J Young Pharm, 2017; 9(2): 267-271

A multifaceted peer reviewed journal in the field of Pharmacy Original Article

www.jyoungpharm.org | www.phcog.net

Use of Social Media for Seeking Health Related Information –

An Exploratory Study
Navya Bhaskaran, Manish Kumar, Manthan Dilipkumar Janodia *
Department of Pharmacy Management, Manipal College of Pharmaceutical Sciences, Manipal University, Manipal 576 104, Karnataka, INDIA.

ABSTRACT
Introduction: Social Media (SM) is evolving and more number of people information available through SM should have various controls. Conclusion:
are experiencing benefits of SM. Though use of social media is beneficial, it In India, at present we do not have legal mechanism to oversee that health
has to be carefully calibrated when used for sharing health information. information on social media is authentic. Drugs and Cosmetics Act 1940 is
Social networks act as a powerful marketing channels in healthcare industry archaic and needs transformation including provisions on monitoring and
but many questions need to be resolved. Objective: We carried out a study controlling health information available through SM.
to understand use of SM to seek health information. Method: The cross
sectional study used convenience sampling method. The data was collected Key words: Social Media, Healthcare, India, Regulations.
with the help of a structured questionnaire and the study was carried out in
two different states of India. We received a total of 156 usable responses.
Results: Prominently youngsters in the age group of 18-27 years use MS. Correspondence:
Majority of the respondents were from health sciences background and Manthan Dilipkumar Janodia, Department of Pharmacy Management, Ma-
had undergraduate qualification. WhatsApp is the preferred SM platform nipal College of Pharmaceutical Sciences, Manipal University, Manipal 576104,
followed by Facebook, YouTube, twitter, blogs and LinkedIn. The information Karnataka, INDIA.
searched on SM include disease and related information, and information
Phone no: +91820-2922482
on medicines. Interestingly, 35 percent of respondents trust health infor-
mation, 32 percent do not trust the information and 33 percent do not Email: [email protected]
always trust health related information. Respondents stated that health DOI: 10.5530/jyp.2017.9.52

INTRODUCTION
Social Media (SM) is evolving and more and more number of people are found that 61 per cent of American adults access health care related
experiencing benefits of social media. The population using SM is on information online and 41 per cent of them read someone else’s com-
rise and primarily comprises of youngsters, below 45 year of age. Social mentary or experience about medical and health issues.4 A survey in
media is used in many industries across the world to reach target audi- the US identified that about 60 million Americans shared their medical
ence, the customers, by business organizations. In ever changing world experience with each other; about 72 per cent patients searched online
and transformation, social media is used for people to people commu- information before or after doctor visit and about 890 hospitals in the US
nication. People share their experiences using different forms of social used social media to engage with their patients.5 It was expected that by
media. Social Media is a broad categorical name for the latest web 2.0 2015 about 500 million people globally would be using mobile health-
interactive websites and services.1 The term social media include social care applications by 2015.5
networking sites, collaborative services, blogs, content hosting sites and Social Media has left behind old model of one to one communication
virtual communities.2 The key differentiator of social media vs tradi- and transformed it into one to many or many to many. Social Media
tional media is that using social media, users can generate their own
in healthcare can be considered as “changing the locus of control to
content, for example a website, a blogpost, a Facebook page, a twitter
patients”.6 With greater number of patients seeking information about
account, an interactive portal, WhatsApp chat groups etc. Though use of
health through use of online sources, and engaging in two way conversa-
social media is beneficial, it has to be carefully calibrated when used for
tions with care providers and other patients, the health care industry has
sharing health information. Social networks act as a powerful marketing
enormous responsibility.7 The increased use of social media is not only
channels in healthcare industry but many questions need to be resolved
confined to the United States of America (USA); about 72 per cent of
1
. Increasing use of smart phones and tablet phones demand for mobile
European online consumers are social health users and a study found
health information has increased manifold. Both smartphones and tablet
phones facilitate ease of access to information for a user.2 In the 21st century that adoption of physician only social networks by European doctors
an explosion of information, transmitted as internet based messages, has doubled in 2012.7 It is important to realize that more and more people
influenced various aspects of consumer behavior. The consumer behavior are accessing health related information via social media. However, due
that can be influenced include awareness, information acquisition, to lack of control and regulations, chances of providing misinformation
opinions, attitudes, purchase behavior, and post-purchase communica- is high and in many cases it could be fatal.
tion and evaluation. The promotion related role of social media may be We carried out the study with the following objectives
used by consumers to communicate with one another.3 (i) to study how widely social media is used as a source of seeking health
Health information remains one of the important topics discussed on related information, (ii) identify the age group of population that is most
internet.4 In June 2009, a study by Pew Internet and American Life Project exposed to and influenced by the information available on the social media,

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 Bhaskaran et al.: Social Media for seeking health related information

