Health-Related Social Media Use by Patients
Understanding the health-related uses of social media by patients and the public can help healthcare professionals and entrepreneurs develop their platforms.
The previous article reviewed the health-related uses of social media by professionals. This information is pertinent because it assists in the development of social media platforms on the basis of identifying categories of content which are applicable to the goals of the healthcare professional and entrepreneur. The other side of the coin is the health-related use of social media by patients and the public. From the perspective of the healthcare professional, this information is important because it provides an understanding of what purpose and content their target audience is seeking on social media. This allows for more specified provision of content to meet the requirements of their target audience.
Farsi et al (2022) reviewed English language health-related use of social media by patients between 2007 and 2020. They analyzed 91 published articles and 1 textbook chapter. On the basis of their analysis, it was possible to categorize use of social media for health purposes into three main groups with additional sub-groups defined.
The first main group of social media usage was by patients and the public. The study further sub-categorized this group into four subgroups of use. These include health information; telemedicine; finding a healthcare professional for care; and seeking peer support for health conditions.
Within the group of use for obtaining health information, the authors described a major consideration being the potential for posting inaccurate or incorrect information, so called misinformation. The possibility for dissemination of such information leads to a responsibility on the part of healthcare professionals to attempt to educate the public and patients regarding current and accurate information.
The subgroup of public use of social media for finding a healthcare professional also represents an emerging and important category of health-related use of social media. The authors noted that social media has become a predominant means by which the reputation of healthcare professionals can be disseminated amongst current and potential patients. In addition, since many prospective patients search for care providers on social media platforms, the content provided on the respective platforms by healthcare professionals may be considered when future patients are deciding who and where to seek care. The manner in which healthcare professionals engage with their target audience on social media may also influence this decision making. Related to this is the subcategory regarding use of social media for peer support. This not only includes patients discussing their personal experiences, but may include discussion of the quality of care they receive from their providers. This information may also be considered by future patients.
The second main group of health-related uses of social media were described as “Issues Pertaining to Social Media use in Healthcare”. Several considerations were elaborated upon, many of which were already described within the first group of uses. There are additional issues which invite further description. Access to social media, and required internet connection, may limit availability to some patients and this requires consideration. Related to this is the inefficiency of some platforms and online medical records for providing information to the public. There are important boundary considerations, including the potential for unclear separation between professional and personal roles as well as the distinction between providing education as opposed to marketing and advertising. There is also the potential for a misperception amongst the public of continuous and immediate access to healthcare teams and professionals through social media. The possibility of provision of inaccurate, outdated, or incorrect health information must always be considered.
The third main group of social media uses within healthcare was categorized as ethical considerations. Topics discussed within this category included maintenance of HIPAA standards for personal health information. In addition, professionalism standards that are expected during in person encounters are expected in online encounters as well, including social media. There is also the potential for editing or outright falsification of images and/or video incorporated within content posted on social media. In response to many of these challenges, health authorities and professional organizations have developed and disseminated guidelines of professional conduct and expectations.
The information provided in the study reported by Farsi et al describes many uses of social media for health reasons by the public. It is important for healthcare professionals and entrepreneurs to be aware of these uses so that they can better understand how their target audience uses social media for health issues, thereby allowing for the tailoring of content to meet the needs and interests of potential patients.
The expertise provided by House Call Media, related to both healthcare social media management and content development, allows for incorporation of the health-related uses of social media by patients and the public to optimize the platforms of our clients, engage with potential clients and patients, and develop content that will meet the needs and expectations of the public, thereby promoting the platform and, ultimately, the business to the greatest extent.
To learn more, please visit www.housecallmedia.com
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Founders: Shelley Kemmerer PA-C and Darin Davidson MD