Persana CEO Traci Inglis speaks with Plastic Surgery Practice about how the platform is addressing patient safety concerns by connecting users with board-certified aesthetic physicians in an increasingly unregulated digital landscape.
With social media playing an increasingly dominant role in how patients find and choose plastic surgeons, concerns are growing about the qualifications of those promoting themselves online. Recent research shows that nearly one in five doctors marketing themselves as plastic surgeons on social platforms have no formal training in the specialty, leaving patients vulnerable in an unregulated digital marketplace. Persana, a new platform aimed at improving transparency in aesthetic care, offers a curated network of peer-reviewed, board-certified specialists to help patients make informed, safer choices.
In this interview with Plastic Surgery Practice, Persana CEO Traci Inglis discusses how the platform is redefining the patient journey, the risks of today’s digital referral ecosystem, and how Persana is positioning itself as a trusted ally to private practice surgeons navigating this evolving landscape.
Plastic Surgery Practice: The rise of social media has clearly blurred the lines between qualified and unqualified providers. How does Persana verify and curate its network of board-certified plastic?
Traci Inglis: Persana is a first-mover platform that is redefining the patient journey in cosmetic healthcare by bridging the gap between curiosity and care. Persana is where technology meets aesthetics, disrupting and modernizing the cosmetic healthcare industry and safety and trust are at the core of everything we do. We rigorously vet every physician in our network to ensure that we are including only the most qualified, top-tier aesthetic health physicians with highly specialized skillsets. This level of diligence is essential in today’s environment. A recent study published in Plastic and Reconstructive Surgery – Global Open found that nearly a quarter of the individuals marketing themselves as “plastic surgeons” on Instagram were not certified by the ABPS—and nearly 1 in 5 had no formal plastic surgery training at all. In a world where followers can be mistaken for qualifications, Persana offers a trusted alternative. We connect patients exclusively with highly-skilled board-certified specialists, providing transparency and peace of mind in an otherwise loosely regulated world of digital healthcare choices.
PSP: What do you see as the biggest risks to patients in today’s unregulated digital referral landscape, and how is Persana addressing those concerns head-on?
Inglis: One of the biggest risks when patients are left to navigate a confusing and unregulated online landscape, is that it’s difficult for them to separate expertise from marketing. Social Media and digital resources are flooded with misleading information, fake reviews, and unverified claims. Recent studies have revealed that one in five physicians claiming to be plastic surgeons on social media actually have zero experience in the field. What sets Persana apart is that we have a rigorous process to review and invite only the highest quality aesthetic physicians, and we enable patients to connect with those physicians virtually without leaving the site.. Unlike many digital directories that function like modern-day yellow pages, Persana has a rigorous quality standard and a strict approval process. Only the top-tier board-certified plastic surgeons and dermatologists who meet our clinical and ethical criteria are invited into our network. Further, we are able to target physician’s qualifications on a procedural level, ensuring we match patients to the physician who specializes in a particular procedure. This ensures that every connection we make is based on verified qualifications, not follower counts.
PSP: Given that plastic surgery often lacks the traditional referral structure seen in other specialties, what kind of impact do you believe Persana can have on restoring patient trust and guiding decision-making?
Inglis: Cosmetic health is one of the few specialties where the physician selection process often starts with word of mouth or a TikTok video. Persana is reintroducing a layer of trust that has been missing by verifying the physicians that are highly qualified and incredibly skilled. We act as a modern-day trusted resource enabling truly personalized physician selection and connections, designed for how today’s patients search—digitally, independently, and often anonymously at first. We guide patients not just to any provider, but to the right provider: someone who is board-certified, deeply experienced in the specific procedure the patient is considering, and aligned with their aesthetic goals. There are many patients who leave their PCP’s office feeling lost and without resources, for example patients post GLP-1 weight loss seeking solutions for skin laxity and excess skin. They don’t have the resources or knowledge base to find the right provider. Rather than turn to Instagram or Reddit, Persana can be a resource to help them find the right physician for them. We believe this kind of personalized AI-driven matchmaking—backed by education and ethical standards—can elevate the entire field.
PSP: Some private practitioners may be skeptical of third-party platforms. How does Persana support board-certified surgeons in standing out while maintaining clinical integrity and control over their brand?
Inglis: That skepticism is valid—and honestly, it’s why Persana exists. Persana was built with board-certified surgeons and dermatologists in mind. We don’t lump them in with unqualified providers. Instead, we spotlight their expertise, help articulate their unique aesthetic philosophy, highlight their top procedures and specializations and connect them with patients who are seeking someone with their specific skill set, location and budget. We work collaboratively to ensure that every touchpoint—photos, bios, messaging—reflects each Persana-verified physician’s brand and clinical standards.
PSP: What role do you believe education and transparency should play in the future of aesthetic medicine, particularly in how patients choose their surgeons?
Inglis: Education and transparency are essential. Selecting the right plastic surgeon is one of the biggest decisions a patient will make, and they are often left on their own to select a physician based on minimal, often misleading, information. That needs to change. At Persana, we prioritize plain-language explanations of procedures, safety considerations, recovery timelines, and alternative options. We also believe in showcasing real outcomes—not overly edited photos or vague promises. The more patients understand, the more confident and satisfied they are with their results. And when the patient is matched to the right surgeon for them, it builds deeper trust and elevates the entire field.
PSP: Looking ahead, how is Persana planning to evolve as patient expectations shift and new technologies—like AI and personalized medicine—become more central to the cosmetic experience?
Inglis: Patient expectations are higher than ever—they want personalization, clarity, and convenience. Persana is evolving to meet those needs in several ways. First, we’re leveraging AI to better educate patients about providers, procedures, aesthetic preferences, and even what questions to ask. It’s about getting patients to the right provider faster and more intuitively, armed with knowledge to better prepare them for the patient-physician relationship. We’re also exploring how to integrate personalized care pathways—pre- and post-op recommendations, recovery tools, and AI-enhanced consult prep—to help patients feel more supported throughout their journey. And we’re committed to giving surgeons the tools to stay ahead of these shifts without sacrificing quality or integrity. In short: we see Persana not just as a connector, but as a catalyst for smarter, safer, more satisfying cosmetic care, because we believe patients deserve better when it comes to their health and safety. Because everyone deserves to feel amazing in their own skin. PSP
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