Cosmetic surgery search data shows patients are researching facial rejuvenation as seriously as body contouring. A joint 5WPR and Haute MD study ranked all 50 states by cosmetic surgery search interest and found blepharoplasty is now the No. 2 searched procedure in nine of the top 10 states, and it outranks nose reshaping in Florida specifically. Practices that only publish content about body procedures are missing where patient research is heading next.
What does the study show about patient search behavior?
The 5WPR and Haute MD study ranked all 50 states by average monthly cosmetic surgery searches per 100,000 residents. It used DataForSEO API v3 search volume data collected over 12 months. Washington ranks first nationally at 560 searches per 100,000 residents. Florida ranks eighth at 478, drawn from 108,166 total average monthly searches against a population of 22,610,726.
The Brazilian butt lift is the No. 1 searched procedure in every one of the top 10 states. That confirms body contouring still drives the largest share of search volume nationally. The second and third slots in each state tell a more useful story for practices planning next year's content. They show which procedure is catching up, state by state.
Why is blepharoplasty rising faster in Florida?
Florida is the only state in the top 10 where blepharoplasty outranks nose reshaping among the three most searched procedures, according to the study. The state's Brazilian butt lift searches lead at 19,533 per month, followed by blepharoplasty at 10,858 and breast augmentation at 6,517.
I don't read that as a one-off. Patients in Florida are researching eyelid surgery with the same specificity they bring to body procedures. Most practice websites in the state are not built to answer those questions yet.
Haute MD's physician network sees this directly. Consultation requests for facial rejuvenation procedures at member practices have been catching up to body-contouring requests over the past year. The search data explains why. Patients are doing the research before they ever call the office.
How should practices respond to this shift?
Practices should publish procedure-specific content that answers the exact questions patients are typing, not general service pages. A page titled "blepharoplasty recovery timeline" or "blepharoplasty versus brow lift" answers a real search query, while a generic "facial procedures" page does not.
Ronn Torossian, Founder and Chairman of 5WPR, made the same point when the study published. A Florida practice built around body-contouring content alone leaves facial rejuvenation, the fastest-growing part of patient research, to whichever competitor answers it first. That applies to what a practice's own website ranks for. It also applies to whether an AI engine cites the practice when a prospective patient asks it a direct question.
This is the same discipline behind AI Communications more broadly. A brand gets cited when its content answers the specific question a person or an AI system is asking. It does not get cited for describing itself in general terms.
What should a practice publish first?
Start with the procedures already showing search growth in your state. In Florida, that means blepharoplasty content sits ahead of nose reshaping content in priority, based on the volumes in the study cited above.
Haute MD's own version of the study gives physicians the state-by-state and procedure-by-procedure breakdown to plan against. A practice in Washington, where breast lift ranks second nationally, faces a different content priority than a practice in Florida.
The prioritization is not a guess. It comes from measured search volume, the same kind of data set behind 5WPR's broader AI visibility research library. That library tracks how often brands and practices get cited across ChatGPT, Claude, Gemini, Perplexity and Google AI Overviews.
What is the cost of waiting on this?
A practice that waits a year to publish blepharoplasty content is not standing still. A competitor down the street, or a national telehealth network with a content team, is publishing against that same search volume right now.
Once an AI engine settles on which sources it trusts for a given question, new content has to work harder to displace it. The same is true of a search result page. The data named above points to the exact questions worth answering first. Waiting does not make the list shorter.
What does this mean for practices planning next year?
Search volume is patient intent recorded before a consultation is ever booked. The states and procedures in this study are not a ranking to admire. They are a content plan.
Publish against blepharoplasty in Florida, against breast procedures in Washington, Utah, Colorado and Georgia, and against the Brazilian butt lift everywhere. It leads search interest in all 50 states measured. Practices that match their content calendar to that data will answer patient questions before a competitor does. That holds whether the patient is typing into a search box or asking an AI engine directly.