Branding a Plastic Surgery Group Practice: A Case Study.

BACKGROUND: You only get one opportunity to make a first impression. In today's era, that first impression is frequently a digital one. The authors' old digital brand "face" was stale and not a true representation of how they view themselves as a practice. In an evolving arena of competition and surgical scope, the authors felt compelled to engage in rebranding their practice. METHODS: This article details the steps the authors took to launch a new website, generate collateral branded material, and execute a social media marketing plan. The authors attempt to keep the outline general enough to be applicable to the range of practice types of the Journal 's readership, and present relevant results of the process. RESULTS: Samples of "creative" products are shown. Quantifiable outcomes were direct website traffic (91% increase), website sessions (82% increase), unique users (55% increase), page views (118% increase), and time spent browsing (100% increase). The authors experienced a 21% increase in new patient volume and a similar increase in total cases performed. CONCLUSIONS: This article outlines steps the authors took to rebrand their practice in the face of current challenges in the plastic surgery landscape and how prospective patients seek surgeons. Benchmarking the steps of a successful branding process is crucial and informative to developing and executing a plan. Although there are many potential contributors to the growth of a practice, the impact of our branding appears to be a significant factor.

Social Media Marketing of Cosmetic Services in the United States: Examining Gender Disparities.

INTRODUCTION: Cosmetic surgery and other elective noninvasive aesthetic procedures have become significantly more popular throughout the 21st century. As these procedures have grown in popularity, more and more Americans have begun to research potential procedures via social media. However, it is unclear whether plastic surgery practices have done an adequate job advertising these services via social media to men. MATERIALS AND METHODS: A systematic search was conducted Google, Facebook, and Instagram in order to examine potential gender disparities in social media plastic surgery marketing in America. Each practice's Facebook and Instagram profile were analyzed in two separate fashions: the presence or absence of advertisement for male services in the last ten posts, and the proportion of specific procedures advertised.. Two Pearson chi-squared analyses comparing the statistical significance of differences in the Facebook and Instagram data were then performed. RESULTS: A total of 242 Facebook and 231 Instagram profiles were selected and subsequently analyzed. The number of both Facebook and Instagram profiles that advertised to male patients varied widely from state to state. Additionally, there was substantial disparity in the procedures most heavily marketed toward men and their actual popularity amongst the male demographic. CONCLUSIONS: Plastic surgery practices have not done an effective job in capitalizing upon the increased popularity of cosmetic procedures among men with their social media advertising. Although the industry has improved its presence on Instagram, the marketing efforts of plastic surgery practices geared toward capturing the interest and demand of the male demographic remain lacking.

The nature and accuracy of Instagram posts concerning marketed orthodontic products.

OBJECTIVES: To scrutinize claims contained within Instagram posts related to six popular marketed orthodontic products. MATERIALS AND METHODS: Three hundred publicly available Instagram posts were identified using the following Instagram hashtags: #carrieremotion, #damonbraces, #invisalign, #acceledent, #propelorthodontics, and #myobrace. Pilot coding was undertaken on a subset of claims (n = 50) and a coding guide was developed. The associated claims were categorized under 24 recognized themes and their accuracy assessed on a five-point scale. RESULTS: Of 1730 posts screened, 300 were included for analysis. The majority of posts were based on photographs (n = 244, 81.3%) with the remainder (n = 56, 18.7%) including videos. Half of the posts involved a picture of the product in isolation (n = 150, 50%), with clinical cases presented in a minority (n = 99, 33%). Overall, 472 claims were included with treatment duration being the most frequent theme (n = 125, 26.5%). In terms of accuracy, most of the claims were judged to be "false" (n = 283, 60%) with less than 2% considered "objectively true." CONCLUSIONS: Most of the claims relating to six popular marketed orthodontic products concerned treatment duration. The vast majority of these claims were not supported by evidence and were judged to be false. Efforts should be made to promote the provision of accurate orthodontic information and to verify marketing claims on social media platforms.

