Harnessing the Power of Social Media for Peer-to-Peer Health Care and Behavioural Interventions
Patients are increasingly using social media to connect with other patients and healthcare professionals, a trend known as peer-to-peer health care. This presents an opportunity for healthcare professionals to deliver behavioural interventions using social media, which has the potential to reduce the cost of interventions and increase access to care.
The rise of peer-to-peer health care
Peer-to-peer health care is a rapidly growing trend in the healthcare industry, driven by the increasing use of online social networks by patients seeking health information and support. This trend involves patients connecting with one another through social media platforms and other virtual communities, sharing their experiences, and exchanging information about health and medical issues.
Ex US Department of Health and Human Services Chief Technology Officer, Susannah Fox, calls peer-to-peer health care “the most exciting innovation of the connected health era.”
The rise of peer-to-peer health care is a response to the limitations of traditional healthcare systems, which often fail to provide patients with the information and support they need to manage their health effectively. By connecting with one another and sharing their experiences, patients can gain a deeper understanding of their condition and the options available to them, as well as find emotional support and encouragement.
By leveraging the knowledge and experiences of patients themselves, peer-to-peer health care has the potential to improve the quality and effectiveness of healthcare delivery, while also empowering patients to take a more active role in their own health management.
Traditional behaviour change interventions often require patients to attend in-person meetings, which can be a significant barrier to participation. By contrast, online social networks offer a more flexible and convenient way for patients to engage with their healthcare providers and peers. Patients can participate in interventions as part of their daily routine, without having to make special arrangements or carve out large chunks of time from their busy schedules.
Moreover, online social networks offer a unique opportunity to deliver real-time support and counseling. Healthcare providers can offer advice, support, and cues to patients in the moment, when they need it the most. This level of engagement and support has the potential to be highly effective in promoting behaviour change and improving health outcomes.
Translating behavioural interventions for social media delivery requires a systematic approach. A paper published in the JMIR in 2016 provides an excellent overview of the process by which investigators can translate behavioural interventions for social media delivery, including the necessary training and reporting requirements. It also addresses issues pertinent to social media-delivered interventions, including cost, scalability, and privacy.