Social Media and Plastic Surgery Practice Building: A Thin Line Between Efficient Marketing, Professionalism, and Ethics
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Social Media and Plastic Surgery Practice Building: A Thin Line Between Efficient Marketing, Professionalism, and Ethics Bishara S. Atiyeh1 • Fadel Chahine2 • Odette Abou Ghanem1
Received: 19 July 2020 / Accepted: 5 September 2020 Ó Springer Science+Business Media, LLC, part of Springer Nature and International Society of Aesthetic Plastic Surgery 2020
Abstract Social media sites and platforms have grown in numbers with an enormous potential to reach and disseminate information in real time. They are impacting tremendously for better or for worse on the current practice of plastic surgery. As the demand for elective plastic surgery, in particular for aesthetic procedures, continues to rise, there is a need to determine the influence of social media advertisements and how it motivates the public to undergo cosmetic procedures. Most importantly, there is an urgent need to determine how the social media are impacting plastic surgery practice building and what is proper and efficient marketing while upholding ethics of the medical profession? A thorough PICO tool-based comprehensive literature search was conducted. Fifty-one peer-reviewed publications, 15 patient-centered, 33 provider-centered, and three combined patient/provider were identified to be relevant to the use of social media in plastic surgery and were selected for this review. Evidence on how social media influences the medical practice and helps in practice building remains scarce; nevertheless, reliance of plastic surgeons on social media to improve their practice has been increasing steadily. Social media may be a powerful tool to promote one’s career. It presents, however, serious professional, legal, and ethical challenges & Odette Abou Ghanem [email protected] Bishara S. Atiyeh [email protected] Fadel Chahine [email protected] 1
Division of Plastic and Reconstructive Surgery, American University of Beirut Medical Center, Beirut, Lebanon
2
Trad Hospital Medical Center, Beirut, Lebanon
including maintenance of professionalism and protecting patient confidentiality. If misused, it may be a quick way to end a plastic surgery practice. Level of Evidence V 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. Keywords Social media Cosmetic surgery Plastic surgery Practice Aesthetic
Introduction Today’s world is changing faster than ever due to worldwide accessibility of the Internet [1]. With the rise of social media mass communication that has revolutionized the way we interact with people and our culture, an unstoppable shift in the dramatically changing social mind-set and consciousness has resulted from the ‘‘new media’’ revolution [1–3]. Six Degrees, the first recognizable social media platform, was created in 1997. In 1999, the first blogging sites became popular, following which social media began to explode in popularity. Si
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