Influence of Social Media on Physician Selection and Medical Advice-Seeking Behaviors: A Cross-Sectional Study in Saudi Arabia

Background Social media (SM) can help the public cultivate their autonomy by enriching the information offered by healthcare professionals (HCPs). It enables patients to obtain advice and complement offline information, perhaps increasing patient empowerment. The study aims to assess the influence of SM on the behavior of the general population when seeking healthcare advice and care from HCPs in Saudi Arabia. Materials and methods This was a cross-sectional study conducted in the Kingdom of Saudi Arabia, using a face-validated questionnaire by two experts and one statistician to receive participants' perceptions, attitudes, and experiences regarding SM in seeking medical care. Appropriate tests of significance and data presentation methods were used to explain the findings scientifically. Results Analysis of participant responses revealed that SM played a significant role in healthcare decision-making: its influence was rated as strong by 26% of participants and moderate by 47.8%. Snapchat, Telegram, and Instagram were the most commonly used platforms to access medical information from HCPs and medical institutions. Participants who belonged to the age groups of 35-44 and 45-54 years and those who were employed significantly showed a stronger influence than others (p<0.001). There was a statistically significant positive association observed between hours spent on SM and influence (p<0.05). Conclusion The impact of SM in seeking healthcare advice and care was found to be moderate among the participants. HCPs can establish interactive patient strategies using SM platforms. Physicians may reach out to potential patients and offer information about their healthcare organization or private practice using various SM platforms.