Should practitioners be more honest about aesthetic complications on social media?
Social media is increasingly a go-to source for potential clients looking for both inspiration and clinic recommendations before booking aesthetic treatments. For that reason, such platforms are also becoming more important to aesthetic practitioners looking to market their expertise and results.
Indeed, marketing an expansive procedure offering, and impressive before-and-afters, can be particularly effective on social media nowadays, especially if your focus is building a new and diverse client base. However, there are concerns that posts on Instagram, Facebook and TikTok may also brush over the potential complications of aesthetics procedures, despite it being integral that customers are well-informed pre-treatment.
Those risks are, of course, greater if clients book appointments with an underqualified or even unqualified practitioner, but a lack of contraindications is never guaranteed, even for the most experienced aesthetics doctors.
To discuss how aesthetic doctors can best utilise social media to suitably inform their patients about aesthetic safety, while still promoting their businesses, we spoke to three of the impressive nominees for Aesthetic Medicine Awards’ best use of social media awards. Here’s what they had to say.
Dr Ahmed El Muntasar @theaestheticsdoctor
Why can social media be a good platform to talk about potential side effects in aesthetics?
“Most people these days find their objective through social media, so discussing the possible risks on that same platform is quite important. It makes sure that the people looking for treatments understand that risks are something associated with treatments too. I think ultimately people forget that aesthetic medicine is called medicine for a reason. As with anything medical, you do get complications. That's just part of the medical journey of any treatment.”
How can practitioners be more open about complications when sharing content on social media?
“I think the way that practitioners can discuss complications without scaring people is by discussing it openly and saying, “Every treatment out there is associated with some complications - so, this is how we can avoid it.” Also, if anything did happen, a good injector would know how to manage it.”
I think being more open and honest about these things is very, very important, because if you don't discuss them, people assume that there are no risks associated. This is where the confusion about going to someone very reputable to avoid these complications comes about. If they think there are no complications associated with the treatment, why should they not go to some random person down the road that charges £80 for a treatment?”
Why can social media be a good platform to talk about the potential side effects in aesthetics?
“Almost 70 percent of people seek news and information from their mobile phones and the majority of those are using visual platforms like Instagram and TikTok as they provide a visual dialogue with text information in short form that is easiest to digest , process and remember. This makes it the perfect modern news platform for aesthetics when used correctly.”
How can practitioners be more open about complications when sharing content on social media?
“I think it’s about being real and authentic. When you are, you naturally talk about the risks and the benefits without having to scaremonger or over-trivialise treatments. Authenticity is key and is what patients look for on social media; we just need to be more comfortable showing it. You will see on my social media things that go great and those that don’t go so great, but I will always explain why either within the comments section or the images seen as case studies. This way you are educating the consumer rather than just trying to sell to them. The reality is things do go wrong but giving a balanced explanation of how and why, as well as how the patient recovered, helps to bring things full circle for the patient in terms of educating them.”
Simona Ogilbaite, @timeclinicofficial
Why can social media be a good platform to talk about the potential side effects in aesthetics?
“Social media platforms can be a great place to discuss potential side effects in aesthetics for several reasons. Firstly, these platforms have large and diverse user bases, making information about side effects more accessible than ever before. This can empower and educate individuals to make more informed decisions, including selecting a qualified medical practitioner who can manage any potential side effects and ensure the safety of the treatment. By leveraging the power of social media, we can create a more informed and responsible approach to aesthetic treatments that prioritises patient safety and well-being, which is our first and foremost goal as medical professionals.”
How can practitioners be more open about complications when sharing content on social media?
“When discussing potential risks with patients on social media, it's essential to be transparent, informative, and empathetic. As we know, most users of social media post their best ‘before and afters’, and refrain from showing any complications. However, this can be done in a tasteful and educational way, which will help raise awareness of risks that many patients are unaware of. It’s important to provide clear and honest information about the risks and severity of each potential side effect, using simple language that is easy to understand. Videographic content can be extremely powerful, however we would refrain from gory or distressing content. Ultimately, we are here to provide information, safe techniques and promote best practice in an appropriate manner. By engaging in open dialogue with patients, practitioners can establish trust and credibility with their audience.”
