EP470 - Why Your Patients Trust TikTok More Than You

Succeed in Medicine

This episode is sponsored by: My Financial Coach
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Cults aren’t always fringe religions or doomsday prophets—they’re marketing strategies. In this episode, Dr. Mara Einstein joins host Dr. Bradley Block to explore how brand cults have infiltrated every aspect of our lives, including healthcare.

Einstein explains how companies and even online influencers use cult tactics like love bombing, social proof, and identity reinforcement to manipulate vulnerable people. She connects these strategies to the rise of anti-vaccine movements, medical misinformation, and even lifestyle brands masquerading as communities. Physicians, she warns, may think they’re immune but they aren’t.

Together, they explore how digital echo chambers, charismatic figures, and algorithmic reinforcement have created dangerous in-groups and out-groups, eroding trust in science. But there’s hope. Dr. Einstein offers practical advice for parents, physicians, and content creators to inoculate themselves and others against manipulation.

Three Actionable Takeaways:

• Recognize the Tactics – Be aware of cult-like methods like love bombing, identity reinforcement, and emotional manipulation in marketing—and teach your patients (and kids) to do the same.
  
• Empathize and Stay Open – Don’t alienate patients caught in misinformation. Listening without judgment preserves the physician-patient relationship and creates a path for future trust.
  
• Build Your Own Community – Science needs better marketing. Create communities around evidence-based care where people feel seen, heard, and empowered.
  

About the Show:

The Physician’s Guide to Doctoring covers patient interactions, burnout, career growth, personal finance, and more. If you’re tired of dull medical lectures, tune in for real-world lessons we should have learned in med school!

About the Guest:

Dr. Mara Einstein is a professor of media studies at Queens College, City University of New York, and an expert on marketing, media ethics, and the intersection of consumer culture and belief systems. With over 25 years of experience in the media industry, she has held senior marketing positions at NBC, MTV Networks, and at major advertising agencies. Her academic work focuses on how marketing strategies shape public perception and behavior, particularly through cult-like tactics used in both commercial and ideological messaging.

She is the author of multiple books, including Hoodwinked: How Marketers Use the Same Tactics as Cults and Black Ops Advertising, which critically examines native advertising and its impact on journalism and democracy. Dr. Einstein regularly contributes to public discussions on media literacy, consumer manipulation, and the ethical responsibilities of marketers.

LinkedIn: https://www.linkedin.com/in/drmaraeinstein/

Website: https://www.drmaraeinstein.com/

About the Host:

Dr. Bradley Block is a board-certified otolaryngologist at ENT and Allergy Associates in Garden City, NY. He specializes in adult and pediatric ENT, with interests in sinusitis and obstructive sleep apnea. Dr. Block also hosts The Physician’s Guide to Doctoring podcast, focusing on personal and professional development for physicians.

Want to be a guest?

Email Brad at [email protected] or visit physiciansguidetodoctoring.com to learn more!

Socials:

• Facebook: @physiciansguidetodoctoring
• Instagram/Twitter: @physiciansguide
• YouTube: @physicianguidetodoctoring
  

Visit www.physiciansguidetodoctoring.com to connect, dive deeper, and keep the conversation going. Let’s grow!

Disclaimer:

This podcast is for informational purposes only and is not a substitute for professional medical, financial, or legal advice. Always consult a qualified professional for personalized guidance.