ผลกระทบของการสื่อสารสุขภาพผ่านสื่อสังคมออนไลน์ต่อความรอบรู้ด้านสุขภาพของผู้ป่วยโรงพยาบาลพระปกเกล้า จังหวัดจันทบุรี The Effects of Health Communication Through Social Media on Health Literacy of Patients in Phrapokklao Hospital, Chanthaburi,Province

บทคัดย่อ

Purpose - to explore the effects of Health communication through social media   on Social support, Health consciousness and Health literacy of patients in Phrapokklao hospital, the fffects of Social support on Health consciousness of patients in Phrapokklao hospital, and also, the fffects of  Health consciousness on Health literacy of patients in Phrapokklao hospital. Design/ methodology/ approach – Qualitative data are collected from 24 key informants by in-depth interview and quantitative data are collected from 436 patients in Phrapokklao hospital by questionnaire and computer program is used to analyze structural equation modeling (SEM). Findings – the Health communication through social media has a positive effect on the Social support and Health literacy significantly but no any effects on the Health consciousness directly. The Social support has no any effects on the Health consciousness directly. And also, the Health consciousness has no any effects on the Health literacy directly. Originality/Value – The findings of this study suggest that if  hospitals seek to employ health communication through social media as a means to enhance patients’ health literacy and to leverage the benefits of social support including increased disease resistance, reduced mortality rates, and overall improvement in health status (Berkman & Glass, 2000; Schwarzer, Knoll, & Rieckmann, 2004) the insights derived from this research may serve as a foundation for strategic decision-making at the administrative level. Hospital administrators are encouraged to exercise discretion in applying these findings in a manner that aligns with the unique circumstances and environmental contexts of their respective institutions. As well as being used as guidelines for providing Digital Health services in hospitals, as follows:

       1.Use online media to promote health through digital platforms (such as applications, social media, telemedicine) to provide health information, offer consultations, monitor symptoms, and create interaction with patients, enabling continuous care that is convenient and rapid, reducing gaps, reducing paperwork, reducing staff workload, and increasing health literacy among the public, especially in the care of chronic diseases.

       2.Online social networks and participatory communication, such as presenting health content in live broadcasts, to exchange knowledge on health. This creates opportunities for peer-to-peer support, where patients and families can help one another, reducing reliance on traditional service systems and thereby reducing the burden on the healthcare system.

       3.Mobile social web enables users to share, rate, or provide feedback more easily and to download a wide variety of applications, including health-related applications.

        4.Smartphones and applications have transformed the healthcare service system, especially for patients with chronic diseases, by enabling healthcare services to be delivered via applications that can connect service providers and recipients, as well as various related parties such as non-clinical caregivers, physical therapists, and social workers to work together, including joint care planning and prescribing treatment through applications. This results in lower treatment costs, broader service coverage, faster and more convenient services, and improved health outcomes. However, there must be clear definitions of the scope and types of mobile applications, especially those related to medical care, to control and prevent use beyond their intended purposes.

       The provision of Digital Health services in hospitals should consider adjusting channels to match the needs of target groups in terms of both content and format, as well as levels of health literacy (tailor channels to audiences). This requires translating complex medical terminology that is difficult to understand into language that the general public can understand, as well as evaluating the use of health information by the target groups.