School of Medicine, The University of Mississippi Medical Center, 2500 North State Street, Jackson, MS 39216, United States.
College of Medicine, Medical University of South Carolina, Charleston, SC 29425, United States; Division of Plastic Surgery, Medical University of South Carolina, Charleston, SC 29425, United States.
J Plast Reconstr Aesthet Surg. 2022 Aug;75(8):2831-2870. doi: 10.1016/j.bjps.2022.06.029. Epub 2022 Jun 20.
Cosmetic surgery and other elective noninvasive aesthetic procedures have become significantly more popular throughout the 21st century. As these procedures have grown in popularity, more and more Americans have begun to research potential procedures via social media. However, it is unclear whether plastic surgery practices have done an adequate job advertising these services via social media to men.
A systematic search was conducted Google, Facebook, and Instagram in order to examine potential gender disparities in social media plastic surgery marketing in America. Each practice's Facebook and Instagram profile were analyzed in two separate fashions: the presence or absence of advertisement for male services in the last ten posts, and the proportion of specific procedures advertised.. Two Pearson chi-squared analyses comparing the statistical significance of differences in the Facebook and Instagram data were then performed.
A total of 242 Facebook and 231 Instagram profiles were selected and subsequently analyzed. The number of both Facebook and Instagram profiles that advertised to male patients varied widely from state to state. Additionally, there was substantial disparity in the procedures most heavily marketed toward men and their actual popularity amongst the male demographic.
Plastic surgery practices have not done an effective job in capitalizing upon the increased popularity of cosmetic procedures among men with their social media advertising. Although the industry has improved its presence on Instagram, the marketing efforts of plastic surgery practices geared toward capturing the interest and demand of the male demographic remain lacking.
在 21 世纪，整容手术和其他非侵入性的美容手术变得越来越受欢迎。随着这些手术的普及，越来越多的美国人开始通过社交媒体研究潜在的手术。然而，整容手术机构是否通过社交媒体充分宣传这些男性服务，目前还不清楚。
通过谷歌、脸书和照片墙（Instagram）进行了系统搜索，以检查美国社交媒体整容营销中可能存在的性别差异。分别以两种方式分析每个机构的脸书和照片墙简介：在过去的十篇帖子中是否有男性服务的广告，以及宣传的具体手术的比例。然后对 Facebook 和 Instagram 数据的差异进行了两次皮尔逊卡方分析，以比较其统计学意义。
共选择并分析了 242 个脸书和 231 个照片墙简介。宣传男性患者的脸书和照片墙简介数量因州而异。此外，男性最常接受的手术存在很大差异，而这些手术在男性群体中的实际受欢迎程度也存在差异。
整容手术机构在利用男性对美容手术的日益增长的兴趣进行社交媒体广告方面做得不够有效。尽管该行业在照片墙上的存在感有所提高，但针对男性群体的兴趣和需求的整容手术营销工作仍存在不足。
