Patient Influencers: Understanding Cultural Inclusivity in Health Communication on Social Media

Abstract

A new form of social media influencer is the patient influencer, or patients who share “lived experiences” of chronic disease online and who build communities of patients. Trust in the healthcare system is a challenge for people of color due to the systemic racism and other barriers encountered. This article explores the intersection of health communication, patient influencers, and cultural inclusivity. Using the Theory of Planned Behavior’s theoretical constructs (subjective norms, personal attitudes, and perceived behavioral control), thematic analysis was used to understand culturally inclusive health communication strategies used by patient influencers of color. In-depth interviews (N = 18) were conducted. Findings suggest that patient influencers of color have the capacity to promote inclusivity and trust within their social networking communities. Patient influencers want to empower others through their authentic content about living with and managing chronic disease. Theoretical and practical applications are addressed.