The Relationship between Plastic Surgery Residency Instagram Characteristics and Doximity Rank

Area of Science:

• Medical Education
• Plastic Surgery Training
• Digital Health Communication

Background:

• Social media offers insights into plastic surgery residency programs, aiding applicant decision-making.
• Understanding factors influencing social media engagement is crucial for program visibility.

Purpose of the Study:

• To assess the correlation between plastic surgery residency program Instagram popularity and Doximity ranking.
• To identify content characteristics that drive higher viewership and engagement on Instagram, with a focus on diversity.

Main Methods:

• Analyzed Instagram accounts of integrated plastic surgery residency programs using Doximity's 2021-2022 data.
• Quantified Instagram metrics, categorized post content over 15 months, and assessed diversity via Fitzpatrick skin types.
• Employed linear regression to evaluate relationships between Doximity rank, follower counts, and engagement metrics.

Main Results:

• A significant positive association was found between higher Doximity rankings and increased Instagram follower counts.
• Instagram posts focusing on program personnel and social functions garnered significantly more likes.
• Content featuring individuals with Fitzpatrick skin type III or greater also correlated with higher engagement.

Conclusions:

• Instagram presence can positively influence prospective applicants' perception of plastic surgery residency programs.
• Optimizing content by featuring personnel, social activities, and diverse representation may enhance program visibility and engagement.
• Strategic social media content development is key to broadening viewership and improving program recruitment.