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The Impact of a Plastic Surgeon’s Gender on Patient Choice Eva A. Huis in ’t Veld, BS; Francisco L. Canales, MD; and Heather J. Furnas, MD Abstract Background: In the patient-driven market of aesthetic surgery, an understanding of the factors that patients consider in their choice of surgeon can inform the individual plastic surgeon’s marketing strategy. Previous studies have investigated patient gender preferences for physicians in other specialties, but none has investigated whether patients consider gender when choosing a plastic surgeon. Objectives: The purpose of this study is to determine the impact of a plastic surgeon’s gender on patient choice. Methods: A prospective study was conducted in a single private practice of two plastic surgeons, one male and one female, both closely matched in training, experience, and reputation. Two hundred consecutive patients calling for a consultation were asked if they preferred a male or female doctor; their preference, age, and area(s) of interest were recorded. Results: All patients were women. Nearly half (46%) had no gender preference, 26% requested a female surgeon, and 1% requested a male. Preference for a female surgeon was significant (Binomial-test: P < 0.001). The remaining 27% requested a specific doctor, with slightly more requesting (53.7%) the male surgeon by name, than requested the female surgeon by name (46.3%), a difference that was not statistically significant (P = 0.683). Conclusions: Most female patients interested in aesthetic surgery have no gender preference. Of those who do, nearly all requested a female plastic surgeon. More important than a plastic surgeon’s gender, however, is a plastic surgeon’s reputation. Editorial Decision date: September 12, 2016; online publish-ahead-of-print December 2, 2016. Most surgical referrals are based on a list of doctors associated with patients’ insurance plans, whereas the market for aesthetic surgery is patient-driven, and its demand is growing. In just 18 years (1997 to 2015) the number of cosmetic procedures performed in the United States has risen 800%,1 With approximately 6300 board-certified plastic surgeons in active practice2 and with many other physicians performing cosmetic procedures, competition for patients is inevitable. Knowing the factors that are important to a patient in search of a surgeon can inform the individual plastic surgeon’s marketing strategy, website design, blog content, and social media presence. Previous studies indicate that patients base their choice of plastic surgeon on several factors, including the surgeon’s reputation, board certification, years of experience, the method of patient referral, the surgeon’s training, membership in the American Society of Plastic Surgeons, and the physician’s demeanor.3-8 Patients with advanced levels of education place high value on the prestige of a surgeon’s medical school, residency, and fellowship.9 While patients’ gender preference in choosing a physician has been investigated in non-plastic surgery specialties,9-19 there has been little more than anecdotal Ms. Huis in ’t Veld is a medical student, Stanford University School of Medicine, Stanford, CA. Dr Canales is a plastic surgeon in private practice in Santa Rosa, CA. Dr Furnas is an Adjunct Assistant Professor, Division of Plastic Surgery, Department of Surgery, Stanford University, Stanford, CA. Corresponding Author: Dr Heather J. Furnas, 4625 Quigg Drive, Santa Rosa, CA 95409, USA. E-mail: drfurnas@enhanceyourimage.com Presented at: the American Society for Aesthetic Plastic Surgery’s annual meeting in Las Vegas, NV in April 2016. Huis in ’t Veld et al 467 evidence of such preference among plastic surgery patients.20 The results of studies investigating patients’ gender preferences for non-plastic surgery physicians vary widely. Some have shown that when choosing a surgeon, most patients have no gender preference,9-13,19,21 although some, mostly women, prefer a female breast surgeon. Among patients seeking other types of surgeons, both men and women prefer a male surgeon.9,11-14,18,22 A study investigating thirteen health professions found male respondents prefer male internists and surgeons,19 while female respondents preferred female general practitioners, internists, and gynecologists, though they had no preference regarding a surgeon’s gender.19 Other studies have shown female patients gender preferences are stronger than they are among males,19 and that their preference for a female doctor is especially strong among adolescent girls and female patients with intimate concerns, such as pelvic exams or psychosocial health issues.12,15 Female patients’ preference for female doctors may be related to both greater comfort with intimate exams19 as well as to communication style.6,16,19,23 Visits between female doctors and female patients are longer than when different
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