Impact of Social Media on Patient Expectations and Satisfaction: A Qualitative Exploration in Multan, Pakistan

Social media (SM) has become an innovative area that is revolutionizing the process of healthcare decision-making, with deep influence on the dental specialty, where aesthetic preferences of patients create high-level expectations. Despite SM being used widely in Pakistan and its penetration rate increasing very fast, its effectiveness and its role in patient expectations and satisfaction towards dental procedures are underresearched. This research aims to explore the perspective of patients and dentists regarding the influence of social media in shaping expectations and satisfaction with dental procedures.

This cross-sectional, exploratory qualitative study was carried out in dental clinics in Multan, Pakistan. Semi-structured interviews were conducted with 17 patients, and 10 dental consultants participated in focus group discussions (FGDs). Purposive sampling ensured the participation of a diverse range of participants. Transcripts were transcribed manually and analyzed using a thematic analysis framework.

The results showed that SM greatly affects patient expectations, which resulted in unreasonable expectations from patients (70%) based on idealized images of dental procedures. Participants (47%) acknowledged the role of SM in increasing patients' knowledge and linking them to practitioners but also expressed disappointment when their expectations, especially with relation to cosmetic results-were not satisfied (65%). Unrealistic information circulated on SM and poor communication during consultations aggravated this discontent. Dentists voiced worries about ethical conundrums, increased pressure to satisfy unreasonable expectations, and the lack of organized programs meant to counter disinformation and misconceptions. To close the discrepancy between expectations and clinical reality, participants advised transparent and realistic SM content, enhanced patient communication, and public awareness initiatives. Participants also recommended that institutions and the government should offer subsidized treatment options for non-affording populations.

The study served as a dual lens, both enabling awareness and serving as a source of misinformation for dental treatments. The study highlighted that exaggerated and unrealistic patient expectations often led to disappointment. Patient education, improved communication strategies, and ethical use of SM were pointed out as means through which these challenges can be addressed. The study proposed that in order to utilize the maximum potential of SM in patient satisfaction and decision-making, institutional interventions, such as structured training for healthcare providers and policy-based public awareness campaigns, are necessary.