How ChatGPT, a generative artificial intelligence chatbot, can improve your social media posts

As we have discussed in previous articles, social media is a great way for ophthalmic care providers to communicate with and educate the general public. One way to help boost your social media presence, maximize your efficiency and facilitate content generation is to utilize generative artificial intelligence (AI), a new and trending tool that creates content in the form of images or text. It’s as simple as inputting words or phrases and allowing the AI tool to come up with its interpretation of the words.

One such popular generative AI machine is ChatGPT, an AI chatbot that launched in November 2022. Since its launch, ChatGPT has become a worldwide phenomenon, even in the healthcare sector. It has demonstrated its ability to pass the Ophthalmology Knowledge Assessment Program examination¹ and come up with accurate differential diagnoses based on common chief complaints.²

In ophthalmology, this tool can also have helpful applications to engage patients on social media platforms. Below, we explain its uses, including examples of content generated from ChatGPT based on our prompts.

CONTENT CREATION

ChatGPT can aid in generating social media content, such as captions, hashtags and scripts for videos. For example:

Prompt: Generate an Instagram caption for cataract awareness month.

ChatGPT: Clear vision is a gift we should never take for granted. Let’s raise awareness and support for those battling cataracts this month. #CataractAwarenessMonth #ClearVision”

You can also prompt ChatGPT for content ideas. Here, we ask for topics patients may be interested in:

Prompt: What are the most common patient concerns about LASIK?

ChatGPT: Some of the most common patient concerns about LASIK include:

1. Safety: Many patients are concerned about the safety of LASIK surgery and worry about potential complications or risks associated with the procedure.
2. Effectiveness: Patients want to know how effective LASIK is and how likely it is that their vision will be improved or corrected after the surgery.
3. Cost: LASIK can be expensive, and patients want to know how much the procedure will cost and whether insurance will cover any part of it.
4. Recovery: Patients may be concerned about how long the recovery process will take and how much time they will need to take off work or other activities.
5. Pain: Patients may worry about experiencing pain during or after the procedure, although most patients report only mild discomfort.
6. Long-term effects: Patients want to know if there are any long-term effects or risks associated with LASIK, such as changes in vision or the need for future surgeries.

Based on patient concerns that ChatGPT has gathered, ophthalmologists can craft targeted social media posts to alleviate some of the uneasiness that a patient may have.

MAXIMIZING ENGAGEMENT

You can use ChatGPT to target and widen your audience and geographic visibility. For example:

Prompt: Write a short Instagram caption for cataract awareness month in each of the following languages: English and Spanish.

ChatGPT: English:

• See clearly this cataract awareness month! Get your eyes checked today. #CataractAwarenessMonth #EyeHealth.

Spanish:

• ¡Observa claramente este mes de concientización sobre las cataratas! Haz que te revisen los ojos hoy. #MesDeConcientizaciónDeLasCataratas #SaludOcular.

ChatGPT can also help “translate” technical jargon into language that the average non-ophthalmologist social media user can comprehend:

Prompt: Can you explain glaucoma for a patient?

ChatGPT: Glaucoma is a group of eye diseases that damage the optic nerve and can lead to vision loss or blindness if left untreated. The most common type of glaucoma, called open-angle glaucoma, develops slowly and often without any noticeable symptoms until the disease has progressed.

The exact cause of glaucoma is unknown, but it is often associated with high intraocular pressure (pressure within the eye). However, not all cases of glaucoma are caused by high intraocular pressure.

Regular eye exams are important for detecting glaucoma early and preventing vision loss. Treatment options include eye drops, laser therapy, or surgery, and the best treatment approach will depend on the type and severity of glaucoma.

While ChatGPT can usually formulate succinct and accurate responses, physicians should still exercise caution by carefully reviewing and revising the generated content. ChatGPT draws from various online resources, which may contain factual inaccuracies that only a medical professional can identify and resolve. Chat GPT also has limitations in the accuracy and completeness of its responses when it comes to highly specialized areas of knowledge.³

TIPS AND TRICKS

To optimize use of ChatGPT, prompts should use clear and concise language. Also, providing context — about you and your audience — can advise the AI on how to best serve your needs.

