Let me say it again: reliability is the foundation of healthcare. We confide our health concerns to our doctors, nurses, technicians, and the NHS. We trust hospitals—or sometimes, we don’t. But here’s the thing: trust isn’t just built during face-to-face moments in your clinic. You can start building trust before you’ve even met a patient. How?
The parasocial interaction theory explains how patients form “perceived” relationships, even digital friendships, with public figures and anyone they see in media. I know I have my own imaginary business mentors/friends on YouTube. For doctors, this means potential patients can feel like they “know” you through your videos. They find comfort in your virtual presence and begin to feel they can rely on you.
When patients watch you on video, their brains start to recognize you as a trusted figure. Parasocial bonds work so well because they mimic real-life connections. Through your video content, patients get a glimpse of who you are, of your character. They notice your kindness and your willingness to offer them valuable information for free. This isn’t about flashy self-promotion or fake influencing on Instagram. Doctors don’t need to be TV personalities. It’s about authenticity—the kind you show when you share priceless medical awareness on camera and simply be yourself, whatever that looks like.
Only then do you plant the seeds of familiarity. You’re telling viewers you’re a committed, trustworthy doctor. All of this builds credibility even before a patient has booked an appointment at your clinic. It’s an incredible way to make yourself more approachable and easier to talk to.
– Written by your host Hala Ali
The Visionary with Hala Ali Podcast 