Factors influencing patients' choice for treatment center at a teaching hospital for cosmetology procedures: The role of professional credibility, social media and patient preferences
Shitij Goel, Aneesha Puri, Anmol Rathore, Harsh TyagiObjectives:
To evaluate the demographic profile and procedure preferences of patients undergoing cosmetology procedures at a teaching hospital, and to identify the factors influencing their choice of treatment center, with particular emphasis on the role of social media.
Materials and Methods:
This cross-sectional observational study was conducted over four months (April to July 2024) in the Department of Dermatology at a teaching hospital in Greater Noida, India. A total of 155 adults undergoing cosmetology procedures were enrolled after obtaining written informed consent. Demographic details were recorded, and participants completed a pre-validated questionnaire assessing factors influencing their choice of a teaching hospital, preferred information sources, social media use and influence, and preferences regarding treatment setting and healthcare providers. Data were analyzed using descriptive statistics and the chi- square test, with a p-value ≤0.05 considered statistically significant.
Results:
The study population was predominantly young (61.9% aged <30 years), female (66.5%), educated, and professionally employed. Acne scars were the commonest indication for treatment, and chemical peel was the most frequently performed procedure (31.6%). Reputation of the department or dermatologist (34.2%) and professional qualification (32.9%) were the leading factors influencing the choice of treatment center, whereas social media was identified as the single most important factor by only 1.3% of participants. Social media use was reported by 81.9% of participants, with Instagram being the most influential platform, particularly among younger individuals and females. Social media increased awareness of cosmetology procedures in 72.3% of participants and influenced the decision to undergo a procedure in 50.3%. Nearly 70% believed that social media filters increased their desire for cosmetology procedures. An overwhelming majority preferred board-certified dermatologists for both performing cosmetology procedures and providing dermatological advice on social media. Most participants (75.5%) preferred a clinical, medical-focused treatment environment, while 61.3% reported a positive attitude towards the involvement of medical students or residents in their care.
Conclusion:
Although social media increases awareness and interest in cosmetology procedures, patients continue to prioritize professional qualifications, institutional reputation, and trust when choosing where to undergo treatment. Dermatologists can utilize the broad reach of social media to provide patient education and address misinformation, while also reinforcing trust in specialist-led care.