Abstract
Background
There is no doubt we are living in the era of social media, as dealing with the digital platforms on a daily basis has become inevitable. During the last decade, social media was used heavily for advertising and mass marketing purposes. The healthcare industry is a part of the rising trend of social marketing as physicians from different specialties are actively using social media for marketing, self promotion, and patient education and communication. However, we believe that the relation between social media and plastic surgery is much more complicated than we think. This relation is changing the practice of plastic surgery and fundamentally transforming the surgeon’s concept as a ‘healer’ toward someone providing beauty services on demand. As a result, many surgeons are concerned about the ethical and professional consequences of this interaction. We have conducted this review to answer the following research question: how social media is influencing the practice of cosmetic surgery?
Methods
Two sources of data were searched: PubMed (including MEDLINE), and EMBASE using the following search terms: “plastic surgery,” “cosmetic surgery,” “aesthetic surgery,” “social media,” “marketing,” and “ethics.” We used the Preferred Reporting Items for Systematic Reviews and Meta-Analysis (PRISMA) as our basis of organization.
Results
Cosmetic surgeons and surgeons with private practice are more likely to seek professional presence on social media, and in general, the social media presence of plastic surgeons is rising. Most of Twitter and Instagram plastic surgery-related content is not posted by certified surgeons. Most YouTube videos demonstrating cosmetic surgery procedures were of low quality, misleading, and biased. The use of social media increased acceptance of cosmetic procedures. Taking and posting selfie photographs significantly increased social anxiety and the desire to undergo cosmetic surgery. Finally, social media lead to unrealistic expectations among patients.
Conclusions
Despite the failure to produce a solid definition of social media professionalism and the difficulty to control social media content, it is the surgeon’s responsibility to understand the motives of each patient undergoing cosmetic surgery. Surgeons should be aware of the influence of social media on their patients. Patients with unrealistic expectations or with psychological disorders should be approached cautiously.
Level of evidence: Not gradable
Similar content being viewed by others
Data availability
Not applicable.
References
Philosophy SEo. Jean Baudrillard. https://plato.stanford.edu/entries/baudrillard/
Montemurro P, Porcnik A, Hedén P, Otte M (2015) The influence of social media and easily accessible online information on the aesthetic plastic surgery practice: literature review and our own experience. Aesthetic Plast Surg 39(2):270–277
Wong WW, Gupta SC (2011) Plastic surgery marketing in a generation of “tweeting.” Aesthetic Surg J 31(8):972–976
Vardanian AJ, Kusnezov N, Im DD, Lee JC, Jarrahy R (2013) Social media use and impact on plastic surgery practice. Plast Reconstr Surg 131(5):1184–1193
Mabvuure NT, Rodrigues J, Klimach S, Nduka C (2014) A cross-sectional study of the presence of United Kingdom (UK) plastic surgeons on social media. J Plastic Reconstruct Aesthetic Surg JPRAS 67(3):362–367
Chang JB, Woo SL, Cederna PS (2015) Worth the “likes”? The use of Facebook among plastic surgeons and its perceived impact. Plast Reconstr Surg 135(5):909e–918e
McEvenue G, Copeland A, Devon KM, Semple JL (2016) How social are we? A cross-sectional study of the website presence and social media activity of Canadian plastic surgeons. Aesthetic Surg J 36(9):1079–1084
Alexander H (2019) Do female and male authors share promotion of their work on social media with equal frequency? Aesthetic Surg J. 39(2):Np15-np17
Dorfman RG, Mahmood E, Ren A et al (2019) Google ranking of plastic surgeons values social media presence over academic pedigree and experience. Aesthetic Surg J 39(4):447–451
