Introduction

The use of social media has unequivocally skyrocketed over the last 10 years with
streamlined, instant access to information and seamless communication capabilities. 59% of
the world's population engage with a form of social media with the average user spending 2
hours and 29 minutes surfing per day. TikTok and Instagram are two of the biggest
powerhouses in the social media world, attracting over 2 billion users between them and
the former being the fastest growing social media platform in recent years. [1] With such an
astonishing reach, the opportunities are never-ending, ranging from endless entertainment
to enticing educational content. Clinicians across the globe have capitalised and expanded
the reach of health education to millions worldwide with ophthalmologists being no
exception.

What is dry eye?

Dry eye is a common condition affecting millions of people worldwide each year. It can be
an uncomfortable experience contributing to blurry vision, stinging sensations and red eyes;
the condition has several aetiologies including, age, allergies, and autoimmune conditions.
[2] Normally, our eyes are kept moist by tears spreading over the globe – a lack of tears,
tears drying up and gland dysfunction all contribute to dry eye. [3]

The social media revolution

Social media has revolutionised our accessibility to information. Platforms such as TikTok
and Instagram provide a stage to educate millions simultaneously with a short explanation
on common complaints, dry eyes being no exception. Users can share snappy infographics
and reels on Instagram, with TikTok videos ranging from 15 to 60 seconds with a robust
comment section following each video, allowing for further interaction and discussion.
Platforms are allowing for communal discussions between the public and expert doctors
without the constraint of limited appointment times and ever-growing waiting lists. The
comment section often becomes an ongoing question and answer session, whereby people
can share their thoughts and queries under the guidance of an ophthalmologist. In addition
to this, viewers can learn from each other and share their symptoms and stories
anonymously, often providing support for one another due to their common understanding
and experience of dry eyes. The support network social media provides is not to be
underestimated as it enables worldwide communication and support for those who may
otherwise not able to access healthcare advice.

How are ophthalmologists using social media?

So how are the docs doing it? Whether it be the comedic genius of Dr Glaucomflecken or
the in-depth examinations provided by DrBrittaniCarver, ophthalmology content is enticing
millions worldwide. An effective video format doing the rounds on TikTok and Instagram is
the patient-doctor simulation; whereby the content creator acts as both the patient and
doctor, talking through a presenting complaint of dry eyes and the relevant examination,
diagnosis and treatment. This includes slit lamp examination findings such as meibomian
gland dysfunction and superficial corneal erosions [4]. Social media is showcasing
ophthalmic instruments and procedures so everyone can get up close and personal. “Do you
suffer from dry eyes!?” A common phrase heard when scrolling social media, the rhetorical
question lures the viewer into clips explaining top 5 treatments for dry eyes. The treatments
are often simple steps anyone can follow to treat simple cases of dry eyes. These include
eye drop application, simple allergy awareness and massaging techniques. The added
benefit of videos means the application of drops or massaging technique can be visualised
instantly. Ironically, a quick fix to dry eyes repeated across social media is reducing screen
time and remembering to blink adequately, a simple yet effective fix!

Conclusion

Social media provides a great opportunity for engagement and education of the masses.
Doctors can spread knowledge worldwide with the click of a button. Viewer’s dry eyes
symptoms are often relieved from quick fix videos; however, it is important to remember
not all cases of dry eyes are simple and sometimes thorough clinical assessment is needed,
reminding us of the need to safety net even online. The role of the healthcare professional is
ever expanding with new opportunities arising, the ability to adapt will always ensure
people have the most up to date care and educational available at the click of a button.
References

1. Chaffey D. Global social media statistics research summary 2022.

https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-
global-social-media-research/

2. Berry, A. (2009) Dry eye syndrome: Tear film physiology, assessment, and treatment.

3. Boyd, K. (2022) What is Dry Eye? symptoms, causes and treatment, American
Academy of Ophthalmology. Available at:
https://www.aao.org/eye-health/diseases/what-is-dry-eye#tears (Accessed: January
10, 2023).

4. Latkany, R., Miller, D. and Zeev, M.S.-B. (2014) “Diagnosis of dry eye disease and
emerging technologies,” Clinical Ophthalmology, p. 581. Available at:
https://doi.org/10.2147/opth.s45444.