One of the main methods used by plastic surgeons to advertise their practices is social media. According to a new survey in the November issue of Plastic and Reconstructive Surgery, Dr. Heather Furnas, MD, of Plastic Surgery Associates of Santa Rosa, California, and her study coauthors surveyed 100 patients visiting aesthetic plastic surgery practices about their social media preferences. The patients had an average age of 44 years and were almost all women. Their plastic surgery preferences were facial plastic surgery as well as breast, body and other cosmetic procedures.
When it came to using social media platforms, the most popular in terms of use and engagement was Facebook. In fact, almost half of the patients checked their Facebook page at least once a day. The second most popular, at 30\% engagement, was Instagram and that was followed by YouTube, Pinterest and Snapchat. The least popular social media platform in the survey was Twitter.
One of the biggest pieces of information to come out of the survey is the fact that patients rely on the website of the practice for the most information about the services of a doctor. More than half of the patients were influenced by the website of a practice when selecting a cosmetic surgeon as opposed to 8\% for Facebook. In fact, more than 60\% of the patients checked the practice website on the day of their visit. The survey also revealed that most patients viewed “before and after” photos of procedures on social media. Also, one-fourth of the patients wanted to see more in-depth information about the procedures.
According to Dr. Fumas, "These results suggest that the website should be considered the centerpiece of a practice's online content. Social media should be viewed as an adjunct to attract and engage users, enticing them to explore the practice website.”
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