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Natural fertility: evaluating social media as an outreach to improve education and access to care
year degree or more), women (98.9%), of reproductive age (18-44 years, 92.8%). Respondents reported use of various platforms including Facebook (91.4%), Instagram (85.2%), Snapchat (54.6%) and Twitter (41.9%). Instagram had the highest daily usage (46.4% vs 43.6% with Facebook and 3.2% with Twitter) and was the most enjoyable platform for obtaining medical information (44% vs 18.1% for Facebook). Most participants enjoyed learning about medical information on social media (84.8%), reported following at least one physician (75.3%), and indicated they would schedule an appointment with a physician who they follow (74.6%), even if it required traveling (54.4%). Topics of highest interest included medical facts, ‘‘behind the scenes’’, and news-worthy research while topics with lowest interest included information about the path to becoming a physician and free treatment or product giveaways (Table 1). Social media consumer interest in physician posting topics (%)
Medical facts Behind the scenes as a physician News worthy research Work-life balance Clinical cases, patient stpries Behind the scenes outside of work Motivational posts Medical pictures and educational videos Local activities/events in their medical field Live question and answer sessions Path to becoming a physician Free treatment and product giveaways
91.2 88.1 87.6 86.6 84.6 78.3 77.4 73.8 68.7 62.7 62.6 50.4
Of the 24.7% of respondents who do not follow physicians, 44.2% reported they did not know any physicians to follow, 23.3% felt like physicians were advertising their practice, and 16.1% did not want to know personal information about physicians. CONCLUSIONS: Social media is currently being utilized by educated, reproductive aged women who are interested in following physicians to learn about medical facts, new research and to become more familiar with the ‘‘behind the scenes’’ of medical practices. Social media could potentially serve as a gateway to reach potential patients and educate target audiences about various medical topics. Given that Instagram is currently the platform with the highest usage and interest for medical information, physicians and medical practices should consider initiating or expanding use of this platform. P-15 Tuesday, October 31, 2017 SOCIAL MEDIA IN TODAY’S MEDICAL PRACTICE: THE MISMATCH BETWEEN CURRENT PHYSICIAN USAGE AND CONSUMER PREFERENCES. N. M. Crawford,a F. Hasselhof,b E. A. Evans-Hoeker.c aAustin Fertility Institute, Austin, TX; bAultman Ob/Gyn, Austintown, OH; cObstetrics and Gynecology, Carilion Clinic, Virginia Tech Carilion SOM, Roanoke, VA. OBJECTIVE: To determine if current use of social media by physicians is meeting consumer preferences. DESIGN: Survey study. MATERIALS AND METHODS: Physician users of social media, recruited via private physician Facebook groups, were asked to complete an electronic survey evaluating the use of social media in medical practice. Social media consumers, recruited via various platforms (blogs, Facebook, Instagram, Twitter), were asked to complete an electronic survey evaluating desired use of social media by the medical community. RESULTS: A total of 200 physicians and 3,081 social media consumers participated in the surveys. A majority were Caucasian (81.9%, 81%), women (100%, 98.9%) of reproductive age (18-44 years) (80.4%, 92.8%) for physician and consumer respondents, respectively. Many physicians were OBGYNs (48.5%) with 43.2% in private practice, and 24.1% in academics. The majority of consumers desired to learn medical information via social media (85%). Similarly, most physicians believed that consumers would enjoy posts about medical information (83%) and would schedule appointments with physicians they follow on social media (92%). However, only 49.2% of physicians reported having a professional social media account, and many indicated they would not post medically related information (50.8%).The majority who indicated they would not post cited a desire to keep their personal life private (52.2%) and felt that professional and personal lives should remain separate
FERTILITY & STERILITYÒ
(83.5%). Of physicians who do currently post on social media, most enjoyed posting medical information on Facebook (88.4% versus 2.1% for Instagram), whereas consumers indicated a desire to receive medical information via Instagram (44% versus 18.1% for Facebook). While topics of highest interest to consumers were medical facts and ‘‘behind the scenes’’ as physicians, most physicians agreed that they would post information about medical facts (71.2%) but would not post ‘‘behind the scenes’’ topics (59.6%). CONCLUSIONS: Opportunities for recruiting patients and educating target populations via social media are likely underutilized by current physicians. Of those who are using social media, there is a mismatch between platforms and information preferred by consumers and those currently used and distributed by physicians. Efforts to recruit patients and spread medical information could be improved by targeting platforms and topics preferred by current consumers. P-16 Tuesday, October 31, 2017 NATURAL FERTILITY: EVALUATING SOCIAL MEDIA AS AN OUTREACH TO