A Comparison between Online and Offline Health Seeking Information using Social Networks for Patients with Chronic Health Conditions

Abstract

The patient is now better connected with other patients just like the consumer is now better connected with other consumers in particular through the growing adoption of social media and online peer to peer communities. These relationships which become collaborative have either positive or indeed negative consequences that may either endorse or have implications for a firm’s products [32]. The aim of this research was to gain an understanding of the impact social media has on patient influence on healthcare provision especially in relation to information seeking and clinical product choice. It compares a group of patients who are predominantly online information seekers with a group who are predominantly offline information seekers. Bias will be eliminated by utilising probability sampling techniques in order to be able to perform statistical analysis on the results obtained. This study capitalises on having access to approximately 8000+ Direct to Patient consumers who are currently receiving devices for the management of their bladder problems. The intention of this research project is to gain an understanding of how two way online interactions have developed between patients with similar chronic medical conditions and how firms can use online social media to improve their relationship with patients. The key research question of this paper is: Have online social media tools affected demand for healthcare intermediation in patients, who experience chronic medical conditions and reflect a need to become better informed. The findings of this pre-Covid research were that, for patient groups that had chronic conditions, there was a positive relationship between time spent in developed peer to peer communities, are more trusting of online information and spend more time online