Economides JM, Fan KL, Pittman TA (2019) An analysis of plastic surgeons’ social media use and perceptions. Aesthetic Surg J 39(7):794–802
Montemurro P, Cheema M, Tamburino S, Hedén P (2019) Online and social media footprint of all Swedish aesthetic plastic surgeons. Aesthetic Plast Surg 43(5):1400–1405
Sanati-Mehrizy P, Margulies IG, Sayegh F, Ingargiola MJ, Taub PJ (2020) The “realself effect”: can patient reviews on social media impact clinic volume? Ann Plast Surg 85(4):352–357
Bustos SS, Kapoor T, Schechter LS et al (2020) Impact of social media presence on online reviews among plastic surgeons who perform gender confirming surgeries. J Plastic Reconstruct Aesthetic Surg : JPRAS 73(4):783–808
Janik PE, Charytonowicz M, Szczyt M, Miszczyk J (2019) Internet and social media as a source of information about plastic surgery: comparison between public and private sector, A 2-center Study. Plastic Reconstr Surg Glob Open 7(3):e2127
Kalandar A, Al-Youha S, Al-Halabi B, Williams J (2018) What does the public think? Examining plastic surgery perceptions through the Twitterverse. Plast Reconstr Surg 142(1):265–274
Fan KL, Black CK, Luvisa K, Song DH (2019) What does the public think? Examining plastic surgery perceptions through the Twitterverse. Plast Reconstr Surg 143(2):450e–453e
Chopan M, Sayadi L, Clark EM, Maguire K (2019) Plastic Surgery and social media: examining perceptions. Plast Reconstr Surg 143(4):1259–1265
Chandawarkar AA, Gould DJ, Grant SW (2018) The top 100 social media influencers in plastic surgery on Twitter: who should you be following? Aesthetic Surg J 38(8):913–917
Branford OA, Kamali P, Rohrich RJ et al (2016) #PlasticSurgery. Plast Reconstr Surg 138(6):1354–1365
Basa K, Spiegel JH (2021) Facial plastic surgery on Instagram: what is trending? What is working? Aesthetic Surg J 41(7):846–851
Siegel N, Jenny H, Chopra K, Yang R (2020) What does it mean to be a #PlasticSurgeon? Analyzing plastic surgery hashtag utilization in social media. Aesthetic Surg J 40(4):Np213-np18
Dorfman RG, Vaca EE, Mahmood E, Fine NA, Schierle CF (2018) Plastic surgery-related hashtag utilization on Instagram: implications for education and marketing. Aesthetic Surg J 38(3):332–338
Ward B, Ayyala HS, Zhang K, Manuskhani PA, Paskhover B, Lee ES (2020) YouTube for cosmetic plastic surgery: an effective patient resource? Aesthetic Surg J 40(5):Np314-np19
Gray M, Ricci JA, Patel A (2020) Reply: can you trust what you watch? An assessment of the quality of information in aesthetic surgery videos on YouTube. Plast Reconstr Surg 146(4):513e
Ward B, Ward M, Nicheporuck A, Alaeddin I, Paskhover B (2019) Assessment of YouTube as an informative resource on facial plastic surgery procedures. JAMA Facial Plastic Surg 21(1):75–76
Wen N, Chia SC, Hao X (2015) What do social media say about makeovers? A content analysis of cosmetic surgery videos and viewers’ responses on YouTube. Health Commun 30(9):933–942
Klietz ML, Kaiser HW, Machens HG, Aitzetmüller MM (2020) Social media marketing: what do prospective patients want to see? Aesthetic Surg J 40(5):577–583
Montemurro P, Cheema M, Hedén P (2018) Patients’ and surgeons’ perceptions of social media’s role in the decision making for primary aesthetic breast augmentation. Aesthetic Surg J 38(10):1078–1084
Othman S, Lyons T, Cohn JE, Shokri T, Bloom JD (2021) The influence of photo editing applications on patients seeking facial plastic surgery services. Aesthetic Surg J 41(3):Np101-np110
Nayyar A, Jadi J, Garimella R et al (2019) Are you on the right platform? A conjoint analysis of social media preferences in aesthetic surgery patients. Aesthetic Surg J 39(9):1019–1032
Fan KL, Graziano F, Economides JM, Black CK, Song DH (2019) The public’s preferences on plastic surgery social media engagement and professionalism: demystifying the impact of demographics. Plast Reconstr Surg 143(2):619–630
