Abstract
ImportanceAdvancements in medical education have led to the adoption of virtual learning. Certain medical fields, including Otolaryngology-Head and Neck Surgery (OHNS), are underrepresented in undergraduate medical education curricula. LearnENT, an OHNS educational app, addresses this gap and has gained a global user base through its active social media presence.ObjectivesTo investigate the efficacy of the LearnENT social media team in disseminating OHNS educational resources and engaging users.DesignA longitudinal observational study with data collection conducted over an 8 month period surrounding the implementation of the social media team.SettingThe study utilized 2 platforms: Instagram Business tools and the LearnENT application dashboard.ParticipantsInstagram followers and LearnENT app users globally, with data segmented by demographics and professional backgrounds.Exposures or InterventionAnalysis of Instagram Business data, including trends in followers, accounts reached, accounts engaged, impressions, and activity on the LearnENT application dashboard.Main Outcome MeasuresFollower demographics, audience activity patterns, account interactions, and app usage trends.ResultsThe Instagram account achieved a 49.7% increase in followers (900 total) over 8 months. Engagement metrics showed an 87% rise in accounts reached and a 70% increase in impressions. App usage increased by 12%, reaching a total of 8257 users across 36 countries. Key content types, such as "Question of the Week," received the highest engagement rates.ConclusionThe LearnENT social media team has effectively disseminated OHNS educational resources and engaged learners, as evidenced by a 49.7% increase in followers and 12% increase app users.RelevanceThe global reach and diversity of the LearnENT Instagram community highlight its potential to connect individuals worldwide. Strategies to further enhance engagement include creating visually-appealing graphics, addressing audience preferences, and collaborating with other OHNS-related accounts.
