A study, by University of Maryland business professors Ritu Agarwal and Guodong Gao, examined if online communities were measured on whether they could reduce disparities in healthcare among rural and urban popoulations.

Facebook, Twitter and Instagram have increased opportunities for people to connect digitally. This study, published in MIS Quarterly, examined if online health communities are able to bridge the divide between rural and urban patients regarding quality of care and healthcare knowledge.

"Obviously, it's no substitute for a doctor who might need to perform a procedure," said Agarwal. "But you can understand how to better cope with your condition and also understand better what your treatment options are, because urban patients have access to very sophisticated medical resources."

Researchers believe that online communication offers two advantages—first, it provides a platform for rural patients to ask questions and receive answers from qualified individuals, and two, it provides emotional support without the need to travel to in-person groups.

In the study, researchers used data from an online community centered on a rare disease, which offered a unique look into online communities of people from both rural and urban backgrounds. In a 44-month observation period, results showed that rural users were sent more social support than urban users.

"We truly believe that these communities can empower patients and build their own capabilities to manage their disease," says Agarwal. "It's not simply a matter of giving people treatment or access to healthcare, you want to enhance their own capability to manage their disease. For people who have these unique situations, sometimes the Internet is the only way to reach out widely to determine who else might be suffering. The power of being able to connect with others like yourself is enormous.”