Cosmetic Surgery: Promises and Pitfalls™

How to Analyze an Advertisement: Consumer Beware!

PROMISES

Advertising by cosmetic surgeons promises beauty, success and happiness.

PITFALLS

If you can answer yes to at least four of the following questions, watch out, there's a good chance the ad is deceptive. Does the ad:

Promise outstanding results of surgery?
Claim the operation is unique?
Offer easy financing of services? (See Promises and Pitfalls: Financing Cosmetic Surgery.)
Contain before and after pictures that use photographic tricks? (See Promises and Pitfalls: Before and After Pictures. )
Include testimonials implying anyone can and should have the same results? (See Promises and Pitfalls: Testimonials.)
Advertise impressive sounding credentials that are medically meaningless? (See Promises and Pitfalls: Credentials.)
Uses photos of attractive models, without a disclaimer that the image is that of a model, not the surgeon’s patient?
Fail to specifically name the surgeon?
Mention board certification, but fail to mention board or does list a specialty that is inappropriate for the procedures advertised? (See Promises and Pitfalls: Credentials.)
Promise dramatic results with non-invasive, minimally-invasive surgical procedures, or superficial treatments?

Adapted from an article in Allure magazine that was based on findings of a congressional sub-committee investigating cosmetic surgery. Also applies to Internet websites.

OVERVIEW

Keep in mind that an objective of advertising is product differentiation, defined by economists as the creation of a public perception of superiority of one product over another. A successful advertising campaign will convince people to purchase the service of one competitor by establishing the perception that it is superior service to that offered by a competitor (1). In other words, ads create or strengthen the illusion of superiority, to sell the product or service.

In medical services especially surgery, such claims of superiority are difficult to substantiate. In plastic surgery such claims of superiority are considered unethical by authority of the American Society of Plastic Surgery code of ethics. Such claims should be regarded with skepticism and warrant a second opinion.

HOW WE ADVERTISE

The above advertisement emphasizes patient education by directing consumers to our website. While very little information can be conveyed in an ad, the website permits an in-depth discussion of pertinent topics. By providing a balanced discussion of controversial aspects of cosmetic surgery, we attempt to put our specialty into perspective.

We believe that an informed consumer is our best patient!

Reference:
1. McGrath, M, A Matter of Professional Integrity, Contemporary Surgery, December 2002.

More of our information on how to choose a doctor and how doctors advertise is on these pages:

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Offices of Drs. Harlan Pollock and Todd Pollock
8305 Walnut Hill Lane, Suite 210 Dallas, TX 75231 (214) 363-2575	1105 North Central Expressway, Suite 2310 Medical Offices 2, Allen, TX 75013 (214) 509-0270
Dallas Map: Across from Presbyterian Hospital of Dallas	Allen Map: In the Presbyterian Hospital of Allen complex

Cosmetic Surgery: Promises and Pitfalls™

How to Analyze an Advertisement: Consumer Beware!

Offices of Drs. Harlan Pollock and Todd Pollock