Examining Social Media Usage Patterns among Health Care Providers in Gondar Town: A Cross-Sectional Survey

Abstract

Background and Purpose: Social media has emerged as a powerful communication and marketing tool that revolutionizes various industries, including healthcare. This study aimed to investigate social media usage patterns and their implications for healthcare providers in Gondar Town. Methods: A sample of 238 healthcare professionals from diverse backgrounds were surveyed, providing valuable insights into patient demographics, social media adoption, and preferred platforms for personal connections and professional networking. Results: The results revealed that a majority of participants actively engaged with social media platforms, with Facebook (89.5%) leading as the most popular, followed by Telegram (86.9%) and YouTube (39.7%). The study also sheds light on the preferred duration ofsocial media usage, primarily during evening hours, indicating potential leisure time usage after work. Participants reported using social media for both personal and business purposes, with a significant proportion utilizing it as a marketing tool (68.9%). Social media platforms served as a means to connect with friends and family (95.0%) while also recognizing their potential for increasing brand awareness (27.3%) and boosting leads and sales (34.9%). Conclusion and recommendation: The correlation analysis revealed interesting relationships between social media usage and factors such as the amount of time spent on social media and intentions to use such media. While the time spent on social media was positively correlated with personal connections, its impact on business-related activities was weaker, emphasizing the need for targeted social media marketing strategies. Practical implications for healthcare providers include adopting diverse social media strategies, leveraging preferred platforms, and balancing personal and business content to effectively engage with their audience. Understanding peak usage hours allows healthcare facilities to optimize their posts and interactions for increased reach and interaction. This study's findings have theoretical implications for validating the diffusion of innovations theory and relationship marketing theories in the healthcare context. Additionally, recognizing social media's significance for professional networking aligns with social network theory, where healthcare professionals can establish connections and share knowledge with peers and industry experts. In conclusion, this study highlights the importance of social media for healthcare providers in Gondar Town and offers valuable insights into their preferences and practices. By strategically harnessing social media's potential, healthcare providers can strengthen patient relationships, enhance brand visibility, and effectively communicate healthcare information within the community.