Social Media: A New Dimension of Health Care
Faced with a health decision, social media now affords us a new avenue of information. For health care, this represents a veritable social revolution.
There really isn’t an area of life where social media hasn’t had an impact. We are never more than a click or tap away from information.
And healthcare is no exception.
In a PwC’s Health Research Institute survey [1] more than 40% of respondents reported that information found on social media would affect the way they coped with a chronic condition, and even influence their selection of a specific doctor.
And it’s not just the young, tech-savvy generations that can be reached on social media; one of the fastest-growing demographics engaging in social media is the 55–65 year age group. [2]
The gap between internet users is shrinking. Earlier generations may not have been raised in such a technologically advanced time, however, now more than ever, they are making a significant effort to engage in this sphere more often than healthcare providers seem to recognize. [3]
But even if someone is not online, it’s highly likely that a family member is searching for information on their behalf. Therefore the impact and reach of online health inquiries are significantly greater than statistics would lead us to believe.
Web 2.0 and Healthcare = Health 2.0
The use of social media in health care is often referred to as Health 2.0, which Jane Sarasohn-Kahn has defined as: “the use of social software and its ability to promote collaboration between patients, their caregivers, medical professionals, and other stakeholders in health.” [4]
Millennials are the first of a technologically savvy generation to be born into an always-on digital world. Often called the “C” (“connected) ”generation, they hold very different views from older generations on what privacy, trust, and relationships mean in the digital world.
Compared to any other generation, millennials default to — and prefer — information corroborated by multiple channels and influencers. In fact, before even meeting with a healthcare professional, 54% of Millennials have consulted as many as seven information sources for purposes of self-diagnosis from blogs to medical message boards, ratings and reviews, and more. [5]
Digital healthcare that gives a greater sense of control is of great value to millennials. Commonly cited examples of digital health include health tracking devices, self-diagnosing websites, and apps that make it easier to make appointments, order medication, store individual health data, and recommend preventative health measures.
The intersection of social media and medicine
Today, health care providers have an online reputation to uphold (whether they want to or not) and face an expectation that they will keep up with their patients’ preferred means of communication.
At a time where traditional methods of communication, such as brochures are becoming obsolete, social media can help health care organizations develop deeper partnerships and communication channels with patients, families, physicians, staff, and communities. [6]
Empowering patients through social media
The Internet is becoming an increasingly popular source of health information for patients. Many patients use social networking sites to find information, social support, and advice.
Through social media, patients can take part in discussions beyond the walls of the hospital or doctor’s office. Patient autonomy can be enhanced and empowered by social media by complementing healthcare professionals’ information.
To be clear patients do not use social media to circumvent clinical advice, but rather use it as a complementary source of information. With information gleaned online, patients can increase their knowledge about treatment options, thereby reducing the information gap between healthcare professionals and patients. Consequently, they are more confident in their ability to communicate with the healthcare professional which increases the patient’s involvement in the decision-making process. [7]
Furthermore, as suggested by Edin Smailhodzic et al [9]not all information can be gained on all available treatment options by healthcare professionals. Hence, healthcare professionals are unable to know all the information regarding treatment options and the newest developments, which affects their decision-making. Thus, patients can extend this information base of the healthcare professional by specializing themselves in their own condition. This could provide an opportunity to increase the quality of the treatment decisions.
Social media increase social support and interconnectivity
Another reason for patients turning to social media is to find social and emotional support and as a way to bridge the gap between traditional health information about their condition and everyday life. [8]
Before the Internet connected people from every corner of the globe, many patients experienced their illness in isolation. Social media has lessened this sense of isolation.
One of the reasons social media is so powerful is because of the way it connects people. By removing all the constraints that would normally prevent people from sharing, we form connections based on shared experiences and familiar stories. — Renza Scibilia, diabetes advocate.
Social media democratize information
Social media is collapsing the boundary fences around previously closed information domains such as medicine. Knowledge, once the monopoly of the professions is now available 24/7 to anyone with a search engine.
In an article entitled, Take two and Tweet me in the Morning: How Social Media Is Reshaping Health Care, Jeff Parke describes social media as “a great information equalizer.” [9]
What we’re seeing today is the transformation of communication pathways from a traditional top-down transfer of knowledge — one in which medical professionals held all the information — to one in which patients and their families play a much more active role in acquiring medical information for their own care and the care of others.
“Until recently, Parke observes the predominant communication model was “one” authority to “many”.
Social media has changed the monologue to a dialogue, where anyone with internet access can be a content creator and communicator — Jeff Parke
With the increase of user-generated content, information sharing is seen as more democratic and patient-controlled, enabling users to exchange health-related information that they need and therefore making the information more patient-centered.
It’s no longer a matter of IF…it’s all about the HOW…
Parke concludes by saying it’s no longer a matter of IF…it’s all about the How, echoing a statement from Erik Qualman
Social media’s influence has still not reached its peak; it will continue to disrupt healthcare in ways we are only beginning to understand.
How you choose to embrace social media in your practice of medicine may determine your relevance in today’s rapidly changing healthcare landscape.
To quote orthopedic surgeon, Howard Luks, MD, “Personally, I feel to ignore the intersection between health care and social media is to potentially ignore our own relevance as a health care practitioner during the next decade.”
Related Reading: Click, Like, Retweet: Healthcare Reputation Online
References
[1] Social media “likes” healthcare: From marketing to social business
[3] Are Senior Citizens Engaging in Healthcare Technology?
[4] Sarasohn-Kahn, J. (2008). The Wisdom of Patients: Health Care Meets Online Social Media.
[5]Millennials Are Redefining How Healthcare Gets Health Done
[6] Rules of Engagement: Social Media for the CIO
[8]ePatients on YouTube: Analysis of Four Experiences From the Patients’ Perspective
[9]Take two and Tweet me in the Morning: How Social Media is Reshaping Health Care