Warden Aleah M, Mackenzie Ethan L, Larson Jeffrey D, Afifi Ahmed M
Division of Plastic Surgery, University of Wisconsin School of Medicine and Public Health, 600 Highland Avenue, G5-356 Clinical Sciences Center, Madison, WI, 53792, USA.
Aesthetic Plast Surg. 2022 Oct;46(5):2573-2579. doi: 10.1007/s00266-022-02900-z. Epub 2022 May 11.
An aesthetic surgery offering within academic programs has positive financial and educational implications. To compete with private practices, academic institutions must view their website as integral to patient recruitment.
This study examines the aesthetic surgery websites of academic and private practices to compare objective website characteristics.
Integrated plastic surgery programs with an aesthetic surgery website were matched with nearby private practices offering cosmetic surgery. Data was collected from websites, including information about procedures, media, surgeon characteristics, design, reputation, finances, and readability, and compared using Chi-square and T tests.
The websites of 68 academic institutions (AP) and 68 location-matched private practices (PP) were examined. Fourteen (17.07%) programs did not have a website. Private practice websites provided information about a greater number of procedures (mean AP 21.82, PP 27.04, p = 0.013), preparation for surgery (AP 52.94%, PP 83.82%, p < 0.001), and expectations after surgery (AP 70.59%, PP 88.24%, p = 0.01). Board certification was listed more frequently for private practices (AP 87%, PP 98%, p = 0.01). Academic websites were more likely to discuss research (AP 76%, PP 57.35%, p = 0.02). There was no significant difference in the readability of AP and PP websites (mean SMOG AP 7.70, PP 7.19, p = 0.06).
This work demonstrates a significant content gap between private and academic aesthetic websites and serves as an action item for institutions to enhance their online presence. In a field traditionally associated with high overhead costs, website modifications represent a cost-effective way for academic practices to increase their appeal in the cosmetic surgery market.
This journal requires that authors assign a level of evidence to each article. For a full description of these Evidence-Based Medicine ratings, please refer to the Table of Contents or the online Instructions to Authors www.springer.com/00266 .
学术项目中提供的美容手术具有积极的经济和教育意义。为了与私人诊所竞争，学术机构必须将其网站视为患者招募的重要组成部分。
本研究调查学术机构和私人诊所的美容手术网站，以比较客观的网站特征。
将设有美容手术网站的综合整形项目与附近提供整容手术的私人诊所进行匹配。从网站收集数据，包括有关手术程序、媒体、外科医生特征、设计、声誉、财务和可读性的信息，并使用卡方检验和t检验进行比较。
对68个学术机构（AP）的网站和68个地理位置匹配的私人诊所（PP）的网站进行了检查。14个（17.07%）项目没有网站。私人诊所网站提供了更多手术程序的信息（AP平均为21.82，PP平均为27.04，p = 0.013）、手术准备信息（AP为52.94%，PP为83.82%，p < 0.001）以及术后预期信息（AP为70.59%，PP为88.24%，p = 0.01）。私人诊所更频繁地列出了董事会认证信息（AP为87%，PP为98%，p = 0.01）。学术网站更有可能讨论研究内容（AP为76%，PP为57.35%，p = 0.02）。AP和PP网站的可读性没有显著差异（AP的平均SMOG为7.70，PP的平均SMOG为7.19，p = 0.06）。
这项工作表明私人和学术美容网站之间存在显著的内容差距，并为机构加强其在线形象提供了一个行动项目。在一个传统上与高运营成本相关的领域，网站改进是学术机构提高其在整容手术市场吸引力的一种经济有效的方式。
证据水平V：本杂志要求作者为每篇文章指定一个证据水平。有关这些循证医学评级的完整描述，请参阅目录或作者在线指南www.springer.com/00266 。
