Video analysis of YouTube videos on dental tourism in Shenzhen

Abstract

Introduction: Dental tourism has expanded rapidly in neighbouring Shenzhen, and this has been attributed to the influence of social media. Aims & Objectives: Our Community Health Project aimed to review YouTube videos relating to dental treatment in Shenzhen in terms of (i) types of dental treatments promoted and key attributes of dental care promoted, (ii) quality of information provided and (iii) video analytical statistics. In addition, to identify variations in types of dental treatment/ aspects of dental care promoted with respect to their profile and video statistics. Furthermore, to identify variations in the quality of information in the video with respect to their profile and video statistics. Methods: A standardised search and screening strategy of YouTube videos relating to dentistry in Shenzhen was performed using the PRISMA framework. Effective YouTube videos were profiled, and video analytical statistics were recorded in terms of the number of likes; Interactive Score 1 (number of likes/ number of views); Interactive Score 2 (number of views/ period of upload). Content analysis of the videos was performed to determine what dental treatments were promoted and what aspects of dental care were promoted. The quality of YouTube videos was assessed using three standardised measures: Global Quality Scores (GQS), Modified DISCERN scores, and JAMA scores. Variations in video content and information quality with respect to video profile/ video analytics were determined in bivariate analyses. Results: The initial search strategy identified 313 YouTube videos, and 168 videos were deemed as effective videos after screening (agreement between video raters was high, Kappa >0.80). Many different types of dental treatment were promoted and most frequently dental implants (45.8%, 77). Key aspects of dental treatment promoted were ‘quality of care’ (50.0%, 84) and cost-saving benefits (39.3%, 66). The quality of the information provided was of moderate quality: GQS mean 2.7 (SD 0.9), Modified DISCERN mean 1.0 (SD 0.6), and JAMA score mean 2.0 (SD 0.3). The majority of videos were uploaded in the past 6 months (72.0%, 121), mostly by professionals (66.7%, 112). Significant variations in video content with respect to video analytics were apparent. Longer videos more frequently covered multiple aspects of dental treatments (p< 0.001), information about implants (p<0.05), quality of care issues (p<0.001), and cost issues (p<0.001). Videos were more frequently liked (Interactive Scores 1) if they covered multiple aspects of dental treatments (p< 0.001), information about implants (p<0.001), quality of care issues (p<0.001), and cost issues (p<0.001). Videos were more frequently viewed (Interactive Score 2) if they covered multiple aspects of dental treatments (p< 0.001), information about implants (p<0.05), quality of care issues (p<0.001), and cost issues (p<0.001). In general, there was no significant variation in video quality with respect to video analytics, although length of videos was associated with usefulness (p<0.001) Professional uploaded videos also had great interactions in terms of likes (p<0.001) and views (p<0.001), but were longer (p<0.001). Conclusions: There are many YouTube videos promoting dental care in Shenzhen, particularly so in the past 6 months. Multiple types of dental treatment were promoted in the videos, and frequently dental implants. Multiple aspects of dental care in Shenzhen were promoted including quality and cost-saving attributes. The information provided by the videos was of moderate quality. Variations in video content (types and aspects of dental treatment) existed with respect to profile/ video analytics. In addition, some variations in video quality with respect to video analytics existed. Professionally uploaded videos have greater interactivity. These findings have implications for the professionals and the public and highlight the role of social media in promoting dental tourism.