Drivers and Barriers of Breast Augmentation Surgery: Multinational Insights.

[BACKGROUND] Although breast augmentation is generally associated with high levels of patient satisfaction, the number of women undergoing the procedure is low.

[OBJECTIVES] To evaluate global key drivers and barriers for women deciding to undergo breast augmentation.

[METHODS] Qualitative semi-structured interviews were conducted with women aged 18 to 65 years to identify key themes regarding decision-making about breast augmentation. This was followed by a quantitative study with more in-depth analysis conducted in women who had the procedure, who were considering breast augmentation, or who were not considering breast augmentation.

[RESULTS] In the qualitative interviews ( = 24), drivers of breast augmentation included feelings of dissatisfaction with breasts and wanting to improve confidence and self-esteem, whereas barriers included cost and safety concerns. For the quantitative study ( = 798 enrolled in the United States, United Kingdom, Brazil, and China), these themes were confirmed, with the strongest drivers being feeling more confident and deserving to feel satisfied with their breasts. For those women who had undergone or considered breast augmentation, there were an average of 6.5 reasons that were concerns or barriers to the procedure, including the safety of the procedure and implants, potential complications, and costs. These barriers were similar to those cited by participants who had not considered breast augmentation. The Net Promoter Score of participants who had undergone breast augmentation was 49, with 62% promoters.

[CONCLUSIONS] Given the mix of positive and negative drivers that impact women's decisions regarding breast augmentation, it is essential that physicians educate potential patients regarding surgical details, possible outcomes, and potential procedure-related complications.

[LEVEL OF EVIDENCE] 3 (Therapeutic).