The Netflix series Apple Cider Vinegar paints a gripping tale chronicling the rise and fall of wellness influencer Belle Gibson. Gibson fabricated a terminal cancer diagnosis to promote alternative medicine and, in doing so, managed to profit enormously from her followers.
This story isn’t just an exposé of one individual's deceit but serves as a critical reflection on the challenges faced by healthcare professionals today in an age dominated by wellness culture and social media.
The series delves deep into the proliferation of wellness culture, showcasing its undeniable appeal to individuals seeking control over their health. With the promise of "natural" remedies and holistic approaches, wellness influencers like Gibson offer an enticing alternative to traditional medical advice. Several factors contribute to this allure, including distrust in the healthcare system, perceived gaps in patient care, and dissatisfaction with conventional treatments. These elements drive many to seek solace in the seemingly personal and empathetic approach of wellness influencers.
For contemporary clinicians, this presents a real-world challenge. Patients often arrive with preconceived notions heavily influenced by social media, shaped more by trending online narratives than by empirical evidence. As the series suggests, the pull towards wellness culture is strong, and understanding its roots is crucial for healthcare professionals aiming to bridge the gap between evidence-based medicine and patient expectations.
One of the series' core themes is the amplification of misinformation through social media platforms. Gibson's unfounded claims managed to reach a global audience, underscoring the power of these platforms in spreading medical myths.
This mirrors real-life situations where healthcare providers find themselves dedicating significant time to debunking falsehoods rather than focusing on patient care. The democratisation of healthcare via more and more information being available online, means that health practitioners are no longer the gatekeepers of medical information.
Patients who have “done their research” using online sources, or by canvassing for advice on social media, can walk away misinformed and distrusting of healthcare professionals who dismiss the information they have found online.
One example of this in Australia can be found in the coronial inquest into the very unfortunate death of Joseph Thurgood-Gates in Victoria. Joseph’s mother wanted a home birth without medical intervention. She did her research using internet sources, and felt she was aware of the risks, despite warnings from obstetricians that her pregnancy was high-risk. When complications arose, she delayed attending a hospital, and the coroner found that the delay in attending hospital resulted in the baby’s death.
Informed consent, a cornerstone of medical ethics, becomes increasingly complicated in the era of digital misinformation. Influencers like Gibson muddy the waters, making it difficult for patients to fully understand or trust evidence-based treatments. The series portrays examples, such as cancer patient Milla convincing her mother to reject scientifically prescribed treatments, highlighting the profound impact misinformation can have on patient decisions.
Healthcare professionals must grapple with these challenges, striving to ensure that patients receive accurate information and comprehend the benefits, risks, and alternatives of their treatment options. This task is increasingly daunting in a landscape where misinformation can spread faster than the truth.
However, the series also explains why Milla originally went in search of alternative information and treatment options. When Milla is originally diagnosed with cancer, the only recommendation made to her by her oncologist is surgery. When she asks for information about other options, the oncologist bluntly tells her that death is the other option. Milla presses further, and the oncologist eventually concedes that there are other options, but they are not going to be as effective to stop the spread of her cancer.
While many people will take the advice of healthcare professionals without question, that does not mean that proper informed consent has been obtained – especially when that advice is being challenged. When alternatives are available, it is incumbent upon healthcare professionals to explain the options and the risks of each. If a patient raises an alternative treatment that they have found online, healthcare professionals should not just dismiss it as silly. They must respect the fact that the patient is engaged and interested and wants to know and should genuinely discuss the risks and, if the alternative treatment is not recommended, there is likely to be a positive obligation to warn against pursuing it.
The series also critiques the broader healthcare systems, pointing out how systemic gaps contribute to the popularity of wellness influencers like Gibson. It calls for systemic changes that prioritize patient-centred care, accessibility, and education to reduce reliance on unqualified sources for health advice.
Combatting Misinformation: Effective strategies for engaging with patients influenced by wellness culture are essential. Empathetic communication and providing evidence-based resources can help bridge the gap. Being aware and curious of what people are saying online is important to enable healthcare professionals to manage the risks in their practice.
Building Trust: Transparency and active listening are key to rebuilding trust with patients who feel alienated by traditional medicine. Fostering a "culture of wellness" within healthcare organizations can align values with patient needs and reduce provider burnout.
Ethical Considerations: Ethical dilemmas arise when patients request unproven treatments or reject standard care due to misinformation. Clear communication about risks, benefits, and alternatives during the informed consent process is imperative to navigate these situations responsibly. It is important to not take a paternalistic and dismissive approach to these conversations, as that approach is likely to push patients away.
Healthcare professionals are encouraged to view these challenges as opportunities for growth - by improving communication skills, leveraging social media responsibly, and advocating for systemic reforms that address patient needs holistically.
This article is written by Erica Thuijs, Partner Insurance & Risk.