Using Google to Trend Patient Interest in Botulinum Toxin and Hyaluronic Acid Fillers

Area of Science:

• Dermatology and Aesthetic Medicine
• Data Science and Public Health

Background:

• Google Search is a primary resource for patients seeking information on skincare treatments and dermatologists.
• Aggregated Google search data offers insights into population behaviors and trends related to cosmetic procedures.

Purpose of the Study:

• To investigate the correlation between Google search query volume and the annual number of procedures performed for botulinum toxin type A and hyaluronic acid tissue fillers.
• To assess the predictive value of online search behavior on the demand for aesthetic treatments.

Main Methods:

• Analysis of Google search query volumes for terms like "botox" and "hyaluronic acid" (including specific brand names) from 2005–2016.
• Correlation analysis between search query volumes and annual procedure data for botulinum toxin type A and hyaluronic acid fillers.

Main Results:

• A significant positive correlation was found between the relative search volume of cosmetic procedure terms and the number of procedures performed.
• This correlation was significant for searches in the same year (P < .001) and the preceding year (P < .001).

Conclusions:

• Google search data is a valuable tool for understanding patient motivations and behavior in aesthetic medicine.
• Dermatologists can leverage search trend data to anticipate patient concerns and forecast local demand for procedures like Botox and fillers.