IMPROVE EDUCATION AND ACCESS TO CARE. N. M. Crawford,a F. Hasselhof,b E. A. Evans-Hoeker.c aAustin Fertility Institute, Austin, TX; b Aultman Ob/Gyn, Austintown, OH; cObstetrics and Gynecology, Carilion Clinic, Virginia Tech Carilion SOM, Roanoke, VA. OBJECTIVE: To asses current knowledge of fertility in social media users and identify opportunities for education outreach. DESIGN: Survey study. MATERIALS AND METHODS: Social media users, recruited via multiple social media platforms (blogs, Facebook, Instagram, Twitter), were asked to complete an electronic survey evaluating general knowledge of fertility and social media use. RESULTS: A total of 3,080 people participated in the survey. Most respondents were Caucasian (81%), highly educated (87.5% completion of 4 year degree or more), women (98.9%), of reproductive age (18-44 years, 92.8%). Although most have never attempted conception (51.2%), of those currently trying to conceive or with children (48.8%), 42.4% reported experiencing infertility (current or past). When asked about infertility, most respondents appropriately identified its definition (77.6%), but fewer were familiar with its prevalence (43.8%). Many identified 35 years of age as the time at which fertility begins to decline (40%) as compared to the more appropriate answer of 32 years (27.4%). Although almost all participants knew what ovulation is (99.4%), only 21.9% could correctly identify the fertile time of the cycle. In regards to methods to increase knowledge about fertility, most respondents reported use of various platforms, including Facebook (91.4%), Instagram (85.2%), Snapchat (54.6%), and Twitter (41.9%), and a desire to learn medical information via social media (84.2%). Most also indicated a desire to follow their current physicians on social media (79.2%) and preferred Instagram for medical posts (44% vs 18.1% for Facebook). CONCLUSIONS: Social media users are largely educated, reproductive aged females who are significantly lacking in knowledge about many basic concepts regarding natural fertility but report interest in learning medical information via social media. Physician use of social media platforms may provide opportunity for outreach and education of reproductive aged women, ultimately improving access to reproductive care and optimizing natural fertility. P-17 Tuesday, October 31, 2017 PREIMPLANTATION GENETIC SCREENING (PGS) UTILIZATION IS INCREASED IN PATIENTS WITHOUT IN VITRO FERTILIZATION INSURANCE C. R. Juneau,b COVERAGE. A. Schwartz,a G. Patounakis,c D. J. Kaser,d T. Molinaro,e M. Maguire,f R. T. Scott, Jr.,g aSaint Barnabas Medical Center, Livingston, NJ; bIVI/RMA, Thomas Jefferson University, Basking Ridge, NJ; cReproductive Medicine Associates of Florida, Lake Mary, FL; dReproductive Medicine Associates of New Jersey, Basking Ridge, NJ; eRMANJ, Basking Ridge, NJ; fRMA-NJ, Basking Ridge, NJ; gREI, RMANJ, IVI RMA Global, Sidney Kimmel Medical College, Thomas Jefferson University, Basking Ridge, NJ. OBJECTIVE: To determine if patients without insurance coverage for in vitro fertilization (IVF) are more likely to elect to pay out of pocket to have their embryos undergo PGS.
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Medical facts Behind the scenes as a physician News worthy research Work-life balance Clinical cases, patient stpries Behind the scenes outside of work Motivational posts Medical pictures and educational videos Local activities/events in their medical field Live question and answer sessions Path to becoming a physician Free treatment and product giveaways
91.2 88.1 87.6 86.6 84.6 78.3 77.4 73.8 68.7 62.7 62.6 50.4
Of the 24.7% of respondents who do not follow physicians, 44.2% reported they did not know any physicians to follow, 23.3% felt like physicians were advertising their practice, and 16.1% did not want to know personal information about physicians. CONCLUSIONS: Social media is currently being utilized by educated, reproductive aged women who are interested in following physicians to learn about medical facts, new research and to become more familiar with the ‘‘behind the scenes’’ of medical practices. Social media could potentially serve as a gateway to reach potential patients and educate target audiences about various medical topics. Given that Instagram is currently the platform with the highest usage and interest for medical information, physicians and medical practices should consider initiating or expanding use of this platform. P-15 Tuesday, October 31, 2017 SOCIAL MEDIA IN TODAY’S MEDICAL PRACTICE: THE MISMATCH BETWEEN CURRENT PHYSICIAN USAGE AND CONSUMER PREFERENCES. N. M. Crawford,a F. Hasselhof,b E. A. Evans-Hoeker.c aAustin Fertility Institute, Austin, TX; bAultman Ob/Gyn, Austintown, OH; cObstetrics and Gynecology, Carilion Clinic, Virginia Tech Carilion SOM, Roanoke, VA. OBJECTIVE: To determine if current use of social media by physicians is meeting consumer preferences. DESIGN: Survey study. MATERIALS AND METHODS: Physician users of social media, recruited via private physician Facebook groups, were asked to complete an electronic survey evaluating the use of social media in medical practice. Social media consumers, recruited via various platforms (blogs, Facebook, Instagram, Twitter), were asked to complete an electronic survey evaluating