How pharmacy's adoption of social media can enhance patient outcomes

Abstract

Social media is progressively being used for sharing health information and for networking among health professionals and patients; this is particularly evident among the younger age groups. There is great potential for pharmacy to engage in the utilization of such platforms to improve health outcomes, and this paper explores some of the areas where social media is already in use in pharmacy and potential areas where using social media could make a positive impact on the determinants of health. The literature around this subject is limited; nevertheless, the number of published studies has increased in recent years. This paper concentrates on the use and application of social media by pharmacy to improve health outcomes. The subject was explored in five main areas: provision of medicines information, safer use of medicines, medicines use in chronic disease, implementation of evidence-based medicine and guidelines, and finally clinical research. In each of these areas, there is an increase in uptake and use of social media platforms by pharmacists and other health care professionals to improve patient outcomes. A variety of the more popular social media platforms have been used by health care professionals and the relative merits of these are discussed within each of the subject areas and consideration given to their application in pharmacy practice. It is evident that the majority of social media users fall into the younger age bracket, which is understandable. However, the majority of patients living with long-term conditions typically fall into the older age bracket (over 65 years of age) and this should be taken into account when utilizing social media platforms to improve health outcomes.

A nationwide web-based survey of a sample of Italian community pharmacists' perceptions and opinions about online sales of medicines and falsified drugs

“…They may even possibly get more insightful information on the purchase of medicines on the Internet. This finding is important especially in view of the potential key role of pharmacists to promote the appropriate use of the Internet for health-related purposes by the public, ultimately contributing to improve health outcomes 26…”

Using Facebook to support learning and exam preparation in a final-year undergraduate pharmacy clinical therapeutics module

“…This would be timely when considering the use of social media by patients, and health care organizations connecting with patients through virtual platforms. 38 Learners may better understand their future practice if given the opportunity to learn using social media. Further research is needed to explore if this approach affects examination performance and indeed extends into practice.…”

“…6,7,37,38 It would be advantageous to consider bridging the link between undergraduate student and postgraduate professional by developing the authentic use of social media in undergraduate studies. Widespread use of social media throughout an undergraduate program, linked to established platforms used by practicing pharmacists, could provide this.…”

The Use of Social Media for Pharmacists’ Professional Activities in United Arab Emirates: A Descriptive Study

“…Yet, there is concern about the validity of social media data and resources. Moreover, it is often incomplete and poorly cross-referenced, so pharmacists should consider that when they provide information on medication safety to their patients [19].…”