Online Marketing Strategies of Plastic Surgeons and Clinics: A Comparative Study of the United Kingdom and the United States
Whiston Hospital, Warrington Road, Liverpool, L35 5DR, UK.Aesthetic surgery journal / the American Society for Aesthetic Plastic surgery (Impact Factor: 1.84). 07/2011; 31(5):566-71. DOI: 10.1177/1090820X11411162
The cosmetic surgery market is a rapidly growing sector of healthcare, and the use of marketing strategies is now an integral part of any cosmetic surgery practice. In this study, the authors review 50 Web sites from practitioners in London and New York to quantify the utilization of online marketing, comparing results between the United Kingdom and the United States.
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ABSTRACT: This paper is concerned with the ways in which women are sold cosmetic surgery, and how they ‘make sense of’ their own participation in this market. It draws on ongoing ethnographic research to explore how a group of young women who have paid for breast augmentation surgery narrate their decision to undergo surgery, the choices they make as consumers of cosmetic surgery, and their experience of having surgery. These narratives are compared with the ways in which breast augmentation surgery is sold to them by the companies and medical professionals involved in the rapidly expanding market for breast augmentation surgery. The paper shows how this particular group of young white working-class women shift between imagining the breast augmentation operation as a simple beauty treatment and recognizing it as medical surgery, and explores how this shapes their perceptions of the risks and benefits of buying new breasts. It also shows how those who market such procedures manage and manipulate perceptions of the process of breast augmentation surgery and the risks that attend on it in an effort to encourage this form of consumption.
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ABSTRACT: Background: The vast array of information technology available to plastic surgeons continues to expand. With the recent introduction of smartphone application (“app”) technology to the market, the potential for incorporating both social media and app technology into daily practice exists. Objectives: The authors describe and evaluate the smartphone applications most pertinent to plastic surgery. Methods: Smartphone apps from all available markets were analyzed for various factors, including popularity among general consumers, ease of use, and functionality. Using various advertising guidelines from plastic surgery societies as well as the US Food and Drug Administration, each app's content was further analyzed within the context of ethical obligations. Results: The apps with the highest number of ratings were those offering the option to upload photos and morph each photo according to the user's own preference. The title of apps also appears to play a role in popularity. A majority of apps demonstrated the same features available on websites. Conclusions: The applicability of social media marketing via smartphone apps has the potential to change future patient-surgeon interactions by offering more personalized and user-friendly encounters. The role of smartphone apps is important to the future of plastic surgery as long as plastic surgeons maintain an active role in the development of these apps to ensure their value.
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