RESUMO
BACKGROUND: The use of social media to discuss topics related to and within plastic surgery has become widespread in recent years; however, it remains unclear how to use this abundance of largely untapped data to propagate educational research in the field of plastic surgery. In this prospective, observational study, the authors aimed to delineate which plastic surgery-related topics evoked a significant emotional response within the study population and to assess the utility of motivational artificial intelligence within the field of plastic surgery. METHODS: Over a 4-month period (January to April of 2018), Cognovi Lab's artificial intelligence technology was used to search and analyze emotional reactions to several commonly hashtagged words. This innovative software uses several key metrics to describe its findings, including awareness, engagement, and motivation. RESULTS: Of the search terms examined, "nose job" had the most awareness during the study period, and the topic that most engaged consumers emotionally was "liposuction." Interestingly, "liposuction" ranked only fifth in terms of awareness. Consumers showed the strongest positive motivation toward the subjects of "plastic surgery" and "cosmetic surgery," and the lowest motivation toward the topic of "tummy tucks." CONCLUSIONS: This analysis by Cognovi Labs is the first quantitative effort to use the plethora of data on social media to interpret patient motivations and subsequent behavior. Moving forward, artificial intelligence technology will make it possible to predict which plastic surgery products, procedures, and practices will be successful. The findings presented in this article describe the unique viewpoint and power that this technology can deliver.