(iii) to understand the online health information-seeking behaviors of Respondents were further asked to rate the social media based on their
people as to whether they utilize social media and if not, whether they preferences. The results are shown in Figure 6 below.
would be willing to use social media to look for health related information. The respondents were asked to rank various social networking sites like
Facebook, Twitter, YouTube, Blogs, Whatsapp and Linkedin as per their
METHODS preference of usage.
The study is a cross sectional survey to understand how people use It is interesting to note that 54 respondents’ first preferred SM platform is
healthcare related information available on social media. Structured whatsapp, followed by facebook which was preferred by 40 respondents.
and non-disguised questionnaire was used for the study. Question- Youtube is mentioned as third preferred mode of social media usage by
naire included open-ended and dichotomous questions. A pilot study 37 respondents followed by twitter, ranked foruth preference, preferred
was carried out to ensure the questionnaire is usable and conveys the by 30 respondents. 15 respondents chose blogs, which was ranked fifth
same meaning to respondent as we intended to elicit a response. The preference and 33 respondents opted for LinkedIn as their last prefer-
other objective of the pilot study was to reveal lacunae and deficiencies ence and ranked it 6th .
in the design of a proposed experiment, so that the deficiencies can be Respondents were asked how likely they are to trust information avail-
corrected before rolling out the questionnaire to a larger sample. Based able on social media. The results are shown in Figure 8. This proves that
on the results of pilot study the, questionnaire was modified and two people do not blindly trust the information that is being shared unless it
additional questions were included in the final questionnaire rolled out has been proven or there are established evidences.
for study. Non probability convenience sampling method was used. The A vast majority of the respondents (71%) stated that they discuss the
sample units were people in the age group of 18-45 years. A total of 156 information, which they come across on social media, with their health-
usable responses were received, which were analyzed. The study was care providers whereas the remaning respondents (29%) did not discuss
carried out for a period of 4 months. Primary data was collected by information accessed throgh social media with their health care providers.
directly approaching the respondents. Secondary data was collected This is shown in Figure 9.
from various available resources like professional reports, articles etc. As shown in Figure 10, when respondents were asked about their knowl-
The study was carried out at two places which include an educational edge on presence of multinational pharmaceutical companies’ (MNC)
town in South India, Karnataka and Patna, Bihar. Descriptive statistics presence on social media, 105 respondents (67%) stated that they were
was used to analyze the results. aware of MNCs presence on social media, whereas 51 respondents
(33%) were not aware. This shows that MNCs pharmaceutical companies
are visible on social media.
We further probed respondents regarding their support on use of
social media to access health related information in India. As it is evidednt
from Figure 11, 60 (38%) respondents were in support of permitting use
of social media for health information and almost equal number of
respondents, 56 (36%), stated that social media should be used with close
controls for seeking health related information, whereas 40 (26%)
respondents were not in favour of permitting use of social media for
health information in India.

DISCUSSION
The examples of pharmaceutical companies using social media in the
RESULTS US are many.8 In a survey it was found that pharmaceutical industry
is lagging behind other industries in use of social media9 due to tight
The survey had 156 usable responses. The responses were tabulated to
regulations. The medium has inherent ability enabling pharmaceutical
identify demographic factors and responses received. The analysis of
companies to hear differing points of views and ideas, build relationships
data including results are discussed below.
and sustain deeper, more personal connections but uncontrolled use and
Among 156 respondents, 113 respondents were in the age group of 18-27 nature of conversations poses regulatory challenges.10 A study conducted
years. This signified that a major group of the youth is involved in searching in 201011 recommends use of social media in improving medical adher-
for health related information through the use of social media. ence, encourage patients to engage more in their health choices. 60 per
The majority of respondents were undergraduates (113, 72.5%) followed cent of Americans use internet while seeking health related informa-
by postgraduates (39, 25%) and doctorates (4, 2.5%). tion.12 Critics have warned of dangers of using social media for health
As evident from Figure 3, a large number of respondents belonged to that could lead to adverse effects or even deaths.13 In a study by Epsilon,
urban areas. it was found that about 40 per cent of respondents engage with social
media on health sites through as they felt that social media will empower
This cross sectional study consisted primarily of respondents from the
them.14 Social Media empowers patients to exchange information about
fields of health science as 78 (50%) respondents belonged to health
self and their health management.15 Emotional support received through
sciences background, followed by 51 (33%) respondents in the field social media is one of the reasons patients are turning to its use. Physi-
of technology. The study also comprised of a smaller proportion of cians through use of social media can share experiences, medical gray
respondents in the field of management, which were 23 (15%) and others areas and updates in their field.16 In order to provide support to phar-
respondents were who served as military officials and in product maceutical marketing firms, the USFDA proposed draft guidance titled
design (4%). “Fulfilling Regulatory Requirements for Post marketing Submissions
It was identified that people irrespective of their professions involved in of Interactive Promotional Media for Prescription Human and Animal
searching health realted information via social networks. Drugs and Biologics” in January 2014. The interactive promotional

