"Thank you for sharing!": A thematic analysis of comments on an endocrinologist-moderated facebook page

Thyroid diseases are a global health concern. The thyroid gland functions for homeostasis and metabolism, implying its disorders significantly affect quality of life. Effective long-term management is essential, with social support playing a critical role. Online communication has expanded social support options, enhancing patient self-management.

This study qualitatively explores the dynamics of social support exchanged among patients seeking information on thyroid diseases in an endocrinologist-moderated Facebook page. It aims to identify and classify the prevailing themes of Facebook comments for social support on thyroid disease-related posts on a physician-moderated Facebook page, and explore the meaning of these experiences.

This qualitative study used reflexive thematic analysis on posts related to thyroid diseases on the Endocrine Witch Facebook page from January 1, 2019, to March 31, 2023. The analysis followed Braun and Clarke's six steps: familiarization, coding, searching for themes, reviewing themes, defining and naming themes, and discussing the implications.

A total of 4327 comments were analyzed, revealing three major themes: healthcare-related, personal experiences, and page moderator-directed comments. The healthcare-related theme included sub-themes of health information on thyroid diseases, clinic hours, and diagnostic and treatment clarifications related to the management of thyroid disorders and the general work-up done. The personal theme involved reactions towards the information shared and other patients' stories, anecdotes of patient's stories and encounters with thyroid diseases, and referrals to peers for information sharing. The page moderator-directed theme included comments of gratitude for sharing information and clarifying common public health concerns. These findings further reinforces the growing significance of social media's role in healthcare, particularly in augmenting peer and social support, especially for patients with chronic conditions such as thyroid diseases.

Online social support environments provide valuable information and emotional encouragement for patients, especially for highly prevalent chronic diseases, where long-term outcomes are typically shaped over time. Further exploration of online thyroid patient interactions and the role of healthcare professionals is essential to enhance healthcare strategies and overall care quality.