Patients find plastic surgeons based on their popularity online and often ignore their experience, expertise, and ability, suggests a study published in the Aesthetic Surgery Journal, one of the two official publications of the American Society for Aesthetic Plastic Surgery (ASAPS/The Aesthetic Society).
In the study, researchers conducted a Google.com search in the top 25 United States metropolitan areas to identify the top 20 websites of board-certified plastic surgeons. Social media presence was quantified by tracking the number of followers on Facebook, Twitter, and Instagram for every surgeon, as well as medical school and year of graduation.
Through a multivariate logistic regression analysis, it became evident that the total number of social media followers is associated with Google first-page placement, while medical school ranking and years in practice, were not, explains a media release from ASAPS.
“Surprisingly, Google is delivering patients style (online social media presence), over substance (academic pedigree, years of experience, etc), which is a bit disconcerting,” states Dr Clark F. Schierle, MD, PhD, FACS, an author of the study.
“Google’s current algorithms are fueling the transition to this new business model, which means that patients believe a first-page ranking on Google is more important than a physician’s experience, expertise, and ability,” he notes.
The study shows what Schierle and his co-authors have suspected for some time, that the old paradigm of patients finding plastic surgeons through referrals, word-of-mouth, a surgeon’s reputation, and academic pedigree is over. Having a strong social media following is what now drives patients into plastic surgeons’ offices, the release continues.
Patients have increasingly been using online resources to make healthcare decisions and have a tendency to trust and value the ratings that providers receive online. As the understanding and use of social media has grown, it has become a natural marketing venue for providers of aesthetic surgery due to its low cost and ability to reach a wide audience.
The proliferation of preoperative and postoperative photos, intraoperative videos, and graphic explanations of the procedures offered appeals to many potential patients, as evidenced by many of the hugely popular social media accounts belonging to aesthetic surgery providers.
“This also raises questions regarding professional etiquette on these social media channels, especially in light of some aesthetic providers’ harmful behavior,” Schierle concludes in the release.
[Source(s): American Society for Aesthetic Plastic Surgery, PR Newswire]
Since 2015 my sons have started me on the instagram site. My practice was once 90% local in the South Florida area. Now the complete reversal has occurred. Over 85% of my referrals are via IG and from out of the South Florida area. I have not updated my website for >3 years. I only use IG daily/hourly. My office staff are constantly monitoring my IG and we respond to ALL questions and comments. Forget websites to me after almost 4 decades of private practice the social media platforms are the place to be. Happy Holidays from Miami Dr Blinski
It is sad but true that most referrals esp for cosmetic surgery are channeled through the most sophisticated social media office and/or the docs paying the most money per google click.
Gone for good are the days where respected surgeons at academic centers are high on those lists and consulting other physicians,nurses or patients you know for the best referral are less important than glitzy aids with overblown credentials.It has become a true “buyer beware”situation.