The internet has become an integral part of our lives with 90% of Americans now using it according to the Pew Research Center. Much of what is published on the internet is classified as digital media, which the Centre for Digital Media defines as “a blend of technology and content,” ranging from social networking platforms to federal information sites.
More and more, Americans are utilizing digital media for information on their health. The Health Research Institute at PricewaterhouseCoopers reports that 41% of consumers said social media tools influence their choice of a specific hospital, medical facility, or doctor.
As more people turn to digital media for information, providers can utilize digital media to reach, engage, and educate patients. By leveraging online tools, providers have an opportunity to influence health decisions, increase awareness of scientific information, and provide valuable health guidance to the communities they serve.
The Use of Digital Media for Healthcare Information
Digital media is ingrained in various aspects of daily life, including healthcare. In today’s environment patients can gather information about providers through online platforms and communicate directly with providers through protected portals.
Digital media is aiding patients in making medical decisions. Before the rise of online media, patients educated themselves about their health, primarily through direct interactions with their physicians. Now, they can find a wide variety of resources to inform health decisions. The Pew Research Center reports that 56% of internet users look online for information about a certain medical treatment or procedure.
It’s not only patients that are using digital media to find and share health information; providers are using these tools too. A study from the Journal of Medical Internet Research found that 94% of U.S. hospitals reported having a Facebook page, while 50% reported having a Twitter account. The breadth of uses for these hospitals’ social media accounts spanned patient engagement, education, and even operations.
The Impact of Digital Media on Vaccine Uptake
While digital media tools have allowed for more accessible health information, providers should be aware that they are not the only sources sharing healthcare advice, particularly surrounding vaccines.
Research published in the Harvard Kennedy School Misinformation Review found that respondents who reported increased exposure to information about measles and the MMR vaccine on social media were more likely to be misinformed about vaccines. The study credited this heightened misinformation to an increase in unscientific messages about vaccines surrounding a 2015 measles outbreak.
Though misguided health information can be shared through social media and digital media, studies have shown that accurate information from trusted health professionals through the same platforms can have positive effects. A study in Pediatrics on pregnant women and immunization uptake found that parents who were exposed to interactive, credible vaccine information, from health professionals via social media, were more likely to be correctly informed and have their infants immunized on time.
How Providers Can Leverage Digital Media
The research on health information online suggests that providers can play a role in the digital arena and have a positive impact on patients. Here are some ways providers can employ digital media to the benefit of their patients:
Utilize trusted vaccine resources
There are many trustworthy sources of information about vaccines and vaccine preventable diseases, including the Centers for Disease Control and Prevention (CDC), Advisory Committee on Immunization Practices, and others. Consider building your own online collection of resources that you can easily share with patients. If your organization owns social media accounts, you can periodically share links from your collection to counter misinformation and educate patients.
Stay up to date on vaccine recommendations and research
Beyond educating patients, digital media can also help educate providers. The CDC regularly updates its provider-focused vaccine webpage with new vaccine developments, revised vaccine recommendations, and even clinical decision support tools. By staying well-informed, providers can be confident in their ability to help patients make the most appropriate recommendations around vaccines for their needs and circumstances.
Reach and engage patients
Digital media tools offer providers the opportunity to stay connected with patients outside of the office. Whether it’s a monthly newsletter or a social media post, there are many ways in which providers can digitally connect with patients to offer vaccine information and help educate them. Providers may want to consider the many ways they can use digital media to best communicate and connect with their patients.
Digital media channels are powerful forms of communication of health information. By leaning into online platforms, providers can help meet patients where they already are and ensure they’re equipped with accurate and trustworthy information that will help them make the best decisions for their health and wellbeing.