Patient seeking behaviors and online personas: social media's role in cosmetic dermatology.

Abstract

Social media sites, composed of providers, patients, and their social circles, facilitate health and healthcare delivery. To examine patients' perspective on social media as an information source, communication tool, and referral service through an anonymous survey. In addition, influences on patient Internet personas, an actively constructed online identity, around the time of cosmetic procedures are examined. Patients completed an anonymous institutional review board-approved survey during their initial cosmetic visit. Patients are highly active on social media using it as a multipurpose tool for physician referral services, support groups, and disease education. Patients gathered dermatology information from multiple sources, including friends, family, social media pages, and other online sources, often sharing their own experiences through social media platforms. Patients indicated a desire for provider educational materials on interactive media pages. Most preferred material written by a physician, but some indicated a preference for both physician and lay material. Online images highlighting dissatisfying skin features were influential to select patients, prompting manipulation of online personas and evaluation for aesthetic procedures. Although the study examines cosmetic patient perspectives, data highlight valuable trends for all dermatologists. Social media can improve patient education, collaboration, recruitment, and online professional image, leading to healthier patient-centered care.