The Medical Concierge Group (TMCG) was formed in 2013 to promote health in Uganda and Kenya through increasing access to healthcare professionals and information via social media platforms like Facebook, Twitter, Skype and WhatsApp. TMCG employs doctors and pharmacists available 24/7 via these channels. After one year of operation, TMCG saw 100,000 monthly users, with 60% needing emergency care referrals and 70% contacting doctors for primary healthcare consultation. The study found that social media can help address the lack of healthcare professionals in Africa by allowing remote access to care, but that call costs and unreliable internet limited its effectiveness.

1. USE OF SOCIAL MEDIA TO
PROMOTE HEALTH: CASE
STUDY OF THE MEDICAL
CONCIERGE GROUP
Odokonyero Kennedy
Department of Pharmacy, Makerere University
College of Health Sciences
Email: kodokonyero@gmail.com
Mobile: +256-788365266
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2. Background
• The Medical Concierge Group (TMCG) was formed in
August; 2013.
• It currently operates in Uganda and Kenya.
• It’s working to promote health through increasing
access to health professionals, and health information
as well as an affordable quality to health care.
• It has integrated call centers, social media sites such as
facebook, twitter, Skype and whatsapp in its services.
• The group employs doctors and pharmacists which are
available 24/7.
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4. Why Social Media
Most common use phone activity by
country (Source: GeoPoll and World Wide Worx)
South
Africa
Nigeria Ghana Kenya Uganda
Facebook 41% 58% 54% 44% 44%
Send SMS 52% 39% 40% 55% 43%
FM Radio 40% 36% 40% 46% 46%
Browse Internet 40% 47% 51% 34% 29%
Take Photos 45% 38% 37% 34% 31%
Instant Messaging 41% 34% 34% 40% 34%
Play Games 34% 34% 33% 30% 27%
Download Apps 34% 28% 31% 19% 18%
Twitter 14% 14% 13% 14% 11%
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5. Objectives
• To provide patient education.
• To provide referrals when necessary.
• To provide self-preventive care.
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6. How it works
• The Patient/Care taker uses any of the above
plat forms to contact the doctor or pharmacist.
• The doctor listens to the symptoms and advice
accordingly whether the patient needs
emergency care or not.
• In case of emergency care; the doctor provides
information on first aid and refers the patient
to the nearest health center or specialist.
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7. Results
• One year after the start of its operation.
• There was an average of 100,000 users per month. 60%
needed emergency care while the rest did not.
• 60% of the users were from urban areas and 40% from
rural. 70% and 30% contacted doctors and pharmacists
respectively.
• The common reasons for calling included; primary
health care consultation (70%), referral to specialist
consultant (27%) and general health information (3%).
• Of every 100 callers, 90 were patients while the rest
called on behalf of the patient. The most popular
platforms were facebook and whatsapp.
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8. Discussions:
• Most of the users seek health information only
after falling sick.
• Many users are not aware of the roles of
pharmacists in providing primary health care.
• The high call tariff rates have deterred patients
from using the call center.
• Unreliable, slow and expensive internet has
limited the use of video call services.
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9. Discussions
• Most of the users seek health information only
after falling sick.
• Many users are not aware of the roles of
pharmacists in providing primary health care.
• The high call tariff rates have deterred patients
from using the call center.
• Unreliable, slow and expensive internet has
limited the use of video call services.
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10. Implications in practice
• Due to the inadequate number of health care
professionals in Uganda and the rest of Africa,
social media provides an opportunity for the
masses to access health professionals and
health information.
• Individual health professionals, students and
institutions can utilise social media extensively
to inform and educate people.
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11. Acknowledgment
Dr. Davis Musinguzi, Managing Director TMCG
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12. Acknowledgement
Dr. Davis Musinguzi, Managing Director TMCG
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13. MURAKOZE!
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