The power of social media in health communication

The niche intersection of social media and medical communication has reshaped the landscape of health awareness, allowing for real-time updates, global connectivity, and increased public participation (especially from members of minority groups of people who have limited opportunities to express their opinions) in health-related discussions.

Social media interventions have been shown to effectively promote healthy behaviour change. There have been health promotion campaigns that have successfully increased awareness of health issues as social media has increased users’ willingness to openly discuss health concerns on social media platforms [3]. An obvious and recent example of this was observed during the COVID-19 pandemic [4].  

Social media platforms as health information hubs

After the World Health Organization declared COVID-19 to be a pandemic in March 2020, the use of social media platforms had a significant positive influence on public health protection against COVID-19 [4]. In a bid to stop the spread of COVID-19, health ministries across various countries launched disease control measures using several media campaigns [4].

Several mass media campaigns have been launched with the aim of improving early diagnosis of cancer by raising awareness of cancer symptoms and encouraging people to seek prompt help from their healthcare professionals [5]. These campaigns have shown slight improvements in community-level awareness of cancer symptoms and in the early detection of cancer [5]. Social media has also been shown to effectively promote health and support self-management for cancer patients, with Facebook, blogs and YouTube rating as the most commonly used platforms for intervention campaigns [6].

Despite these friendly roles social media plays in promoting health awareness, it can also act as a feigned foe.

The pitfalls of social media in health communication

In addition to the ethically problematic aspects of health information sharing on social media [7], it has been reported that during pandemics, humanitarian crises, and health emergencies, there is an increased rate of false health-related information on social media [8]. It is common to find that the medical information found on social media platforms is unreferenced, incomplete, or inaccurate. Authors of some health information found on social media sites are often unknown or are identified by limited information and credentials [7]. To create a level of trust and authority, we ensure our social media campaigns are back by science and correctly reference any facts shared, instilling confidence in our audience.

The spread of misinformation

The spread of inaccurate and misleading health information has markedly increased in recent years [9]. Health misinformation is found to be the most prevalent in relation to six domains: 1) vaccines, 2) diets and eating disorders, 3) drugs and new tobacco products, 4) pandemics and communicable diseases, 5) non-communicable diseases, and 6) medical treatments and health disorders [10]. During the COVID-19 pandemic, misinformation on social media platforms contributed to the use of unconventional and unproven treatments, non-adherence to mandated prevention measures, and high reluctance to the vaccine [9].

Harnessing the Power of Social Media in Medical Communication

Brands play a vital role in combatting misinformation by fostering trust and promoting accurate health content. This requires evidence-based strategies, expert-reviewed content, and collaboration with healthcare professionals, researchers, and public health organizations to amplify credible voices and enhance accessibility to trustworthy sources.

Omnichannel marketing is pivotal in aligning and integrating social media with other communication channels to create a seamless, authoritative and effective health awareness strategy. By employing an omnichannel approach, health organisations can ensure that messages delivered through social media platforms like Facebook, Instagram, and YouTube are consistent with those shared via traditional channels, such as television, radio, or in-person campaigns. This alignment helps reinforce key messages, providing multiple touchpoints that resonate with diverse audience segments.

To reduce the risk misinformation taking hold, creators must also adopt several proactive measures. This includes presenting complex medical information in simplified, clear, and relatable terms, reducing the risk of misinterpretation. Visual storytelling, infographics, and videos can help communicate key health messages effectively.

At Mednet Group, we build data-driven omnichannel campaigns to disseminate accurate and engaging health awareness materialsonline. All our campaigns are driven by science and real-life experiences, to ensure everything is evidence based and engaging. Some of the By creating engaging content such as infographics, videos, and interactive postse-learning modules, thought leadership articles, and conference highlights we can help simplify reliable, complex medical information, making it more accessible to a broader audience.

References

1.      Ortiz-Ospina, E. The rise of social media. [Accessed 2019  22nd November 2023]; Available from: https://ourworldindata.org/rise-of-social-media#:~:text=The%20first%20recognizable%20social%20media,make%20friends%20with%20other%20users.

2.      Petrosyan, A. Worldwide digital population 2023. 2023  [Accessed 23rd November 2023]; Available from: https://www.statista.com/statistics/617136/digital-population-worldwide/#:~:text=As%20of%20October%202023%2C%20there,population%2C%20were%20social%20media%20users.

3.      Ghahramani, A., M. de Courten, and M. Prokofieva, The potential of social media in health promotion beyond creating awareness: an integrative review. BMC Public Health. 2022;22:2402.

4.      Al-Dmour, H., et al, Influence of Social Media Platforms on Public Health Protection Against the COVID-19 Pandemic via the Mediating Effects of Public Health Awareness and Behavioral Changes: Integrated Model. J Med Internet Res, 2020. 22(8): p. e19996.

5.      Kaushal, A., et al., Use of social media for cancer prevention and early diagnosis: scoping review protocol. BMJ Open. 2020;10:e033592.

6.      Han, C.J., Y.J. Lee, and G. Demiris, Interventions Using Social Media for Cancer Prevention and Management: A Systematic Review. Cancer Nurs. 2018;41(6):E1 –E31.

7.      Ventola, C.L. Social media and health care professionals: benefits, risks, and best practices. P & T. 2014;39:7.

8.      Organization, W.H. Infodemics and misinformation negatively affect people’s health behaviours, new WHO review finds. 2022  [Accessed  24th November 2023]; Available from: https://www.who.int/europe/news/item/01-09-2022-infodemics-and-misinformation-negatively-affect-people-s-health-behaviours--new-who-review-finds.

9.      Khullar D., Social Media and Medical Misinformation Confronting New Variants of an Old Problem. JAMA. 2022;328(14):1393–1394.

10.   Lledo-Suarez V, Galvez-Alvarez J. Prevalence of Health Misinformation on Social Media: Systematic Review. J Med Internet Res. 2021;23(1):e17187.