Investigation of Patients’ Motivation for Cosmetic Surgery in a Nationwide Cosmetic Surgery Group

This study of 146,108 patients in Japan examined the motivations for cosmetic surgery, emphasizing the role of media. It found that social media, especially Instagram and TikTok, significantly influences patient motivation, with the internet being the most impactful medium (53.7%). Social media was particularly influential for eye-related procedures and had a higher impact in regional cities compared to large cities like Tokyo and Osaka. The study underscores the need for diverse media strategies to attract patients, as motivations differ by procedure, region, and age group. However, the study's retrospective nature and the rapid growth of the group posed challenges in accurately assessing motivations.