Social media and plastic surgery

As human beings, we are inherently social. Plastic surgeons also apply this ability when they gain their patients’ trust and make them feel comfortable before and after surgical procedures.

Thinking back to the time before Facebook, Twitter, Instagram, and Snapchat, it is hard to remember how patients obtained the information they needed, how appointments were scheduled, how feedback was requested from surgeons, or how post-operative check-ups were managed.

It certainly required more time and was undoubtedly more expensive. The evolution of social media in plastic surgery has transformed the way information is provided, how communication occurs, and the speed of response.

A recent study highlighted the power of the Internet in influencing patients’ choices regarding breast augmentation. The research found that more than half of patients began their search for information about the procedure online: 41% through Google, 18% on general topic websites, and 11% on a plastic surgeon’s website. Only 10% initially consulted a plastic surgeon.

Recognizing the vast power of the Internet, many plastic surgeons have developed websites to offer potential patients information about their credentials, philosophy, procedures performed, and basic Q&As about treatments.

Plastic surgery is increasingly entering this non-traditional marketing space not only to connect with patients, but also to educate the community, advertise, and remain competitive.

Social media has also been embraced by professional plastic surgery organizations, including the American Society for Aesthetic Plastic Surgery (ASAPS) and the American Society of Plastic Surgeons (ASPS), which have incorporated Twitter, Facebook, and YouTube into their national meetings and websites.

This type of interactivity is especially useful in helping patients feel “connected” to their surgeons or other medical experts.