Social Media Engagement Among Oculoplastic Surgeons in India: Patterns and Perceptions.

[AIM] Social media engagement in the form of sharing before and after photographs following surgery and posting surgical videos and patient testimonials has become a popular form of promotion and marketing for clinicians. A significant proportion of patients undergoing cosmetic surgery are influenced by the results or before/after photos. Different geographical regions, though, have variations both among surgeons posting content and the viewers being influenced by them. The aim of the survey was to assess the patterns of social media use for professional promotion and patient outreach and the self-reported perceived impact of social media among oculoplastic surgeons in India.

[METHODS] An online survey was sent to members of the Oculoplastics Association of India (OPAI) in early 2023.

[RESULTS] This was an anonymized survey and had a response rate of 36% (252/702). Of the 252 responses, 66% were women. In all, 28.6% of the respondents had their own professional website. When asked if they felt social media engagement was an important part of practice building, 73% agreed, 9% disagreed, and 19% were unsure. However, only 34% of the respondents had a social media presence related to their practice/professional account. Of those with a social media presence, the most popular platform was Facebook (77%), followed by Instagram (72%) and YouTube (48%). In all, 52/86 (61%) surgeons reported that social media posts had translated into patient visits. Posts on ptosis and blepharoplasty resulted in maximum engagement and patient visits. Of those who did not have a social media presence, constant pressure to post content regularly and unfamiliarity with the platform were the most common reasons cited. Also, 65% of the respondents under the age of 40 reported having a professional practice-related social media profile as compared to 31% of those above 40 (p<0.0001).

[CONCLUSIONS] Members of OPAI largely see social media engagement as an important part of practice building, but unfamiliarity with the platform and constant pressure to post content are challenges faced by them. Social media presence appears to benefit some surgeons by way of an increase in clinic visits and improved visibility. Facebook and Instagram remain the most popular platforms favored by the OPAI members. The proportion of oculoplastic surgeons below 40 years of age who are active on social media is significantly higher than those aged over 40 (p<0.0001).