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

Area of Science:

• Ophthalmology
• Plastic Surgery
• Digital Marketing

Background:

• Social media, particularly before-and-after photos and testimonials, significantly influences patient decisions in cosmetic surgery.
• Geographical variations exist in surgeon social media content and patient influence.
• The Oculoplastics Association of India (OPAI) members' social media engagement patterns and perceived impact were unassessed.

Purpose of the Study:

• To evaluate social media utilization for professional promotion and patient outreach among Indian oculoplastic surgeons.
• To determine the self-reported impact of social media on practice building and patient acquisition.

Main Methods:

• An anonymous online survey was distributed to Oculoplastics Association of India members in early 2023.
• The survey assessed social media presence, platform preferences, perceived importance, and impact on patient visits.

Main Results:

• A 36% response rate (252/702) was achieved, with 66% of respondents being women.
• 73% of surgeons considered social media important for practice building, yet only 34% had a professional social media presence.
• Facebook (77%) and Instagram (72%) were the most popular platforms; 61% of users reported social media translating into patient visits, particularly for ptosis and blepharoplasty content.
• Unfamiliarity and the pressure for regular content creation were key barriers for non-users.
• Surgeons under 40 were significantly more likely to have a social media profile (65%) compared to those over 40 (31%).

Conclusions:

• Indian oculoplastic surgeons view social media as crucial for practice growth but face challenges like platform unfamiliarity and content demands.
• Active social media engagement can enhance clinic visits and professional visibility.
• Facebook and Instagram dominate platform preference, with younger surgeons (under 40) showing higher adoption rates.