10 minute read
Review of Topics Posted by Spine Surgeons on TikTok
Social media platforms like TikTok, once dominated by dance challenges and viral memes, are now becoming powerful tools for medical professionals to share knowledge, connect with patients, and engage with the global community. From viral surgical videos to patient success stories, spine surgeons are increasingly utilizing social media to share insights, build communities, and even learn from one another.
A 2023 review of social media use by 325 spine surgeons from 76 institutions across the United States found that 64.6% had at least one professional social media account.[1] The majority (57.2%) had a LinkedIn account. Unsurprisingly, the review also found that surgeon age, years in practice, and practice type correlated with social media activity. Similarly, a 2023 survey of French spine surgeons revealed that 80% used social media for professional purposes. However, this study also found that social media usage decreases with surgeon experience, particularly on Instagram and TikTok.[2] Despite this trend, many surgeons have used platforms like TikTok, which is a video-sharing platform known for its short and engaging clips, to engage with a larger audience. Its algorithm creates an ideal space for reaching large audiences quickly, making it a valuable tool for professionals looking to expand their social media presence.
To analyze how spine surgeons are using TikTok, we utilized Exolyt, a social media analytics tool that provides insights into account performance, such as engagement rates and most popular posts. This tool allowed us to identify the top influencers in the field of spine surgery and categorize their most popular content. In this article, we will explore how these surgeons engage with their audiences by categorizing their content into several key themes. These include Patient Education, Personal Life, Professional Insights, Trending Challenges and Social Engagement, and Social or Political Views. By examining their most popular posts, we can better understand how social media is redefining healthcare communication and setting new standards for medical engagement in the 21st century.
Patient Education
Patient education is at the cornerstone of effective healthcare delivery. Some spine surgeons are leveraging TikTok to explain complex medical concepts, surgical procedures, common pathologies, and emerging technologies, enhancing public understanding and empowering patients to make informed decisions about their health. Among the analyzed TikTok influencers, patient education content was prominently featured. For example, 70%-80% of the 10 most popular posts from the TikTok accounts LadySpineDoc, Dr.Z_Neurosurgery, DonnallySpineConsult, and DrChollKim in the past year involved educational content. These four most popular influencer-spine surgeons have a combined 2.6 million followers and 155 million cumulative views.
DonnallySpineConsult and DrChollKim excel in breaking down complex surgical procedures into understandable 10- to 60-second videos. Some of their most popular educational videos, for instance, showcase step-by-step explanations of common surgical techniques using a combination of surgical footage and explanatory narration (example thumbnail shown in the Figure). Other posts feature animated videos of spinal fusion and lumbar discectomy surgery, illustrating the steps without graphic surgical images, making the content accessible to a broader audience. Similarly, Dr.Z_Neurosurgery frequently posts case studies of common spinal conditions, such as herniated discs and scoliosis, explaining symptoms, common etiology, physical examination signs, diagnostic tests, and treatment options. His content often includes patient imaging studies, like MRI and x-ray images, accompanied by thorough explanations. Other popular posts in this category include sharing practical tips on preventive measures and exercises to maintain spinal health.
The hundreds of millions of views, likes, and shares on these educational posts suggest a substantial public appetite for accessible medical information. These videos demystify medical procedures, reduce patient anxiety, and promote health literacy, extending the educational impact beyond traditional clinical settings.
Personal Life
Sharing aspects of their personal lives on TikTok allows these surgeons to humanize themselves, making them more relatable to their audience. In 2020, a cohort review of 206 spine surgeons showed that publicly accessible social media accounts were associated with higher ratings on physician review websites.[3] By offering a glimpse into their lives outside the operating room and clinic, they build stronger connections with their followers and patients, fostering a sense of approachability.
LadySpineDoc and DrChollKim lead in this category, with both influencers incorporating elements of their personal lives into their TikTok content. LadySpineDoc commonly shares videos of her daily routines, family life, and hobbies, helping her 2.1 million followers see her as more than just a surgeon—a proud mom, wife, car enthusiast, boating fanatic, and more. These personal insights are crucial in breaking down the barriers between medical professionals and the public, making healthcare more approachable and less intimidating. They also provide a balance to the more technical and professional content, ensuring a well-rounded online presence. However, these types of posts can put surgeons at risk of blurring the line of professionalism.
Professional Insights
Professional insights provide followers with a deeper understanding of the medical field, offering behind-the-scenes looks at the life of a surgeon and the journey it takes to get there. This content can be particularly inspiring for premedical students, medical students, residents, and newly minted attendings.
LadySpineDoc and DonnallySpineConsult both excel in this category, with LadySpineDoc sharing several day-in-the-life videos that highlight her daily routines, challenges, and achievements as a spine surgeon. These posts not only showcase her expertise but also offer a realistic portrayal of the demands and rewards of a career in medicine.
DonnallySpineConsult, on the other hand, frequently shares personal stories about his training, including the hardships and triumphs he encountered on his journey to becoming a spine surgeon.
These professional insights are invaluable for followers interested in pursuing a career in medicine, as they provide a candid look at the realities of the profession. They also contribute to the surgeon’s authority and credibility, reinforcing their position as experts in their field.
Trending Challenges and Social Engagement
Participating in trending challenges and engaging with the broader TikTok community is a strategy that helps these surgeons increase their visibility and relatability. By aligning themselves with popular trends, they can reach new audiences and stay relevant in the fast-paced world of social media.
