Postdoctoral Research Associate, Lineberger Comprehensive Cancer Center, University of North Carolina at Chapel Hill, Chapel Hill, NC.
Medical Student, University of North Carolina School of Medicine, Chapel Hill, NC.
Aesthet Surg J. 2019 Aug 22;39(9):1019-1032. doi: 10.1093/asj/sjy238.
Social media has become an indispensable tool for patients to learn about aesthetic surgery. Currently, procedure-specific patient preferences for social media platforms and content are unknown.
The authors sought to evaluate social media preferences of patients seeking aesthetic surgery.
We utilized a choice-based conjoint analysis survey to analyze the preferences of patients seeking 3 common aesthetic procedures: breast augmentation (BA), facial rejuvenation (FR), and combined breast/abdominal surgery (BAB). Participants were asked to choose among social media platforms (Facebook, Twitter, Instagram, Snapchat, Pinterest, Tumblr, YouTube), information extent (basic, moderate, comprehensive), delivery mechanism (prerecorded video, live video, photographs, text description), messenger (surgeon, nurse/clinic staff, patient), and option for interactivity (yes/no). The survey was administered using an Internet crowdsourcing service (Amazon Mechanical Turk).
A total of 647 participants were recruited: 201 in BA, 255 in FR, and 191 in BAB. Among attributes surveyed, participants in all 3 groups (BA, FR, BAB) valued social media platform as the most important (30.9%, 33.1%, 31.4%), followed by information extent (23.1%, 22.9%, 21.6%), delivery mechanism (18.9%, 17.4%, 18%), messenger (16%, 17%, 17.2%), and interactivity (11.1%, 9.8%, 11.8%). Within these attributes, Facebook ranked as the preferred platform, with comprehensive information extent, live video as the delivery mechanism, and surgeon as the messenger as most preferred.
The choice of social media platform is the most important factor for patients, and they indicated a preference for comprehensive information delivered by the surgeon via live video on Facebook. Our study elucidates social media usage in common aesthetic populations, which can help improve aesthetic patient outreach.
社交媒体已成为患者了解美容手术不可或缺的工具。目前，尚不清楚特定手术的患者对社交媒体平台和内容的偏好。
作者旨在评估寻求美容手术的患者对社交媒体的偏好。
我们利用基于选择的联合分析调查来分析寻求 3 种常见美容手术（乳房增大术、面部年轻化、乳房/腹部联合手术）的患者的社交媒体偏好。参与者被要求在社交媒体平台（脸书、推特、Instagram、Snapchat、Pinterest、汤不热、YouTube）、信息丰富程度（基础、中等、全面）、传递机制（预先录制的视频、现场视频、照片、文字描述）、信息发送者（外科医生、护士/诊所工作人员、患者）和互动选择（是/否）之间进行选择。该调查通过互联网众包服务（亚马逊机械土耳其人）进行。
共招募了 647 名参与者：乳房增大术 201 名，面部年轻化 255 名，乳房/腹部联合手术 191 名。在所调查的属性中，所有 3 组（乳房增大术、面部年轻化、乳房/腹部联合手术）的参与者都将社交媒体平台视为最重要的因素（30.9%、33.1%、31.4%），其次是信息丰富程度（23.1%、22.9%、21.6%）、传递机制（18.9%、17.4%、18%）、信息发送者（16%、17%、17.2%）和互动性（11.1%、9.8%、11.8%）。在这些属性中，脸书被评为首选平台，全面的信息丰富程度、现场视频作为传递机制、外科医生作为信息发送者最受欢迎。
患者最看重社交媒体平台的选择，他们更喜欢通过脸书上的外科医生提供的全面信息和现场视频。我们的研究阐明了常见美容人群对社交媒体的使用情况，这有助于改善美容患者的推广效果。
