Ethos is an appeal to the authority or credibility of the presenter and is especially important in health and medicine communication. As Sarah Bigi explains in her article The Persuasive Role of Ethos in doctor-patient Interactions, “physicians are expected to inform, advise and persuade patients regarding their health problems.”[57] In order to successfully persuade their patients, doctors need to rely on the rhetorical appeals, and the appeal that patients seem to care about the most is the ethos of the doctor. If a doctor does not seem credible, then a patient is unlikely to follow their instructions or diagnosis, which can lead to further health complications down the line.