Document Detail

Social media in plastic surgery practices: emerging trends in North America.
MedLine Citation:
PMID:  21551435     Owner:  NLM     Status:  MEDLINE    
BACKGROUND: Social media is a common term for web-based applications that offer a way to disseminate information to a targeted audience in real time. In the current market, many businesses are utilizing it to communicate with clients. Although the field of plastic surgery is constantly changing in response to innovative technologies introduced into the specialty, the utilization of social media in plastic surgery practices is currently unclear.
OBJECTIVES: The authors evaluate the current attitudes and practices of aesthetic surgeons to emerging social media technology and compare these to attitudes about more traditional modes of communication.
METHODS: A 19-question web-based survey was disseminated by e-mail to all board-certified or board-eligible American plastic surgeons (n = 4817). Respondents were asked to answer questions on three topics: (1) their use of social media in their personal and professional lives, (2) their various forms of practice marketing, and (3) their demographic information.
RESULTS: There were 1000 responses (20.8%). Results showed that 28.2% of respondents used social media in their practice, while 46.7% used it in their personal life. Most plastic surgeons managed their social media themselves or through a staff member. The majority of respondents who used social media in their practice claimed that their efforts were directed toward patient referrals. The typical plastic surgery practice that used social media was a solo practice in a large city with a focus on cosmetic surgery. Local competition of plastic surgeons did not correlate with social media use. Most plastic surgeons (88%) advertised, but the form of marketing varied. The most common forms included websites, print, and search engine optimization, but other modalities, such as television, radio, and billboards, were still utilized.
CONCLUSIONS: Social media represents a new avenue that many plastic surgeons are utilizing, although with trepidation. As social media becomes commonplace in society, its role in plastic surgery practice development and communication will become more prominent and defined.
Chad K Wheeler; Hakim Said; Roni Prucz; Rod J Rodrich; David W Mathes
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Publication Detail:
Type:  Journal Article    
Journal Detail:
Title:  Aesthetic surgery journal / the American Society for Aesthetic Plastic surgery     Volume:  31     ISSN:  1527-330X     ISO Abbreviation:  Aesthet Surg J     Publication Date:  2011 May 
Date Detail:
Created Date:  2011-05-09     Completed Date:  2011-09-07     Revised Date:  2011-11-02    
Medline Journal Info:
Nlm Unique ID:  9707469     Medline TA:  Aesthet Surg J     Country:  United States    
Other Details:
Languages:  eng     Pagination:  435-41     Citation Subset:  IM    
Department of Plastic Surgery, University of Washington, Seattle, Washington 98195, USA.
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MeSH Terms
Communications Media / trends,  utilization*
Data Collection
Internet / trends,  utilization*
Marketing of Health Services / organization & administration,  trends
Physicians / organization & administration,  trends
Professional Practice / organization & administration,  trends
Surgery, Plastic / organization & administration*,  trends
United States
Comment In:
Aesthet Surg J. 2011 May;31(4):442-3   [PMID:  21551436 ]
Aesthet Surg J. 2011 May;31(4):444   [PMID:  21551437 ]

From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine

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