Loved and loathed: The making of India’s viral liver doctor

• Dr Cyriac Abby Philips has developed significant social media influence in India by promoting evidence-based hepatology practice, though this has generated professional tensions with traditional medicine practitioners
• His online presence demonstrates both the potential and challenges of clinician-led digital health communication in challenging established medical practices within healthcare systems
• The case highlights ongoing debates within medicine regarding the balance between alternative approaches and evidence-based practice, particularly relevant in regions where traditional medicine remains influential

Dr Cyriac Abby Philips has built a large online following, but often clashes with India's traditional medicine specialists.

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