Research Trend Report: Why More Eczema Patients are Turning to Social Media for Health Advice

Articles

By Clare Maloney

Published On: May 2, 2025

Last Updated On: May 2, 2025

Eczema research continues to advance rapidly with new treatments and groundbreaking studies underway. Part of our mission at the National Eczema Association (NEA) is to support and contribute to these critical advances in how we understand and treat this complex condition. To inform our Research Trend Report, we asked members of our research team what recent developments in the broader eczema world they’re most excited about, helping everyone stay up to date on the latest news in eczema research. 

From asking what symptoms are “normal” to searching for home remedies for eczema, the internet has long been our first stop for medical questions. In addition to “Dr. Google,” social media has now become a significant resource for medical information for many people. 

Platforms like Instagram, Facebook, Reddit, TikTok and YouTube allow anyone to share personal medical experiences, as well as their tips and advice with others. And by design, you can also find support and a sense of community around a medical topic or condition when you’re on social media. Doctors and other healthcare providers have also branched out into social media spaces. Many use social media to raise awareness, share research and provide educational content.

With all this action on social media, it can be hard to discern facts from potentially harmful medical advice. Ads and sponsored content can also cause more confusion. Some users can be influenced by sponsored content promoting ineffective or costly medical products. When it comes to medical advice, it’s crucial to critically evaluate the sources of information and verify with a healthcare professional.

Along these lines, the NEA research team is seeing a growing body of research showing that eczema patients are using social media to guide their healthcare decisions. Here, they discuss each study, their takeaways and potential consequences.

1. Eczema and Reddit

Exciting new research: The journal article, “Integrative Treatments for Atopic Dermatitis: A Cross-Sectional Analysis of r/Eczema and r/EczemaCures,” explores the growing interest in integrative treatments for eczema, specifically within online communities on Reddit.1 In this study, the authors analyzed 217 posts on Reddit within the “r/Eczema” and “r/EczemaCures” communities and collected information on treatments discussed, outcomes, side effects and references to scientific literature.

What they found: In this study, only 2.6% of comments/questions contained references to reputable sources.1 “This research is important because it highlights how patients with eczema are seeking and discussing alternative therapies alongside traditional medical treatments,” said Allison Loiselle, PhD, associate director, data science & research at NEA.

Why this matters: “Eczema patients and caregivers should care about this research because it underscores the increasing role of eczema self-management and sourcing information from peers,” said Loiselle. While conventional treatments remain essential, many people are looking into complementary and alternative treatment approaches, like dietary changes, herbal supplements and lifestyle modifications.

“The use of social media as a healthcare resource is expected to become more widespread,” Loiselle said. For example, the r/Eczema community on Reddit, the largest group focused on atopic dermatitis (the most common type of eczema), grew from 72,000 members to 94,000 from January to August 2024.2 Several factors drive this trend, such as the high cost of healthcare, limited access to care and the convenience of the internet. 

“It’s crucial for patients to understand that while integrative treatments may help some, they should be used cautiously and alongside advice from healthcare professionals to avoid unverified or potentially harmful practices,” said Loiselle. Additionally, she noted that while the sense of community is beneficial, there is a risk of comparison, which can negatively impact mental health.

2. Eczema products on social media

Exciting new research: The study titled, “Patients’ Preferences on Atopic Dermatitis Skincare and Social Media Use: A Qualitative Study,” provides crucial insights into how individuals with eczema engage with social media.3 Researchers in Germany conducted interviews with atopic dermatitis patients ages 23–42 to understand their attitudes toward using social media to inform decisions about how they choose their skincare products.3

What they found: The study found that patients frequently turn to online communities and influencers for product recommendations. Some advantages of social media they identified included: reviews of products by physicians, friends or family; seeing a large variety of products; an easy ordering process; and affordable prices.

