Beyond The Feed: Module 1 of 6

MODULE 1 of 6 (free taster) - Who do patients trust?

Why do so many patients now trust an influencer they have never met over the clinician sitting in front of them? Dr Amy Perkins opens the course comparing a dismissive consultation with an empathic one. The module explains parasocial relationships and how they are built: repeated exposure, personal disclosure, speaking directly to the viewer, community and reciprocity. It also covers how authority bias cuts both ways for dermatology influencers. Finally, it shows how falling trust in institutions and identity-based belief have changed the patient journey, using acne and isotretinoin as a worked example.

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This webinar is free. Subsequent 5 modules cost £15 each.

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