Kerzner Benjamin, Dasari Suhas P, Swindell Hasani W, Obioha Obianuju A, Khan Zeeshan A, Rea Parker M, Fortier Luc M, Haynes Monique S, Chahla Jorge
Department of Orthopaedic Surgery, Rush University Medical Center, Chicago, Illinois, USA.
Orthop J Sports Med. 2024 Feb 8;12(2):23259671231209794. doi: 10.1177/23259671231209794. eCollection 2024 Feb.
Social media has the potential to play a substantial role in the decision-making of patients when choosing a physician for care.
The purpose of this study was to determine whether an association exists between physician social media activity and patient satisfaction ratings on physician review websites (PRWs) as well as number of reviews. It was hypothesized that there would be a significant association between physician social media utilization and patient satisfaction ratings.
Cross-sectional study.
The American Orthopaedic Society for Sports Medicine database was queried for the complete membership list. The online media profile and level of activity of the members were evaluated, and an online media presence score was calculated. The surgeons with the approximately top 10% of online media presence scores were compiled to assess the relationship between social media usage (Twitter, Instagram, YouTube, and Facebook) and patient satisfaction ratings on the Google Reviews, Healthgrades, and Vitals PRWs. Bivariate analysis was performed to compare demographic variables and level of online presence.
A total of 325 surgeons were included in the analysis. The most common platform used was Facebook (88.3%). There was no significant relationship between active social media use and overall ratings on any of the PRWs. Active Twitter use was associated with a greater number of ratings on all review websites, a greater number of comments on Google Reviews and Healthgrades, and shorter patient-reported clinic wait times on Healthgrades. Active Instagram use was associated with a greater number of comments on Vitals. No relationships were observed for YouTube or Facebook.
For the included sports medicine surgeons who were most active on social media, no significant relationships were found between social media use and overall ratings on PRWs. Of all the platforms assessed, active use of Twitter was the only significant predictor of more reviews on PRWs. Thus, when deciding which form of social media engagement to prioritize in building one's practice, Twitter may serve as a relatively low-demand, high-reward option.
社交媒体在患者选择医生进行治疗的决策过程中可能发挥重要作用。
本研究旨在确定医生社交媒体活动与医生评价网站(PRW)上的患者满意度评分以及评价数量之间是否存在关联。研究假设医生社交媒体使用情况与患者满意度评分之间存在显著关联。
横断面研究。
查询美国运动医学骨科协会数据库以获取完整会员名单。评估会员的在线媒体资料和活动水平,并计算在线媒体活跃度得分。汇总在线媒体活跃度得分约处于前10%的外科医生,以评估社交媒体使用情况(推特、照片墙、优兔和脸书)与谷歌评价、健康评分和维塔尔斯医生评价网站上的患者满意度评分之间的关系。进行双变量分析以比较人口统计学变量和在线活跃度水平。
共有325名外科医生纳入分析。使用最频繁的平台是脸书(88.3%)。在任何一个医生评价网站上,积极使用社交媒体与总体评分之间均无显著关系。积极使用推特与所有评价网站上更多的评分、谷歌评价和健康评分上更多的评论以及健康评分上患者报告的诊所等待时间缩短相关。积极使用照片墙与维塔尔斯上更多的评论相关。未观察到优兔或脸书存在此类关系。
对于纳入研究的在社交媒体上最为活跃的运动医学外科医生,社交媒体使用情况与医生评价网站上的总体评分之间未发现显著关系。在所有评估的平台中,积极使用推特是医生评价网站上更多评论的唯一显著预测因素。因此,在决定在建立个人业务时优先选择哪种社交媒体参与形式时,推特可能是一个需求相对较低、回报较高的选择。