# The Role of Instagram in Orthopaedic Patient Education and Engagement: A Content Analysis From Singapore

## TL;DR

This study analyzes how orthopaedic surgeons in Singapore use Instagram for patient education and finds that educational content is most popular, though promotional content is also common.

## Contribution

The study provides new insights into Instagram's role in orthopaedic patient education in Singapore, highlighting content preferences and engagement patterns.

## Key findings

- Educational posts made up 76.3% of analyzed Instagram content and received the highest engagement.
- Promotional posts accounted for 21.1% of content and were primarily used to advertise orthopaedic services.
- Patient engagement posts were rare (2.6%) but included testimonials and had lower engagement.

## Abstract

Introduction

Instagram, the social media platform, has become a powerful medium for healthcare communication, particularly in patient education and engagement. This study examines how Instagram is utilised by orthopaedic surgeons in Singapore to disseminate health information and foster patient interaction.

Methods

A content analysis of publicly available Instagram posts from orthopaedic surgeons, clinics, hospitals, and professional bodies in Singapore was conducted. Posts published between March 1, 2023, and March 1, 2025, were categorised as educational, promotional, or engagement-focused. Key engagement metrics and thematic content were analysed.

Results

A total of 152 posts from orthopaedic accounts in Singapore were analysed. Educational posts constituted 76.3% of the content (n = 116), focusing on topics such as osteoporosis prevention and joint replacement surgery. Promotional posts accounted for 21.1% (n = 32), primarily advertising orthopaedic services, while patient engagement posts made up 2.6% (n = 4), including patient testimonials. Educational posts received the highest engagement (averaging 13.5 likes per post), followed by promotional (13.0 likes) and patient engagement posts (9.75 likes).

Conclusion

Instagram is a valuable platform for orthopaedic patient education and engagement in Singapore. The strong preference for visual educational content (e.g. infographics and procedural videos) aligns with Singapore’s multilingual society, where visual aids can transcend language barriers and improve comprehension. However, the prevalence of promotional content raises concerns about the commercialisation of healthcare on social media. This study underscores the need for local professional guidelines to optimise the use of Instagram in orthopaedic practice.