Exploring the Usage of Social Media Networking Platforms Among Medical Practitioners: Reasons, and Proposed Features for Improved Experience.

ABSTRACT

PURPOSE: This study aims to identify and prioritize the reasons for social media use among medical practitioners to facilitate the selection of the most appropriate social media platforms for healthcare providers. The findings of this study will help address the challenges posed by the wide variety of available social media platforms and assist healthcare providers in choosing platforms that best meet their professional needs. DESIGN/METHODOLOGY/APPROACH: This cross-sectional study was conducted in the period of two months, i.e., August and September 2021. This study is based on the AHP (Analytic Hierarchy Process) method of the MCDM (Multi-Criteria Decision-Making) approach. In the first phase, a four-hour brainstorming session was held to identify the medical Practitioner's reasons for social media usage; in the second phase, the identified reasons were linked with the top five social media platforms to determine the prioritized order of preference. FINDINGS: The top three reasons driving medical practitioners' usage of social media platforms include "Getting an update on current affairs," "Network with industry professionals," and "Healthy Lifestyle and Wellness Promotion." In contrast, the bottom three causes include "Advocacy for causes," "Get Updates about friends and family members," and "Opinions and ideas sharing." The prioritized order of social media platforms is LinkedIn, followed by Instagram, WhatsApp, Facebook, and Twitter. PRACTICAL IMPLICATIONS This study helps solve the medical Practitioner's dilemma of selecting suitable social media platforms that serve their intended functions. In the future, it is expected that the usage of SM platforms will increase for causes such as Institution Branding and Healthcare Issues related Advocacy as well. ORIGINALITY/VALUE Previous research has not adequately identified the reasons driving social media usage by physicians. This study is one of the few studies that has attempted to prioritize reasons for social media usage by physicians and has provided a prioritized list of social media platforms.