To what extent does social media influence patient choice of surgeon for temporomandibular joint replacement?

With the increasing influence of social media in medicine and dentistry, it now serves as a tool of communication and research amongst patients. This study aimed to evaluate the influence of social media on patient choice of oral and maxillofacial surgeon. This cross-sectional study used a self-administered online survey to form an anonymous cohort of volunteer participants who had undergone, or were planning to undergo, temporomandibular joint replacement (TMJR) surgery. Of the 209 respondents, 35.9% chose their surgeon through social media, and the most significant factor affecting their choice was successful postoperative photographs (60.4%). A negative t-statistic of -2.032 was found between increased social media usage and surgeon choice through social media platforms, suggesting that patients who spend more time on social media have an increased tendency to choose their surgeon through online research compared with those who spend one hour/day or less on social media. A statistically significant relation between age and the likelihood of choosing a surgeon through social media was observed (p = 0.0001), which suggests that as age decreases, the likelihood of choosing a surgeon through social media increases. The findings of this study underscore the growing impact of digital presence on patient decision-making, emphasising the need for healthcare professionals to consider social media as a key platform for patient engagement and outreach. Maxillofacial surgeons should therefore consider maintaining an active and professional presence on social media platforms, with careful attention not to use the platforms for inappropriate practice marketing, but for patient education.