Analysis of the efficacy of marketing tools in facial plastic surgery.
OBJECTIVE
To compare referral sources to a facial plastic surgery practice and to develop models correlating the referral source with the decision for surgery.


METHODS
Retrospective descriptive study.


METHODS
Well-established, metropolitan, private facial plastic surgery practice with training fellowship affiliated with an academic centre.


METHODS
One-thousand eighty-nine new consecutive patients presenting between January 2001 and December 2005 recorded intake data including age, gender, and chief complaint. Final data input was their decision for or against surgery.


METHODS
Main outcome measures included differences in referral sources based on data collected and how those sources related to decision for surgery.


RESULTS
A 50% conversion rate was found. Women and older patients were more likely to be referred from magazines, television, and newspapers and for facial rejuvenation. Men and younger patients were more likely to be referred from the website and for rhinoplasty. For facial rejuvenation, both the number of patients interested in and the probability that they agreed to the procedure increased with age. For rhinoplasty, the converse was true. The most likely patients to schedule surgery were those who were referred from other patients, friends, or family members in our practice.


CONCLUSIONS
The data confirm that word-of-mouth referrals are the most important source for predicting which patients will elect to proceed with surgery in this established facial cosmetic surgery practice.
Zavod
Matthew B
MB
Department of Otolaryngology-Head and Neck Surgery, University of Toronto, Toronto, Ontario.
Adamson
Peter A
PA
D000293:Adolescent; D000328:Adult; D000368:Aged; D000369:Aged, 80 and over; D002648:Child; D005145:Face / Q000601:surgery*; D005260:Female; D006801:Humans; D008297:Male; D008389:Marketing of Health Services / Q000379:methods*; D008875:Middle Aged; D009864:Ontario; D019651:Plastic Surgery Procedures / Q000706:statistics & numerical data*; D012017:Referral and Consultation / Q000706:statistics & numerical data*; D012060:Rejuvenation; D012189:Retrospective Studies; D013518:Surgery, Plastic / Q000706:statistics & numerical data*; D055815:Young Adult