Embedded Files
procedures (especially facelifts) may feel that discretion in the public sphere is still most appropriate. These types of practices typically serve an older and more reserved patient population that may be less inclined to use the Internet to find a surgeon, less likely to engage in social media, and more likely to select a surgeon based on word-of-mouth recommendations and local reputation. However, all this can be expected to change in the near future, as the population older than age 50 becomes more comfortable and engaged with the Internet and social media. The Need to Maintain Confidentiality Another area of concern is maintaining confidentiality in the era of online networking tools. Careful review of all information that is shared by the practice via social media is essential to prevent any breach in confidentiality. To our knowledge, there is no report to date of a court decision finding a physician liable for malpractice on the basis of participation in telemedicine.8 Still, a physician must be diligent in establishing appropriate boundaries on online communication with patients. The courts have drawn a distinction between passive sites (which seek to be informational) and active sites (which are providing specific medical advice sufficient to constitute a doctor-patient relationship and are considered commercial). The latter could allow for personal jurisdiction and expose the physician to legal action. Interactive sites generally fall somewhere between the categories of passive and active websites. It has been suggested that physicians engaged in interactive sites can avoid out-ofstate personal jurisdiction by including a disclaimer that clarifies that the information provided is educational, does not constitute a second opinion, and does not create a physician-patient relationship.8 The Future The practice of marketing medical skills developed slowly. For many years, it was considered taboo for plastic Downloaded from https://academic.oup.com/asj/article/32/3/349/217257 by guest on 18 August 2022 Camp and Mills 351 surgeons to advertise or engage the public about our services. Today, most plastic surgeons would agree that it is reasonable and ethical to inform the public about who you are and what you do and to provide details about your personal qualifications and the surgical procedures you perform.9 The ways in which we communicate this information will continue to evolve. Although the social networking outlets of today, such as Facebook and Twitter, may eventually be replaced by others, it appears that social media are here to stay. Optimal strategies for involvement in social media are a “moving target.” However, such strategies are likely to become even more important in the future. It is imperative for the plastic surgery community to remain at the forefront of this potentially powerful marketing medium. The objectives of building an Internet presence and participating in social media will vary from practice to practice and should be carefully considered in relation to return-on-investment. The time commitment required for this activity is significant and may best be handled by hiring a professional website developer, graphic designer, and writer. However, practitioners must remain aware of their personal responsibility. Plastic surgeons should consult with the ASPS/ASAPS Code of Ethics to ensure that their posts and websites are deemed appropriate.9 Reviewing Internet-based content with an attorney will provide additional assurance of meeting the highest ethical and legal standards.8 Plastic surgery websites and interaction with patients via social media play an important role in forming patients’ attitudes and beliefs about aesthetic surgery and what it can do for them. For this reason, more than any other, plastic surgeons should get involved and lead by example.10 In future issues of Aesthetic Surgery Journal (ASJ), you can expect to see more articles, opinions, and research on technologies affecting online communication and the business of plastic surgery. Such technology has become increasingly important not only to physician practices but also to the world of journal publishing.11 To better serve its readers and authors, ASJ is actively engaged in social media through participation in Facebook, Twitter, and YouTube. Further expansion of our website’s (www.aestheticsurgeryjournal.com) interactivity may include such features as Rapid Response (allowing users to post comments online about specific journal articles in real time) LIFE-CHANGING PLASTIC SURGERY Patients Reveal How The American Institute for Plastic Surgery Helps them Enjoy Beauty for Life 26 INFORM MARCH 2013 by Anna Charles Have you ever asked yourself, “What if?” Maybe you’ve read a story, like this one, about how people have uplifted their spirit and their life after plastic surgery, and wondered, “How would I feel? How could it impact my life, relationships, and career? If I felt better about how I look, would my attitude and outlook change?” And, like most of us, you’ve probably added a wish to your ‘what if?’ list—“I wish I could improve my appearance too!” You can do it! All it takes to get started is a consultation at The American Institute For Plastic Surgery, DFW’s world-renowned “go-to” destination for plastic surgery and aesthetic services. Just like Carrie, Susan, and Kimberly, you can change your “what if’s” into
Google Sites
Report abuse