The use of social media by pharmacists and consumers

Abstract

Social media (SM) platforms are popular communication channels, including in health. This research aimed to explore how pharmacists used SM in a professional capacity (including patient care) and how consumers used SM for health-related purposes. Three qualitative studies were conducted: interviews with pharmacists, a case study of a medicines information service delivered via Facebook (FB), and focus groups with consumers. All interviews and focus groups were audio-recorded, transcribed verbatim, and thematically analysed. Wikipedia, YouTube, and FB were the main SM used by pharmacists. Wikipedia and YouTube were used for self-education, while YouTube videos were used to support patient counselling. Pharmacists did not provide individualized patient SM services. On FB, they networked with peers; accessed, shared and discussed professional topics. They did not friend consumers but occasionally provided information or corrected misinformation for friends/followers. Most participants mixed professional and personal online activities. FB was used by a not-for-profit organization to deliver a free-of-charge public individualized medicines information service to consumers, called the Pharmacist Hour. This one-hour weekly service with a question-and-answer format had 226 questions in the first year, commonly on adverse effects, treatment options, and drug interactions. Consumers used several SM: blogs, FB, Wikipedia, and YouTube. They obtained and provided informational, social, and emotional support. Consumers did not interact with healthcare professionals (HCPs), only with peers. SM improved participants’ knowledge, communication, and empowerment. They prepared for consultations and were more assertive in decision-making processes, particularly treatment choices. Despite reporting improvements in consumer-HCP relationships, most consumers felt HCPs did not support their online activities. Despite pharmacists using SM professionally and consumers using it for health, an online professional relationship was not observed. Thus, there is opportunity for pharmacists to engage SM in delivering health care. The provision of a medicines information service via FB described in this thesis can serve as an example of how SM could be used to connect pharmacists and consumers online.