Recently it came to my attention that many of my colleagues (Plastic Surgeons ) are becoming very astute at “Marketing”. One, in particular, employs marketing assistants whose whole purpose is to talk with prospective “clients” (patients ) and sign them for surgery. They are sent to courses that teach the “art of closing the deal.” In other words, they are learning how to be a sales person. Their employment is based upon a quota. Quota not met, employment terminated.

I have long ago looked in the mirror and realized that I have become an old dinosaur. Try as I may, I can’t seem to find it within myself to morph into the high profile Cosmetic Surgeon. Sure, I have done some advertizing, mostly because I need to keep my name visible to patients seeking the services of a Plastic Surgeon as all my colleagues have done, but the game has changed. My idea is to make myself known and be of service if needed, but not to cast a bright, shiny lure in to the pool in an attempt to snag a fish and reel him in.

Now marketing is much more aggressive with seminars, 2 for 1 deals, discounts, and high pressure sales. Photos of models without an ounce of excess body fat posing as candidates for Cool Sculpting, and photo shopped post-op pictures are common place. Once in the office you are given the high pressure sales pitch. You might ask – “what is wrong with that?”

My approach has always been to wait for a prospective patient who has determined on her/his own that they have a problem or desire to have plastic surgery to call and make an appointment. At the consultation my approach is to honestly assess whether the patient can be significantly improved by my procedure. In addition, the psychological health and motivations for surgery need to be delicately examined. Finally, and most importantly, the age and status of the patient’s health must be determined so that minimal risks are involved if the procedure is to be done. ONLY after the patient is happy with her/his decision, made freely, without pressure or enticements, should surgery be scheduled.

An example would be: a 30 year old patient wanting a facelift. Virtually no 30 year old needs a facelift, therefore, the patient’s motives for surgery need to be carefully examined. We frequently see patients that are healthy 80+ years old who want facial cosmetic surgery. They are upset when they are rejected failing to understand that an invasive surgery at that age is enormously risky.

Meanwhile, in other offices, “clients” are considered income stream. So in the vernacular of the everyday business operation ( let us say, the used car lot ) the expression is “buyers beware”!