Aldosari BF, Alkarzae M, Almuhaya R, Aldhahri R, Alrashid H (2019) Effect of media on facial plastic surgery in Saudi Arabia. Cureus 11(11):e6232
Ross NA, Todd Q, Saedi N (2015) Patient seeking behaviors and online personas: social media's role in cosmetic dermatology. Dermatologic surgery : official publication for American Society for Dermatologic Surgery et al.] 41(2):269–276
Matera C, Nerini A, Giorgi C, Baroni D, Stefanile C (2015) Beyond sociocultural influence: self-monitoring and self-awareness as predictors of women’s interest in breast cosmetic surgery. Aesthetic Plast Surg 39(3):331–338
Wilson SC, Daar DA, Sinno S, Levine SM (2018) Public interest in breast augmentation: analysis and implications of Google Trends Data. Aesthetic Plast Surg 42(3):648–655
Ward B, Ward M, Paskhover B (2018) Google trends as a resource for informing plastic surgery marketing decisions. Aesthetic Plast Surg 42(2):598–602
Eggerstedt M, Rhee J, Urban MJ, Mangahas A, Smith RM, Revenaugh PC (2020) Beauty is in the eye of the follower: facial aesthetics in the age of social media. Am J Otolaryngol 41(6):102643
Eggerstedt M, Schumacher J, Urban MJ, Smith RM, Revenaugh PC (2020) The selfie view: perioperative photography in the digital age. Aesthetic Plast Surg 44(3):1066–1070
Shome D, Vadera S, Male SR, Kapoor R (2020) Does taking selfies lead to increased desire to undergo cosmetic surgery. J Cosmet Dermatol 19(8):2025–2032
Schlichte MJ, Karimkhani C, Jones T, Trikha R, Dellavalle RP (2015) Patient use of social media to evaluate cosmetic treatments and procedures. Dermatol Online J 21(4)
Domanski MC, Cavale N (2012) Self-reported, “worth it” rating of aesthetic surgery in social media. Aesthetic Plast Surg 36(6):1292–1295
Cho MJ, Li AY, Furnas HJ, Rohrich RJ (2020) Current trends in the use of social media by plastic surgeons. Plast Reconstr Surg 146(1):83e–91e
Gould DJ, Nazarian S (2018) Social media return on investment: how much is it worth to my practice? Aesthetic Surg J 38(5):565–574
Cho MJ, Furnas HJ, Rohrich RJ (2019) A primer on social media use by young plastic surgeons. Plast Reconstr Surg 143(5):1533–1539
Montemurro P, Tay VKS, Hedén P (2021) The evolution of patients’ and surgeons’ perspectives towards the role of the internet and social media in breast augmentation over 5 years. Aesthetic Surg J 41(2):262–268
Fan KL, Economides JM, Song DH (2019) To bot or not? Challenging the top social media influencers in #PlasticSurgery. Plast Reconstr Surg 143(1):337–343
Chen J, Ishii M, Bater KL et al (2019) Association between the use of social media and photograph editing applications, self-esteem, and cosmetic surgery acceptance. JAMA facial plastic surgery 21(5):361–367
Tanna N, Patel NJ, Azhar H, Granzow JW (2010) Professional perceptions of plastic and reconstructive surgery: what primary care physicians think. Plast Reconstr Surg 126(2):643–650
Bennett KG, Berlin NL, MacEachern MP, Buchman SR, Preminger BA, Vercler CJ (2018) The ethical and professional use of social media in surgery: a systematic review of the literature. Plast Reconstr Surg 142(3):388e–398e
Wang JV, Rieder EA, Schoenberg E, Zachary CB, Saedi N (2020) Patient perception of beauty on social media: professional and bioethical obligations in esthetics. J Cosmet Dermatol 19(5):1129–1130
Atiyeh BS, Chahine F, Abou GO (2021) Social media and plastic surgery practice building: a thin line between efficient marketing, professionalism, and ethics. Aesthetic Plast Surg 45(3):1310–1321
Ben Naftali Y, Duek OS, Rafaeli S, Ullmann Y (2018) Plastic surgery faces the web: analysis of the popular social media for plastic surgeons. Plastic Reconstr Surg Glob Open 6(12):e1958
Wheeler CK, Said H, Prucz R, Rodrich RJ, Mathes DW (2011) Social media in plastic surgery practices: emerging trends in North America. Aesthetic Surg J 31(4):435–441
Statista. Most used social media 2021 | Statista [Internet] (2021); https://www.statista.com/statistics/272014/global-social-networks-ranked-by-number-of-users/.
