Online communities have been around for as
long as the internet and many exist which deal with various healthcare related
issues. Understanding the impact of these communities and how they can improve
the patient's situation can help provide a substantial improvement in patient
engagement and in patient outcomes.
The internet is a profoundly unusual
medium. On the one hand it provides people with unlimited anonymity,
theoretically allowing them to do or say whatever they like without fear of
consequence or reprisal. On the other hand, the social nature of the internet
and the fact that validation is instant and generally very blatant has turned
it into something of a Garden of Eden for narcissists.
While some elements of the social contract
(such as manners) are often outrageously disregarded by the internet community,
certain other elements of the social contract are actually heightened by the
individual's increased reliance on the community for their sense of self.
One element of the social contract which is
amplified in online communities is that of responsibility. This was effectively
demonstrated in this study which showed that when the individual is asked to commit to a group their sense
of responsibility is substantially greater than the sense of responsibility
felt when asked to commit to one’s self.
Further within online communities which
revolve around common goals, whether shared individual goals or collective
goals, the members develop complex relationships in which they begin to depend
on one another for various forms of feedback both positive and negative to
satisfy psychological needs.
This means that beyond the basic function
of information sharing, communities are able to provide active members with
validation, recognition, reward and satisfaction. These same psychological triggers
are often listed amongst the drivers of continued success in many long-term
health maintenance programs.
By leveraging this effect, online communities
can provide a natural support mechanism for participants in collective health
initiatives aiming at developing more positive habits and generally achieving a
more positive lifestyle.
When considering the potential health
outcomes of shared programs and broad initiatives this patient-patient
relationship can provide a significant boost in engagement and commitment
without burdening physicians with the responsibility of being the primary
motivational driver.
