Social Media, Need to Remain Competitive in Workforce Influencing Decisions on Cosmetic Surgery

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Social media is leading consumers to have a more self-critical eye, according to a new survey by the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS). The annual poll of 752 of the organization's board-certified facial plastic surgeons found that there was a 31% increase in requests for surgery as a result of social media photo sharing.

The study shows that a growing number of procedures are cosmetic versus reconstructive in nature, accounting for 73% of all procedures in 2012, up from 62% in 2011. Of the procedures requested as a result of social media influence, rhinoplasty, BOTOX, and facelifts topped the list. cosmetic surgery

While social media continues to play an increasingly large role in how consumers view themselves, its influence as a trusted informational resource for plastic surgery is diminishing. Last year just 7% of prospective patients used social media to research doctors and procedures, down from 35% in 2011. Instead, 57% got their information about plastic surgery online, with 33% relying on referrals.

"Patients are becoming increasingly more sophisticated in their knowledge of plastic surgery due to the obvious increases in online research and validations," said Ed Williams, MD, Group Vice President for Public and Regulatory Affairs for the American Academy of Facial Plastic and Reconstructive Surgery. "Our members are seeing a much more educated consumer base than ever before, thanks to the increased availability of information."

RESURGENCE OF SURGICAL PROCEDURES

Non-surgical treatments made up two-thirds of all cosmetic procedures requested in 2012. While they are still popular for their ability to delay signs of aging with minimally invasive measures, the number of non-surgical procedures performed was down last year. The most common cosmetic non-surgical procedures remain BOTOX and hyaluronic acid fillers, with the top three areas of the face most treated by injectables being the forehead (42%), cheeks (35%) and the lips (18%).

Conversely, requests for surgical procedures are on the rise, with rhinoplasty, blepharoplasty and facelifts being the most requested in 2012. Among all procedures, the largest increase was among requests for facelifts and blepharoplasty (eyelid surgery), while lip augmentation and calcium hydroxyapatite injections showed the greatest declines.

MEN EMBRACE NON-INVASIVE PROCEDURES

The number of men undergoing facial plastic surgery continues to rise, and the AAFPRS survey suggests there's no sign of slowing down. With more patients citing the need to remain competitive in the workforce as a determining factor in the decision to have surgery, men are turning to non-invasive procedures to retain their professional edge.

"More and more men opt to have cosmetic procedures," said Dr. Kellman. "Men often turn to aesthetic treatments to remain competitive in the work force, keep up with their partners or if they are single, stay in the dating game."

Notably, the number of men having BOTOX was up 27% from 2011, with hyaluronic acid fillers and microdermabrasion also among the most popular maintenance treatments.

The AAFPRS study also shows that men are more likely to request plastic surgery as a result of their significant other also undergoing cosmetic surgery, with 20% of all male patients being influenced by a partner's decision. Rhinoplasty remains the most requested surgical procedure overall among men.

IMPACT OF AGE GROUP & ETHNICITY

The face of plastic surgery is getting younger thanks to the availability of more minimally invasive procedures and growing social acceptance. In 2012, 28% of AAFPRS members saw an increase in cosmetic surgery and facial injectables in those under the age of 25. For children and teens, the survey found that they are more likely to have plastic surgery as a result of being bullied (76%) versus a way to prevent bullying (24%).

For both female and male patients under the age of 35, the most common procedure performed was rhinoplasty (53% females; 70% males), followed by BOTOX (30% women; 13% men). For all procedures, except rhinoplasty, the majority were performed on patients between the ages of 35 and 60.

Ten percent of AAFPRS surgeons have seen an increase among Hispanic, Asian American and African American patients in their practice in 2012, with the largest increase of 40% among Caucasian patients.

When compared to the other facial cosmetic procedures offered, the 2012 survey revealed that African Americans and Hispanics were most predisposed to have received rhinoplasty (80% and 65% respectively).  Asian Americans were most likely to have blepharoplasty (44%) or rhinoplasty (41%), while Caucasians were more likely to have facelifts (40%) or rhinoplasty (39%).

[Source:  Survey conducted by the American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS).  20 Feb. 2013.  Web.  27 Feb. 2013.]