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Factors Influencing Patient Interest in Plastic Surgery and the Process of Selecting a Surgeon Charles Galanis, MD; Ivan S. Sanchez, BS; Jason Roostaeian, MD; and Christopher Crisera, MD Abstract Background: Understanding patient interest in cosmetic surgery is an important tool in delineating the current market for aesthetic surgeons. Similarly, defining those factors that most influence surgeon selection is vital for optimizing marketing strategies. Objective: The authors evaluate a general population sample’s interest in cosmetic surgery and investigate which factors patients value when selecting their surgeon. Methods: An anonymous questionnaire was distributed to 96 individuals in waiting rooms in nonsurgical clinics. Respondents were questioned on their ability to differentiate between a “plastic” surgeon and a “cosmetic” surgeon, their interest in having plastic surgery, and factors affecting surgeon and practice selection. Univariate and multivariate analyses were conducted to define any significant correlative relationships. Results: Respondents consisted of 15 men and 81 women. Median age was 34.5 (range, 18-67) years. Overall, 20% were currently considering plastic surgery and 78% stated they would consider it in the future. The most common area of interest was a procedure for the face. The most important factors in selecting a surgeon were surgeon reputation and board certification. The least important were quality of advertising and surgeon age. The most cited factor preventing individuals from pursuing plastic surgery was fear of a poor result. Most (60%) patients would choose a private surgicenter-based practice. Conclusions: The level of importance for each studied attribute can help plastic surgeons understand the market for cosmetic surgery as well as what patients look for when selecting their surgeon. This study helps to define those attributes in a sample population. Keywords patient interest, surgeon selection, influence, plastic surgery, aesthetic surgery Accepted for publication August 21, 2012. From the Division of Plastic and Reconstructive Surgery at UCLA– Ronald Regan Medical Center, Los Angeles, California. Corresponding Author: Dr Christopher Crisera, n 19 August 2022 586 Aesthetic Surgery Journal 33(4) nearly impossible to estimate the number of providers available to patients. The field of cosmetic surgery continues to be a predominantly patient-driven market. This is complicated by the public’s general lack of understanding of what it means to be a “plastic” or “cosmetic” surgeon.4-6 Patients seeking plastic surgery now have more options in terms of potential providers and procedures than ever before. In contrast to most medical fields, the elective nature of cosmetic procedures suggests that the surgeon must seek out patients as much as patients seek out their surgeons.7 To that end, physicians engaged in the practice of cosmetic surgery commonly employ public relations experts and engage in widespread advertising in marketing-related endeavors.8,9 Although there has been some investigation into factors influencing procedure and surgeon selection,10,11 there is a relative paucity of published research on the topic. (In this context, the competition continues to grow as more physicians—plastic and non–plastic surgeons alike—introduce themselves as cosmetic providers.) Given the continued growth of this field, even in the face of economic hardship, and the patient-driven nature of the field, it is increasingly important to understand the patient’s mind-set. Defining the factors that influence a patient’s interest in plastic surgery and delineating what drives a patient to select a particular surgeon are invaluable for the cosmetic practitioner.12 This study examines subjects who were not affiliated with a surgeon’s practice at the time of participation. It therefore provides a glimpse into the thought process of the general population. From these subjects, this study intends to investigate those factors that influence a patient’s interest or lack of interest in cosmetic surgery. In addition, this study evaluates those criteria most important to patients when selecting their surgeon. Methods Participants Subjects were recruited over a 3-month period at 4 primary care clinics in the greater Los Angeles area. The study sites included 2 internal medicine clinics, 1 family practice clinic, and 1 pediatric clinic. Participants were given the survey as part of their intake paperwork for the clinic. Participation was voluntary and anonymous. Subjects younger than 18 years of age were excluded. Completed surveys were placed in a secured dropbox. Survey The survey study was conducted under approval from the University of California Los Angeles Institutional Review Board (IRB 124212B). Respondents were asked to provide standard demographic information on age, sex, household income, and marital status. In addition, they were questioned about their own history of plastic
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