#GYNONC: are we missing opportunities to reach our patients?

Abstract

<h3>Objectives:</h3> Social media outlets have increased in popularity within the last decade and are influencing the ways in which patients interact with the healthcare system. Daily use among adults in the US is reported as 63% for Instagram and 42% for Twitter. While social media increasingly serves as a medium for conversation between patients and their providers, the use by Gynecologic Oncology providers has not been described. The purpose of this study is to examine the presence of designated NCI-designated Cancer Centers' Gynecology Oncology divisions on social media and to characterize the content posted by them. <h3>Methods:</h3> The 71 NCI-Designated cancer centers and their Gynecology Oncology divisions were searched on both Instagram and Twitter. Search was performed using the cancer center names independently and in gynecology oncology context. Once a social media account was identified, information about number of followers and posts was recorded, and content was reviewed and divided into categories including: marketing, patient education and awareness, patient engagement, clinical and research updates and fellowship recruitment. <h3>Results:</h3> Of 71 NCI-Designated Cancer Centers, 29 (40.8%) had Instagram accounts and 64 (90.1%) had twitter accounts with a range of 17-101,000 followers. When searched on Instagram, 4 (6%) Gynecology Oncology divisions had Instagram accounts with number of followers ranging from 60-219 and average number of posts of 32. When searched for Gynecology Oncology divisions on Twitter, 8 (12%) departments were identified with a range of 0-791 followers and average of 110 posts. When analyzing the content of Gynecology Oncology Divisions social media accounts, 5 used their account for marketing, 4 for patient education and awareness, 1 for patient engagement, 4 for clinical and research updates and 3 for fellowship recruitment (Table1). <h3>Conclusions:</h3> Social media has become a powerful form of communication and engagement. While 90% of NCI-designated Cancer Centers have social media presences, Gynecology Oncology divisions are under-utilizing this medium to reach and educate patients. Greater participation by gynecology oncologists may increase patient education, raise awareness and engagement.