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Analysis of the efficacy of marketing tools in facial plastic surgery
Matthew B Zavod1, Peter A Adamson
1Department of Otolaryngology-Head and Neck Surgery, University of Toronto, Toronto, Ontario.
Objectives:
To compare referral sources to a facial plastic surgery practice and to develop models correlating the referral source with the decision for surgery.
Design:
Retrospective descriptive study.
Setting:
Well-established, metropolitan, private facial plastic surgery practice with training fellowship affiliated with an academic centre.
Methods:
One-thousand eighty-nine new consecutive patients presenting between January 2001 and December 2005 recorded intake data including age, gender, and chief complaint. Final data input was their decision for or against surgery.
Main Outcome Measures:
Main outcome measures included differences in referral sources based on data collected and how those sources related to decision for surgery.
Results:
A 50% conversion rate was found. Women and older patients were more likely to be referred from magazines, television, and newspapers and for facial rejuvenation. Men and younger patients were more likely to be referred from the website and for rhinoplasty. For facial rejuvenation, both the number of patients interested in and the probability that they agreed to the procedure increased with age. For rhinoplasty, the converse was true. The most likely patients to schedule surgery were those who were referred from other patients, friends, or family members in our practice.
Conclusions:
The data confirm that word-of-mouth referrals are the most important source for predicting which patients will elect to proceed with surgery in this established facial cosmetic surgery practice.
