Benefits, Challenges, and Social Impact of Health Care Providers’ Adoption of Social Media

Abstract

With the advent of telecommunication technologies and social media, many health care professionals are using social media to communicate with their patients and to promote health. However, the literature reveals a lacuna in our understanding of health care professionals’ perception of their behavioral intentions to use innovations. Using the Unified Technology Acceptance Framework (unified theory of acceptance and use of technology), in-depth interviews were conducted with 16 Australian health care experts to uncover their intent and actual use of social media in their medical practices. Results revealed that social media tools offered five significant benefits such as (i) enhanced communication between health care professionals and their patients, (ii) community support, (iii) enabled e-learning, (iv) enhanced professional network, and (v) expedited health promotion. However, result also revealed barriers to social media usage including (i) inefficiency, (ii) privacy concerns, (iii) poor quality of information, (iv) lack of trust, and (v) blurred professional boundary. Peer influence and supporting conditions were also found to be determinants of social media adoption behaviors among health care professionals. This study has important implications for health care providers, patients, and policy makers on the responsible use of social media, health promotion, and health communication. This research is also among the very few studies that explore Australian health care professionals’ intent and actual use of innovations within a health care setting.

Antidepressants: A content analysis of healthcare providers' tweets

“… 32 , 44 , 45 , 46 It is suggested that Twitter can be used as a platform for patient education not only to promote mental health through online social support but can also help to ease the stigma of psychiatric disorders. 21 , 47 , 48 During the pandemic, it was found that the public was more dependent on social media to receive and share information with peers. 44 A previous literature review suggested that although the optimal balance of digital and conventional healthcare was still to be explored, social media has already become a ubiquitous and versatile tool in healthcare.…”

“…It is apparent that Twitter is being used as a platform to disseminate information associated with novel uses of antidepressants, with evidence shared within research communities and to the general public. 18 , 21 …”

“…In another aspect, social media has also presented as a platform for healthcare providers to interact with the public in an informal but more approachable way to promote public health. 18 , 19 , 20 , 21 , 22 Social media is now performing as an influential and rapid source to disseminate information and educate medical professionals, especially in emergencies, taking the outbreak of COVID-19 as an example. 18 , 19 , 23 Besides, with the nature of social communication platforms and their popularity, social media is also widely used for business and academic purposes such as brand marketing, career development, academic communication, and even scientific research.…”

“… 18 , 19 , 23 Besides, with the nature of social communication platforms and their popularity, social media is also widely used for business and academic purposes such as brand marketing, career development, academic communication, and even scientific research. 18 , 19 , 20 , 21 In terms of research, social media has been used by the scientific community since its emergence. 18 , 19 , 20 , 24 , 25 , 26 , 27 Additionally, avoiding the tension of a face-to-face consultation with a physician wearing a white coat, an informal online setting may encourage the public to explore and express their feelings more genuinely and objectively.…”

The effectiveness of social media intervention in people with diabetes: An integrative review

“…However, using social media could pose some challenges, including threatening privacy, the lack of control over the interactions such as interacting with unidentifiable peers, and the reliability of information presented (Househ et al, 2014; Khan & Loh, 2021; Moorhead et al, 2013b). Future intervention may include a moderator such as a nurse who can clarify information and promote confidence by using encrypted messaging for privacy.…”