Reel Talk: The Rise of Social Media Influencers Promoting Prescription Drug Conversations on Instagram
July 16, 2026
What people see about prescription medications on Instagram may be influencing more than just trends—it may be shaping health decisions.
A recent study led by Kayleigh Dinh, PharmD '26, examines the platform’s growing role in these conversations, where influencers and celebrities, and now healthcare professionals, often drive engagement. Under the direction of Brent Rollins, PhD, RPh, Director of the Pharma Career Pathways Program and Professor of Pharmacy Administration at PCOM Georgia, the research aimed to address how medication-related information is presented—and by whom—on a platform widely used for health-related content.
“I’m always on social media, and I love Instagram,” said Dinh. “I noticed that TV ads about prescription drugs discuss both the benefits and the risks, but on Instagram I only see mention of their benefits.”
A content analysis was conducted of 90 Instagram Reels (30 each for brand medications Mounjaro, Kisunla, and Skyrizi). Reels were identified using hashtags (#mounjaro, #kisunla, #skyrizi, and related terms). The analysis examined who posted the content, the types of content shared, disclosures of sponsorship or paid partnerships, mentions of risks or side effects, and audience engagement metrics.
The findings revealed nearly half of the Instagram Reels (46.7%) were created by healthcare professionals, closely followed by influencers and celebrities (44.5%), while a smaller segment (8.9%) originated from consumers sharing personal experiences. Although most content was educational in nature, only 30% of the videos mentioned potential risks and/or side effects.
Dinh concluded that Instagram, while a powerful communication tool, is an unregulated channel for public prescription drug communication and requires more oversight to ensure consumers receive accurate, trustworthy prescription medication information.
“I hope my research raises awareness about these popular prescription drugs and encourages people to always carefully consider who is delivering the information and the drug’s associated risks, which has been the most significant oversight in my findings.”
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PCOM Georgia has been serving students and the community for 20 years as a branch campus of Philadelphia College of Osteopathic Medicine (PCOM), a private, not-for-profit, accredited institution of higher education established in 1899. Located in Suwanee (Gwinnett County), PCOM Georgia offers doctoral degrees in osteopathic medicine, pharmacy and physical therapy. Graduate degrees are offered in biomedical sciences, medical laboratory science and physician assistant studies. The campus joins PCOM South Georgia in Moultrie in helping to meet the healthcare needs of the state. Emphasizing "a whole person" approach to care, PCOM Georgia focuses on educational excellence, interprofessional education and service to the community. For more information, visit pcom.edu or call 678-225-7500. The campus is also home to the Georgia Osteopathic Care Center, an osteopathic manipulative medicine clinic, which is open to the public by appointment. For more information, visit pcomgeorgiahealth.org.
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