Searching for doctors on the internet requires care. At the same time that it can be used to search for information and consult the situation of professionals in professional bodies, the network serves as a space for prohibited content, such as advertisements, promises and promotions.
“Promises on social networks are an indication of a problem because people are promising much more than they will be able to offer. This is a very big risk because the result will not come, there will be dissatisfaction”, says plastic surgeon Alexandre Senra, a member of the Department of Digital Media at SBCP (Brazilian Society of Plastic Surgery).
Doctors have rules to follow in the mass media. They were defined in 2011, when the CFM (Federal Council of Medicine) published the Medical Publicity Manual (CFM Resolution 1974/11), and encompass from patient privacy to payments.
According to the document, when using websites and social networks, the professional cannot “guarantee, promise or imply good treatment results without scientific evidence”, nor use images of patients to disseminate techniques or results of procedures. Thus, posts with “guaranteed results” or “before and after” photos, for example, are not complying with the regulation and can generate penalties.
The CFM also prohibits the professional from publishing the address and telephone number of an office, clinic or service; carry out advertising in an exaggerated way or advertise scientific titles and specialties that cannot be proved.
Regarding the fees, the council vetoes the doctor using the networks to disclose prices of procedures and treatments, payment modalities, installments or concessions of discounts. “Professionals who disclose ‘before and after’, who expose prices are not serious professionals and probably the result will not be well achieved”, says the plastic surgeon.
According to the CFM, the ideal is for professionals to use the media as a space for the presentation of educational content, not as a way to stimulate sensationalism or self-promotion. In the case of plastic surgery, Senra exemplifies that platforms can be used to publicize existing treatments, clear up doubts and show the importance of the specialty.
He points out that social networks are not the best way to find professionals and that the ideal would be to seek referrals from friends, relatives and other doctors. In the case of those who seek plastic surgeons, Senra highlights the need to review expectations to avoid future inconveniences.
“The high expectation is even a contraindication. The plastic surgeon needs to talk a lot with the patient, understand and explain how far he can go and what he is capable of offering. Sometimes, on social media, there is an indication of magic and surgery plastic doesn’t do magic.”
The doctor adds that many professionals call themselves plastic surgeons, but they did not go through residency and did not undergo the criteria for obtaining the title of specialist, a problem that also exists in other areas.
In this case, one way to verify the information is to look for the professional on the CFM website. With data such as name or registration number, it is possible to check whether the professional’s status with the council is in order, the specialty, area of ​​activity and, in the case where professionals authorize the exhibition, the telephone number and address.
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