The use of social media platforms to discuss and educate the public on allergic contact dermatitis.

BACKGROUND: Social media platforms are increasingly used by patients to research and discuss medical problems. OBJECTIVE: The aim of this study was to identify by whom, how frequently, and in what manner allergic contact dermatitis (ACD) is discussed on social media sites. METHODS: Search terms "allergic contact dermatitis" and "contact dermatitis" were queried across Twitter, Instagram, Reddit, Facebook, YouTube, and Google search metrics. The frequency, content, and creators of the content were assessed. RESULTS: ACD content was identified on all platforms, generated by by patients, physicians, professional organizations, and companies. When comparing the volume of posts, more content was on Instagram than Twitter, particularly among patients. Patient support groups were identified on Facebook but not on Reddit. A formal analysis of YouTube videos found that the medical information presented in these videos was often of poor quality. CONCLUSIONS: Patch testing physicians should be aware that information on ACD exists across social media sites. While some content is generated by physicians, patients and industry groups also post and share material. Patch testing physicians should know that there is an opportunity to share ACD information, but they should also be aware that patients are posting and creating online support communities independent of physicians. HIGHLIGHTS: Online support communities exist for patients with ACD on Facebook. Online information is of lower quality, with a mean QUEST quality score of 7.4/28 on reviewed YouTube videos. Of the five social media sites reviewed, patients are most active on Instagram, Reddit, and Facebook. Approximately 9000 Google searches per month are conducted using contact dermatitis-related search terms. Differences in terminology exist between physicians and non-physicians. While the most popular hashtag term was "contact dermatitis", physicians disproportionately authored posts tagged with "allergic contact dermatitis."

O senso de pertencimento na cocriação de valor nos serviços esportivos: evidências do fitness business / El sentido de pertenencia en la cocreación de valor en los servicios deportivos: evidencias del fitness business / The sense of belonging in the value co-creation in sports services: evidence from the fitness business

A jornada de experiências do cliente de fitness é observada nesta pesquisa exploratória, na qual 15 consumidores de duas academias orientadas para serviço, não membros de redes, sendo uma em Alphaville (Barueri/SP) e a outra na Savassi (Belo Horizonte/MG), participaram de entrevistas semiestruturadas. Das mais de três horas de gravação e uma centena de páginas de transcrição, foi possível propor um modelo conceitual de como o entrelaçamento das dimensões tangível, atendimento técnico e pertencimento permitem ao cliente a cocriação de valor na experiência de uso da academia. Concluiu-se que 1) os serviços também têm uma dimensão tangível; 2) apesar de toda a preparação acadêmico-tecnicista da equipe, os usuários querem coproduzir suas experiências; 3) o sentimento de pertencimento, além de engajar na cocriação de valor, é uma dimensão que pode aliviar qualquer desconforto advindo das experiências nas outras dimensões. A importância do pertencimento pode ser moderada pela autoeficácia do usuário.(AU)

La jornada de experiencias del cliente de fitness se observa en esta investigación exploratoria, donde 15 consumidores de dos gimnasios orientados al servicio, que no forman parte de cadenas, uno en Alphaville (Barueri/SP) y otro en Savassi (Belo Horizonte/MG), participaron en entrevistas semiestructuradas. Las más de tres horas de grabación y cien páginas de transcripción, se logró proponer un modelo conceptual de cómo el entrelazamiento de las dimensiones tangibles, servicio técnico y pertenencia permiten al cliente la cocreación de valor en la experiencia de uso del gimnasio. Se concluyó que 1) los servicios también tienen dimensión tangible; 2) a pesar de toda la experiencia académico-técnica del equipo, los usuarios quieren coproducir sus experiencias; 3) el sentimiento de pertenencia, además de involucrar en la cocreación de valor, es una dimensión que puede aliviar cualquier malestar proveniente de las experiencias en las otras dimensiones. La importancia de la pertenencia puede ser moderada por la autoeficacia del usuario.(AU)

