ABSTRACT
The purpose of a social media presence for any given physician, of course, varies widely—just as it does for anyone curating a platform online. Some may seek to establish themselves as educators on YouTube, while others set out to create a comedy channel on TikTok, or many may be in their office by day while trendsetting as influencers on Instagram by night. From a social media perspective in this industry, this means that professionals and patients alike are seeing more of the faces from this demographic going viral. This demographic, while more health-literate than previous generations, also consume social media at a higher rate and for different reasons—interestingly, they are being found to overlap online sites and apps with health education. Social media platforms are also optimal marketing platforms, as cosmetic interventions rely heavily on pictures to demonstrate efficacy.
