Written by Dr Rianda De Roe, NZSCM Member, Cosmetic Medicine and Skin Cancer Doctor

If you search 'cosmetic medicine' today, you’re likely to be met with exaggerated lips, overfilled cheeks, and the aftermath of botched procedures. The public narrative is becoming increasingly negative. One that equates cosmetic medicine with unnatural results and vanity.

As a medical society, we must ask: is this the image we want to project? And if not, how do we change it?

Our Responsibility as Doctors

We are bound by a number of guiding principles:

• The Hippocratic Oath: First, do no harm.
• Code of Health and Disability Services Consumers’ Rights (1996): The right to appropriate care, to be fully informed, and to be free from exploitation.
• Medical Council of New Zealand Statement on Cosmetic Procedures: Advertising must not glamourise services or create unrealistic expectations.
• NZMA Code of Ethics: We must not misuse our professional standing for commercial gain.
• NZSCM Standards: Upholding professionalism, safety, and informed care.
• TAPS (Therapeutic Advertising Pre-Vetting System): Promoting ethical advertising.

In our clinics, we hold these standards high. But when it comes to social media, the same discipline is often missing.

What Do Patients Really Want to See?

When a patient looks at your content, they’re not just seeing a product or a procedure. They’re looking for trust. They want to know:

• Is this doctor qualified and experienced?
• Will I get safe, reliable results?
• Does this clinic promote wellbeing, not perfectionism?

Posting a picture from an overseas conference? Consider the impact. A lecture room filled with colleagues signals dedication to ongoing learning. A poolside selfie at a luxury resort may suggest that your work is all about image, and can unintentionally feed social media envy.

A 2020 study by Karim et al. (Social Media Use and Its Connection to Mental Health: A Systematic Review) found that envy induced by social media is linked to anxiety and depression. As doctors, our posts should not be adding to this burden. We have a duty to support, not harm, mental wellbeing.

So How Can We Change the Narrative?

We should embrace social media not as a sales platform, but as an extension of our clinical practice. It is an opportunity to educate, connect, and promote health.

A values-aligned content strategy could include four key pillars:

     1. Educate – Informed Consent

Empower patients with accurate information:

• Treatment explanations: benefits, risks, contraindications
• Anatomy, pharmacology, and clinical rationale
• Realistic results and recovery expectations
• Addressing myths and misinformation
• Show your training, qualifications, and professional development

     2. Connect: Doctor-Patient Relationship

Build trust and relatability:

• Meet the team: Introduce clinicians and support staff
• Share behind-the-scenes moments from clinic life
• Highlight attendance at NZSCM workshops or scientific meetings
• Showcase your commitment to ongoing learning and standards of care

      3. Services: 'Do No Harm' Treatments

Showcase safety, evidence, and professionalism:

• Before and afters that are real and not sensationalised
• Product and treatment integrity: TGA-approved, off-label use explained
• Emphasise thorough assessment and patient suitability
• Open discussion about psychological screening and BDD awareness

      4. Inspire: Promote Health and Wellbeing

Encourage self-care and realistic goals:

• Highlight improvements in confidence and quality of life
• Share research on positive mental health outcomes
• Use quotes or messages that promote self-respect and empowerment
• Focus on prevention and long-term health strategies

The Bottom Line

Before you post, pause and ask yourself:
Am I promoting health through education, trust, evidence-based care, and inspiration? Or am I glamourising, exaggerating, or potentially misleading?

By aligning our digital presence with our professional standards, we can change the public perception of cosmetic medicine. From superficial and sensational, to scientific, safe, and supportive.

Let’s lead the way as NZSCM members, by setting a unified standard of excellence in every setting, from the clinic room to the Instagram feed. So that when someone searches cosmetic medicine, they see not distorted faces, but real people.

Happy, healthy, and thriving.