Summary

This study characterized content posted by orthopedic surgeons on social media and investigated patient perceptions of this content and how it may influence their healthcare decisions.

Abstract

The purpose of this study was to characterize content posted by orthopedic surgeons on social media while investigating patient perceptions of this content and how it may influence their healthcare decisions.
Social media posts by orthopedic surgeons from around the country were reviewed and categorized. A patient survey was written to assess perception of these categories and level of patient social media utilization. The survey was administered in the clinic of three separate orthopedic surgeons with different levels of social media utilization via QR code. Survey results were analyzed for differences in utilization based on the physician the patient saw and between patients of different ages. Patient responses were assessed using response median to judge content types that were perceived positively, or neutrally negatively, and interquartile range to judge whether responses were polarized or more consistent across the groups.
There were 250 completed patient surveys. In terms of social media utilization, the 18-24 (87.1%) and 25-34 (86.4%) age groups more likely to report daily use (p=0.002). However, social media utilization was high among all age groups with 78% of all patients and at least 62.5% of patients in each age group reporting weekly or daily usage. 17% of patients reported using social media to see information about their healthcare at least once per month, 21% of patients reported reviewing the social media account of a physician at least once per month, and 19% of patients reported that they were likely or very likely to view the social media account of their own physician. 23% of patients reported that social media content is likely or very likely to influence which physician they see, while only 6% of patients considered a large social media following important or very important. Patients held the most consistently positive view of posts educating patients, discussing sports team coverage, and providing patient testimonials. Patients held consistently neutral views of posts educating colleagues, discussing presentations at national meetings, displaying aspects of surgeons’ personal lives, and supporting marginalized groups. Several post categories elicited negative or highly polarized responses including those discussing research publications, showing surgical technique pictures/videos, showing pictures or videos taken of the surgeon in the operating room, political statements, or showing pictures from a patient’s own surgery.
Social media is a useful tool to help physicians interact with patients and may be a helpful tool to those attempting to grow a practice. Physicians who wish to effectively interact with patients should consider posting content that is viewed most positively by patients including posts educating patients, discussing sports team coverage, and providing patient testimonials. Content that is viewed less favorably should be posted sparingly or with a sensitive tag so that patients can avoid seeing posts that they may not enjoy. Further study is required to understand the differences between physician social media content focused on interacting with patients compared to content focused on interacting with other physicians.