Commentary on: Are You on the Right Platform? A Conjoint Analysis of Social Media Preferences in Aesthetic Surgery Patients

Rhytidectomy: A Realself Social Media Analysis

Importance: Social media has become a mainstream method of allowing patients to report and rate their satisfaction with cosmetic procedures and providers. To date, very few studies have published patient-reported satisfaction with the rhytidectomy procedure. Objective: We sought to perform a social media analysis of the rhytidectomy procedure. Design, Setting, and Participants: Data were extracted from 1876 consecutive rhytidectomy online reviews completed by individuals on "facelift" from the RealSelf website, from April 2017 to June 2019. Patients who did not undergo the procedure were excluded. Main Outcomes and Measures: Reasons for pursuing surgery, choosing a surgeon, and liking the surgical outcome were identified. Surgical and demographic variables, cost, and overall "Worth It" scores were recorded. Data were analyzed using SPSS Version 25. Valid frequencies and percentages are presented excluding missing data. Results: Of the data that could be extracted from 1876 RealSelf reviews, the majority of reviewers were female (88.3%), aged between 60 and 69 years (40.1%). Predominant reasons reviewers chose their surgeons related to favorable surgeon personality/demeanor (20.0%) and establishing a positive rapport with the surgeon during the consultation who was able to answer the patients' questions. In total, 85.0% (1045) of reviewers felt surgery was "Worth It," whereas 0.7% (8) were undecided and 14.4% (177) felt it was not worth it. The aggregate "Worth It Rating" of rhytidectomy, using RealSelf's methodology (i.e., not including unsure responses) was 96.9. The main reasons those who liked their surgical outcome related to reviewers looking younger and "fresher" (31.1%), natural or "not fake" (18.4%), and developing positive emotional responses including feeling more confident and happier (18.2%). Of those who did not feel the surgery was "Worth It," postoperative scarring, short-lasting results, and ineffective and/or poor results were common reasons why reviewers did not like their outcome. Conclusions and Relevance: The overall satisfaction with rhytidectomy surgery was high within this cohort, which is in keeping with satisfaction rates reported in the literature. Many patients chose their surgeon based on favorable personality traits and emotional connections rather than other factors.

To Post or Not to Post: Plastic Surgery Practice Marketing, Websites, and Social Media?

Social media is beginning to eclipse practice websites and other traditional electronic marketing utilized by plastic surgeons. First, highlights are presented from the relevant electronic marketing literature. Next, this article presents a new case study of how, why, when, and what social media is being used by ASPS members (n = 100). Results suggest a significant disconnect between plastic surgeons and the highest impact platforms reported in the literature such as Instagram, YouTube, Snapchat, and Facebook. Plastic surgeons currently prefer to focus electronic marketing efforts on practice websites over social media platforms. This study suggests that instead of relying on their practice websites to disseminate information, surgeons should be utilizing social media, posting promotions, before-and-after photos, and videos to develop their client base.