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Navigating the Digital Frontline: A Living Case Study in E-Professionalism and Recruitment Scams In an era of unprecedented digital growth, the professional landscape for healthcare leaders is shifting beneath our feet. While social media offers a "revolution" in how we network, collaborate, and advocate for our patients, it has also birthed a new breed of sophisticated digital predation. We often talk about e-professionalism the digital manifestation of our traditional profe

This presentation explores the media ecology of modern healthcare, framing technology not as a tool, but as a transformative environment. Grounded in Marshall McLuhan’s insights, that “fish don’t know water exists until they’re out of it,” a metaphor that specifies how invisible our digital environments often are to us. Only when those environments change do we recognize their presence and power, reshaping our values, redefining our relationships, and influencing how we make