JMIR Publications

ABSTRACT

Background:

The proliferation of social media has reshaped healthcare decision-making, enabling patients to access diverse information sources beyond traditional referrals. In maxillofacial surgery, where trust and expertise are critical, the interplay between digital platforms and conventional networks remains underexplored, particularly in non-Western settings like Iran. Understanding how patients navigate these channels offers insights into evolving healthcare behaviors and informs strategies to enhance patient-centered care.

Objective:

This study aimed to evaluate the influence of social media platforms (Google and Instagram) compared to personal recommendations on maxillofacial surgeon selection among Iranian patients, assessing decision-making factors, trust perceptions, and concerns about information accuracy.

Methods:

A cross-sectional survey was conducted with 384 patients at maxillofacial surgery clinics in Isfahan, Iran, in autumn 2023. Data on demographics, pathways to surgeon selection, social media use (Google and Instagram), decision-making factors, trust perceptions and concerns about information accuracy were collected via structured questionnaires. Descriptive statistics and one-sample t-tests assessed the impact and reliability of digital platforms.

Results:

Personal recommendations dominated surgeon selection (62.2%), far surpassing Google (19.5%) and Instagram (2.9%). While 41.7% and 31.0% of patients used Google and Instagram, respectively, their impact on decision-making was significantly below average (p < 0.001). Patient-generated content (e.g., reviews: 37.5% for Google, 40.9% for Instagram) and professional credentials (30.2% for Google) were pivotal in decision-making and trust, yet moderate concerns about accuracy underscored skepticism toward digital sources. The majority of participants were female (60.7%), aged 21–30 (30.5%), employed (41.4%), and without prior surgery (53.4%).

Conclusions:

Social media plays a supplementary rather than primary role in maxillofacial surgeon selection in Iran, with traditional networks retaining primacy. The reliance on credible patient feedback and credentials highlights the need for verified online content to enhance trust. These findings, contrasting with higher digital reliance in aesthetic surgery contexts, suggest cultural and procedural influences on platform use, advocating for strategies to bridge digital credibility gaps in healthcare decision-making.