Digital house calls: US healthcare professionals and online media communication Correspondence to: Clay Craig, Department of Communication, Languages and Culture, Coastal Carolina University, PO Box 261954, Conway, SC 29528-6054, USA ccraig@coastal.edu Clay Craig 1 , Brittany Campbell 2 , Shannon Bichard 3 and Danette Baker 3 1 Coastal Carolina University, SC, USA 2 UT MD Anderson Cancer Center, TX, USA 3 Texas Tech University Health Science Center, TX, USA Abstract The popularity and increased use of online inter- action and social media websites is certain to impact the healthcare profession. As 80% of Americans with Internet access search for health information, it is important for healthcare pro- fessionals (HCP) to adapt to the needs of their clients. Through the use of an online survey of HCP, this study offers insight into their current inter- est and use of online media. The findings indicate that many HCP have little interest in participating in online interaction with patients and are deterred by issues of privacy and liability. Applying a theoreti- cal framework of uses and gratifications, our study addresses HCP motivations for interacting online, both professionally and personally. Analysis reveals that HCPs have three dominant motivations for using online social media: professional self- expression, social entertainment, and convenience. Relationships are noted between motivations for use and frequency of social media activity. Findings inform best practices in communication via online platforms for HCP as they forge relation- ships with patients in a digital age. Keywords: Health communication, Social media, Healthcare professionals, Motivations Communication tactics have undergone a trans- formation over the past 10 years due to the develop- ment of multiple Internet platforms. 1 The technological advancements associated with this evolution have allowed for social interaction in the media to flourish, creating two-way communication between/among users and websites. 1 According to Jones and Fox, between 2005 and 2009 the level of participation with social media sites quadrupled. 2 This increase in activity is a direct outcome of greater Internet access and other advanced technologies. 3 As a result, social media has recently become a popular communication tool across a wide variety of populations. One specific population of interest is healthcare professionals (HCP). Health communication and information dissemi- nation has changed. Fox reported looking for health information online is the third most popular online activity, with 80% of online users searching for health information. 4 Although there is public desire for accessing health information online, HCP have been less active in embracing social media due to ‘concerns over patient confidentiality, professional liability, and patient/physician bound- ary issues’ (p. 8). 1 Yet, younger HCP, who them- selves are personally active in social media, are more apt to use social media in professional careers. 1 The lack of differentiation between per- sonal and professional social media activities has resulted in several reports of unprofessional activity such as sharing of patient information and provid- ing inaccurate health information. As social media allows HCP to better disseminate accurate and timely information to patients, it is necessary for scholarly inquiry into online activity of HCP, both personally and professionally, to determine trends and facilitate recommendations that stipulate appro- priate behavior. The first goal of this study was to examine how HCP are adapting to the Internet and online activity, specifically focusing on social media (Facebook, YouTube, Twitter, LinkedIn, Google + , blogs, phys- ician communities, and patient communities). How often are HCP using social media and what deters them from using it more? The second goal of this study is to determine underlying motivations for HCP use of social media in both their personal and professional communication. This portion of the research relies on the uses and gratifications theory of motivation (U&G). U&G provides a 187 © W. S. Maney & Son Ltd 2013 DOI: 10.1179/1753807613Y.0000000042 Journal of Communication in Healthcare 2013 VOL. 6 NO. 4