Healthcare misinformation is a problem as old as human interaction — ancient civilizations believed crocodile dung was an effective form of birth control, after all — yet social media has amplified the problem immeasurably. 

While the pharmaceutical companies making blockbuster weight-loss drugs have experienced a windfall due to new treatments and regulatory approvals, many organizations are clearing up misconceptions about the drugs and the nature of obesity itself.

At PRWeek’s Healthcare Awards+Conference on Tuesday, Anna Frable, VP of communications at Novo Nordisk, talked about how her company, the maker of blockbuster Wegovy, was able to combine the “power” of PR and science to establish that obesity is a disease. 

The company worked with the Obesity Action Coalition to collaborate with media companies, “challenging them to think about the language and imagery they use to talk about obesity.” 

Lisa Goldberg, VP of marketing at Medifast, said that a common misconception about drugs used for weight loss is that they’re an “easy button” from quickly dropping pounds without embracing a healthy lifestyle. 

“Patients really need lifestyle change, and that’s what we do,” she said. “There is a lot of misinformation out there, and a lot of prospects are confused and not sure what to do next.” 

Eli Lilly launched an ad campaign about responsible use of its treatments on Oscar night, emphasizing that they should only be used to treat issues for which they’re intended, noted Anne Gill, head of Lilly diabetes and obesity communications at Eli Lilly. 

“These aren’t just to lose a few pounds for a wedding or an event,” she said. 

On a separate panel, Jennifer Dwork, VP of marketing at Wisp, discussed how her company, an online women’s sexual and reproductive health provider, clears up misinformation on social media, which is more common due to the politicized nature of women’s healthcare. 

She said the company publishes five to eight videos a month to clear up misinformation. 

“We will pick up on something and respond and say, ‘I’m a medical practitioner; Here are the facts’ and make sure it’s well-sourced,” she said. 

Often medical claims made on social media are not well-sourced by medical professionals. For instance, a TikTok video and celebrity claims boosted the idea that cold and flu treatment Mucinex can help women get pregnant more easily. Studies have not backed up those claims, in an example cited by Julie Binder, SVP of brand and communications at the Maven Clinic. 

The way that people will obtain healthcare information is also about to change dramatically as Google more frequently introduces AI-influenced search results, noted Matt Kalmans, cofounder and co-CEO of Applecart. 

“Over the next few years, this will be what is driving people’s knowledge about what is truthful and what’s not,” he said. 

When partnering with content creators, Sue Ann Pentacost, VP of communications for U.S. pharmaceuticals, noted that her company looks for authenticity when picking a partner. 

“There’s a pretty robust vetting process, and we look for people who are genuine and thoughtful,” she said. “Trust is the most important thing, especially in a highly regulated industry like healthcare.”

This article originally appeared on PRWeek US.