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Facebook Data Analytics: An Orthopedic Arthroplasty Case Study and Guide for Physicians.

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    Facebook Audience Insights can help orthopedic practices understand patient demographics for total joint arthroplasty (TJA). The tool reveals that older patients and women are more active on social media, suggesting its potential for patient engagement.

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    Area of Science:

    • Orthopedic Surgery
    • Health Informatics
    • Social Media Analytics

    Background:

    • Physicians lack training in social media for health queries and patient selection.
    • Social media platforms are increasingly utilized for health-related information seeking.

    Purpose of the Study:

    • To evaluate Facebook Audience Insights as a tool for understanding patient demographics in orthopedic practices.
    • To compare the demographics and online activity of different age groups undergoing total joint arthroplasty (TJA).

    Main Methods:

    • Utilized Facebook Audience Insights to analyze demographic data of Facebook users relevant to TJA patients.
    • Compared two TJA patient samples: young TJA (55-64 years) and Medicare TJA (≥65 years).
    • Created a professional Facebook page and analyzed regional user patterns and practice-specific traffic.

    Main Results:

    • Facebook use is prevalent among TJA-aged individuals.
    • The proportion of women increases with age in TJA patient groups (53% young TJA, 63% Medicare TJA).
    • Women exhibit higher engagement across all age ranges on Facebook.

    Conclusions:

    • Facebook Audience Insights provides valuable demographic insights for orthopedic practices.
    • Social media platforms show a high prevalence of users within the TJA age range.
    • Social media may serve as an effective channel for engaging orthopedic patients, particularly women.