{"id":32886,"date":"2014-12-02T16:32:33","date_gmt":"2014-12-02T15:32:33","guid":{"rendered":"https:\/\/blogs.bmj.com\/bmj\/?p=32886"},"modified":"2014-12-02T16:33:18","modified_gmt":"2014-12-02T15:33:18","slug":"joyce-lee-social-media-google-and-the-internet-are-medical-therapy","status":"publish","type":"post","link":"https:\/\/blogs.bmj.com\/bmj\/2014\/12\/02\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\/","title":{"rendered":"Joyce Lee: Social media, Google, and the internet are medical therapy"},"content":{"rendered":"

\"joyce<\/a>I have to thank my colleague @SusannahFox<\/a> for alerting me to this\u00a0Washington Post<\/em> article<\/a>\u2014about a campaign by the government in Belgium to get people to stop Googling their symptoms.<\/p>\n

Check out the video that was made (below).\u00a0In it the narrator states: \u201cI have a deadly disease and I am going to die in six weeks. Or at least, that\u2019s what I thought when I used Google to diagnose my twitching eyelid. I\u2019m not the only one. Instead of consulting a doctor, 75% of the population uses Google to diagnose their symptoms, and on the internet, anyone can be a doctor. Most cures you\u2019ll find online only make things worse. The Flemish government commissioned us to prevent people from making this mistake.\u201d<\/p>\n

http:\/\/vimeo.com\/110476768<\/p>\n

The company commissioned to run this campaign, DDB Brussels, conducted a Google Adwords campaign of the top 100 most searched symptoms. Now when a user from Belgium\u00a0searches for those symptoms, this pops up:<\/p>\n

\"dontgoogle\"<\/a><\/p>\n

The narrator continues: \u201cThe sponsored link leads you to a government website, where reliable and professional information can be found. On the page we included an awareness video showing what could possibly happen when you consult doctor Google.\u201d<\/p>\n

And he ends with the advice: “So remember kids, don\u2019t Google it!”<\/p>\n

This ad campaign was directed at Belgians, not Americans, but the issues raised are universal, which leads us to these three realities about Dr Google:<\/p>\n

Reality number one: Google is the first place doctors go to for medical information<\/strong><\/p>\n

Talk to any doctor you know, and who do they first consult? Google. OK, so doctors usually have some form of expertise, but for any rarer cases of disease, if you have lingering questions about symptoms or medication doses, then honestly Google is the easiest place to go. And don\u2019t forget that this article from the Atlantic<\/em><\/a>\u00a0revealed this ugly truth:<\/p>\n

\u201cWikipedia is the top source of healthcare information for both doctors and patients. Fifty per cent of physicians use Wikipedia for information, especially for specific conditions.\u201d<\/p>\n

So let\u2019s just be realistic, even if you decide to go to a doctor first, you are still consulting Dr Google by default. I am not advocating that patients bypass the medical system altogether, but we have to recognize that all knowledge, even medical knowledge, is becoming more networked, collective, and real time. This article in the Atlantic<\/a> describes it to a T:<\/p>\n

\u201cWe are in a new age of ‘networked knowledge,’ meaning that knowledge\u2014\u200aideas, information, wisdom even\u2014\u200ahas broken out of its physical confines (the pages of a book or the mind of a person) and now exists in a hyperconnected online state.\u201d<\/p>\n

The bottom line is that you often won\u2019t find the answer in that dusty medical textbook published four years ago, and the network may actually protect us from the mistakes of any lone doctor.<\/p>\n

Reality number two: The poor design of the healthcare system leads the user to Google<\/strong><\/p>\n

This drawing by @JessicaHagy<\/a> really captures it in a powerful and succinct way. People need more in depth health information, and the two page black and white paper handouts<\/a> we provide aren\u2019t sufficient.<\/p>\n

\"medicinefails\"<\/a><\/p>\n

Reality number three: Google is the gateway to communities of expert patients on social media sites<\/strong><\/p>\n

One third of US adults<\/a> have gone online to try and figure out a medical condition they may be\u00a0dealing with (for a diagnosis), and 59% of US adults say they went online in the last year to gather health information. And they are finding that information on social media. (Gasp!) Yes, social media! That dirty word in the medical establishment. Healthcare professionals groan about all the\u00a0\u201cbad\u201d medical information online and wasted time in the clinical encounter with patients who have too many \u201cinternet\u201d questions.<\/p>\n

