Framework for efficient utilisation of social media in Pakistan's healthcare sector

Lack of access to basic healthcare information is a major cause of mortalities around the globe. Social media platforms have been playing a significant role in information dissemination, especially in developing countries where resources are meagre. The principal aim of this study was to develop a framework to ensure efficient utilisation of social media in the healthcare sector, considering available channels, usage preferences, privacy, reliability, barriers, and various cultural and behavioural aspects. A survey conducted with 254 participants depicts that Facebook (55.10%), YouTube (46.90%), Wikipedia (38.60%), and Google Plus (30.30%) constitute the channels that are primarily used to increase healthcare awareness. However, lack of privacy and propagation of misinformation served as the barriers inhibiting the usage of such social media platforms. The outcomes of this study provide useful insights for the government, policymakers, entrepreneurs, and health-related organisations.