The fitness customer experience journey is observed in this exploratory research, in which 15 consumers from two service-oriented gyms, not members of chains, one in Alphaville (Barueri/SP) and the other in Savassi (Belo Horizonte/MG), participated in semi-structured interviews. From more than 3 hours of recording and a hundred pages of transcription, it was possible to propose a conceptual model of how the tangible, technical service and belonging dimensions intertwine each other, allowing the gym customer to co-create value in their experience of usage. It was concluded that 1) services also have a tangible dimension; 2) despite all the academic-technical staff preparation, users want to co-produce their experiences; 3) the feeling of belonging, in addition to engaging in the value co-creation, is a dimension that can alleviate any discomfort arising from experiences in the other dimensions. The user's self-efficacy can moderate the importance of belonging.(AU)

Prevenção Quaternária: da medicalização social à atenção integral na Atenção Primária à Saúde / Prevención Cuaternaria: de la medicalización social a la atención integral en Atención Primaria de Salud / Quaternary Prevention: from social medicalization to integral care on the Primary Health Care

Resumo Objetivo conhecer as percepções e perspectivas dos profissionais da saúde para o desenvolvimento da Prevenção Quaternária na Atenção Primária à Saúde. Método Pesquisa Apreciativa, que aplicou as fases do "ciclo 4-D", na língua inglesa: discovery, dream, design e destiny. Este artigo analisa os resultados referentes à fase discovery (descoberta), de cujos dois encontros correspondentes participaram nove profissionais da Atenção Primária. Realizou-se análise de conteúdo, seguindo as etapas de pré-análise, exploração do material e tratamento dos dados. Resultados a Prevenção Quaternária representa uma potencialidade na inovação da atenção, com possibilidade de reduzir a medicalização social, que ocorre mediante a sobremedicalização, sobrediagnósticos e sobretratamentos. Como perspectivas, é apresentada a necessidade de conscientização da sociedade e dos profissionais sobre esses excessos e de (re) posicionamento da indústria, do mercado e da mídia sobre o significado de "estar saudável". Conclusão e implicações para prática é necessário atentar para a ética na prestação de cuidados quanto ao rastreio, diagnóstico e tratamento de doenças. A Prevenção Quaternária tem potencial para reverter um modelo hegemônico em relação ao cuidado de indivíduos e famílias ao fomentar a integralidade. A Enfermagem, como prestadora do cuidado, junto com a equipe multiprofissional, deve incorporar ações de Prevenção Quaternária em suas práticas.

Resumen Objetivo conocer las percepciones y perspectivas de los profesionales de la salud para el desarrollo de la Prevención Cuaternaria en Atención Primaria de Salud. Método Investigación Apreciativa, que aplicó las fases del "ciclo 4-D", en inglés: discovery, dream, design y destiny Este artículo analiza los resultados de la fase discovery (descubrimiento), en cuyos dos encuentros correspondientes participaron nueve profesionales de Atención Primaria. Se realizó análisis de contenido, siguiendo los pasos de pre-análisis, exploración de material y procesamiento de datos. Resultados la Prevención Cuaternaria representa un potencial en la innovación asistencial, con posibilidad de reducir la medicalización social, que se produce por sobremedicalización, sobrediagnóstico y sobretratamiento. Como perspectivas, se presenta la necesidad de concienciar a la sociedad y los profesionales sobre estos excesos y de (re) posicionar a la industria, el mercado y los medios de comunicación sobre el significado de "estar sano". Conclusión e implicaciones para la práctica es necesario prestar atención a la ética en la prestación de cuidados en cuanto al cribado, diagnóstico y tratamiento de enfermedades. La Prevención Cuaternaria tiene el potencial de revertir un modelo hegemónico en relación al cuidado de las personas y familias al promover la integralidad. La Enfermería, como proveedora de cuidados, junto con el equipo multidisciplinario, deben incorporar las acciones de Prevención Cuaternaria en sus prácticas.

