SUMMARY FOR ARTICLE

Advertising a plastic surgery practice on social media is fraught with both practical and ethical challenges. In our analysis, we draw on specific examples of plastic surgery procedures prominently featured on social media, including the Vampire Facelift Copyright 2,,8 American Medical Association. Although an online relationship can help foster rapport by building a sense of familiarity or even trust before an in-person meeting as we see above it can also disrupt the normal cautious consumer behavior and decision making of prospective patients. However because their relationship with a surgeon known mainly through social media is not actually close this betrayal can manifest in potentially harmful and difficult-to-resolve wayseg withdrawing from follow-up care negative social media engagement or self-recrimination . A social media account can offer a physician a means of serving as a thought leader and of offering and disseminating information about prevention self-care and so on to a wider audience irrespective of whether the consumers of that information eventually become paying consumers of services.