There is no place where social media has not had an effect. In modern times, people choose social media to tell stories about their health, share experience, ask different questions, and seek advice. Healthcare is in no way excluded from this. Marketing is currently spread throughout the system of healthcare institutions, such as hospitals, orbital clinics, and healthcare organizations (Berkowitz, 2018). Some doctors also use social networks to search for necessary information on a medical topic. The impact of social media needs to be studied, as it has its solid advantages and significant disadvantages, which together can influence people.
Social media marketing is necessary in order for medical brands to be more recognizable and contribute to strengthening patient trust, which is essential in forming strong relationships and loyalty among patients. Patients who work with a medical company through social networks and trust them are likely to turn to representatives of this organization with a great desire if they need its services. People search for the information they need on medical issues on social networks, and organizations can help them find the necessary information by providing them with recommendations and advice in this area. Medical institutions can exchange experience and information in the field of medicine and educate the population, give correct knowledge on various topics, including sending recommendations, for example, on disease prevention.
Social networks of medical institutions can increase the loyalty of patients to this organization and the entire healthcare system. Cordos et al. (2017) claim that patients and consumers of medical services use social networks to use information related to healthcare, which will allow them to find new interactive tools for attracting and social media channels. Expert opinion of specialists will give patients an understanding that they consult with real experts in their field, with extensive work experience. The interaction of colleagues in the field of medicine will allow creating a solid business partnership and open the door to new joint projects.
In addition to the advantages of social networks for healthcare, there are disadvantages. For example, there is information in social networks that may already be irrelevant. By studying it, people can get information that will have a less practical effect on their health than more modern methods or medicines. In addition, while self-medicating, people can find information on social networks that is unsuitable for a proper diagnosis, which can only be made by a professional.
There is a genuine ethical concern that doctors who have relationships with clients on social media may gain access to confidential information that is not created for them. There is also the issue of personal privacy in terms of what other people can get. When there are concerns about privacy and the dissemination of false data, social networks can be used by people in any area of the medical sector for various purposes.
Having discovered an illness, people tend to turn to the Internet and social networks to search for information. They can find something similar to their symptoms and diagnose themselves without having special education and choose a treatment based on other people’s advice. This can have a detrimental effect on the body; as a result, people can get a new disease and not be cured of the previous one.
In conclusion, despite the many benefits of social networks for healthcare, there are still significant disadvantages and a lack of privacy. From an ethical and regulatory point of view, organizations that work in social networks should closely monitor the disclosure of patients’ personal data. Nevertheless, it is convenient for people to receive information from specialists and apply their advice and in-depth experience to prevent some health-related situations.
References
Berkowitz, E. (2018). Health care market strategy: From planning to action. Jones & Bartlett Learning.
Cordos, A., Bolboacă, S., and Drugan, C. (2017). Social media usage for patients and healthcare consumers: A literature review.Publications, 5(9), 1-10.