Yogyakarta, June 11, 2025 – The weekly Raboan Research and Perspective Sharing returned with a timely and relevant topic for the digital age: “Posted First, Fired Later? Learning from Healthcare Workers’ Social Media Cases: Ethics, Reputation, and Hospital Marketing.” The event was held online via Zoom, featuring dr. Jodi Visnu, MPH, a Health-Marketing Strategist, as the main speaker. The session was attended by a diverse audience, including healthcare workers, academics, hospital health promotion staff, and social media content creators. There was high engagement and active discussion, showing that this issue is a growing concern for both the healthcare world and the digital public.

Dr. Jodi explained how healthcare professionals today are not just caregivers, but also institutional influencers—meaning their social media posts can directly impact the reputation and public image of the hospitals they represent. Cases of viral content from medical staff leading to ethical controversies and even termination reveal a lack of proper digital communication policies in many health institutions.

He emphasized that while hospitals are encouraged to be more open and educational online, it’s important to differentiate between content that’s informative and helpful versus content made just to go viral. Ethics should not limit creativity—but guide it—ensuring responsible communication that respects others and doesn’t harm, especially patients. Dr. Jodi also highlighted the importance of instilling ethical awareness early in medical education and strengthening hospital policies to adapt to the digital era.

This session aligns with the spirit of the Sustainable Development Goals (SDGs), especially:

• SDG 3 (Good Health and Well-Being): by promoting ethical and empathetic communication in healthcare to build trust, protect patients’ rights, and support a dignified, people-centered health system.
• SDG 4 (Quality Education): by emphasizing the need for digital literacy and early ethics training for future health professionals.

This Raboan became a meaningful space for participants to critically reflect on the role of social media in shaping public perception. It reminded everyone that social platforms are not just tools for sharing content. They also carry real consequences for public trust, institutional reputation, and professional ethics in healthcare.

Reporter          : Alvira Rahmasari, S.H.G.

Editor              : Rafi Khairuna Wibisono, S.Kom.