Exploring Melasma Patients' Needs Through Social Media: A Qualitative Study.

Purpose: To identify the primary concerns and unmet needs of patients with melasma on social media using qualitative analysis and AI-based keyword extraction.

Patients and methods: We conducted a qualitative study of melasma patient discussions using publicly available posts on Facebook and Baidu. The data were collected between January 2014 and October 2024. ChatGPT-4o was used for keyword extraction and classification.

Results: A total of 1106 related posts were analyzed, revealing 284 unique tags and 2434 keywords. Treatment and prevention were the most discussed topics, with patients seeking information on effective, long-term, and affordable treatment. Daily care and mental health accounted for 29.2% of the total, focusing on skincare routines, sun protection, and lifestyle modification. Etiology and clinical features were observed in 14.8% of the posts, whereas 2.4% addressed diagnosis and differentiation.

Conclusion: This study identified key concerns of patients with melasma using AI-based keyword extraction and qualitative analysis, highlighting the need for healthcare professionals to engage in digital patient education, clarify misinformation, support patient self-management, and integrate mental health considerations into melasma care. Future research should focus on AI-based interventions to enhance patient engagement and self-management.