The Rise of Social Media Websites: How Plastic Surgeons Interact with Patients in the Digital Age, a Multicenter...

In the digital age, the internet has become a major source of health information for patients considering aesthetic surgery. Given that most cosmetic procedures are elective rather than medically necessary, patients often have sufficient time to search for information and develop expectations before seeking professional consultation. This study aimed to investigate how internet use influences patients' preoperative decision-making, expectations, and postoperative satisfaction, while also identifying practical strategies for plastic surgeons to improve patient communication through online platforms.

We conducted a multicenter, prospective observational study involving patients undergoing aesthetic plastic surgery. Preoperative and postoperative questionnaires were administered to evaluate patients' sources of information, surgical preferences, expectations, and satisfaction. In addition, we analyzed user engagement characteristics of the most popular Chinese social media platforms for cosmetic surgery information to explore factors contributing to their influence on patient decision-making.

The internet significantly influenced patients' preoperative decision-making and increased the likelihood that patients developed specific surgical preferences before their first consultation (both p 0.0001). Internet users also reported significantly higher preoperative satisfaction with their eyes than clinicians' assessments (p 0.02); however, their satisfaction was significantly lower seven days after surgery compared with both non-internet users and clinicians' assessments (p ≤ 0.02). Analysis of the most popular Chinese social media platforms demonstrated that RedNote exhibited significantly greater user interaction than TikTok. Furthermore, patients were significantly more willing to ask questions on RedNote (p = 0.01), facilitating more active communication between users.

Internet-based information substantially influences patients' preoperative decision-making, expectations, and short-term postoperative satisfaction. As online platforms continue to shape patients' perceptions of aesthetic surgery, plastic surgeons may benefit from establishing a stronger social media presence and actively responding to patient inquiries. Such engagement could help optimize patient education, better align expectations with achievable outcomes, and ultimately improve the consultation experience and patient satisfaction.

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