Patients’ preferences on atopic dermatitis skincare and social media use: a qualitative study

Patients exhibit diverse patterns of SM use when selecting daily products and critically evaluate the online content, demonstrating a greater trust in healthcare professionals or familial connections. Electronic word-of-mouth, disease severity and prior product experiences emerge as prevalent factors influencing patients' product selection. Furthermore, female patients express interest in complementary and alternative therapies as part of an integrative therapeutical approach. Understanding patients' needs and preferences regarding AD skincare can inform physicians in recommending more personalized therapies. Additionally, educational interventions on SM, addressing patients' questions and concerns with evidence-based information, hold the potential for beneficial outcomes.