desired use of social media by the medical community. RESULTS: A total of 200 physicians and 3,081 social media consumers participated in the surveys. A majority were Caucasian (81.9%, 81%), women (100%, 98.9%) of reproductive age (18-44 years) (80.4%, 92.8%) for physician and consumer respondents, respectively. Many physicians were OBGYNs (48.5%) with 43.2% in private practice, and 24.1% in academics. The majority of consumers desired to learn medical information via social media (85%). Similarly, most physicians believed that consumers would enjoy posts about medical information (83%) and would schedule appointments with physicians they follow on social media (92%). However, only 49.2% of physicians reported having a professional social media account, and many indicated they would not post medically related information (50.8%).The majority who indicated they would not post cited a desire to keep their personal life private (52.2%) and felt that professional and personal lives should remain separate
FERTILITY & STERILITYÒ
(83.5%). Of physicians who do currently post on social media, most enjoyed posting medical information on Facebook (88.4% versus 2.1% for Instagram), whereas consumers indicated a desire to receive medical information via Instagram (44% versus 18.1% for Facebook). While topics of highest interest to consumers were medical facts and ‘‘behind the scenes’’ as physicians, most physicians agreed that they would post information about medical facts (71.2%) but would not post ‘‘behind the scenes’’ topics (59.6%). CONCLUSIONS: Opportunities for recruiting patients and educating target populations via social media are likely underutilized by current physicians. Of those who are using social media, there is a mismatch between platforms and information preferred by consumers and those currently used and distributed by physicians. Efforts to recruit patients and spread medical information could be improved by targeting platforms and topics preferred by current consumers. P-16 Tuesday, October 31, 2017 NATURAL FERTILITY: EVALUATING SOCIAL MEDIA AS AN OUTREACH TO IMPROVE EDUCATION AND ACCESS TO CARE. N. M. Crawford,a F. Hasselhof,b E. A. Evans-Hoeker.c aAustin Fertility Institute, Austin, TX; b Aultman Ob/Gyn, Austintown, OH; cObstetrics and Gynecology, Carilion Clinic, Virginia Tech Carilion SOM, Roanoke, VA. OBJECTIVE: To asses current knowledge of fertility in social media users and identify opportunities for education outreach. DESIGN: Survey study. MATERIALS AND METHODS: Social media users, recruited via multiple social media platforms (blogs, Facebook, Instagram, Twitter), were asked to complete an electronic survey evaluating general knowledge of fertility and social media use. RESULTS: A total of 3,080 people participated in the survey. Most respondents were Caucasian (81%), highly educated (87.5% completion of 4 year degree or more), women (98.9%), of reproductive age (18-44 years, 92.8%). Although most have never attempted conception (51.2%), of those currently trying to conceive or with children (48.8%), 42.4% reported experiencing infertility (current or past). When asked about infertility, most respondents appropriately identified its definition (77.6%), but fewer were familiar with its prevalence (43.8%). Many identified 35 years of age as the time at which fertility begins to decline (40%) as compared to the more appropriate answer of 32 years (27.4%). Although almost all participants knew what ovulation is (99.4%), only 21.9% could correctly identify the fertile time of the cycle. In regards to methods to increase knowledge about fertility, most respondents reported use of various platforms, including Facebook (91.4%), Instagram (85.2%), Snapchat (54.6%), and Twitter (41.9%), and a desire to learn medical information via social media (84.2%). Most also indicated a desire to follow their current physicians on social media (79.2%) and preferred Instagram for medical posts (44% vs 18.1% for Facebook). CONCLUSIONS: Social media users are largely educated, reproductive aged females who are significantly lacking in knowledge about many basic concepts regarding natural fertility but report interest in learning medical information via social media. Physician use of social media platforms may provide opportunity for outreach and education of reproductive aged women, ultimately improving access to reproductive care and optimizing natural fertility. P-17 Tuesday, October 31, 2017 PREIMPLANTATION GENETIC SCREENING (PGS) UTILIZATION IS INCREASED IN PATIENTS WITHOUT IN VITRO FERTILIZATION INSURANCE C. R. Juneau,b COVERAGE. A. Schwartz,a G. Patounakis,c D. J. Kaser,d T. Molinaro,e M. Maguire,f R. T. Scott, Jr.,g aSaint Barnabas Medical Center, Livingston, NJ; bIVI/RMA, Thomas Jefferson University, Basking Ridge, NJ; cReproductive Medicine Associates of Florida, Lake Mary, FL; dReproductive Medicine Associates of New Jersey, Basking Ridge, NJ; eRMANJ, Basking Ridge, NJ; fRMA-NJ, Basking Ridge, NJ; gREI, RMANJ, IVI RMA Global, Sidney Kimmel Medical College, Thomas Jefferson University, Basking Ridge, NJ. OBJECTIVE: To determine if patients without insurance coverage for in vitro fertilization (IVF) are more likely to elect to pay out of pocket to have their embryos undergo PGS.
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