Parents' Perception of Pediatricians on Social Media: The Emerging Role of Pediatric Health Communicator

Social media is an increasingly important source of pediatric health information for parents. In particular, the growing presence of pediatricians on social networks opens up new scenarios for adapting to the communication models of the younger generations, supporting information, prevention and parental support, but also with critical issues related to integration with the traditional clinical relationship. This study aimed to evaluate the use of social media for pediatric health information, the perceived usefulness of content shared by pediatricians, its impact on parental behavior and the degree of integration of this information into dialogue with the treating pediatrician.

A cross-sectional observational study was conducted using an online questionnaire aimed at 453 parents of minors. The questionnaire investigated socio-demographic characteristics, frequency of following pediatricians on social media, perceived usefulness of online health information, impact on parenting behaviors, discussion of content with the treating physician, and perception of risks and the need for regulation. Associations between categorical variables were evaluated using Fisher's exact test and multivariable logistic regression.

Most participants follow pediatricians on social media (74.2%) and rate online health information as very useful (81.7%). Almost two-thirds reported changing at least one health-related behavior following exposure to pediatric content on social media (65%). Greater frequency of following pediatricians was significantly associated with both higher perceived usefulness and behavioral change (p < 0.0001). Perceived usefulness emerged as the strongest independent predictor of behavioral change (OR 9.967; p < 0.001).

Pediatric communication on social media appears to be widely used, perceived as useful and associated with parental behavior. However, such content is poorly integrated into clinical dialogue, mainly taking the form of a one-way flow of information. The results highlight the need to promote more participatory communication models and to recognize pediatricians active on social media as a distinct professional category of digital health communicators.