Availability of social networks as marketing instrument in esthetic surgery

Aim. To determine the availability of social networks for involvement of clients in the sphere of esthetic surgery.

Materials and methods. The data of a social group from The Clinic of Esthetic Surgery “EstMed” in the social network vkontakte were analyzed.

Results. The number of subscribers was 533, the main contingent – women aged 25 to 44 years; 48 % of users look through the group posts by means of mobile devices. The participants of this group were not satisfied with the form and dimension of their breast, pendulous abdomen, wrinkles on the face, “ears” on the femurs and form of buttocks; 95 % voted for plastic surgery as an appropriate way to fight with aging. Most subscribers were ready for surgery; 50 % of interrogated persons consider psychologist’s consultation to be necessary. The greatest number of persons consider buttocks, breast and legs to be the most sexual part of the body. One third of the questioned persons have breast size number one, but the majority of interrogated persons consider that men prefer breast size number three. Posts, containing jokes, arouse the greatest interest, information not concerned with the subject matter of the group – the least.

Conclusions. When used professionally, social networks can be a strong instrument to involve clients.