Digital house calls: US healthcare professionals and online media communication

Abstract

The popularity and increased use of online interaction and social media websites is certain to impact the healthcare profession. As 80% of Americans with Internet access search for health information, it is important for healthcare professionals (HCP) to adapt to the needs of their clients. Through the use of an online survey of HCP, this study offers insight into their current interest and use of online media. The findings indicate that many HCP have little interest in participating in online interaction with patients and are deterred by issues of privacy and liability. Applying a theoretical framework of uses and gratifications, our study addresses HCP motivations for interacting online, both professionally and personally. Analysis reveals that HCPs have three dominant motivations for using online social media: professional self-expression, social entertainment, and convenience. Relationships are noted between motivations for use and frequency of social media activity. Findings inform best practices in communication via online platforms for HCP as they forge relationships with patients in a digital age.