Introduction. Social media (SM) presents a «paradox» for healthcare: while a powerful tool for improving clinical outcomes, it carries critical risks when used unregulated.
This study aims to provide healthcare organizers and physicians with an evidence-based analysis of this problem.
Results. The research confirms that the nature of a physician's SM behavior directly impacts patient adherence: professional content increases it, while personal content decreases it. The ethical standards of «e-professionalism» and international guidelines (AMA, GMC) are analyzed, revealing a significant gap in physician training. Special attention is given to legal barriers. In Russia, the use of public messengers (WhatsApp, Telegram) for patient communication directly contradicts the requirements of FL-242 (Telemedicine), which mandates state identification/e-signature (ESIA/UKEP) , and FL-152 (Personal Data), due to transborder data transfer risks.
Сonclusions. As a solution, the implementation of a «strategic triad» in clinics is proposed: Developing internal Policies; Migrating to secure technology platforms; Mandatory staff training.
