All Aboard The Internet Fast Track

E-communications is a powerful medium when dealing with social change issues. Reaching audiences of varied cultures and different perceptions, the internet has provided powerful tools that have proven to be more beneficial, than traditional media, in improving the quality of information shared and generating linkages. Consumers worldwide have become aware of the potential that the internet and other social media have provided over the past couple of years, especially with regards to health related information. With rapid access and delivery increasing, so have the prevailing issues and key factors that have been associated with web-based health communications and their implications.

Interactive Health Communication (IHC) is the interaction between an individual and a health related provider through an electronic device or communication technology. The internet has bridged gaps and provided applications that are useful in building awareness and support, health communication needs to be based on scientific evidence and communication theory models, where e-communications is part of an overall integrated approach to reach specific audiences. While consumers and healthcare professionals demonstrate significant interest in using the internet, privacy and information quality, present notable risks in healthcare provider-patient relationship.

The absence of social rapport that is present in face-to-face encounters may influence how consumers view and process information.  It is therefore important to ensure that information shared online clearly indicates its source credibility to ensure that trust is maintained with the intended audience. But more importantly, are patient privacy and equal access to information by all. Furthermore, when applying online health communications to influence behavior change, practitioners need to identify the level of audience exposure to the online channels they plan on using.  Knowledge of their target audience characteristics, the role that online mediums play in effectively reaching their segment are equally important to how the internet is perceived and used by different consumers (including health practitioners and services).  Once barriers have been identified and removed, based on who the target is, internet-based communications and tools, integrated with other traditional media channels, can be valuable in increasing social support, mobilizing communities and providing the needed services.

The internet is one of the most powerful influential medium that can affect health outcomes if used properly as part of an overall integrated approach to health communication.  One cannot ignore the use of the internet and its effect on different audiences; therefore, it is important to continue to eliminate barriers such as access and source credibility.  The opportunity for e-health technology to improve access to information, reach rural or underserved populations, reduce care delivery costs, and integrate health care services and information is significant, and should not be avoided.

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