Differences of professionalism perception on social networking sites between doctors of medicine and dental medicine: Development of e-professionalism assessment compatibility index (ePACI)

Abstract Background:Social networking sites (SNS) have penetrated all aspects of our professional and private life. A new term e-professionalism has emerged which combines traditional values with this new dynamic online environment for health care professionals. Medicine and dental medicine are similar, yet diverging professions. SNS offer valuable tools to reach out to patients on an educational and promotional level for both professions, but bring many dangers to professionalism. The aim of this study was to examine the SNS prevalence, usage habits, and perception of e-professionalism of medical doctors (MDs) and doctors of dental medicine (DMDs) in Croatia. Additionally, to develop an e-professionalism assessment compatibility index (ePACI) and explore differences and shifts in index values of these groups.Methods:A quantitative cross-sectional study on the use of SNS and attitudes about e-professionalism of MDs and DMDs was conducted via email to all MDs and DMDs members of respective chambers. Using the SMePROF rubric for assessment of unprofessional content on Facebook principal component analysis was conducted. ePACI was designed to measure not only perception in line with the expected answer, but also the direction of the shift.Results:Of the 1013 gathered responses, 753 were valid SNS users for further analysis. Facebook (91.6%) and Instagram (63.1%) were the predominant SNS used. Both groups have a good understanding of e-professionalism, however, DMDs are less sensitive to view visual depictions of patients on SNS (χ21=32.119, p<0.001), and endorsements from pharmaceutical companies without conflict-of-interest disclosure (χ21=19.354, p<0.001) as unprofessional.The newly developed ePACI shifts lightly to the conservative side for both for MDs (t=19.033, df=506, p<0.001) and DMDs (t=12.991, df=245, p<0.001). Statistically significantly more conservative ePACI values have health care professionals who are older (r=0.308, p<0.001), who have fewer SNS profiles (rs= -0.142, p<0.001), and who access their profiles less frequently (r= -0.166, p<0.001).Conclusions:MDs and DMDs are heavy SNS users and have an understanding of e-professionalism. The development of the ePACI and subsequent usage in further research, has a direct influence in gathering comparable data and can steer on where efforts in oversight, regulation and education should be pointed.