Influence of Social Media in Healthcare Decision Making: Evidence from Prem Niketan Hospital, Jaipur

Background: Social media has become a routine channel through which patients and the general public seek, share, and interpret health information, with potential influence on treatment choices, provider selection, and health behaviours, alongside persistent concerns about information reliability. Methods: A cross-sectional descriptive study was conducted at Prem Niketan Hospital, Jaipur, and among the general public residing within a 3 km radius of the hospital. Quantitative data were collected from 150 respondents (75 hospital patients and 75 from the general public) using a pre-tested semi-structured questionnaire containing 25 items (multiple-choice, Likert-scale, and open-ended questions). Data collection occurred between April 15 and May 15, 2024, using both online and offline modes, and analysis relied on descriptive statistics (frequencies, percentages, means, standard deviations). Results: The findings indicate that social media exerts a substantial influence on healthcare decision-making, including treatment decisions, choice of healthcare providers, and health behaviours. At the same time, respondents expressed scepticism about the reliability of health information available on social media, with perceived credibility shaped by source credibility, user reviews/comments, shares/likes, and visual content quality. Key challenges reported include misinformation, lack of credible information, information overload, and privacy concerns, while opportunities include peer support, exposure to diverse opinions, and timely access to health-related information. Conclusion: Social media functions as a high-reach but uneven-quality health information ecosystem. Strengthening health literacy, improving professional presence on social platforms, developing guidance for trustworthy information sharing, and enabling fact-checking and public awareness initiatives are central to improving patient engagement and supporting more informed healthcare decisions.