TITLE:

SOCIAL MEDIA'S ROLE IN HEALTH CARE

DHANUSH D
CMS20EMB158
danshraj89@gmail.com
Ph: 9663999666

Academic Guide.
Dr Truptha Shankar

Organization Guide.
Dr Anoop Radhakrishnan
Director, Address Health Solutions India Pvt
Ltd
 1. Introduction

Social media has been widely used for health-related purposes, especially during the COVID-19
pandemic. Previous reviews have summarized social media uses for a specific health purpose
such as health interventions, health campaigns, medical education, and disease outbreak
surveillance. The most recent comprehensive review of social media uses for health purposes,
however, was conducted in 2013. A systematic review that covers various health purposes is
needed to reveal the new usages and research gaps that emerge in recent years.

Many social media tools are available for health care professionals (HCPs), including social
networking platforms, blogs, microblogs, wikis, media-sharing sites, and virtual reality and
gaming environments. These tools can be used to improve or enhance professional networking
and education, organizational promotion, patient care, patient education, and public health
programs. However, they also present potential risks to patients and HCPs regarding the
distribution of poor-quality information, damage to professional image, breaches of patient
privacy, violation of personal–professional boundaries, and licensing or legal issues. Many
health care institutions and professional organizations have issued guidelines to prevent these
risks.

2. Objectives of the study

 To study the role of social media in Healthcare Industry.

 To identify the opportunities and challenges of using social media in healthcare.
 To study the benefits of social media in healthcare.

3. Industry Profile:

The Indian Constitution makes the provision of healthcare in India the responsibility of the

state governments, rather than the central federal government. It makes every state responsible
for "raising the level of nutrition and the standard of living of its people and the improvement
of public health as among its primary duties".

The National Health Policy was endorsed by the Parliament of India in 1983 and updated in
2002, and then again updated in 2017. The recent four main updates in 2017 mentions the need
to focus on the growing burden of non-communicable diseases, on the emergence of the
robust healthcare industry, on growing incidences of unsustainable expenditure due to health

care costs and on rising economic growth enabling enhanced fiscal capacity. In practice
however, the private healthcare sector is responsible for the majority of healthcare in India, and
most healthcare expenses are paid directly out of pocket by patients and their families, rather
than through health insurance. Government health policy has thus far largely encouraged
private sector expansion in conjunction with well-designed but limited public health
programmers.

A government funded health insurance project was launched in 2018 by the Government of
India, called Ayushman Bharat. According to the World Bank, the total expenditure on health
care as a proportion of GDP in 2015 was 3.89%. Out of 3.89%, the governmental health
expenditure as a proportion of GDP is just 1%, and the out-of-pocket expenditure as a
proportion of the current health expenditure was 65.06% in 2015.

4. Company Profile:

Address Health a little group of similar individuals met up and longed for altering the way of
child healthcare. Of presenting better openness and reasonableness. Of utilizing innovation
and development to make the pediatric essential consideration continuum conceivable. At the
center of this thought was the progressive idea of arriving at quality medical services to each
kid through schools.

Address Health collaborated with schools, understanding that while the different instructive
sheets and legislatures command-specific medical care offices like school wellbeing checks,
clinics and wellbeing training in grounds, the absence of coordinated administrations make it
challenging for schools to seriously execute these.

Address Health has been altering this space through imaginative approaches to venturing into
schools with quality for each child at reasonable costs. School Wellbeing Administration is
quickly turning this thought genuine, starting with one child then onto the next, one grounds
to the next and one city to another city. Address Health keeps on carrying excellent
essential medical care to an ever-increasing number of kids in a steadily growing
arrangement of accomplice schools.

5. Literature Review:
  Barry, J., and Hardiker,N.

Acknowledgement of the effect, regarding its extraordinary potential and its intrinsic dangers,
of web-based entertainment on the worldwide it is developing to nurture local area. It is
broadly perceived that virtual entertainment can be an integral asset for imparting, impacting,
and teaching. Much, along these lines, is to be acquired concerning its utilization in medical
care and nursing. This part will consider, according to a worldwide point of view, the effect
of web- based entertainment on both general societies as customers of medical services data
and attendants.

 Rosemary Thackeray, et al., 2012

Social media has the potential to highlight health issues and enhance communication between
individuals and organizations. Social media creates relationships among organizations to
customers, customers to others and customers to organizations. It also helps to enhance
mobilization of communication among communities and people also facilitate to change
health behaviour of the people.

 Nizar Hussain M, Suresh Subramoniam.

Social media has capabilities to create health awareness in terms of inexpensive, quick and
better services to the patients. Doctors can advise the patient about the high probability of
disease in those areas where information cannot be provided through traditional available
resources. People can share diet plans and valuable information about chronic diseases.

6. Problem Statement:

Many providers and others in healthcare are reluctant to get into social media marketing in
healthcare for the following three reasons:

1. HIPAA compliance
2. Desire to stay professional
3. Fear of negative response

HIPAA compliance
HIPAA compliance is one of the biggest challenges of social media in healthcare. Healthcare
professionals are leery of entering into the social media fray for fear that they will compromise
patient privacy, either through what they post or by exposing their networks to viruses or
hacking.

