • Social Listening: Use AI-powered social listening tools to monitor social media platforms for mentions of specific healthcare topics, brands, or keywords to help organizations stay updated on the latest trends, conversations, and feedback in the healthcare industry. The insights gathered can inform content creation strategies and enable organizations to join relevant discussions or address concerns.
  • Chatbots and Virtual Assistants: We will use Google Med PaLM 2 and Chat GPT4 to power chatbots and virtual assistants to be integrated into social media platforms to provide automated responses and engage with users in real-time and answer frequently asked questions, provide general medical information, and offer support to users, enhancing the overall social media experience.
  • Ad Campaign Optimization: Use AI algorithms to optimize social media ad campaigns by analyzing user data, demographics, and engagement metrics. This enables healthcare organizations to deliver targeted ads to specific audiences, increasing the effectiveness of their advertising efforts.

AI-driven content creation for social media in the healthcare and medical industry enables organizations to deliver timely, personalized, and relevant content to their audience. However, it’s important to ensure that the AI-generated content is reviewed by human experts to maintain accuracy, quality, and compliance with industry regulations.

Platform and specialized tools for Healthcare content process flows.

  1. Content Creation:
    • Develop Content: Create healthcare and medical content according to the established guidelines, objectives, and target audience.
    • Format Content: Prepare the content in a format compatible with the specific content management tool, such as Veeva, eWizard, or PromoMats.
  2. Content Submission:
    • Upload Content: Submit the content to the appropriate tool, such as Veeva Vault PromoMats, eWizard, or Veeva Vault MedComms, for review and approval.
    • Metadata and Tagging: Provide relevant metadata and tags for easy organization and retrieval of content.
  3. Review and Approval Process:
    • Review Assignment: Assign the content to the designated reviewers and approvers based on their roles and responsibilities within the tool.
    • Review Workflow: Define the review workflow within the tool, including the sequence of reviewers and the timeframes for each review stage.
    • Review and Commenting: Reviewers access the content within the tool and provide feedback, suggestions, or required changes. They can add comments directly within the system or use tracked changes and separate documents for revisions.
    • Collaboration and Iterative Review: Reviewers collaborate and discuss the content within the tool, exchanging feedback and addressing any concerns or revisions.
    • Approval: Approvers review the final content version and provide approval or request additional changes.
  4. Compliance Considerations:
    • Regulatory Guidelines: Ensure the content complies with relevant healthcare regulations, such as HIPAA or GDPR, and industry-specific guidelines.
    • Privacy and Data Protection: Protect patient privacy and sensitive data in accordance with regulations.
    • Fair and Balanced Claims: Verify that content presents fair and balanced claims, avoiding misleading or unsupported statements.
    • Legal and Ethical Considerations: Address legal and ethical aspects, including copyright infringement, plagiarism, and proper citation of sources.
    • Adherence to Brand Guidelines: Ensure the content aligns with the brand’s tone, style, and visual identity.
  5. Average Approval Time:
    • The average approval time can vary based on various factors, including the complexity of the content, the number of reviewers involved, the review workflow, and the organization’s internal processes. It is important to establish clear timelines and expectations for each stage of the review and approval process to minimize delays and maintain efficiency.
  6. Watchouts:
    • Training and Familiarity: Provide sufficient training to all stakeholders involved in the review and approval process to ensure their familiarity with the specific tools (e.g., Veeva, eWizard, PromoMats) and compliance requirements.
    • Version Control: Ensure proper version control within the tool to track changes and maintain the most up-to-date approved content.
    • Document Retention: Establish procedures for retaining and archiving approved content, adhering to regulatory requirements and internal policies.
    • Audit Trails and Documentation: Capture and maintain audit trails within the tool, documenting the review and approval history for compliance purposes.
    • Ongoing Compliance Monitoring: Regularly assess and monitor the content to ensure ongoing compliance with regulations, industry guidelines, and internal policies.
    • Communication and Collaboration: Foster effective communication and collaboration among the stakeholders involved in the review and approval process to streamline workflows and address any issues promptly.


Google Med-LaLM 2


Veeva – PromoMats

Veeva – MedComms




Amazon Rekognition

Merative focus innovation


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