The Digital Face of IVF: Examining the Fertility Information Shared by Healthcare Providers on Social Media

As in-vitro fertilization (IVF) becomes increasingly accessible, patients are turning to social media to supplement clinical information and emotional support. This study investigates the fertility-related content shared on Facebook by IVF healthcare providers, focusing on Traditional Chinese-language posts from both individual physicians and organizational accounts. Using keyword-based searches, we identified 40 public accounts and analyzed 4,285 posts published in 2024. Posts were categorized by month, content theme, media format, and interactivity. Findings revealed clear differences in communication strategies. Personal accounts emphasized outpatient information, educational explanations, and service promotion, with peak posting activity in the fourth quarter. Organizational accounts focused on case sharing and internal work documentation, maintaining a steadier posting rhythm throughout the year. Personal accounts predominantly used image-and-text formats, while organizational accounts more frequently employed short videos to enhance engagement. This study highlights how IVF-related health communication varies across account types, offering insight into how content is framed and delivered in Taiwan's digital health landscape. The findings inform future strategies for more audience-specific and platform-appropriate reproductive health outreach.