Cano Andrea, Uddin Mohy, Caceres Fernanda, Rodriguez José, Syed-Abdul Shabbir
Graduate Program in Healthcare Administration, Collage of Management, Taipei Medical University, Taipei, Taiwan.
Research Quality Management Section, King Abdullah International Medical Research Center, King Saud bin Abdulaziz University for Health Sciences, Ministry of National Guard Health Affairs, Riyadh, Saudi Arabia.
BMJ Health Care Inform. 2025 Feb 4;32(1):e101193. doi: 10.1136/bmjhci-2024-101193.
Type 2 diabetes is the fastest-growing global health concern, and its global prevalence is projected to affect 643 million individuals by 2030. Social media platforms, like Facebook, have become crucial channels for healthcare organisations to engage with the public to promote prevention and disease management, especially in low-resource settings like Honduras. This study aims to perform a retrospective analysis of Honduran healthcare organisations' Facebook posts to understand how effectively they engage diabetes-related content with their followers.
The top 10 followed healthcare organisations' Facebook pages were taken as a sample. Data were retrieved from October 2023 to March 2024. Diabetic-related posts were identified using keywords and categorised based on their contents and features.
Findings reveal significant disparities in the frequencies of posts and public engagement among different types of organisations. The majority of posts were classified under the miscellaneous category and text+image feature. Recipes and food-related posts were liked and shared the most among the followers.
The results of the study found that patients' engagement with diabetes-related content was low in social media. The gap between patients' participation and engagement highlights the need for reassessment and refinement of social media communication strategies for healthcare organisations to empower patients with diabetes through social media and increase public engagement.
2型糖尿病是全球增长最快的健康问题，预计到2030年其全球患病率将影响6.43亿人。像脸书这样的社交媒体平台已成为医疗保健组织与公众互动以促进预防和疾病管理的关键渠道，尤其是在洪都拉斯这样资源匮乏的地区。本研究旨在对洪都拉斯医疗保健组织的脸书帖子进行回顾性分析，以了解它们与关注者互动糖尿病相关内容的效果如何。
选取脸书上关注量排名前十的医疗保健组织页面作为样本。数据检索时间为2023年10月至2024年3月。使用关键词识别糖尿病相关帖子，并根据其内容和特征进行分类。
研究结果显示不同类型组织的帖子频率和公众参与度存在显著差异。大多数帖子归类为杂项类别和文本+图像特征。食谱和与食物相关的帖子在关注者中获得的点赞和分享最多。
该研究结果发现患者在社交媒体上对糖尿病相关内容的参与度较低。患者参与度之间的差距凸显了医疗保健组织需要重新评估和完善社交媒体沟通策略，以便通过社交媒体增强糖尿病患者的能力并提高公众参与度。
