Pattern hair loss and health care professionals: How well are we connecting with our audience?

Background: Pattern hair loss, the most common form of hair loss, affects millions in the United States. Americans are increasingly seeking health information from social media. It would appear that healthcare professionals contribute relatively minimally to pattern hair loss content, thereby posing serious concerns for credibility and quality of information available to the general public.
Objectives: This study evaluates popular pattern hair loss-related content on Instagram, TikTok, and YouTube, aiming to understand effective engagement strategies for healthcare professionals on social media.
Methods: The top 60 short-form videos were extracted from Instagram, TikTok, and YouTube, using the search term "pattern hair loss" and inclusion of USA-based accounts only. Videos were categorized by creator type (healthcare vs. non-healthcare professional), content type (informational, interactional, and transactional), and analyzed for user engagement and quality, using engagement ratios and DISCERN scores, respectively.
Conclusions: Healthcare professionals, especially dermatologists, play a crucial role in delivering credible information on social media, supported by higher DISCERN scores. Multi-platform presence, frequent activity, and strategic content creation contributes to increased reach and engagement. Duration of short-form videos does not impact engagement. The "Duet" or "Remix" options on TikTok, Instagram, and YouTube serve as a valuable tool for healthcare professionals to counter misinformation. Our study underscores the importance of optimizing educational impact provided by health care professionals at a time when the public increasingly relies on social media for medical information.
(© 2024 The Authors. Journal of Cosmetic Dermatology published by Wiley Periodicals LLC.)