Cancer accounts for one in six searches on diseases in Colombia

Colombians are increasingly using the internet as their main source of health information, contributing to an increase in self-medication, which can pose problems for public health. This is one of the conclusions of ‘Radiografía de la salud en Colombia: comportamientos digitales de los pacientes oncológicos en el país‘ (Radiography of health in Colombia: digital behavior of cancer patients in the country), a new report by LLYC, the global Marketing and Corporate Affairs firm, analyzed the digital behavior of Colombians in health matters, finding that 51% of the population searches for symptoms and treatments through digital platforms, a figure that highlights the growing dependence on the web for medical decision-making.

Through the analysis of 1.2 million searches, 215,000 public mentions and 1,500 pieces of content using artificial intelligence and machine learning, the study identifies key patterns and concerns in digital searches about diseases, especially cancer. One of the most significant findings is that cancer represents 16% (199 thousand mentions) of the monthly searches related to diseases in the country, positioning it as the main medical concern of Colombians in the digital environment.

Although medical information is more accessible than ever, of that related to diseases and treatments, 60% lacks scientific basis according to the National University of Colombia, which increases the risk for patients who, out of anxiety or lack of access to professional medical care, turn to the web in search of quick answers, making visible the importance of promoting health education and access to quality medical services to address the diverse needs of the population, especially when it comes to chronic diseases, such as cancer.

In this universe, breast cancer (23% of mentions and 29% of searches) is the type of cancer that receives the most attention in the digital environment, but other diseases such as chronic degenerative, sexually transmitted and cardiovascular diseases are also among the most researched topics.

“Analysis of the types of content generated on the main social media platforms reveals a strong predominance of entertainment-related content (60%), which seeks only to generate media impact by sharing the experiences of public figures without focusing on the medical or scientific aspects of cancer. This overexposure of entertainment-related content can lead to a romanticization of the disease and a lack of balanced information about medical advances and treatments,” added Alejandra Aljure, Senior Director of Corporate Affairs at LLYC in Colombia and author of the study.

This means that only three out of seven pieces of content are generated with this educational vision, specifically: awareness 17.3%, prevention 11%, treatments 7%, and medical advances can achieve the same visibility.

When analyzing the digital communities about cancer in Colombia, that is, the groups of people who converge with different perspectives and experiences related to the disease and the management of the health sector in the country, it is divided into several fronts: the mobilizers of the conversation that are made up of the media, activists and doctors, each from their own vision.

Another community is made up of those who have connections with the disease, such as patients and families, the latter being an interesting group in that LLYC’s digital analysis allowed us to identify that they can come into conflict with the conservation community and migrate to the detractors’ community.

“The division in conservation can divert attention from what is truly important, which is comprehensive support for those facing cancer, directly or through a loved one, who need a strong and unified support network in their journey against the disease” reaffirmed Aljure.

Consequently, to improve digital health, the study recommends: accelerating the use of artificial intelligence in medical diagnostics and personalized treatments; strengthening the monitoring and completion of treatment for success in the fight against cancer; fostering a sense of emotional solidarity towards patients and their families to create a more compassionate and caring society; creating networks that have a greater impact on patients, such as medical voices, influencers, etc.; and diversifying the conversation about cancer and patients.

This study highlights the growing influence of the internet on the health of Colombians, emphasizing both the benefits and the risks inherent in searching for medical information online. At the same time, it opens a space for deeper reflection on how to improve the quality of the information available and how to use technology ethically to support public health in Colombia.

To find out all the details of this report, follow this link.

This content is translated with AI. Read article in its original language.