BackgroundRural clients and providers function with many barriers in place not necessarily barriers in urban settings. Common barriers to accessing healthcare services in rural communities include financial means to pay for services, distance to provider (transportation, the need to take time off of work), ability to communicate needs to healthcare providers, ability to utilize services without compromising privacy, and confidence in the quality of care they will receive. The use of social media in rural health services can be a tool to effectively reduce or eliminate some of these barriers for patients and providers. To determine feasibility of provider's willingness or belief social media can be used in patient services, it is important to track and identify current attitudes of providers toward the use of social media in rural settings.
ObjectiveThe purpose of the study was to identify the attitudes and beliefs of healthcare providers in rural areas toward social media use as a means to improve patient engagement and retention in several domains of services.
MethodsThe authors collected the rural provider data from a nationwide survey of healthcare providers towards the use of social media in patient services (N = 1,469). A subset of providers that identified themselves as working in rural areas was used for data analysis purposes. Data was collected electronically through survey questions disseminated through various alumni associations, professional association list serves, and university or college "email blasts". The survey solicited attitudes towards social media use in patients services across several domains. The authors analyzed the factor structure of the social media scale (including the following areas):
ResultsOverall, providers demonstrated support for the utilization of social media. Analysis of the factor structure of the survey indicated two distinct factors, one for personal, protected information and another for social networking, compliance, outreach, and information dissemination. Providers were more likely to support social media utilization in healthcare services for the second factor.Exploration of the qualitative data indicate a perceived need for an enhanced role for mental health services (including access, policy, insurance coverage, length of treatment, and appropriate referrals made by medical professionals when necessary), more population based, preventative services, and different methods of holding patients accountable for compliance. Providers demonstrated overall advocacy for the utilization of social media.
ConclusionsWhile a majority of practitioners support the use of social media in patient services (for the second factor), privacy, HIPPA, ethical, and other concerns are prevalent. The author concludes by discussing training implications, future directions for healthcare policy, and the need for regulatory bodies to invest time in developing social media policies and best practices..