How to leverage social media to address anti-refractive surgery sentiment

LASIK is one of the most successful elective surgeries with safety and satisfaction rates exceeding 96% to 99%.¹ But with the rise of social media, we have seen an increase in negative perceptions of LASIK.  Anti-LASIK surgery sentiment on social media is a growing concern for ophthalmologists, driven mostly by anecdotes of rare complications and misinformation that contradicts the current body of research. Emotionally charged, one-sided videos that “go against the grain” and contain elements of “fearmongering” are the ones most widely shared, often impacting public perception in a negative and unbalanced way.

Herein, we provide an overview of anti-LASIK sentiment as well as discuss potential ways to overcome misinformation using social media.

ANTI-LASIK SENTIMENT

Anecdotal videos reporting LASIK complications fueled by anti-LASIK advocacy groups have generated millions of views,² fueling public fear and mistrust. Such videos often misrepresent serious side effects as commonplace rather than rare. One example is neuropathic corneal pain, a devastating but fortunately rare complication with a reported prevalence of only 0.001125% after refractive surgery.³ 

One common myth spread on social media is the misconception that eye doctors do not undergo refractive surgery themselves. In response, Dr. Zhu recently spear-headed a public education campaign video, entitled, “LASIK Surgeons Get LASIK,” supported by the Refractive Surgery Alliance, which features testimonials from dozens of renowned refractive surgeons who underwent LASIK and/or performed LASIK on their own family members. The video, based on a study⁴ that showed refractive surgeons are three times more likely than the general population to have it themselves, has garnered more than 100,000 views. 

While there’s been positive public attention, the video also gained the attention of many anti-LASIK activists. 

CALL TO ACTION

According to a recent study published analyzing the top 100 LASIK videos on TikTok, only 26% were posted by ophthalmologists.² 

To combat the anti-LASIK sentiment, it’s imperative for more ophthalmologists to join the movement. Here are some strategies for battling this sentiment on social media:

• Flood out negative with positive. Ophthalmologists should share positive patient testimonials and success stories that illustrate the life-changing benefits of refractive surgery. Just asking one post-surgical patient a week, “Why did you decide to get LASIK?” or “Why would you recommend LASIK to others?” is enough meaningful content to fill several weeks of online content.
• Engage with the community. Rather than staying silent, refractive surgeons can contribute to the conversation and present a more balanced view by addressing genuine patient concerns in comments, citing relevant studies and offering expert insights and resources with professionalism and compassion. 
• Create and share evidence-based content highlighting the safety and efficacy of LASIK. Make the content and data relatable by answering commonly asked questions in an easy-to-understand fashion, including ideal candidacy, proper screening protocols, differences between surgical options and what to expect post-operatively.
• Advocate for organized efforts. This is a call to action for professional ophthalmic societies and industry to mobilize and provide funding and support for organized digital campaigns to more effectively promote the benefits of refractive surgery, thereby reducing the burden on individual surgeons.

CONCLUSION

The rise of anti-LASIK sentiment on social media significantly impacts public perception of LASIK and, ultimately, all refractive surgeries. Ophthalmologists can counter this negativity by strategically using social media to share positive experiences, engage in online discussions, and create relatable and evidence-based content.  OM

References 

1. Eydelman M, Hilmantel G, Tarver ME, et al. Symptoms and Satisfaction of Patients in the Patient-Reported Outcomes With Laser In Situ Keratomileusis (PROWL) Studies. JAMA Ophthalmol. 2017;135(1):13-22. 

2. Haddad FF, Saade JS. LASIK Videos on TikTok: A Content Analysis of the Top 100 Videos. J Ophthalmol. 2024;2024:8810500. 

3. Moshirfar M, Bhavsar UM, Durnford KM, et al. Neuropathic Corneal Pain Following LASIK Surgery: A Retrospective Case Series. Ophthalmol Ther. 2021;10(3):677-689.

4. Kezirian GM, Parkhurst GD, Brinton JP, Norden RA. Prevalence of laser vision correction in ophthalmologists who perform refractive surgery. J Cataract Refract Surg. 2015;41:1826-1832. 

Ariana Maleki, BS, is a third-year medical student at UT Health San Antonio. Ms. Maleki is passionate about the role and impact of social media in public health, particularly in ophthalmology.

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 100,000 followers across social media platforms. Follow her @DZEyeMD on Instagram as well as on Twitter, Facebook, TikTok and LinkedIn.