Factors Influencing Trust and Trustworthiness: Cosmetic Injectable Patient Experience Exploratory Study (CIPEES)—Part 3

Abstract

Background Despite the widely recognised importance of trust in professional relationships, it remains elusive, complex, multidimensional and difficult to quantify due to the lack of validated tools. Objectives We sought to explore both the important factors for building trust with cosmetic injectable patients and strategies for improving levels of trustworthiness in aesthetic practitioners. Methods In order to explore factors in building trust with cosmetic injectable practitioners, a global study was conducted via an online survey. The Cosmetic Injectable Patient Experience Exploratory Study (CIPEES) survey assessed the relative importance of qualifications and training; reviewing of previous work (before and after photos); reputation; connection; time spent; online presence; and personal appearance of the practitioner in developing trust in a cosmetic practitioner. Results The CIPEES survey collected 1488 responses across 75 countries, with 66% of participants completing all 15 questions. The respondents were 95.6% female and 4.4% male, with ages ranging from 18 years to > 65 years old (median 33 years old). The number one ranked reason for being able to trust a cosmetic injector was Qualifications and training, followed by reputation of the practitioner, and time spent by the practitioner with the survey respondent. Practitioner online presence was considered the least important factor in helping develop trust. Conclusions The CIPEES survey results support patient trust being built through credibility, reliability, and intimacy, with low levels of practitioner self-orientation. The Trustworthiness Equation provides a framework for identifying practitioner weaknesses in patient relationships and actionable methods of improving trustworthiness.