Building care that fits its people: Insights from social media–enabled community-based rehabilitation in Thailand

Digital health interventions in the Global South often rely on transmission models, assuming that delivering correct medical information yields better care. We challenge this view through an analysis of a multi-platform social media intervention for Community-Based stroke Rehabilitation(CBR) in rural Thailand. Following a collaborative development process with clinicians and a deployment across roughly 2,000 villages, we interviewed 28 caregivers, patients, and health volunteers. We found that communities appropriated the technology in unexpected ways, such as using videos as “social objects” to manage family hierarchies, integrating rehabilitation into Buddhist merit-making, and prioritising offline peer networks over online discussion. Our findings suggest that effective Human-Computer-Interaction (HCI) for digital health in Low- and Middle-Income Countries (LMICs) should look beyond engagement metrics to support the appropriation of digital tools, enabling communities to integrate clinical protocols into their existing cultural and relational fabrics.