Building a digital ecosystem for community-based rehabilitation: insights from a multi-platform social media strategy in Thailand

Access to rehabilitation services in low- and middle-income countries (LMICs) remains critically limited due to inadequate infrastructure, financial constraints, and shortages of trained professionals. Community-Based Rehabilitation (CBR) addresses these gaps by involving patients, families, and local stakeholders, yet its effectiveness is hindered by resource challenges. Digital technologies, particularly social media platforms, offer promising opportunities to extend CBR’s reach, but their potential remains underexplored in LMIC contexts. This study investigates the design and implementation of a digitally delivered CBR intervention in rural Chiang Mai, Thailand, leveraging Facebook, YouTube, TikTok, and LINE to disseminate rehabilitation resources. Using participatory workshops with stakeholders, we identified critical needs and developed video content tailored to local contexts. The intervention’s performance was evaluated through platform analytics, revealing insights into engagement and user interaction. Our findings provide actionable design recommendations for scalable, inclusive digital CBR solutions, addressing gaps in accessibility, content delivery, and stakeholder engagement.