But it\u2019s the place where patients are making diagnoses<\/a>, creating health education materials<\/a>, and finding the peer support<\/a> that is critical for their wellbeing. Let\u2019s be honest, who is more expert at a disease than the person who\u2019s living with it? Have you heard about the Nightscout Project<\/a>, a DIY open source project? It\u2019s the most disruptive and transformative technology to hit the diabetes community in the last decade, and it couldn\u2019t have happened without social media.<\/p>\n

Healthcare, wake up. It\u2019s not the 1990s anymore.\u00a0Social media, Google, and the internet are medical therapy.\u00a0My recommendation: do Google it.<\/p>\n

This blog was originally published on Joyce Lee’s own blog site<\/a>.<\/p>\n

Joyce Lee<\/a><\/strong> is associate professor of pediatrics at the University of Michigan, where she is a clinical diabetes specialist, and conducts clinical\/health services research. As \u201cDoctor as Designer,\u201d she blogs<\/a> and tweets<\/a> about the intersection of health, emerging technologies, and patient centered participatory design. She recently developed a new social media guide<\/a> for physicians and researchers, which aims to provide more information about the incredible potential of social media for healthcare and medicine. She is the social media\/web editor for <\/em>JAMA Pediatrics, but her views don\u2019t reflect those of the journal. She encourages you to follow her on Twitter<\/a>.<\/em><\/p>\n

I have read and understood BMJ policy on declaration of interests and declare the following interests: I receive compensation for my work as social media\/web editor for JAMA Pediatrics<\/em>,\u00a0but my views do not represent\u00a0those of the journal.<\/p>\n","protected":false},"excerpt":{"rendered":"

I have to thank my colleague @SusannahFox for alerting me to this\u00a0Washington Post article\u2014about a campaign by the government in Belgium to get people to stop Googling their symptoms. Check […]<\/p>\n