This example shows how providing details about geographic location helps ChatGPT tailor its response:

Prompt: I am an ophthalmologist in the United States using social media. When should I post on Instagram for maximum engagement?

ChatGPT: Sure! Here are three tips for maximizing engagement on Instagram as an ophthalmologist in the United States:

Post during peak hours: Your followers are more likely to see and engage with your content when they’re active on Instagram. For ophthalmologists in the United States, the peak hours for engagement are typically between 9am-11am and 1pm-3pm EST during weekdays. You can use Instagram’s Insights feature to see when your followers are most active on the app and adjust your posting schedule accordingly.

Use relevant hashtags: Hashtags are a great way to increase the visibility of your posts and reach a wider audience. Use popular and relevant hashtags such as #EyeHealth, #HealthyEyes, #VisionCare, and #Ophthalmology to attract users who are interested in your content.

Share educational content: As an ophthalmologist, your followers are likely looking for educational and informative content that can help them maintain good eye health. Share tips and insights about eye care, post before and after photos of successful treatments, and post interesting facts about the eye to keep your followers engaged and informed. By posting content that provides value to your followers, you can increase engagement and establish yourself as a trusted expert in your field.

You can also prompt ChatGPT with context about the goal or purpose of the request. This example prompts ChatGPT to create a post that will go viral. In response, ChatGPT can provide catchy phrases and use emojis to attract the attention of the viewer. For example:

Prompt: Act like you are a highly experienced social media copywriter. Write an effective post on LASIK. The post should be to the point, engaging and start with a solid hook to grab the reader’s attention with a high chance of going viral.

ChatGPT: Say goodbye to glasses and contacts for good! LASIK can correct your vision in just one procedure.

No more squinting to read road signs or struggling to find your glasses in the morning. With LASIK, you can wake up with perfect vision and enjoy all your favorite activities without any hindrances.

Join the millions of people who have already transformed their lives with LASIK. Book your consultation today and take the first step towards a brighter, clearer future! #LASIK #NoMoreGlasses #PerfectVision #LifeChanging

CONCLUSION

By following these guidelines, ophthalmologists on social media can use ChatGPT to better communicate with their followers, increase engagement and widen their reach. OM

REFERENCES

1. Teebagy S, Colwell L, Wood E, Yaghy A, Faustina M. Improved Performance of ChatGPT-4 on the OKAP Exam: A Comparative Study with ChatGPT-3.5. medRxiv 2023.04.03.23287957.
2. Hirosawa T, Harada Y, Yokose M, Sakamoto T, Kawamura R, Shimizu T. Diagnostic Accuracy of Differential-Diagnosis Lists Generated by Generative Pretrained Transformer 3 Chatbot for Clinical Vignettes with Common Chief Complaints: A Pilot Study. Int J Environ Res Public Health. 2023;20(4):3378. Published 2023 Feb 15.
3. Yeo YH, Samaan JS, Ng WH, Ting PS, Trivedi H, Vipani A, Ayoub W, Yang JD, Liran O, Spiegel B, Kuo A. Assessing the performance of ChatGPT in answering questions regarding cirrhosis and hepatocellular carcinoma. Clin Mol Hepatol. 2023 Mar 22.

Dagny Zhu, MD, is a cornea, cataract and refractive surgeon currently practicing as medical director and partner at NVISION Eye Centers in Rowland Heights, Calif. She is active on social media with more than 50,000 followers on Instagram. Follow her @DZEyeMD on Instagram as well as on Twitter, Facebook, TikTok and LinkedIn.

Aretha Zhu is an MS3 at Rutgers New Jersey Medical School. She has used social media to connect with peers and mentors alike and has an interest in AI applications in ophthalmology.

Jasmine Mahajan is an MS4 at Rutgers New Jersey Medical School and will be starting her ophthalmology residency training at SUNY Downstate this summer. She enjoys using social media to connect with colleagues and learn more about all things ophthalmology.