Humphries LS, Curl B, Song DH (2016) #SocialMedia for the academic plastic surgeon-elevating the brand. Plastic Reconstr Surg Glob Open 4(1):e599
Quinlan CS, Collins AM, Nason GJ, Dempsey M (2016) The use of social media by plastic surgery journals. J Plast Reconstr Aesthetic Surg JPRAS 69(7):1009–1011
Atiyeh B, Ibrahim A (2020) Aesthetic/cosmetic surgery and ethical challenges: the social media era. Aesthetic Plast Surg 44(4):1375–1377
Sorice SC, Li AY, Gilstrap J, Canales FL, Furnas HJ (2017) Social media and the plastic surgery patient. Plast Reconstr Surg 140(5):1047–1056
Ricketson G (1962) Basis for cosmetic surgery. South Med J 55:269–273
Frederick DA, Lever J, Peplau LA (2007) Interest in cosmetic surgery and body image: views of men and women across the lifespan. Plast Reconstr Surg 120(5):1407–1415
Silkiss RZ (2006) Eight-fold path to happiness for the cosmetic surgery patient. Ophthalmic Plast Reconstr Surg 22(3):157–160
Harth W, Hermes B (2007) Psychosomatic disturbances and cosmetic surgery. Journal der Deutschen Dermatologischen Gesellschaft = J Germ Soc Dermatol : JDDG. 5(9):736–743
Harth W, Hermes B (2007) Psychosomatic disturbances and cosmetic surgery. JDDG - J Germ Soc Dermatol 5(9):736–743
Sullivan LA, Harnish RJ (1990) Body image: differences between high and low self-monitoring males and females. J Res Pers 24(3):291–302
Sakamoto Y, Nakanishi Y, Chen M, Kiuchi T, Kishi K (2021) Self-portrait distortion by selfies: increased desire for aesthetic surgery among millennials? J Plast Reconstr Aesthetic Surg : JPRAS 74(6):1355–1401
Ward B, Ward M, Fried O, Paskhover B (2018) Nasal distortion in short-distance photographs: the selfie effect. JAMA Facial Plast Surg 20(4):333–335
McLean SA, Paxton SJ, Wertheim EH, Masters J (2015) Photoshopping the selfie: self photo editing and photo investment are associated with body dissatisfaction in adolescent girls. Int J Eat Disord 48(8):1132–1140
Ramphul K, Mejias SG (2018) Is “Snapchat Dysmorphia” a real issue? Cureus. 10(3):e2263
Author information
Authors and Affiliations
Contributions
SMM searched the literature for relative publications. ASE was the major contributor in writing the manuscript. Both authors read and approved the manuscript.
Corresponding author
Ethics declarations
Ethics approval
This is a review of literature. Tanta University Research Ethics Committee has confirmed that no ethical approval is required.
Consent to participate
This is a review of literature. No consent is required.
Consent for publication
Not applicable.
Conflict of interest
Abdullah Sami Eldaly and Sarah Magdy Mashaly declare no competing interests.
Additional information
Publisher's Note
Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.
Rights and permissions
About this article
Cite this article
Eldaly, A.S., Mashaly, S.M. The new dilemma of plastic surgery and social media: a systematic review. Eur J Plast Surg 45, 371–382 (2022). https://doi.org/10.1007/s00238-021-01891-5
Received:
Accepted:
Published:
Issue Date:
DOI: https://doi.org/10.1007/s00238-021-01891-5