Nurses and doctors are flocking to TikTok to crack jokes and lip sync. But are they eroding patients' trust?

Updated 5:06 AM ET, Sat January 18, 2020

(CNN)Scroll past the teens who film themselves flossing (that's the dance, not the act of dental hygiene) and the young activists satirizing the issues of the day, and you might find a board-certified physician thrusting furiously to a Ciara song, extolling the virtues of complex carbohydrates.

That may sound like a sentence straight out of Mad Libs. It's not.
Medical professionals are navigating the testy waters of TikTok, one of the most popular social media platforms in the world, en masse.
The hope is, if TikTok's primarily teen demographic doesn't get adequate health education in school, maybe they can pick up a tip or two in between all the lip syncing. Just make it funny, self-aware enough and, if possible, frame it like a meme.
They don't always get it right.
Healthcare-themed TikToks that have gone viral as of late have been widely derided. A now-deleted clip from a user named Nurse Holly was widely criticized this month for stating that abstinence is the best form of STI prevention. Before that, a nurse who goes by D Rose on TikTok who mocked patients for faking their symptoms accidentally kicked off a hashtag movement that led thousands of users to share moments when their medical providers didn't believe them.
And when a few people get it wrong, experts worry that their slip-ups, shared far and wide, could sow growing distrust in the medical profession.
"Social media is absolutely an important space for medical professionals to be having conversations around things like public education, trying to combat some of the misinformation and pseudoscience that's just running rampant on all these different platforms," said Sarah Mojarad, a lecturer at the University of Southern California and science communications expert.
"But people are just posting content. They're not really thinking about their role as a medical professional and how that's going to impact the public's perception of medical professionals," she told CNN.

There's no precedent for viral physicians

TikTok is taking over the world, gradually in older spheres, all at once among young people. The short-form video platform is mostly populated by teens, who become its stars.
But not exclusively. The Washington Post, Reese Witherspoon and Julian Castro are among the decidedly hip platform's recent additions. Now healthcare providers are getting in on the fun. All of them package their messages in bite-sized clips that almost always feature lipsyncing.
If the statistics are any indication, users with a message are doing something right by joining the platform: ByteDance, the Chinese company that owns TikTok, has more than one billion active users across its apps. TikTok, already at 1 billion downloads since its 2017 rebranding, is wildly popular.
But there's never really been a precedent for what doctors can -- or should -- say in humorous videos that lampoon their profession.
Dr. Matthew Burke, a neurologist who teaches at the University of Toronto and has written about the dissolution of patient-physician trust, said flippant clips about healthcare, made and shared by healthcare professionals, are emblematic of a broader issue within medicine.
"This is just really symptomatic of this bigger problem: The fact that patients with complex, medically unexplained symptoms ... they're often dismissed, and a lot of mainstream physicians think that patients are faking it," he told CNN. "And that has gradually eroded some of the patient-physician relationships."
The public's trust in physicians has continuously waned. A 2014 Harvard School of Public Health study found that Americans are less trusting of medical professionals than residents