Department of Plastic Surgery, University of Washington, Seattle, Washington 98195, USA.
Aesthet Surg J. 2011 May;31(4):435-41. doi: 10.1177/1090820X11407483.
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.
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.
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.
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.
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.
社交媒体是一个常见的术语，指的是基于网络的应用程序，它提供了一种实时向目标受众传播信息的方式。在当前市场中，许多企业都在利用社交媒体与客户进行沟通。尽管整形外科学领域不断响应引入专业领域的创新技术而发生变化，但社交媒体在整形手术实践中的应用目前尚不清楚。
作者评估了美容外科医生对新兴社交媒体技术的当前态度和实践，并将这些态度与更传统的沟通模式进行了比较。
通过电子邮件向所有已通过美国整形外科学会认证或有资格认证的美国整形医生（n=4817）分发了一份包含 19 个问题的网络调查。要求受访者回答三个主题的问题：（1）他们在个人和专业生活中使用社交媒体的情况；（2）他们各种形式的实践营销；（3）他们的人口统计学信息。
共有 1000 名受访者（20.8%）做出了回应。结果表明，28.2%的受访者在实践中使用社交媒体，而 46.7%的受访者在个人生活中使用社交媒体。大多数整形医生自己或通过员工来管理他们的社交媒体。大多数在实践中使用社交媒体的受访者声称，他们的努力是为了获得患者转诊。使用社交媒体的典型整形手术实践是在大城市的单人执业，专注于美容手术。当地整形医生的竞争与社交媒体的使用无关。大多数整形医生（88%）做广告，但营销形式各不相同。最常见的形式包括网站、印刷品和搜索引擎优化，但其他形式，如电视、广播和广告牌，仍在使用。
社交媒体代表了许多整形外科医生正在利用的新途径，尽管他们对此感到有些担忧。随着社交媒体在社会中变得普遍，它在整形手术实践发展和沟通中的作用将变得更加突出和明确。
