Patient recruitment strategies of the Belgian plastic surgeon: A national anonymous survey.

Abstract

Patient recruitment strategies in plastic surgery are diverse, and no overview exists for Belgium. Internationally, word of mouth is the most common method, while social media usage grows. This study aimed to map recruitment methods among Belgian plastic surgeons and explore differences by age and professional location. Plastic surgeons practicing in Belgium were included in a prospective survey. An anonymous online questionnaire (LimeSurvey) was distributed and data analysed using SPSS. Eighteen percent of all Belgian plastic surgeons participated. Referrals and word of mouth were the primary recruitment methods, followed by websites and social media. Referrals were mainly by gynaecologists, dermatologists and GPs. Intra-centre collaboration was most frequent in university and general hospitals (both 74%). Non-surgical and aesthetic procedures were proportionally more common in private clinics, while reconstructive procedures dominated university and general hospitals. Fifty-two percent treated international patients, an average of 15% of practice volume, predominantly aesthetic cases (68%). All surgeons used a website, and 54% were active on social media, primarily Instagram (60%) and Facebook (26%). Social media reached mainly 20- to 40-year-old patients (66%) with aesthetic concerns (62%). Referrals and word of mouth are the most important recruitment strategies among Belgian plastic surgeons. Social media is increasingly relevant, particularly for younger, international patients and aesthetic surgery. Its growing use raises professional, legal, and ethical challenges, highlighting the need for clearer legislation, awareness, and enforcement strategies with patient safety as central priority.