supplemented with analysis of social media – in this case Instagram – we were able to perform a more complete evaluation of population trends as well as how interest in and knowledge of vitiligo is being shared. The content of the top 300 Instagram posts consisted of 61% personal images posted by patients with vitiligo, many of which included captions encouraging others to embrace diversity. Almost all the consistent top posters referred to themselves in their account bios as vitiligo ambassadors or advocates, dedicated to spreading awareness about the condition and increasing representation in the media. A mere 3% of posts were posted by dermatologists, only one of whom was a board-certified dermatologist in the United States. Considering that forty-two percent of Americans report using social media to search for health-related information, there is significant opportunity for dermatologists to take advantage of this market to raise awareness and provide educational information about vitiligo.
Despite the seemingly unified movement in mainstream media and on social media to educate and increase representation of vitiligo positivity, it is important to remember that though many patients have embraced their skin and are proud of their uniqueness, there are many who are still searching for new treatment options, struggling with self- and peer-acceptance, and experiencing discrimination As the impact of the internet and social media continue to grow in scope, it is imperative that physicians learn to actively engage in the technology and consider inclusive approaches to using these larger platforms to encourage self-acceptance while also continuing to educate and promote emerging treatment options. With the entirety of the internet and social media at their fingertips, patients are taking a more active role in their health, but most do so without sufficient backgrounds to understand the complexities of issues involved. Understanding how patients are using these platforms and acquiring information will allow physicians to better understand and serve their patients. Thus, it is imperative that health professionals recognize the growing role of the internet and social media and actively engage in the technology to help guide their patients as they navigate online health-related information. Additionally, the ability of physicians to provide relevant, reliable online and social media sources is an opportunity to strengthen the patient-physician relationship.
Despite the seemingly unified movement in mainstream media and on social media to educate and increase representation of vitiligo positivity, it is important to remember that though many patients have embraced their skin and are proud of their uniqueness, there are many who are still searching for new treatment options, struggling with self- and peer-acceptance, and experiencing discrimination As the impact of the internet and social media continue to grow in scope, it is imperative that physicians learn to actively engage in the technology and consider inclusive approaches to using these larger platforms to encourage self-acceptance while also continuing to educate and promote emerging treatment options. With the entirety of the internet and social media at their fingertips, patients are taking a more active role in their health, but most do so without sufficient backgrounds to understand the complexities of issues involved. Understanding how patients are using these platforms and acquiring information will allow physicians to better understand and serve their patients. Thus, it is imperative that health professionals recognize the growing role of the internet and social media and actively engage in the technology to help guide their patients as they navigate online health-related information. Additionally, the ability of physicians to provide relevant, reliable online and social media sources is an opportunity to strengthen the patient-physician relationship.
DISCLOSURE
The authors have no conflicts.
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2. Internet/Broadband Fact Sheet. Internet and Technology, Pew Research Center, 2019. Available from: < https://www.pewinternet.org/fact-sheet/ internet-broadband/ >. Accessed on: September 29.
3. Asch JM, et al. Google search histories of patients presenting to an emergency department: an observational study. BMJ Open. 2019. 9(22):e024791.
4. Cocco AM, et al. Dr Google in the ED: searching for online health information by adult emergency department patients. Med J Aust. 2018. 209(8):342- 347. Available from: < https://www.ncbi.nlm.nih.gov/pubmed/30107763 >.
5. Clement J. Worldwide desktop market share of leading search engines from January 2010 to July 2019. Statista. 2019. Available from: < https://www. statista.com/statistics/216573/worldwide-market-share-of-search-engines/ >. Accessed on September 27.
6. Drees J. Google receives more than 1 billion health questions every day: Becker's 2019.
7. Seidl S, et al. What do Germans want to know about skin cancer? A nationwide Google search analysis from 2013 to 2017. J Med Internet Res. 2018. 20(5):e10327.
8. Martinez-Lopez A, Ruiz-Villaverde R, Molina-Leyva A. Google search trends in psoriasis: A pilot evaluation of global population interests. J Eur Acad Dermatol Venereol. 2018. 32(10):
9. Motosko CC, et al. Googling aesthetic plastic surgery for patient insights into the latest trends. Plast Reconstr Surg. 2018. 142(6):1478-1485.
10. Clement J. Number of monthly active Instagram users from January 2013-2018 (in millions). Statista, 2019. Available from: < https://www. statista.com/statistics/253577/number-of-monthly-active-instagram-users/. Accessed on September 27.
11. Park JH, et al. Dermatology on Instagram: An analysis of hashtags. J Drugs Dermatol. 2018. 17:482-484.
AUTHOR CORRESPONDENCE
Simone Nicole Boeckmann Montgomery snmontgo@usc.edu
