Bio

Dr. Sridhar is an associate professor of clinical ophthalmology at Bascom Palmer Eye Institute, Miami.

DISCLOSURES: Dr. Sridhar is a consultant to Alcon, DORC, Genentech/Roche and Regeneron Pharmaceuticals. 

Welcome to the second half of 2025! While the weather is getting warmer, the pace of our practices doesn’t let up. Still, summer is a good time to take a step back and reflect on how we present ourselves beyond the clinic or operating room—especially online. As social media keeps evolving as a tool for education, advocacy and patient engagement, many of us find ourselves navigating an increasingly murky space: How do we maintain professional boundaries while still being authentic?

As digitally friendly, modern retina specialists, we may post a photo from a conference or perhaps even a patient success story (appropriately de-identified, of course). But where does the line fall when a patient sends a direct message to your Instagram or X (formerly Twitter) account? Should you respond? Redirect to your clinic? Block? The answers aren’t always straightforward.

Professional organizations like the American Medical Association and the American Academy of Ophthalmology have offered consistent guidance on this topic. The AMA’s Professionalism in the Use of Social Media encourages physicians to maintain appropriate boundaries of the patient-physician relationship, consider separating personal and professional content and recognize that content shared online can influence public perception and patient trust.1 Likewise, the AAO’s Code of Ethics and social media position statements urge members to avoid giving specific medical advice online, protect patient confidentiality at all times and clearly disclose any conflicts of interest or financial relationships when discussing products or services.2

Still, the reality is more nuanced. In 2025, many physicians—especially younger ones—embrace a more integrated online persona. Your feed on X might include everything from study links and case discussions to toddler birthday party photos and vacation shots. This blend can humanize us and break down barriers, but it can also invite confusion or even potential liability.

A 2024 survey by Medscape found that over 30 percent of physicians had been contacted by patients via social media, and nearly half of those didn’t feel fully confident in how to respond.3 As retina specialists, our clinical content often overlaps with patient interest, especially in diseases like diabetic retinopathy or macular degeneration, where misinformation runs rampant and patients actively seek digital sources of truth. However, patient communication outside of secure systems (such as MyChart) raises not only HIPAA concerns but also challenges regarding equity, documentation and continuity of care.

So, what should we do? First, set clear boundaries and communicate them—either via your social bios or automated replies (e.g., “This account is for educational purposes only. No medical advice given via DMs.”). Second, remember that social media is public. Even if you delete a post, screenshots live forever. Finally, stay transparent about any affiliations or conflicts. If you’re promoting a product or trial, make it clear. Trust, once broken online, can be hard to rebuild.

Social media offers a chance to be more than just the white coat. But the challenge in 2025 is not just about being present—it’s about being present professionally. Like creating a good retinectomy, boundaries may be invisible to the inexperienced eye, but with wisdom and knowledge, we know exactly where to set them. RS

 

1. AMA Code of Medical Ethics Opinion 2.3.2. Professionalism in the use of social media. Accessed July 1, 2025. www.ama-assn.org/delivering-care/ethics/professionalism-use-social-media. 

2. AAO Code of Ethics. Accessed July 1, 2025. www.aao.org/ethics-detail/code-of-ethics. 

3. Medscape Physician Lifestyle and Happiness Report 2024. Accessed July 1, 2025. www.medscape.com/sites/public/lifestyle/2024.