Differences between Doctors of Dental Medicine and Doctors of Medicine Awareness of Their Online Image and Perception Concerns: a Quantitative Cross-Sectional Study.

Background: Healthcare professionals (HCPs), including doctors of dental medicine (DMDs) and doctors of medicine (MDs), use social networking sites (SNSs) for personal and professional purposes. This study aims to: (i) explore DMDs and MDs awareness of their online presence, (ii) examine how frequently and for what reasons DMDs and MDs monitor their online images, (iii) determine the prevalence of finding inaccurate, incomplete, or unprofessional information about themselves, examine that experience, and investigate actions performed regarding unprofessional or embarrassing posted material, (iv) assess concerns about their own SNSs usage and the content they post.

Methods: A cross-sectional study was conducted among DMDs and MDs in Croatia using a questionnaire.

Results: Out of 1,013 participants, 753 were active SNS users. Facebook (91.6%) and Instagram (63.1%) were the predominant SNSs used. DMDs exhibited a significantly higher inclination to utilize SNSs for professional purposes than MDs. Both groups reported a high level of proficiency in using Facebook (M=3.2, SD=0.827) and Instagram (M=2.44, SD=1.162). Approximately 55.4% of the participants repored monitoring their online presence, typically once a year or less frequently. DMDs emphasized the completeness of posted information more than MDs (U=25,623.0, p=0.001). Their highest level of concern pertained to confidentiality breaches and inaccurate medical and dental information. There are similar results for MDs and DMDs for finding erroneous information posted on SNSs.

Conclusions: This study offers insights into HCPs' online presence, and their concerns regarding SNS usage. It underscores the significance of e-professionalism, and provides recommendations for maintaining a positive online presence while mitigating potential risks.