LadySpineDoc is particularly active in this category (nearly 20% of her most popular posts), frequently participating in TikTok trends that are popular across the platform. These posts often blend humor with educational content, allowing her to engage with trends while still providing value to her followers. She will commonly take the approach of “a spine surgeon’s thoughts on…” when responding to a trending topic. Engaging with trends allows these influencers to stay visible and connected with the TikTok community, ensuring that their educational and professional content reaches a broader audience. However, as with posting about their social lives, these posts may create murky waters.
Social or Political Views
Addressing social or political issues allows these surgeons to engage with broader societal concerns, reflecting their commitment to not only healthcare but also to the communities they serve. While this content is less frequent, it plays a critical role in shaping public discourse around healthcare policies and ethical issues.
LadySpineDoc and Dr.Z_Neurosurgery have occasionally used their platforms to discuss social and political issues. LadySpineDoc has posted about the importance of healthcare access and equity, using her platform to advocate for systemic changes. Dr.Z_Neurosurgery has touched on the importance of mental health in the medical profession, highlighting the need for greater support and awareness. These posts demonstrate that these surgeons are not only medical experts but also engaged citizens who use their platforms to influence public opinion and advocate for positive change.
Ethical Considerations
Despite the aforementioned positives, social media use by medical professionals, including spine surgeons, presents several potential ethical and legal pitfalls. One of the primary concerns is the potential breach of patient confidentiality, wherein the accidental sharing of identifiable patient information can lead to serious legal consequences in the United States. Additionally, the informal nature of social media can blur the lines between professional and personal conduct, potentially damaging a surgeon’s reputation and undermining public trust in the medical profession. This has already been identified in an analysis of 1,020 orthopedic surgeons that found unprofessional content in 3.5% of social media users.[4] Breaches of professionalism are especially likely when engaging with general trends or challenges. Misinformation is another significant risk, as posts may oversimplify complex medical issues or inadvertently spread unverified health advice, which can mislead patients. As De Martino et al correctly identified in their narrative review, there is little to no regulation on the information that is presented in this sphere of social media.[5] Therefore, the content of posts is largely at the discretion of the individual, putting significant responsibility on those with millions of followers. Finally, there is the danger of conflicts of interest, where promotional content might not be clearly distinguished from professional advice, leading to ethical concerns about the commercialization of medical expertise. These potential challenges highlight the need for surgeons to approach social media with a commitment to professionalism, information accuracy, and patient privacy.
Conclusion
The analysis of these TikTok surgeon-influencers reveals a multifaceted approach to content creation, where education, personal branding, humor, professional insights, and social engagement intersect to create a dynamic and impactful online presence. Each influencer has developed a unique strategy that reflects their personal strengths and audience preferences, contributing to a broader movement that is redefining healthcare communication in the digital age. By leveraging TikTok’s wide reach and engaging format, these surgeons have successfully expanded their influence beyond the confines of traditional medical practice. They are not just participants in a trend but leaders in a digital movement that is setting new standards for medical engagement and public health education in the 21st century.
As social media continues to evolve, becoming faster, more consumable, and increasingly personal, the role of medical professionals on these platforms will grow in importance. For future surgeons looking to incorporate a digital presence into their practice, it is crucial to ensure their online presence upholds the highest ethical standards. In 2018, Fidai el al published a commentary, providing a helpful list of tips for orthopedic surgeons trying to navigate social media. 6 With the rapid rise of platforms like TikTok, which foster even quicker, more intimate forms of communication, there is an urgent need for updated recommendations and thoughtful consideration of best practices. As the landscape of social media continues to shift, it is essential that medical professionals have access to resources that help them navigate these platforms responsibly, ensuring that their contributions to public health communication are both effective and ethical.
References
1. Samtani RG, Webb A, Burleson J, et al. Spine surgeons social dilemma: benefits and risks of social media for spine surgery practice in the 21st century. Global Spine J. 2023;13:1441–1449.
2. Khalifé M, Afifi M, Chatelain L, et al. Social media use among French spine surgeons: an underrated tool? Neurochirurgie . 2023;69(6):101499.
3. Donnally CJ 3rd, McCormick JR, Pastore MA, et al. Social media presence correlated with improved online review scores for spine surgeons. World Neurosurg. 2020;141:e18–e25.
4. Call T, Hillock, R. Professionalism, social media, and the orthopaedic surgeon: what do you have on the Internet? Technol Health Care. 2017;25:531–539.
5. De Martino I, D’Apolito R, McLawhorn AS, Fehring KA, Sculco PK, Gasparini G. Social media for patients: benefits and drawbacks. Curr Rev Musculoskelet Med. 2017;10:141–145.
6. Fidai MS, Tramer JS, Jildeh TR, Stine S, Meta F, Makhni EC. Social media use in the field of orthopedic surgery. In: Makhni EC, Makhni MC, Swart EF, Bush-Joseph C, eds. Orthopedic Practice Management: Strategies for Growth and Success. Springer International Publishing; 2019:61–70.
Contributors:
Gregory Snigur, MS
John Sencaj, MD
Shriya Patel, BS
Sloane Ward, BS
Kern Singh, MD
From the Department of Orthopaedic Surgery at Rush University Medical Center in Chicago, Illinois.
