Aesthetic Surgery Demand Surges in Southern and Rural US
A fresh national analysis reveals a significant shift in the landscape of aesthetic surgery, with growing demand in Southern, Midwestern, and rural regions of the United States. Despite limited access to board-certified plastic surgeons in these areas, consumer interest is rapidly increasing, creating what researchers are calling “plastic surgery deserts.”
Rising Demand Nationwide
Published in the Aesthetic Surgery Journal, the study conducted by researchers at UC Davis Medical Center, analyzed Google search behavior and workforce data across 210 U.S. Designated Market Areas. The findings indicate that the share of people searching for cosmetic procedures has increased by more than 22% compared to pre-pandemic levels [1]. This nationwide rise in demand, however, is unevenly matched with the current distribution of qualified surgeons.
Emerging “Plastic Surgery Deserts”
The research highlights a growing imbalance between patient demand and surgeon availability, resulting in “plastic surgery deserts” – areas where individuals actively seek cosmetic procedures but have limited local access to board-certified specialists [2]. Scott Levin, lead author of the study and a plastic and reconstructive surgery fellow at UC Davis Health, emphasizes that while surgeons are still largely concentrated in established coastal markets, there is a growing opportunity – and responsibility – to improve access in these emerging regions [1].
Regional Trends in Procedure Preferences
The study similarly identified regional differences in the types of procedures sought. Body-contouring procedures are more frequently searched for in underserved markets, while demand for facial aesthetic procedures remains concentrated in highly saturated urban areas [1]. The Midwest is demonstrating some of the fastest growth in overall demand for aesthetic procedures.
Data-Driven Approach to Market Analysis
Researchers developed a data-driven demand-supply ratio model that combines online search data with surgeon density to identify these high-growth markets. This framework could be instrumental in future workforce planning, practice expansion strategies, and initiatives aimed at improving patient access [2]. As aesthetic medicine evolves, aligning surgeon distribution with changing patient demand will likely develop into a key industry priority [1].
Study co-authors include Nina Yu and Granger B. Wong, chief of the Division of Plastic Surgery at UC Davis Health.