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 Bhaskaran et al.: Social Media for seeking health related information

media shall be interpreted as modern tool and technology that often

allow for real time communications and interactions (e.g., blogs, micro-
blogs, social networking sites, online communities, and live podcasts
that firms use to promote their drugs).17 Pharmaceutical industry has
responded to the draft guidance by providing several comments on
the issue.18 Additionally, Bupa Health Pulse Survey 2010 revealed that
people searching about health information online are in emerging econ-
omies such as India, Brazil, Russia, China and Mexico. In India about
39% of people surveyed look for health information on internet.19 Social
media is not devoid of ill effects as identified by Parsuraman.20 Direct to
Consumer Advertising (DTCA) through social media may lead to use
of unwanted medical therapies.21 With the large number of advantages,
Figure 1: Age group of the respondents.
there are a few limitations when social media is considered as a tool for
seeking health information since it revolutionized communication over
the last two decades.22
The existing laws in India, for instance, The Drugs and Magic Remedies
(Objectionable Advertisements) Act, 1954 prohibits advertisements
for products and services claiming to cure certain medical conditions.
The enforcement of the Act by is poor because one finds a number of
advertisements in the print media. Further, the Act does not mention
advertisements carried out through social media.
In our study we found that most of the respondents were in the age group
of 18-37 years (Figure 1), had undergraduate degree (Figure 2), lived in
urban places (Figure 3) and belonged to health sciences background,
followed by Technology and Management (Figure 4). It can safely be Figure 2: Education level of the respondents.
assumed that a large number of youngsters browse through social media
for seeking health related information.
It was interesting to note that all the respondents who participated in
the study used social media for networking and communication and
also seek health related information from various social media depending
on their requirements or came across a discussion with regards to
health and wellbeing. This is shown in Table 1. When the respondents
were asked as to how often they used SM, it was estimated that majority
of them used it on a daily basis. A few responded stating they use SM
for health information alternately, once a week or once a month. This
is shown in Figure 5. It was observed that out of the 156 respondents
most of the respondents relied on Whatsapp for their regular social
networking purposes (Figure 6). When respondents were asked what
Figure 3: Area of residence.
type of health related information they access through social media, it
was found that most of them look for diseases and related information
(57 respondents), 45 respondents look for information on medicines.
In addition, 45 respondents stated that they look for both disease
and related information as well as information regarding medicines.
4 respondents stated that they look for other information but did not
specify what type of health related information is accessed by them. Rest
of the respondents do not access health related information through SM.
The results are shown in Figure 7. Respondents who do not access health
information through social media stated that they access health informa-
tion from doctors, nurses, pharmacists, friends, relatives and colleagues.
As shown in Figure 8, about 55 (35%) of respondents stated that they are
likely to trust information available on social media, whereas 50 (32%)
Figure 4: Scientific Domains of the respondents.
respondent stated that they do not trust information available through
social media. 51 (33%) respondents stated that they do not always trust
social media. Many respondents discuss the information available on SM
with their healthcare providers, which is shown in Figure 9. This is a regarding medicines are controlled by Drugs and Magic Remedies
healthy sign as it encourages discussion between the healthcare provider (Objectionable Advertisements) Act 1954, according to which
and the patient. MNC pharma companies use SM effectively, especially prescri­ptions drugs are not permitted to be advertised through mass
in developed countries. In order to assess awareness of the respondents media. The Act, which was promulgated in 1954 is archaic and since then
we asked them about presence of MNC pharma companies on SM. many developments in the field of pharmaceuticals and advertising have
Majority of respondents were aware of MNC pharma companies’ pres-
happened. With changing times, it is important to change the Act. The
ence on SM. This is shown in Figure 10. In India, the advertisements
Drugs and Magic Remedies (Objectionable Advertisements) Act 1954

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 Bhaskaran et al.: Social Media for seeking health related information

Figure 5: Frequency of using social media.

Figure 6: Preference of using social media platforms.

Figure 7: Type of information accessed on social media. Figure 8: Likelihood of trusting information on social media.

Figure 10: Awareness about MNC Pharmaceutical companies’ presence on

Figure 9: Discuss information with healthcare provider. social media.

Table 1: Total number of respondents using social media

Response No. of respondents
Yes 156
No 0

Figure 11: Opinion on use of social media for seeking health related information
in India.

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 Bhaskaran et al.: Social Media for seeking health related information

shall include information on use of SM for promoting medicines by CONFLICT OF INTEREST

pharmaceutical companies in India. In absence of such clarity, it might
be possible that the rules are circumvented and SM may be used for No conflict of interest are declared.
promoting medicines, which could be harmful if not properly scrutinized
for the authenticity of the information. As shown in Figure 11, respon- ABBREVIATION USED
dents are in favour of using SM for use of SM for providing health related SM: Social Media; MNC: Multinational Companies; DTCA: Direct to
information in India. However, there needs to be control and monitoring Consumer Advertisement.
of such promotional activity. At present we do not have legal mechanism
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Article History: Submission Date: 02-12-16; Received Date: 07-01-17; Acceptance Date: 14-02-17.
Cite this article: Bhaskaran N, Kumar M, Janodia MD. Use of Social Media for Seeking Health Related Information–An Exploratory Study. J Young Pharm.
2017;9(2):267-71.

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