Patients With Atopic Dermatitis Turn to Social Media but Trust Medical Advice Most

Patients with atopic dermatitis (AD) tend to turn to social media for skincare advice, but still rely most on healthcare professionals and family, with personal experience, disease severity and interest in alternative therapies to make decisions regarding their condition, according to a BMC Public Health study.

AD is a chronic inflammatory skin condition that affects patients’ daily lives and often leads to requiring ongoing self-care.

At a growing rate, more patients are turning to social media as a source of information to help manage their condition.

A previous study published in BMC Public Health revealed that those with AD use social media in many ways when selecting skincare products while also showing a strong tendency to critically evaluate the content they encounter.

Despite the volume of online advice, patients place a greater trust in the recommendations from healthcare professionals and family members, the study said.

The study found that most patients with AD prefer to use social media for advice, though they still trust the advice of doctors more.

Key influences on their decision-making include electronic word-of-mouth, the severity of their symptoms and their previous experiences with products.

Many women in the previous study showed interest in using alternative or natural treatments as part of a more complete approach to managing their skin condition.

These findings show how important it is for doctors to understand what patients want and how they make decisions to give better, more personalized care.

Researchers suggest that sharing clear and reliable information on social media can help those with AD feel more confident and informed when choosing treatments and skincare products.

In this study, how those with AD use social media and what they think about it when deciding which skincare products to use, were assessed.

The study followed standards for reporting qualitative research (SRQR) guidelines and included in-depth, semi-structured interviews with AD patients in Germany who used social media.

Interviews were conducted between November 2022 and January 2023, either face-to-face or online.

Participants were recruited through a university dermatology clinic and online AD communities. Diversity in age, gender and disease severity were examined and ended at data saturation.

All interviews were audio-recorded, transcribed and analyzed using Mayring’s content analysis.

Data revealed that 10 adults with AD were mostly women ages 23 to 42. The participants shared how they use social media to choose skincare products.

Four main themes occurred in the analysis.

First, patients valued social media for offering a wide range of AD-related products, time-saving convenience and emotional support from others with similar experiences. Some turned to social media after dissatisfying experiences with doctors.

Second, patients raised concerns about misleading advertising, lack of trustworthy information and overwhelming product choices online. They still trusted doctors, pharmacists, and close contacts more.

Third, product choices were often driven by frustration with previous treatments. Participants looked for natural ingredients, clear labeling and honest reviews but were unsure of fake testimonials.

In addition, social media was used to research products, treatments and alternative therapies.

Some wanted a central, reliable platform for AD information and greater physician involvement in online education.

Overall, patients see social media as both helpful and risky in managing AD.

In another study published in the Journal of Medical Internet Research, it was found that both patients and dermatologists saw a positive impact of digital media on the patient-physician relationship, with one dermatologist encouraging patients “to google anything and take notes” for discussion during appointments.

The study also highlighted strong support for a free, evidence-based online platform, including tools like chatbots, to help patients access trustworthy skin health information and reduce unnecessary doctor visits.

Overall, the BMC analysis collected useful information about how people with AD choose skincare products.

By including patients from different healthcare settings, the study provided a well-rounded view.

The suggestion to use a more holistic treatment approach, including lifestyle changes and reliable online information is a helpful idea for improving care.

A key limitation of the study is the small sample, particularly regarding gender, age and education, which may limit the generalization of the findings.

In addition, it was noted that self-selection and a focus on mainstream social media may limit the generalizability of findings while also pointing to challenges in differentiating between patients' use of social media for information versus purchasing.

The researchers suggest that future research should include more diverse participants and examine the influence of alternative platforms and online reviews on decision-making and financial outcomes for patients with atopic dermatitis.