Dermatologists are the leading influencers for cosmetic procedures and skin care choices, as revealed in the 2019 American Society for Dermatologic Surgery (ASDS) Consumer Survey on Cosmetic Dermatologic Procedures.
For seven years running, dermatologists rank as the number one influencer among 15 factors that impact consumers’ decisions to have a cosmetic procedure. Consumers also rated dermatologists as the top resource for skin care product decisions and physician of choice in five of 10 treatment categories including injectable wrinkle-relaxers; soft-tissue fillers; laser / light therapy for skin redness, tone and scars; vein treatments; and tattoo removal.
In selecting a practitioner, the specialty in which the physician is board certified and the level of the physician’s licensure ranked as primary influencing factors. Of patients that saw dermatologists, more than 60% were ASDS members, a media release from ASDS explains.
“ASDS members are board-certified dermatologists who are uniquely qualified to deliver safe, premium-level care for patients with skin health and beauty concerns,” ASDS President Murad Alam, MD, MBA, says in the release.
“Patients continue to trust their dermatologist’s medical expertise and aesthetic acumen to help them look and feel their best.”
Desires Behind the Data
Consumers’ strong interest in cosmetic procedures continues this year with almost 70% of consumers considering a cosmetic treatment. Excess weight (84%), excessive fat under the chin (73%), skin texture and/or discoloration (71%) and lines and wrinkles around or under the eyes (70%) have consistently been their leading concerns for – five years in a row. The desires to feel more confident, appear more attractive, look as young as they feel and do something for themselves were the primary motivations behind exploring cosmetic procedures.
The top five treatments and percentage of consumers considering them include:
- Body sculpting, 58%
- Ultrasound, laser, light and radiofrequency treatments for smoothing wrinkles or tightening skin, 56%
- Laser hair removal, 51%
- Microdermabrasion, 51%
- Injectable wrinkle relaxer, 47%
Digital Influence on Consumer Behavior
Online resources and social media are impacting consumers’ selection of their provider, cosmetic procedure and skin care purchases. Social media ranked in the top three factors in buying decisions for skin care products and ranked sixth among factors influencing the decision to have a cosmetic treatment. A provider’s social media presence influenced 43% of consumers’ decisions to schedule an appointment, and 41% of patients follow their current or potential provider on social media. Influencers and celebrities have the largest portion of consumer attention with 95% following, viewing and engaging in their content.
Consumers are also seeking information on previous patients’ experiences by utilizing rate and review websites. These resources impact 69% of consumers on their decision for a cosmetic procedure provider. Top sites visited are:
- WebMD, 20%
- Facebook, 12%
- Physician website, 11%
- Yelp, 11%
- Healthgrades, 10%
“Online resources and social media platforms are clearly influencing consumers’ behavior and perception of skin health,” Alam shares, the release continues.
“This year’s survey reflects patients’ sustained trust in ASDS members and acknowledges that training matters when it comes to caring for the skin. As board-certified dermatologists, we will work tirelessly to be a strong voice in these digital conversations, sharing medically sound skin health and beauty expertise.”
[Source(s): Yahoo Finance, American Society for Dermatologic Surgery]