Educational Preparation, Social Media Use, and Ethical Decision-Making in Healthcare Delivery: A Qualitative Case Study from Ghana

ObjectiveThis study examined how educational preparation and social media use shape healthcare delivery among healthcare professionals in a district-level public hospital in Ghana. It explored how education influences health communication and patient engagement, how social media platforms are used in routine practice, and how ethical concerns shape digital engagement. Study DesignAn exploratory qualitative case study was conducted within an interpretivist paradigm to capture healthcare professionals experiences and interpretations of digital communication in everyday clinical practice. MethodsThirty healthcare professionals from different cadres were purposively sampled from a district-level public hospital. Data were collected through semi-structured interviews conducted between May and July 2024. Interviews were audio-recorded, transcribed verbatim, and analyzed thematically using Braun and Clarkes six-step approach. A hybrid deductive and inductive coding strategy was applied, informed by sensitizing concepts from the Technology Acceptance Model and the Health Belief Model. ResultsParticipants described strong confidence in their medical knowledge and communication skills, shaped by formal education and continuous learning, which supported both face-to-face and digital patient engagement. Social media use was selective and purpose-driven. WhatsApp was commonly used for patient reminders and follow-up communication, Facebook for community health outreach, and Twitter for professional learning. Decisions to engage digitally were mediated by concerns about misinformation, confidentiality, and professional boundaries. In the absence of clear institutional guidance, healthcare professionals relied on personal judgment to balance the perceived usefulness of social media with ethical risk, resulting in cautious and bounded digital practices. ConclusionThe findings show that healthcare professionals use of social media is shaped by the interaction of education, perceived usefulness, ethical responsibility, and institutional context. By integrating the Technology Acceptance Model and the Health Belief Model, the study demonstrates that digital engagement in healthcare involves both adoption and restraint. The study provides context-specific insight from a district-level hospital and highlights the need for clear policies, training, and institutional support to promote safe and effective digital communication in healthcare.