Explained: The pros and cons of using social media in the healthcare space

Summary

• Social media can be channelized in quite constructive ways to help the healthcare sector.
• Prudent use of social networking sites and platforms in the healthcare sector can help promote individual and public health.
• In times of crisis, social media takes on a greater significance as it can offer every minute detail to the consumers.

The combination of social media and the healthcare sector is a powerful arrangement. Social media platforms have established massive global networks that spread tons of crucial information in the blink of an eye and help mobilize many people to achieve public health goals. Social networks have become a significant health resource not only for the millennials but also for the elderly.

Social media has a plethora of applications for both patients as well as personnel involved with healthcare practices in constructive ways. Patients can find reviews for doctors that they are planning to consult and find support for various indications.

More importantly, in times of crisis, social media’s significance gets accentuated as it conveys every minute detail to the consumers. For example, during the COVID-19 pandemic, hospitals and other organizations are delivering real-time updates on hospital capacity, operation status, emergency room access and other crucial information through social media platforms.

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Healthcare sector adopting techno-tools

Following the trend, physicians and other healthcare service providers (HCPs) have quickly implemented techno-tools for communication. Besides, doctors and hospitals have been using social resources to engage patient-centered audiences and point out some valuable solutions.

The healthcare industry – including pharmaceutical players, medical device manufacturers, health systems, hospitals, and physicians – is progressively discovering ways to use social media platforms to benefit patients, the general public as well as professional colleagues.

• HCPs can use social media to improve health outcomes, enhance personal awareness of news and discoveries, build a professional network, and motivate patients.
• Physicians often join online communities to listen to the experts, explore the latest medical developments, and consult with colleagues regarding patient issues.
• Additionally, physicians can use social media platforms for the promotion of patient health care education.

Let us now discuss some benefits and risks associated with the use of social media platforms in the healthcare sector-

Major benefits and opportunities of social media in the healthcare sector

In the modern digital-driven world, the healthcare sector is increasingly adopting social media for business and marketing requirements. Some key benefits associated with the use of social media platform in the healthcare industry include:

• Research recruitment: Social media platforms can offer an opportunity to connect with a potential clinical study and survey participants. With the increasing use of social media platforms, investigators are exploring techniques to use them in research. Notably, these platforms are emerging as a promising way to identify and recruit potential participants for clinical trials.
• Address common questions: Government health authorities and other organizations in the healthcare sector are a valuable source of information about all kinds of concerns related to health.
• Increase awareness: Social media is an essential tool to increase public awareness about new and emerging health concerns. Sometimes spreading awareness is as simple as informing about common health practices or focusing on some common healthy living concerns. But in a fast-changing environment, social media plays a crucial role in ensuring that the community is aware of the latest advisories, guidelines, and issues.
• Cost-effective marketing: Social media can be quite instrumental in the marketing of healthcare services. Healthcare players can advertise the services and products they offer.

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Limitations and risks of social media in the healthcare sector

• Reliability concerns: When it comes to health-related facts, one of the major limitations posed by social media is credibility. It becomes difficult to sift through a plethora of information available online and tell right from wrong. Quality and reliability issues need to be taken care of while trusting social media for health-related communication.
• Security risks: Social media also poses many risks for health care organizations that could affect the safety and security of employment practices, patient information, patient consent, among others.
• Legal issues: The extensive use of social media platforms have given birth to new legal complexities. Besides, several constitutional rights can be employed to social media use, including freedom from search and seizure, the right to privacy, and freedom of speech.

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Bottomline

In a nutshell, both pros and cons are associated with the use of social media in the healthcare sector. The wise and prudent use of social networking sites and platforms can go a long way in promoting individual as well as public health. However, the careless use of these platforms may also have a significant impact on the healthcare sector.

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