The Dr. Miami Effect: How Plastic Surgeons are Grappling with Snapchat
I’m a plastic surgeon and I make people feel better about their bodies.” If you’re one of the millions of people who follow Dr. Miami, aka Dr. Michael Salzhauer, on Snapchat, you’ll recognize this message as his cheerful daily greeting.
Dr. Miami, who is 44 years old and has basically eschewed his given name in favor of his social media handle, is the Kylie Jenner of plastic surgeons. His huge Snapchat following and operating room antics have earned him steady media coverage over the past year. This month alone, both Buzzfeed and Vanity Fair published in-depth profiles on the surgeon within a day of each other.
The attention has paid off because Dr. Miami is booked for the next two years. According to RealSelf, an online forum that is a combination of Yelp and Reddit for aesthetic procedures, page views to Dr. Miami’s profile on the site increased by 150% when comparing the first quarter of 2016 to the first quarter of 2015. Page views to other doctors on the site only increased by 37% over the same period.
The Dr. Miami origin story goes something like this: He wrote a children’s book about Plastic Surgery called My Beautiful Mommy and ended up on the Today Show in 2008. He got into some hot water with the American Society of Plastic Surgeons when he collaborated on a pseudo punk rock song about nose jobs in 2012. He’s also an observant Jew who keeps kosher. He’s married with five kids, and he would not-so-secretly love to be a rapper and hang out with DJ Khaled’s crew. After Instagram started removing pictures from his practice’s page without explanation, his teen daughter introduced him to Snapchat and the rest is history. He was just nominated for a Shorty Award as Snapchatter of the Year, which he lost to DJ Khaled.