Fortunately, HIPAA offers specific guidelines on how to safely post information, comments,
photos, or videos online without violating patient privacy laws.
These include “de-identification” of patients by removing or omitting names, insurance or
Social Security numbers, date of birth, and photos and eliminating specific details of rare
medical issues, including the dates they occur. Healthcare providers can also obtain consent
from patients to post their photos on social media sites.

Desire to stay professional

A number of healthcare professionals worry that their presence on social media may label them
as unprofessional with potential patients. Further, they may worry that their colleagues will lose
respect for them and consider them not as qualified, serious, or expert.

These days, it is important to consider the extent and reach of your posts as a medical
professional. Every post does offer more detail into you as a person, much less a healthcare
professional, and care should be taken to post only content that is appropriate.

Fear of negative response

No matter how careful you are, how innocuous your healthcare social media marketing is,
someone may not like it. You may get negative comments and someone may be offended. The
best way to handle the inevitable negative response is to make sure you are following all legal
guidelines and acting in a compassionate way on all social media channels.

In some cases, people may be offended by a comment made on your social media (and not the
original content). One way to diffuse these situations is to monitor comments, likes, and shares
to either address (or, when necessary, block) the negativity.

7. Research Methodology:

Methodology
Research is defined as human activity based on intellectual application in the investigation of
matter. The primary purpose for applied research is discovering, interpreting, and the
development of methods and systems for the advancement of human knowledge on a wide
variety of scientific matters of our world and the universe. Research can use the scientific
method, but need not do so.

Sampling Technique Used

The technique of Random Sampling has been used in the analysis of the data.

Random sampling from a finite population refers to that method of sample selection, which
gives each possible sample combination an equal probability of being picked up and each item
in the entire population to have an equal chance of being included in the sample. This sampling
is without replacement, i.e. once an item is selected for the sample, it cannot appear in the
sample again.

Data Collection

To determine the appropriate data for research mainly two kinds of data was collected namely
primary & secondary data as explained below:

Primary Data

Primary data are those, which were collected afresh & for the first time and thus happen to be
original in character. However, there are many methods of collecting the primary data; all have
not been used for the purpose of this project. The ones that have been used are:

 Questionnaire

 Informal Interviews

 Observation

Secondary Data

Secondary data is collected from previous researches and literature to fill in the respective
project. The secondary data was collected through:

 Text Books

 Articles

 Journals

 Websites

Tools for Analysis

Statistical Tools Used

The data will be analyzed through statistical methods. Simplex percentage analysis will be used
for analyzing the collected data.

Simplex percentage analysis:

Percentage analysis will be the method to represent raw streams of data as a percentage (a part
in100‐ percent) for better understanding of collected data.

Graphs:

Graphical representations will be used to show the results in simple form. The graphs will be
prepared on the basis of data that will be received from the percentage analysis.

8. Solution:
When used wisely and prudently, social media sites and platforms offer the potential to
promote individual and public health, as well as professional development and
advancement. However, when used carelessly, the dangers these technologies pose to
HCPs are formidable. Guidelines issued by health care organizations and professional
societies provide sound and useful principles that HCPs should follow to avoid pitfalls.

9. Reference:
1. Ferguson, C. (2013). It's the ideal opportunity for the nursing calling to use web-
based social media. Diary of Cutting edge Nursing.
2. Barry, J., and Hardiker,N. (2012). Propelling Nursing Practice Through Web-
based social media: A Worldwide Point of view. OJIN: The Internet-based Diary
of Issues in Nursing.

3. Lambert, K. M., Barry, P., and Stirs up, G. (2012). Risk the board and legitimate
issues with the utilization of online social media in the medical care seeing. Diary
of Medical care Chance Administration.
4. Maheu, M., Whitten, P., and Allen, A. (2002). E-wellbeing, telehealth, and
telemedicine: a manual for startup and achievement. Jossey-Bass.
5. Fox, S. (2011). The public activity of wellbeing data.
6. Krowchuk, H. V., Path, S. H., and Twaddell, J. W. (2010). Should online social
media be utilized to speak with patients? MCN: The American Diary of
Maternal/Youngster Nursing.
7. Nizar Hussain M, Suresh Subramoniam, (2014). Roll of social media in modern
healthcare, Infosys labs briefings, valium 12, No 1.
8. Rosemary Thackeray, Brad L Neiger, Amanda K Smith and Sarah B Van
Wagenen (2012). Adoption and use of social media among public health
departments, BMC Public Health,doi:10.1186/1471-2458-12-2421
9. Dr. Vikram, Marketing Manager, Healthcare at Wipro Technologies.
10. Akriti Balaji, Healthcare Industry in India is projected to reach $372 bn.
Investindia.
11. www.youtube.com/watch?v=O60KBugBtFM&feature=related