More…<\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[5749],"tags":[],"class_list":["post-32886","post","type-post","status-publish","format-standard","hentry","category-patient-perspectives"],"yoast_head":"\nJoyce Lee: Social media, Google, and the internet are medical therapy - The BMJ<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blogs.bmj.com\/bmj\/2014\/12\/02\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Joyce Lee: Social media, Google, and the internet are medical therapy - The BMJ\" \/>\n<meta property=\"og:description\" content=\"I have to thank my colleague @SusannahFox for alerting me to this\u00a0Washington Post article\u2014about a campaign by the government in Belgium to get people to stop Googling their symptoms. Check [...]More...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blogs.bmj.com\/bmj\/2014\/12\/02\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\/\" \/>\n<meta property=\"og:site_name\" content=\"The BMJ\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/bmjdotcom\/\" \/>\n<meta property=\"article:published_time\" content=\"2014-12-02T15:32:33+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2014-12-02T15:33:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blogs.bmj.com\/bmj\/files\/2014\/12\/joyce-lee-large-200x300.jpg\" \/>\n<meta name=\"author\" content=\"BMJ\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@bmj_latest\" \/>\n<meta name=\"twitter:site\" content=\"@bmj_latest\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"BMJ\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2014\\\/12\\\/02\\\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2014\\\/12\\\/02\\\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\\\/\"},\"author\":{\"name\":\"BMJ\",\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/#\\\/schema\\\/person\\\/ba3da426ed20e8f1d933ca367d8216fe\"},\"headline\":\"Joyce Lee: Social media, Google, and the internet are medical therapy\",\"datePublished\":\"2014-12-02T15:32:33+00:00\",\"dateModified\":\"2014-12-02T15:33:18+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2014\\\/12\\\/02\\\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\\\/\"},\"wordCount\":901,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2014\\\/12\\\/02\\\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/files\\\/2014\\\/12\\\/joyce-lee-large-200x300.jpg\",\"articleSection\":[\"Patient and public perspectives\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2014\\\/12\\\/02\\\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2014\\\/12\\\/02\\\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\\\/\",\"url\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2014\\\/12\\\/02\\\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\\\/\",\"name\":\"Joyce Lee: Social media, Google, and the internet are medical therapy - The BMJ\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2014\\\/12\\\/02\\\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2014\\\/12\\\/02\\\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/files\\\/2014\\\/12\\\/joyce-lee-large-200x300.jpg\",\"datePublished\":\"2014-12-02T15:32:33+00:00\",\"dateModified\":\"2014-12-02T15:33:18+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2014\\\/12\\\/02\\\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2014\\\/12\\\/02\\\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2014\\\/12\\\/02\\\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\\\/#primaryimage\",\"url\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/files\\\/2014\\\/12\\\/joyce-lee-large.jpg\",\"contentUrl\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/files\\\/2014\\\/12\\\/joyce-lee-large.jpg\",\"width\":667,\"height\":1000},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/2014\\\/12\\\/02\\\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Joyce Lee: Social media, Google, and the internet are medical therapy\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/#website\",\"url\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/\",\"name\":\"The BMJ\",\"description\":\"Helping doctors make better decisions.\",\"publisher\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/#organization\",\"name\":\"The BMJ\",\"url\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/files\\\/2018\\\/05\\\/The-BMJ-logo.jpg\",\"contentUrl\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/files\\\/2018\\\/05\\\/The-BMJ-logo.jpg\",\"width\":852,\"height\":568,\"caption\":\"The BMJ\"},\"image\":{\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/bmjdotcom\\\/\",\"https:\\\/\\\/x.com\\\/bmj_latest\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/#\\\/schema\\\/person\\\/ba3da426ed20e8f1d933ca367d8216fe\",\"name\":\"BMJ\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b4d8f39281bcae118348a1c027347b8e53b82d42520e774a8b50dd9a6ac6c01d?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b4d8f39281bcae118348a1c027347b8e53b82d42520e774a8b50dd9a6ac6c01d?