SOCIAL MEDIA ETHICS AND AVOIDING MISCONDUCT

Board-certified plastic surgeon Dr Sébastien Garson looks at the ethical responsibility of practitioners when using new means of communication

The increasing importance of social media in recent years has had a natural impact on the aesthetics industry. “New digital tools have prompted a real shift in the role traditionally played by word-of-mouth in our field, which has sometimes led to issues regarding how we should communicate,” says Dr Sébastien Garson.

“However, word-of-mouth takes time. When you don’t have time or someone is pushy, the information can be relayed in the wrong way. Today social media rewards the fastest responses to patient inquiries, and most clinicians are too busy with their patients to reply immediately. Even when they have an answer, doctors may not always be able to answer immediately, because they are actively working. Some do have community managers and people to manage social media, but being a good doctor is different from being good at social media.”

The result, according to Dr Garson, is that some doctors have been dragged into the intense, sometimes sensationalist, marketing approaches used by digital service providers.

“I think that people on social media are becoming more aware. In the beginning, people trusted anything they saw on the internet, but now they can see the balance between what is true and what is false. The problem is the diversity of social networks. When you finish with one age group, you change the platform to attract another age group. TikTok targets a younger demographic – often teenagers and adolescents under 18.”

“Ethically, is it reasonable for doctors to go on TikTok?”

“We know that when you are 13-15, you are impressionable. You don’t always feel happy with your body and mind, and your skin and body shape are not perfect. You are thinking ‘I have to do this to cure my problem’ but if you wait, your body will improve, and your mind will get better. You need to take time to discuss this with your family and friends. Surgery or medicine is not the solution for many young people. As doctors, we have a responsibility to find the balance so that outside influences are not pushing young people into thinking their only solution is surgery, injections, etc.”

“Older generations of doctors with less experience in digital tools run the risk of misconduct by the digital providers. On the other side, the younger generations — with less of a digital filter — can forget that, despite the autonomy of social platforms, there are still professional codes of ethics to consider. Social media exists, and it is not going anywhere. The only thing you can do is be smart in how you use it.”

“In some countries, leaders in practice management are focusing on marketing rules and not ethics. This changes completely the relationship between the patient and the doctors.”

The National Council in France implemented strict internet usage regulations 17 years ago, including no advertising and respect for the ethical code.

“The French national medical council drives some key points to respect and to provide the best medically based information to the patient. For example, the web addresses must be associated with a personal name and not a promotional name. The use of pre and post-pictures is not recommended, as we know these can be stolen from colleagues or they can cause points of concern if the patient themselves did not verify consent. Similarly, testimonials are also prohibited given that more than 30% are fake.”

But what happens if your website oversteps the line? “Most of the time an official letter is sent from the Trade Union to the doctor in question, informing that their webmaster is doing something commercial and that this is not allowed. Usually, this is enough. If not, legally further action is taken that the Trade Union passes on to the National Council.”

However, according to Dr Garson, things are changing without legal action as well: “Take the USA, where over the last four years they have realized that some behaviours have gone too far. The American Society of Plastic Surgeons (ASPS), for example, now offers online courses on best practices for social media with a focus on ethics and professional conduct. The key message is how to apply one’s good sense, and to offer ideas on how to use social media positively. Not to just to make it more commercial or spectacular, but to use it more professionally.”

In the face of overwhelming demand and a fast-paced world, the industry needs to strike a balance between ideals and reality while warning against the potential risks of aesthetic medicine.

“The medical sector cannot ignore the digital world and its promises, but we must ensure that common sense and good medical practice prevail.”

DR SÉBASTIEN GARSON

Dr Sébastien Garson is a boardcertified plastic surgeon. He is the course director of plastic surgery at IMCAS, the President of Plastirisq (the plastic surgery accreditation body under the French Health Authority), a member of the SOFCEP (President since 2019), and a member of SOFCRE, ISAPS, ASPS & SNCPRE.