An exploration of social media in healthcare professional practice: guidance for and medicines-related use in Gulf Cooperation Council countries.

Social-media use in healthcare is expanding globally, aiding healthcare professionals (HCPs) to enhance professional development, and educate patients and the public. Regulatory guidelines are intended to support ethical, legal and professional challenges associated with social-media use. Given the specific lack of literature relating to the Middle East, the aim of this research was to explore medicine-related social-media guidance and related use by HCPs in the Gulf Cooperation Council (GCC) countries of the Middle East. A multi-phase research approach was adopted, with the findings of each phase informing the next. The first phase was a scoping review of the use of social media by HCPs in the Middle East and North Africa (MENA) region. Thirty-five studies were included, with the majority using a cross-sectional methodology (n=30), with physicians the most studied group (n=16) and mostly from Saudi Arabia (n=18). Positive themes were related to aspects of knowledge and skills, networking, patient communication, marketing, and perceptions of improved practice and enhanced care. Negative themes were less well reported and focused on issues of data protection, social media being a distraction, and perceptions of reduced patient care. The review highlighted the need for qualitative, theory-based research to facilitate the development of guidelines and associated strategies for educational interventions. The second phase sought to investigate the social-media behaviours of HCPs in Qatar, focusing on the factors influencing usage, compliance with local social-media guidelines, and experiences using platforms for professional purposes. A qualitative approach was employed, with semi-structured interviews conducted with 13 HCPs. The interview guide was based on the Theoretical Domains Framework (TDF). HCPs in Qatar (residence of the doctoral student) used LinkedIn and Twitter for professional purposes, reserving Facebook and Instagram for personal use. Their behaviours were influenced by professional identity, cultural norms, and perceived consequences. While most participants supported social-media guidelines, concerns were raised about the impact on professional autonomy. Building on the findings of the first two phases, which suggest that there is a need for systematically developed, evidence-driven social-media guidelines with coverage of patient care, public health and networking, the final phase aimed to review the scope and quality of healthcare professional social-media guidelines in the GCC countries. A policy review methodology with mixed qualitative and quantitative analysis was employed. A qualitative content-analysis of the guidelines was conducted to identify recurring themes, and guideline statements labelled as "positive" or "negative". A quantitative quality assessment of the guidelines was conducted using the AGREE II instrument. Of the eight guidelines, analysis yielded five themes: patient privacy and confidentiality; advertising regulations and compliance; professional conduct and ethics; account management and registration; specific product/service advertising. There was little emphasis on the use of social media to promote patient care and public health. Most statements were phrased in a negative manner. Guideline assessment using the AGREE-II instrument highlighted deficiencies, particularly in areas of stakeholder development and clarity of presentation. This doctoral research has generated original findings which have the potential to impact evidence-based policy development and professional practice. Further research should focus on the development of a unified guideline for HCPs in GCC countries, employing a consensus methodology.

Grantor dc:publisher.institution

Robert Gordon University

Year dc:date.issued

2025

Author dc:creator

• Ababneh, Ma'an M.

Advisor dc:contributor.advisor

• S. Cunningham, D. Stewart, S. Pederson and Z. Nazar

• Healthcare professionals
• Digital professionalism
• Gulf Cooperation Council (GCC) countries
• Social media guidelines
• Social media usage
• Theoretical Domains Framework
• Policy analysis
• Health communication

Language dc:language

en

Identifier

oai:rgu-repository.worktribe.com:2934822
https://doi.org/10.48526/rgu-wt-2934822

OAI identifier oai:identifier

oai:rgu-repository.worktribe.com:2934822