Commentary
Since the advent of internet, there has been an explosion in the number of applications
which have fundamentally revolutionized various sectors of life. The centerpiece of
this communication advancement revolves around the position of social media [1–3].
Invariably, when social media is mentioned, many people associate it with Facebook,
Twitter and You tube. However, social media comprises a myriad of online platforms
ranging from micro blogs, blogs, social networking sites, wikis, video- and file-
sharing, e-games, on line discussion forums, continuous professional education forums,
research networking sites like research gate and information sharing sites like slide
share, online training and seminars. The ease in accessibility and widespread use
offers a cheap and easily available resource that can be harnessed in improving the
health outcomes especially in developing countries. On the flipside, however, the
variety of platforms elicits a variety of risks that negate these benefits. In medicine,
particularly, the choice can be daunting since a wrong decision based on frivolous
information may culminate in disastrous consequences. It is imperative for one to
understand where most of their patients are deriving information to determine the
reliability of the information.
Benefits to patients and population
The effects of social media and internet generally are beyond imaginable proportions.
In this generation, a great number of people go online to seek answers to general
health questions. Patients’ quest for information concerning a specific disease, treatments,
alternative treatment, medical insurance, healthcare providers and medical facilities
and their capacity can be fulfilled by just a touch of a button[4–6]. In a USA survey
by Mediabistro, more than 50% of respondents said that they made changes in management
of prevention of diseases based on online readings [7]. Moreover, more than 40% of
people said they were likely to change their decisions after seeking answers online.
The greatest users of social media are young people, 90% of whom are likely to trust
medical information shared through these networks. Online support group networks created
purposely for patients suffering from particular conditions facilitate sharing of
information. This concept of patient group networking provides social support in today's
highly fragmented society. They also help patients understand their conditions and
offer opportunities for them to better cope with their disease. Therefore, there is
subsequent improvement in management of conditions, limited occurrence of complications,
reduced rates of hospitalization, reduced cost of illness and reduced loss of income.
Through this model, patients can be educated by a trusted healthcare forum about the
signs, symptoms and conditions that warrant attention of a healthcare provider[8].
This model is remarkably revolutionizing patient management in most of Western countries.
Additionally, social media can be a channel of marshaling the public to be aware about
conditions which are either in epidemic or endemic proportion[9]. Government efforts
in combating or mitigating a public health problem can be communicated via social
media forums to the public. Besides the real time relay of information, the expenses
involved are minimized. Additionally, the disease surveillance feedback programs can
relay information via this media from the public to a central body. A faster response
to the problem can then be initiated in case of a problem. People can also be informed
about various government initiatives in improving their health welfare.
Benefits to healthcare professionals
Though healthcare professionals are usually accused of their slow adoption of technology,
the dynamics of patient care demand a paradigm shift from the traditional care model
to the current model steered by social media[10]. The era of communicating disease
information through booklets and pamphlets is almost being relegated to oblivion considering
the ease, availability and minimal expenses involved when using social media forums.
As a result of benefits reaped by being present on the platform, many health professionals
are joining social media platforms [11]. Among the healthcare professionals, social
media can promote the concept of crowd sourcing which though is controversial especially
for highly sensitive areas like medicine, is the new fad in town[12]. Essentially,
the concept revolves around harnessing the power of trusted healthcare workers on
a given network to provide solutions to a given challenging clinical case the doctor
is handling. While there is inherent fear of error in relying on some of the responses,
the likelihood of zeroing in on appropriate management is increased. The issue of
privacy may be a sensitive topic in the social media domain but in a survey by Mediabistro
more than half of patients did not harbor any qualms against their care provider seeking
answers of their medical condition through an online forum [7]. Interestingly, on
some of the platforms, the practitioners post some interesting clinical vignettes
from their practice for educative reasons[13]. This facilitates a wider body of knowledge
on the disease. New products or drugs which have proven effective can also be explained
appropriately to the HCPs through social platforms. Other online resources can be
linked to such networks so that the members can acquire knowledge at their own time.
Since there are a myriad of internet channels propagating various ways of managing
conditions, healthcare professionals are obligated to generate educational content
that will displace this misleading content[14, 15]. The techno savvy practitioners
who run blogs can post comments that are beneficial not only among the patients but
also towards fellow colleagues. Interesting articles that the author has come across
can also be linked for other people to read. Microsoft's Dr. Bill Crounse proposition
that blogging is the most effective way of promoting a health message adds impetus
to creation of more blogs by professionals to fulfill this dictum. Google hangout
platform provides a forum where the HCP can communicate or interact with his or her
patients. This enables a better follow up on the patient conditions and institution
of appropriate measures before complications set in.
Benefits to health facilities
Increasingly, health institutions are claiming presence on the social media not only
as a marketing platform but as well as providing information concerning available
services. The forums can also be used to lodge any complaints concerning the quality
of services [16–18]. The Mayo clinic's marketing strategy through the 3 social media
sites is a success story that has been emulated across the US. Currently, there are
more than 800 hospitals which have active presence on social media. Through their
social media forum, patients get to download podcasts, videos and engage in chats
in a chat room.
Unresolved issues
Despite these immense benefits described, users and consumers of social media content
should be wary of the inherent risks associated with unaccredited information. The
web of information available through the outlets is so voluminous; it cannot lack
obvious flaws which predispose users to bad and dangerous advice. In contention also
is whether it is professional to use a forum that is laced with so much non medical
activities for exchanging ideas among colleagues or with the patient. Additionally,
there are various questions that emerge as regards patient's right to privacy and
confidentiality when the case is shared among colleagues? Who vouches for the veracity
of information relayed? Who will compensate the professional for engaging with the
patient online? It is against such a background that institutions should come up with
ways to compensate for this online consultation as well as limiting the risk of liability
[19–21]. The greatest fear for any organization is controlling conversations on social
media since some users may exploit such avenues to propagate negative publicity for
the organization. It is therefore essential for health facilities to generate specific
social media guidelines so that the staffs are on the same page and avoid the pitfalls
of social media which can be used as channel for abusive content.
Future of social media in the local healthcare setting
So what is the future of social media? We note that not many hospitals in the local
health care setting are on the social media. This may stem from strict regulations
on promotional and advertising on the medical profession[22]. Even the health care
providers’ platform KMPDU is mostly used to disseminate political and litigations
news rather than medical information. The patient community platforms are rudimentarily
developed so that not many patients derive benefits from such sites. Most of content
obtained is foreign based and may not fit in the local setting. On the etiquette front,
not many institutions have put in place guidelines on usage of social media. For a
robust social media presence, one has to be accessible and visible on the search.
A clear description of the location, office hours, services and charges ought to be
made to ease the consultation process. There is urgent need for patients to be informed
of the existence of various media platforms that can be used to communicate with the
providers, health facilities or obtain validated information on their conditions.
A study conducted in US revealed that 86% of people aged 55-64 years don't use social
media while a mere 24% don't in those aged 18-24. It is therefore imperative that
the elderly Kenyan counterparts need to be encouraged to embrace the digital age trends
as regards health service provision[23]. Health facilities and providers should also
strive to engage their patients on social media forums so that the process becomes
a two way. All these should be premised against a robust social media health care
policy.
Conclusion
In conclusion, social media not only accomplishes the mission of connecting doctors
and their patients, but also enables patients to seek second opinion on decisions
made. It also enhances social marketing of government and hospital services. While
internet is no substitute for healthcare providers, it can enhance the depth of interaction
between the clients and providers hence improving the health outcomes.