The Evolution of Patients' and Surgeons' Perspectives Towards the Role of the Internet and Social Media in Breast Augmentation Over 5 Years.

BACKGROUND: The influence of the Internet and social media (SoMe) in the decision-making of patients is recognized. Plastic surgeons are aware of this trend but are entangled between ethics, professionalism, and business acumen. OBJECTIVE: In this study, we present the evolution of perspectives of patients and surgeons recruited through a private clinic over five years. METHODS: A questionnaire was administered to patients consulting for primary breast augmentation in 2014, 2017, and 2019. Plastic surgeons who worked at or visited the Akademikliniken in 2014, 2017, and 2019 completed a separate questionnaire. RESULTS: A total of 1,646 patient responses was collected. An increase from 68.0% to 72.9% of patients started their information gathering with the Internet. 94.1% of patients looked for information about aesthetic surgery on the Internet before their consultation. A 29.1% increase in patients read about aesthetic surgery on SoMe. Out of 462 surgeons recruited, 62% opined that the majority of patients had gathered information online before consultation. Fewer surgeons in 2019 thought that the Internet and SoMe led to better information (down from 61.7% to 35.2%). An increase from 38.3% to 65.3% of surgeons attributed it to unrealistic expectations. However, only 9.7% of surgeons would support removal of plastic surgery material from SoMe as compared to 21.9% in 2014. CONCLUSION: The increase in use and influence of the Internet and SoMe on patients and surgeons is rapid. Aesthetic plastic surgeons must equip themselves to cope with the risks and capitalize on the opportunity for patient engagement and public education.