Impact of medical bloggers’ activities on the prevention of disease risk, public, population and individual health: the opinion of social media users

Abstract

Due to the high information and communication importance and potential of the medical blogosphere in the formation of health literacy of the population, there is the increased need to study the opinions of Russian social media users on the impact of the content of medical blogs on personal and public health. Aim of the study was to find out the opinion of social media users on the extent to which the activities of bloggers specializing in public health and health care topics influence the prevention of major non-communicable and infectious diseases, public and personal health, within the changing boundaries of medical knowledge broadcasting (using sociological methods). Material and methods. The authors conducted a quantitative sociological survey of 178 respondents - users of social media: 55 (30.9 %) women and 123 (69.1 %) men about visiting blogs specializing in public health and healthcare. The collection of information was carried out by e-mailing a questionnaire developed by the authors, and analyzed the answers to questions from active blog users through a Google form in April – May 2023. Results. The study results of the impact of bloggers’ activities on personal and public health, including those related to the quality of medical information disseminated in social media, are described. Respondents believe that medical bloggers have a greater impact on public health than personal health. At the same time, according to the respondents, the spheres of influence in the field of public health do not coincide with the spheres of influence in the field of personal health. Thus, 74.7 % of respondents believe that medical bloggers have an impact on maintaining a healthy lifestyle of the population, prevention (61.8 % of all respondents think so) and treatment of infectious diseases (61.2 %). The requirements for the quality of information provided by bloggers are considered. Based on the analysis of Russian and foreign scientific literature, the authors developed a graphical diagram of the effect of dissemination through the blogosphere of information in the field of health care and disease prevention. Conclusions. The content published on medical blogs affects the health literacy of the population. That is why, medical blogs can be seen as a social determinant of health, because health blogs can be the key to the success of disease prevention and control efforts for public health maintaining. For organizing a communication intervention of medical personnel in social media to inform the population about methods for preventing the risk of developing major non-communicable and infectious diseases and increasing the level of health literacy of the population, medical blogs can and should be used to inform and educate patients as part of general or targeted multimodal educational practices or as a means of delivering electronic content. The risks of publishing inaccurate information in the blogosphere must be considered, whereby patients can easily become misinformed, which can have serious consequences for their health, and even increase their risk of mortality. To make the best use of the blogosphere, it is necessary to solve the problems of content accuracy and increase the level of professionalism of bloggers who write on medical topics. They need to be professionally trained to work for health, contributing to the prevention of the risk of developing major non-communicable and communicable diseases, improving the health of the population through education, and raising the level of health literacy. It makes sense to assess the success of the communicative intervention of doctors in social media and their management of the training of medical bloggers as a personnel determinant of public health, since it will depend on the personnel potential of the healthcare sector.