Abstract Objective to know the perceptions and perspectives of health professionals for the development of Quaternary Prevention in Primary Health Care. Method an Appreciative Research, which applied the phases of the "4-D cycle": discovery, dream, design and destiny. This article analyzes the results referring to the discovery phase (discovery), in which nine professionals from Primary Care participated in two corresponding meetings. Content analysis was performed, following the steps of pre-analysis, material exploration and data treatment. Results the Quaternary Prevention represents a potentiality in care innovation, with the possibility of reducing social medicalization, which occurs through over-medicalization, over-diagnosis and overtreatment. As perspectives, it is presented the need for society and professionals to be aware of these excesses and the (re) positioning of the industry, market and media about the meaning of "being healthy". Conclusion and implications for the practice it is necessary to pay attention to ethics in care provision regarding screening, diagnosis and treatment of diseases. Quaternary Prevention has potential to revert a hegemonic model in relation to the care of individuals and families by promoting integrality. Nursing, as a care provider, together with the multi-professional team, must incorporate Quaternary Prevention actions in its practices.

The commercial determinants of COVID-19: CCDH Webinar

The COVID-19 pandemic brought to light the shortcomings of health systems worldwide and the need to address the factors underpinning these flaws. In this webinar, we discuss the role of private sector and commercial determinants of health (#CDoH) in this global health crisis. Through their different perspectives, the panelists explore the role of private sector in the pandemic, the relationship between CDoH and COVID-19 on national and global levels and discuss the implications for global health. TIMESTAMPS: 00:00 | Welcome and Objective 02:35 | Opening Remarks 07:00 | COVID-19 as Commercial Determinant of Health 19:58 | Unhealthy Commodity Industries' Response to COVID-19 38:00 | Moderated Discussion and Q&A

LCGGH: Gender and the Commercial Determinants of Health

This Series accompanies the development of the Lancet Commission on Gender and Global Health, inviting Commissioners and Co-Chairs to discuss a key topic, question, or challenge that the Commission hopes to tackle. The series aims to involve a range of stakeholders and voices in its work and promote discussion and debate on gender and health. In the thirteenth event of the series, we will hear from Commissioners Sharon Friel, Professor of Health Equity and Director of the Menzies Centre for Health Governance at the School of Regulation and Global Governance (RegNet), Australian National University, and Sarah Hill, Senior Lecturer and Director of the Global Health Policy Unit at the University of Edinburgh.

Representation of African American Patients in Social Media for Breast Reconstruction.

BACKGROUND: Social media use by plastic surgeons may contribute to the overall increase in breast reconstruction in the United States. However, recent data show a concerning decrease in breast reconstruction in African American women. The purpose of this study was to analyze the inclusion of African American women in social media posts for breast reconstruction, with the premise that this may be a possible contributing factor to decreasing rates of breast reconstruction in this population. METHODS: Data from several social media platforms were obtained manually on December 1, 2019. Each image was analyzed using the Fitzpatrick scale as a guide. RESULTS: A total of 2580 photographs were included that met the authors' criteria. Only 172 photographs (6.7 percent) were nonwhite. This study surveyed 543 surgeons, 5 percent of whom were nonwhite. The analysis of the results from the random sample of the top plastic surgery social media influencers showed that only 22 (5 percent) of the photographs uploaded were nonwhite patients. Furthermore, 30 percent of surgeons did not have any photographs of nonwhite patients uploaded. CONCLUSIONS: Numerous factors can contribute to the disparity between the growing trend of white patients seeking reconstructive surgery compared to the decreasing trend of African American patients, one of which may be the disparity in their representation in social media, particularly among common platforms and social media influencers. This study highlights the evolving factors that may impair African American breast cancer patients' access to safe, effective breast reconstruction, which must be identified and resolved.