Hair loss treatment information on Facebook: Content analysis and comparison with other online sources.

BACKGROUND

Facebook is the biggest online social networking platform, and it is being utilized by patients for peer support as well as to explore treatment options. Hair loss patients can experience negative psychological effects and are likely to turn to social networking platforms for support and treatment information.

AIMS

To evaluate the type and quality of Facebook hair loss treatment information that can be accessed by hair loss patients.

METHODS

In August 2020, we searched Google for publicly accessible Facebook hair loss treatment content using the terms hair loss, alopecia, hair loss treatment, hair restoration, and hair transplant. We retrieved 133 Facebook pages and ranked them based on the number of visitors who received regular content updates. Content posted on the Top 5 most popular pages was analyzed based on type (advertising vs informational) and information quality (unsupported or supported by medical evidence).

RESULTS

Most Facebook hair loss pages advertised products or hair restoration clinics, or were aimed at fundraising for alopecia organizations. There was high interest in natural hair loss treatments and follicular unit excision (FUE) procedures, consistent with global online search trends. Some products advertised as "natural" contained minoxidil. "Before & after" images of FUE procedures were popular with users. Only 3%-13% of hair loss treatment posts were supported by medical evidence and user engagement with this content was low.

CONCLUSION

There is high user interest in hair loss treatment content on Facebook. Hair restoration specialists should discuss online sources of treatment information with potential patients.