Understanding How Social Media Influences Patients’ Expectations of Physiotherapy Treatment: A Qualitative Interview Study

Abstract

Background: Social media has rapidly become a primary source of health information for the public. Although patients frequently consume physiotherapy-related content online, little is known about how this shapes their expectations before entering clinical care. Objective: To explore how social media influences patients’ expectations of physiotherapy assessment, treatment approaches, recovery timelines, and outcomes. Design: Qualitative study using semi-structured interviews and reflexive thematic analysis. Setting & Participants: Purposive sample of 20 adults (18–70 years) attending two outpatient physiotherapy clinics who reported using social media for health information. Methods: Semi-structured interviews (30–55 minutes) were audio- recorded, transcribed verbatim, and analysed using reflexive thematic analysis. Credibility was enhanced through researcher triangulation and participant member-checking. Results: Four themes captured the influence of social media on expectations: (1) Anticipation of quick fixes and visible improvements; (2) Requests for techniques popularised online; (3) Tension between empowerment and mistrust; (4) Expectations for digital and remote modes of care. Social media exposure both facilitated engagement and created unrealistic expectations. Conclusion: Social media exerts a strong influence on patient expectations in physiotherapy. Clinicians should address online information early in care, navigate misconceptions, and support digital health literacy.