Barekat Health & Pharmaceutical Group: Traditional Iranian medicine is deeply rooted in centuries of cultural heritage, accumulated through observation, experience, and community-based healing. Many households still remember their grandmothers’ herbal prescriptions—soothing teas, anti-inflammatory poultices, and natural tonics passed down through generations. Yet today, this age-old legacy finds itself in an entirely new arena: social media.
Instagram, in particular, has become a stage for influencers—some entirely lacking medical credentials—to dispense “natural cures” with unmatched confidence. These digital prescribers often blur the lines between cultural wisdom and unverified advice, leaving audiences vulnerable. Meanwhile, public trust in conventional healthcare is, in some contexts, waning.
Users seek alternatives perceived as safer, cheaper, and more accessible—often without understanding the risks. This report aims to dissect the role and reach of traditional medicine on Instagram, distinguishing authentic healing from opportunistic trends, and offering a scientific and social critique of the phenomenon.
Traditional Medicine—A Sacred Legacy in Need of Scientific Reconciliation
Traditional medicine in Iran encompasses a vast reservoir of indigenous healing practices developed over centuries. While rich in cultural depth, much of its knowledge base remains anecdotal and has not undergone systematic scientific validation. In recent years, academic institutions have made efforts to test some of these methods using evidence-based protocols, seeking to incorporate credible elements into modern healthcare systems.
However, Instagram often disregards this critical distinction between validated treatments and untested remedies. The majority of traditional medicine content online is shared without scientific backing.
These posts frequently recommend combinations that may interact dangerously with pharmaceuticals or lack any clinical foundation. The absence of strict regulatory oversight allows misinformation to flourish unchecked, undermining the potential legitimacy of traditional knowledge.
Instagram’s Algorithm vs. the Integrity of Traditional Healing
Instagram favors content that evokes emotion, entertains, or shocks—rewarding virality over veracity. As such, dramatic “before-and-after” stories, miracle cures, and simplified jargon outperform nuanced, evidence-based insights. In this environment, traditional medicine is often reduced to a sensational product, stripped of its original context.
Rather than educating audiences, many influencers capitalize on attention-grabbing claims to build personal brands and drive sales. Treatments once grounded in holistic philosophy are now distorted for clicks and conversions. As popularity and monetization become central, science fades into the background—replaced by the currency of likes, shares, and follower counts.
Profits in the Guise of Healing—Hidden Economy Behind Digital Remedies
Behind many popular Instagram pages lies a thriving gray market. Products like slimming teas, herbal antidepressants, and detox kits are packaged attractively and sold directly via private messages—often without official approval, labeling, or traceability. Many accounts even accept direct bank transfers, operating entirely outside legal pharmaceutical channels.
These practices pose significant health risks while generating profits that sometimes exceed those of licensed pharmacies. Instagram has inadvertently become a marketplace where unqualified individuals exploit the cultural appeal of traditional remedies to run lucrative operations under the radar of public health institutions.
