Buzz Index: Summer’s Done But Skin Is Still Top of Mind

skin rejuvenation, buzz index, RealSelf

Photos courtesy of Ross A. Clevens, MD

The beaches have emptied out, the swimsuits and pool towels have been put away, and people are facing up to the fact that the summer sun has taken a toll on their skin. The damage is not only on daily display in their bathroom mirrors, it’s a topic of discussion everywhere from the pages of Parade magazine to the set of The View.

It’s also a hot topic among the aesthetic consumers on RealSelf.com. In fact, the subject of skin rejuvenation topped all other procedures in the site’s latest Buzz Index, with a score of 225.

(The Buzz Index is a weekly analysis that compares the number of questions, comments and new reviews posted on RealSelf over the last 28 days relative to the last three months. With 100 representing a normal amount of discussion, higher scores mean increased interest and more buzz.)

Given the wide range of rejuvenation treatments, it’s not surprising that consumers have so many questions about their options — especially when you add in the hundreds of questions posted on pages devoted to specific skin treatments, such as chemical peels, laser resurfacing and IPL.

Many of those questions are fairly basic — What’s the “best” treatment? How much does it cost? What’s the recovery time? — but others speak to very specific issues such as ethnicity, melasma, hypopigmentation, etc. Together, they’re proof that aesthetic consumers are increasingly sophisticated consumers yet still hungry for information.

Consider this recent post from RealSelf community user conservativefry, who’s already begun research for a procedure she hopes to have performed 6 months from now. She’s already investigated multiple procedures and posted several questions to the site’s Q&A pages.

Given the community nature of RealSelf and the timeframe involved, it’s a safe bet that other users will find conservativefry’s updates and inquiries useful as they continue their own aesthetic journeys. Doctors hoping to connect with those patients will as well.

Doctor Takeaway

If you want to connect with consumers, join the conversation

Most aesthetic consumers start thinking about procedures long before they’re ready to contact a doctor. They read online reviews, browse galleries of before and after photos and ask increasingly sophisticated questions that give doctors a golden opportunity to share their expertise and begin building the trust that turns potential patients into new clients.

About Rob Lovitt

Rob Lovitt is a longtime writer and editor who believes every good business has a great story to tell. He has written for dozens of magazines and websites, including NBCnews.com, Expedia.com and the inflight magazines of Alaska, Horizon and Frontier airlines.

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