P3.015: How much do you like your clinic?: Social media and its impact on clinic usage

Background: Social media is a prominent means of information dissemination, especially among adolescents. Clinics traditionally rely on strategies such as word of mouth, insurance company in-network recommendations, and referrals to attract patients; however, leveraging social media to increase clinic utilization has not been explored. This study examines the relationship between social media presence, specifically Instagram activity, and patient visits at a community clinic providing sexual health services to adolescents and young adults in 2024. By identifying trends in social media engagement and clinic utilization, this study aims to determine whether social media can serve as an effective tool for increased healthcare access among an adolescent population.

Methods: Retrospective data analysis was performed from the clinic’s records and Instagram account. Data collected included appointments scheduled, total number of clinic visits, Instagram posts, “likes” on each post, and Instagram stories posted per month. Correlations between patient utilization of the clinic and social media presence were studied.

Results: Between January and December 2024, 743 appointments were scheduled, and 901 patients were seen at the clinic. In that time, the clinic posted on Instagram 50 times, amassed 782 likes, and posted 93 stories. Number of Instagram posts was positively correlated with total number of visits (r=0.51, p=0.09) and appointments (r= 0.48, p= 0.11), but significance was not demonstrated. Number of Instagram stories was also positively correlated with total number of visits (r= 0.27, p= 0.41) and appointments (r= 0.14, p= 0.66), but significance was not demonstrated. Instagram likes, a means of measuring engagement with the clinic, also were positively correlated with total number of patient visits (r=0.09, p=0.54) and appointments (r=0.43, p=0.16).

Conclusion: This study highlights the potential of social media as an effective tool for reaching adolescent patients. Though significance was not demonstrated, positive correlations indicate that increased Instagram activity may be linked to higher clinic utilization. The lack of statical significance could be due to the clinic’s focus on episodic care, such as STI testing, which does not often require follow-up. Also, factors such as stigma surrounding sexual health and privacy concerns may influence the rate at which adolescents interact with the clinic’s Instagram account.

Despite these limitations, the findings underscore the underutilized role of social media in adolescent health outreach. Given the clinic’s recent establishment of a social media presence, building a regular audience could impact engagement trends and clinic utilization. Future research should determine patient perceptions on social media-based healthcare outreach and examine other engagement metrics, such as usage of different platforms.

By refining social media strategies, clinics serving adolescents can leverage online platforms to improve access to sexual health services and enhance health education, providing a foundation for future studies on optimizing social media to reach and empower young patients.