Usage Gratifications of Physicians in the use of Facebook as a Telemedicine Platform: A Thematic Analysis
2022 IEEE 14th International Conference on Humanoid, Nanotechnology, Information Technology, Communication and Control, Environment, and Management (HNICEM)
(2022), pp. 1-5
John Byron D. Tuazon
a
,
Ryan Ebardo
b
,
Miriam Louella Fermin
c
,
Ace C. Lagman
a
,
Aris Pulumbarit
d
a College of Computer Studies and Multimedia Arts, FEU Institute of Technology, Manila City, Philippines
b College of Computer Studies, De La Salle University – Manila, Manila City, Philippines
c Department of Ophthalmology, Institute of Medicine, Far Eastern University – Nicanor Reyes Medical Foundation, Quezon City, Philippines
d College of Computer Studies and Engineering, Jose Rizal University, Mandaluyong City, Philippines
Abstract: Facebook is an alternative tool that has gained popularity as a telemedicine platform among physicians and patients. Given its accessibility and relatively low acquisition costs, research needs to highlight the factors that drive its adoption to ensure its adequate governance and continued use to support digital transformation initiatives in the healthcare services delivery. Guided by the Uses and Gratifications theory, the researchers interviewed physicians (n=16) with different specializations to identify critical motivators in using Facebook for telemedicine. The thematic analysis of the interview transcripts found that familiarity with technology, information exchange, convenience, and social connections are usage gratifications derived from Facebook for telemedicine. This paper outlines the implications of its findings in the context of the study where telemedicine adoption is slow and social media use is prevalent. Future directions are discussed along with the implications of the study in various social institutions such as healthcare providers, the government, and the academe.