Social Media for Marketing Surgical Practice: Instagram Use by German Plastic Surgeons

Instagram has emerged as a prominent platform for professional engagement in plastic surgery, enabling surgeons to educate, network, and promote their services. The aim of this study is to determine how widespread the professional use of Instagram is among German plastic surgeons and to describe the level of engagement on this platform.

The professional Instagram use of all 1281 members of the German Society of Plastic, Reconstructive and Aesthetic Surgery (DGPRÄC) was analyzed in March 2022. Publicly identifiable Instagram accounts were assessed for activity metrics, such as the number of posts, followers, accounts followed, and types of content. Instagram use was analyzed in relation to clinical position, work setting, sex, and geographic location using descriptive statistics and χ² tests.

A total of 407 (31.8%) DGPRÄC members used Instagram to post professional content. Instagram use was significantly higher among practicing physicians (47.7%) compared with hospital-based surgeons (8.6%-20.8%, P < 0.001). The median number of posts was 65, with a median posting frequency of 1.8 posts per month. The median follower count was 653. Surgeons in city-states and those in private practice were significantly more active on Instagram. Nearly half of all accounts contained both professional and private content.

Instagram is a common professional tool for plastic surgeons, particularly those in private practices and urban areas. Although professional engagement was evident, overall activity remained moderate in terms of post frequency and audience reach.