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/b4d8f39281bcae118348a1c027347b8e53b82d42520e774a8b50dd9a6ac6c01d?s=96&d=mm&r=g\",\"caption\":\"BMJ\"},\"sameAs\":[\"https:\\\/\\\/blogs.bmj.com\\\/\"],\"url\":\"https:\\\/\\\/blogs.bmj.com\\\/bmj\\\/author\\\/admin\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Joyce Lee: Social media, Google, and the internet are medical therapy - The BMJ","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/blogs.bmj.com\/bmj\/2014\/12\/02\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\/","og_locale":"en_US","og_type":"article","og_title":"Joyce Lee: Social media, Google, and the internet are medical therapy - The BMJ","og_description":"I have to thank my colleague @SusannahFox for alerting me to this\u00a0Washington Post article\u2014about a campaign by the government in Belgium to get people to stop Googling their symptoms. Check [...]More...","og_url":"https:\/\/blogs.bmj.com\/bmj\/2014\/12\/02\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\/","og_site_name":"The BMJ","article_publisher":"https:\/\/www.facebook.com\/bmjdotcom\/","article_published_time":"2014-12-02T15:32:33+00:00","article_modified_time":"2014-12-02T15:33:18+00:00","og_image":[{"url":"https:\/\/blogs.bmj.com\/bmj\/files\/2014\/12\/joyce-lee-large-200x300.jpg","type":"","width":"","height":""}],"author":"BMJ","twitter_card":"summary_large_image","twitter_creator":"@bmj_latest","twitter_site":"@bmj_latest","twitter_misc":{"Written by":"BMJ","Est. reading time":"4 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/blogs.bmj.com\/bmj\/2014\/12\/02\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\/#article","isPartOf":{"@id":"https:\/\/blogs.bmj.com\/bmj\/2014\/12\/02\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\/"},"author":{"name":"BMJ","@id":"https:\/\/blogs.bmj.com\/bmj\/#\/schema\/person\/ba3da426ed20e8f1d933ca367d8216fe"},"headline":"Joyce Lee: Social media, Google, and the internet are medical therapy","datePublished":"2014-12-02T15:32:33+00:00","dateModified":"2014-12-02T15:33:18+00:00","mainEntityOfPage":{"@id":"https:\/\/blogs.bmj.com\/bmj\/2014\/12\/02\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\/"},"wordCount":901,"commentCount":0,"publisher":{"@id":"https:\/\/blogs.bmj.com\/bmj\/#organization"},"image":{"@id":"https:\/\/blogs.bmj.com\/bmj\/2014\/12\/02\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\/#primaryimage"},"thumbnailUrl":"https:\/\/blogs.bmj.com\/bmj\/files\/2014\/12\/joyce-lee-large-200x300.jpg","articleSection":["Patient and public perspectives"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/blogs.bmj.com\/bmj\/2014\/12\/02\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/blogs.bmj.com\/bmj\/2014\/12\/02\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\/","url":"https:\/\/blogs.bmj.com\/bmj\/2014\/12\/02\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\/","name":"Joyce Lee: Social media, Google, and the internet are medical therapy - The BMJ","isPartOf":{"@id":"https:\/\/blogs.bmj.com\/bmj\/#website"},"primaryImageOfPage":{"@id":"https:\/\/blogs.bmj.com\/bmj\/2014\/12\/02\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\/#primaryimage"},"image":{"@id":"https:\/\/blogs.bmj.com\/bmj\/2014\/12\/02\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\/#primaryimage"},"thumbnailUrl":"https:\/\/blogs.bmj.com\/bmj\/files\/2014\/12\/joyce-lee-large-200x300.jpg","datePublished":"2014-12-02T15:32:33+00:00","dateModified":"2014-12-02T15:33:18+00:00","breadcrumb":{"@id":"https:\/\/blogs.bmj.com\/bmj\/2014\/12\/02\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/blogs.bmj.com\/bmj\/2014\/12\/02\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/blogs.bmj.com\/bmj\/2014\/12\/02\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\/#primaryimage","url":"https:\/\/blogs.bmj.com\/bmj\/files\/2014\/12\/joyce-lee-large.jpg","contentUrl":"https:\/\/blogs.bmj.com\/bmj\/files\/2014\/12\/joyce-lee-large.jpg","width":667,"height":1000},{"@type":"BreadcrumbList","@id":"https:\/\/blogs.bmj.com\/bmj\/2014\/12\/02\/joyce-lee-social-media-google-and-the-internet-are-medical-therapy\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/blogs.bmj.com\/bmj\/"},{"@type":"ListItem","position":2,"name":"Joyce Lee: Social media, Google, and the internet are medical therapy"}]},{"@type":"WebSite","@id":"https:\/\/blogs.bmj.com\/bmj\/#website","url":"https:\/\/blogs.bmj.com\/bmj\/","name":"The BMJ","description":"Helping doctors make better decisions.","publisher":{"@id":"https:\/\/blogs.bmj.com\/bmj\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/blogs.bmj.com\/bmj\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/blogs.bmj.com\/bmj\/#organization","name":"The BMJ","url":"https:\/\/blogs.bmj.com\/bmj\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/blogs.bmj.com\/bmj\/#\/schema\/logo\/image\/","url":"https:\/\/blogs.bmj.com\/bmj\/files\/2018\/05\/The-BMJ-logo.jpg","contentUrl":"https:\/\/blogs.bmj.com\/bmj\/files\/2018\/05\/The-BMJ-logo.jpg","width":852,"height":568,"caption":"The BMJ"},"image":{"@id":"https:\/\/blogs.bmj.com\/bmj\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/bmjdotcom\/","https:\/\/x.com\/bmj_latest"]},{"@type":"Person","@id":"https:\/\/blogs.bmj.com\/bmj\/#\/schema\/person\/ba3da426ed20e8f1d933ca367d8216fe","name":"BMJ","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/b4d8f39281bcae118348a1c027347b8e53b82d42520e774a8b50dd9a6ac6c01d?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/b4d8f39281bcae118348a1c027347b8e53b82d42520e774a8b50dd9a6ac6c01d?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/b4d8f39281bcae118348a1c027347b8e53b82d42520e774a8b50dd9a6ac6c01d?s=96&d=mm&r=g","caption":"BMJ"},"sameAs":["https:\/\/blogs.bmj.com\/"],"url":"https:\/\/blogs.bmj.com\/bmj\/author\/admin\/"}]}},"_links":{"self":[{"href":"https:\/\/blogs.bmj.com\/bmj\/wp-json\/wp\/v2\/posts\/32886","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.bmj.com\/bmj\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.bmj.com\/bmj\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.bmj.com\/bmj\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.bmj.com\/bmj\/wp-json\/wp\/v2\/comments?post=32886"}],"version-history":[{"count":0,"href":"https:\/\/blogs.bmj.com\/bmj\/wp-json\/wp\/v2\/posts\/32886\/revisions"}],"wp:attachment":[{"href":"https:\/\/blogs.bmj.com\/bmj\/wp-json\/wp\/v2\/media?parent=32886"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.bmj.com\/bmj\/wp-json\/wp\/v2\/categories?post=32886"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.bmj.com\/bmj\/wp-json\/wp\/v2\/tags?post=32886"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}