Doctors can have bigger influence on their social media followers’ health behaviors if they use emotional appeals. I concluded this, based on my recent doctoral thesis research which analyzed three influential doctors on social media (DSMIs), incorporating Aristotle’s persuasive strategies of pathos. The study aimed to understand how these doctors craft emotionally compelling messages that led to behavior change and increased COVID-19 awareness among their 581 followers. Adopting a mixed methods approach, I collected the data from interviews, literature reviews, content analysis and survey on the doctors’ 581 followers.
For more information, please read the following article translated from news published in Kompas.com - 21/08/2023 (See below).
Study: Positive Content from Doctors Inspires 84% of Followers to Embrace Healthier Lifestyles. >> Therefore: A vital key to social media success is stirring your followers’ emotions.
At present, there are over four billion social media users globally, with 105 million of them using Instagram in Indonesia alone. Addressing misinformation or hoaxes is not solely the government’s responsibility but a collective effort involving the government, stakeholders, and reputable professionals in various fields. One prominent area where misinformation has been widespread, particularly during the COVID-19 pandemic, is in the realm of health.
Tulisan ini adalah ringkasan dari berita yang ditulis Kompas.com. 21 Agustus 2023 silam (tautan di atas). Secara ringkas, ini yang ditulis di situ: “Penelitian: 84 Persen Followers Berniat Hidup Lebih Sehat karena Konten Positif Dokter.”
Saat ini terdapat tidak kurang dari empat miliar pengguna media sosial di dunia, termasuk 105 juta pengguna Instagram di Indonesia. Melawan misinformasi atau hoaks tidak hanya menjadi tugas pemerintah, namun juga merupakan tugas bersama antara pemerintah, pemangku kepentingan hingga para profesional yang kredibel di bidangnya. Salah satu misinformasi yang cukup banyak terjadi selama masa pandemi Covid-19 ialah soal kesehatan.
Belajar dari masa pandemi, dokter Syafiq Basri Assegaff dalam promosi doktor ilmu komunikasi di Sekolah Pascasarjana Universitas Sahid, Rabu (16/8/2023) mengatakan, sudah saatnya para profesional seperti dokter memaksimalkan media sosial miliknya sebagai saluran edukasi hingga meluruskan atau membentuk opini positif. Dalam penelitian yang dilakukannya, Syafiq mendapati bahwa sebanyak 84 persen followers menaati pesan dokter di media sosial apabila kontennya menyenangkan. “Emosi positif seperti rasa senang atau gembira yang muncul dalam diri followers menyebabkan mereka mau memberi komentar dan lambang hati (likes), yang merupakan tanda adanya engagement antara kedua belah pihak.”
Selama penelitian, ia menggunakan 673 konten dari tiga orang dokter yang menjadi influencer di Instagram selama 10 bulan, mulai Maret hingga Desember 2020 saat periode ketika pandemi Covid-19 sedang memuncak. Hasilnya, 487 dari 581 followers yang mengikuti survei (atau 84 persen) berniat untuk mengubah sikap untuk hidup lebih sehat, apabila pesan yang disampaikan para dokter itu membuat mereka merasa gembira. [Selanjutnya klik tautan Kompas.com di atas].
Baca juga tulisan di bawah: (1) Opini di Detik berikut ini (klik pada judulnya): “Dokter, Influencer, dan Emosi Anti Ambyar” (2) Berita di Liputan6: “Peran Dokter di Media Sosial Harus Terus Aktif Minimalisir Hoaks Pasca Pandemi Covid-19“
Continued below…
In light of the lessons learned from the pandemic, Dr. Syafiq Basri Assegaff, in his doctoral research in communication sciences at Sahid University Postgraduate School on August 16, 2023, emphasizes the importance of professionals, such as doctors, harnessing the potential of social media as an educational platform to promote informed and positive opinions.
Syafiq’s research findings indicate that a significant 84 percent of followers were more inclined to heed doctors’ messages on social media when the content was engaging and enjoyable. Positive emotions, like joy or happiness expressed by followers, encouraged them to engage further by leaving comments and ‘liking’ posts, demonstrating an active interaction between both parties.
During his research, Syafiq analyzed 673 pieces of content posted by three doctors who served as influencers on Instagram over ten months, spanning from March to December 2020, a period when the COVID-19 pandemic was at its peak. The results revealed that 84 percent of the 581 surveyed followers intended to improve their lifestyles and health choices if the doctors’ messages evoked happiness.
Syafiq adopted mixed methods in his dissertation titled ‘Emotional Appeals: Doctors’ Competence as Instagram Influencers during the COVID-19 Pandemic.’ This approach combined a survey of 581 Instagram followers, content analysis, and interviews with three influential doctors. These doctors, experts in internal medicine, sports medicine, and renowned television personality dr. Lula Kamal, proved highly effective in employing persuasive strategies. Survey results confirmed the positive emotional responses from 92 percent of followers who participated. Moreover, video content garnered the highest level of engagement.
Syafiq underscores the importance of health professionals and influencers improving their communication skills on social media by employing effective persuasion strategies, especially considering the ongoing battle between disseminating credible information and spreading hoaxes and misinformation.
The research suggests that active involvement on social media should continue post-pandemic to promote public health awareness. According to Syafiq, from a neuroscience perspective, engagement and responses from the audience also create positive feelings in the communicator, attributed to the release of dopamine, a happiness-inducing hormone.
On social media, doctors should exhibit communication competence by crafting persuasive messages based on Aristotle’s rhetorical strategies of ethos, logos, and pathos. Ethos relies on a doctor’s credibility, goodwill, and trust, while logos requires delivering understandable and rational arguments. Nevertheless, the key lies in incorporating pathos, emotional appeal, to evoke positive emotions in followers.
In summary, Syafiq asserts that doctors must excel in creating a relaxed, humor-filled atmosphere, interact openly and responsively, both in their practice rooms and on social media. This approach not only facilitates diagnosis and healthcare advice but also encourages patients and followers to be more receptive to medical guidance.
Sembrani 