The Utilization and Influence of Online Review Websites in Plastic Surgery

Introduction: Online reviews have become an influential factor in shaping patient perceptions and patient-physician engagement. Prior studies have demonstrated that a single positive review on RealSelf.com was associated with a 30% increase in aesthetic surgery volume, and that review quantity more strongly affects patient perceptions and behaviors than average rating. Methods: This study aimed to evaluate the utilization and influence of online reviews among plastic surgery patients. A cross-sectional survey of 111 adult plastic surgery patients was conducted to assess the role of online reviews in surgeon selection and patient perceptions. Results: Among respondents, 8.3% identified their surgeon through online reviews, while 45% researched their surgeon prior to their visit. Overall, 77% of patients regarded online reviews as both accurate and important. A significant difference in perceived accuracy was observed between patients referred, recommended, or influenced by advertisement and those who used the internet to find their surgeon (P = .043, n = 84). Elective and nontrauma patients were significantly more likely to research their surgeon than cancer and reconstructive patients (P = .004, n = 97). The most valued review characteristics were a high overall rating (60%), reviews with the presence of text (23%), and a large number of reviews (17%). Conclusion: Online reviews represent an influential resource for patients considering plastic surgery. Understanding how patients utilize this resource raises surgeon awareness of patient perceptions and this relatively new phenomenon.