Social media has developed dramatically over the past decade and has emerged as one of themost widely used places for human interaction. Furthermore, the coronavirus pandemic hasaffected the way we communicate, and people spend more time on mediated and social mediaplatforms, also in relation to health concerns. Social media has therefore become an integral partof our daily lives with 3. 8 billion people worldwide using these complex social systems ofinformation.As these social systems of sharing information are becoming one of the main sources of healthinformation, a shift in the relation between health-seekers and health professionals is becoming afact. Health professionals and the institutions they worked in are no longer the first authoritiespeople reach out to when they want information on their health concerns. Social media resourcesnot only enable people to gather information for themselves and on their own health issues, butit also, more importantly, allows people to make sense of their experiences and to become selfperceived, self-lived “experts” on their own conditions.This paradigmatic changes in how we live our lives, moving from analog to digital resources andwithin this, an emerging of new experts in relation to health, is important to capture.Netnography is a qualitative method developed over the past 25 years designed to study socialmedia and how people interact with and within it. In this presentation the use of netnography willbe addressed as an opportunity to gain increased insight regarding health interactions in theseplatforms. A few basic principles and approaches in netnographic studies will be explained.Some examples of results covering over a decade of work with netnography will be presented.The presentation provides some guidance on potential paths towards a range of futurenetnographic inquiries to discuss and elaborate upon.