Omodamola Abisola Aje, MD: No financial relationships to disclose
Background: Women with PCOS, menopause, and autoimmune thyroid disease often seek hormone information on social media, where misinformation is common. Physician led digital education may address this gap, but early performance data are limited. A solo endocrinologist created a multi condition digital hormone platform, Hormones with Dr Damijey, using short form video and four downloadable toolkits for PCOS, menopause, Hashimoto’s disease, and Graves disease.
Methods: We performed a descriptive evaluation of early platform performance. Short form videos on these conditions were shared primarily on TikTok, with a subset cross posted to Instagram. TikTok analytics for posts published July 1 to November 22, 2025 were extracted to quantify follower growth, total views, and top performing topics; Instagram analytics were available for August 23 to November 20, 2025. MailerLite was used to obtain toolkit landing page views, subscribers (downloads), conversion rates, and total unique subscribers.
Results: TikTok followers increased from 58 to 8,052, with about 1.4 million video views across hormone content. PCOS, ovulation and infertility videos (eg clomiphene vs letrozole) reached up to 220,000 views and 1,600 saves and consistently outperformed other topics. Thyroid videos on subclinical hypothyroidism, thyroid eye disease, and radioactive iodine vs total thyroidectomy reached 5,300 to 17,000 views; menopause videos generally reached 600 to 1,000 views. On Instagram, followers grew from 1,246 to 1,646 over 90 days, with 82,501 views and similar high performing PCOS and thyroid posts. Toolkit landing pages received 413 views for the PCOS guide (211 subscribers, 51.0 percent conversion), 328 views for the menopause blueprint (54 subscribers, 16.46 percent conversion ), 292 views for the Hashimoto’s guide (99 subscribers, 33.9 percent conversion ), and 308 views for the Graves blueprint (53 subscribers , 17.21 percent conversion ); there were 318 unique email subscribers.
Conclusion: A solo physician led digital hormone education platform achieved rapid audience growth and strong early engagement, particularly for PCOS and thyroid content, with high conversion to condition specific toolkits. Fertility and ovulation topics reflected substantial unmet information needs among younger women, while lower menopause engagement suggests that midlife audiences may require different messaging or channels. Short form video paired with downloadable guides and email automation may offer a scalable, clinician led approach to improving endocrine literacy outside traditional visits.
*Unless otherwise noted, all abstracts presented at ENDO must not be released to the press or the public until the date and time of presentation. For oral presentations, the abstracts are embargoed until the session begins. The Endocrine Society reserves the right to lift the embargo on specific abstracts that are selected for promotion prior to or during ENDO.*
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