“I found Dr. Chidester on social media doing dances,” says Anzana Woodward, 35, of Orem, Utah. His choreography helped get her attention, but it was the photos he had posted of his work that inspired her to book an appointment. “Because of his online presence, I was immediately comfortable with him at my first consultation. Undergoing plastic surgery can be such a vulnerable thing, but I felt safe, cared for, and very comfortable with Dr. Chidester. I think his social media had a lot to do with that.”
Another point of contention for some patients: doctors who post a lot of paid content. While most dermatologists and plastic surgeons are very transparent when a post is sponsored, the fact that a doctor would accept money to endorse a product rubs some the wrong way.
“I’m fine with doctors being on social media, and I trust that he or she can manage her time, but I find it off-putting when they are pushing one brand, and it’s clear they are being paid to do so,” says Jessica Bonka, 39, a hair colorist in Canton, Michigan. “I mean, is CeraVe really good for everything? It makes me question their credibility.”
Shah, who has accepted paid partnerships, insists he puts any brand or product through “my own internal code—I won’t talk about products that I wouldn’t recommend to my own mom. That’s my barometer for product recommendations,” he says.
But even if a doctor uses personal metrics before accepting money from a brand, it still brings up the question of authenticity—and whether a follower can tell the difference between regular and sponsored posts. “On TikTok today, some of the top viewed dermatology-related videos are sponsored,” says Yarden Horwitz, co-founder of Spate NYC, an A.I.-based platform that uses data science to predict beauty trends. “So, it can be hard to tell whether viewers are seeking out that doctor or product—or a brand has paid for the visibility.”
Finally, some patients worry about having a doctor who might pressure them to sign a photo or video release form, and become fodder for the practice’s feed. “I don’t want to be in a position where I’m made to feel bad, or worse, become a lower priority patient, because I’ve declined to be in a post,” says Morris.
Source link
