Social media in medical and health care: opportunities and challenges

Abstract

Purpose

The purpose of this paper is to outline and discuss the opportunities and challenges of using social media in medical and health care.

Design/methodology/approach

The paper is predicated on practical rationality and adopts a commentary approach from a professional standpoint that is supported by informed findings from the extant literature and publicly accessible sources of information (e.g. daily news and governmental reports) to deliver the objective of this paper.

Findings

The paper presents three prospects that social media can offer to medical and health care practices, namely, enhancement in participatory medicine, quality of care, and emergency management and preparedness. Several challenges and risks of social media use in medical and health care are also put forth, including defamation, privacy, accuracy of information, and blurring of professional boundaries.

Originality/value

The identified benefits should propel an increase in social media adoption to improve the delivery of medical and health care while the highlighted pitfalls can help practitioners to avoid inappropriate use of social media in medical and health care.

Citation

Lim, W.M. (2016), "Social media in medical and health care: opportunities and challenges", Marketing Intelligence & Planning, Vol. 34 No. 7, pp. 964-976. https://doi.org/10.1108/MIP-06-2015-0120