“While social media can provide valuable information and emotional support, the study also revealed concerns about the accuracy and trustworthiness of the advice shared online,” said Wendy Smith Begolka, MBS, chief strategy officer of research, medical & community affairs at NEA. Patients struggled to determine which sources are credible, and they reported that the flood of opinions and products makes the decision to purchase a specific skincare product difficult.

Why this matters: “For eczema patients and the broader community, this research is especially relevant as it highlights how people with eczema are seeking more than just prescription treatments — they are looking for products and advice that align with their lifestyle and values,” Smith Begolka explained. Patients in this study wanted a more holistic approach to managing their eczema, which included counseling on nutrition and a healthy lifestyle, beyond just what was prescribed by their doctors. 

Many participants reported that lack of relief from their current products motivated them to buy new products. “We don’t want eczema patients to end up in a financially and emotionally draining purchasing cycle due to the influence of social media,” Smith Begolka said. “Eczema care should incorporate not only medical expertise but also a deeper understanding of patients’ lived experiences and preferences. By considering both the scientific aspects and personal preferences, healthcare providers and the skincare industry can better meet the needs of individuals living with eczema.”

3. Mental stressors on social

Exciting new research: In the study, Patients’ Testimonies, Feelings, Complaints And Emotional Experiences With Dermatoses On Open Social Media: The French Infodemiologic Patient’s Free Speech Study,” researchers explored how individuals with skin conditions, including eczema, express their experiences on social media.4 Researchers analyzed over 20,000 social media posts, revealing important insights into the emotional and psychological burden of living with a skin disease.

What they found: This study is exciting because it goes beyond clinical data to capture real-world emotional and social experiences of eczema patients. Specifically, patients with eczema often discussed psychological distress, fears about flare occurrence or progression and using ineffective treatments but not knowing what to do next. 

Why this matters: This research highlights the emotional burden of living with eczema, shedding light on struggles with self-esteem, social anxiety and coping with flares. “By analyzing social media posts, the research provides a more nuanced understanding of the challenges people with eczema face,” said Jessica Johnson, MPH, director, community research & engagement at NEA. “For the eczema community, this is a reminder that their voices, feelings and experiences matter — and they should advocate for treatments that consider both physical and emotional health.” 

The study also highlights the toll on caregivers, specifically parents of infants with eczema. The study authors wrote, “Eczema is the only disease for which we identified that an impact/difficulty extends to relatives. This is an energy-consuming accompaniment, a source of anxiety and questioning.”

This study shows how eczema patients use social media as a research tool. “Patient-driven data collection outside of the doctor’s office is crucial for understanding the lived experience of eczema and true burden of disease and is a necessary complement to clinical data,” Johnson said.


Your role in research

If you have eczema or love someone who does, don’t miss your chance to take part in ongoing eczema research and help inform what happens next. Learn more about opportunities to get involved in eczema research.


References:

  1. Park A, Wan L, Lio P. Integrative Treatments for Atopic Dermatitis: A Cross-Sectional Analysis of r/Eczema and r/EczemaCures. Journal of Integrative Dermatology. Published online February 4, 2025.
  2. Joly-Chevrier M, Aly S, Bahous K, Lefrançois P. Atopic Dermatitis Patient Needs Assessed through the Largest Online Patient Community: A Cross-Sectional Reddit Analysis. Journal of Cutaneous Medicine and Surgery. 2024;28(1):75-77. doi:10.1177/12034754231221988.
  3. Mazilu, R., Ziehfreund, S., Traidl, S. et al. Patients’ preferences on atopic dermatitis skincare and social media use: a qualitative study. BMC Public Health 25, 467 (2025). doi:10.1186/s12889-025-21640-8.
  4. Marty T, Khadar M, Autelitano L, Baissac C, Mebarki A, Texier N, et al. Patients’ testimonies, feelings, complaints and emotional experiences with dermatoses on open social media: The French infodemiologic patient’s free speech study. J Eur Acad Dermatol Venereol. 2024; 38: 1373–1382. doi:10.1111/jdv.19781.

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