Healthcare professionals’ delivery of lifestyle health information <i>via</i> social media: a qualitative study in Malaysia

The aim of this study was to explore the challenges and strategies for improving health information delivery by healthcare professionals (HCPs) on lifestyle behaviours using social media. Using a phenomenological qualitative study design, data were gathered through semi-structured interviews with 22 HCPs who use social media to deliver health information, and three focus group discussions with 16 active users of social media. All participants were based in Malaysia. The sessions were audiotaped and transcribed verbatim. Data were analysed using constant comparative approach and thematic analysis. Five themes emerged: (i) credibility of health information, (ii) accessibility, and timeliness of health information, (iii) attitudes and motivation of HCPs, (iv) users' receptiveness to health information, and (v) availability of resources for HCPs. HCPs were encouraged to show commitment when delivering information, ensuring users receive information in the most engaging way. It was also suggested that HCPs access resources through collaboration with HCPs and non-HCP individuals, including digital content creators and health advocates. In conclusion, this qualitative study provides insights into the perspectives of HCPs and social media users regarding the use of social media by HCPs to deliver health information on lifestyle behaviours. These insights can be used to improve health communication on social media.