The Marketing of Cosmetic Surgery: Beauty for Sale.

PROMISES

• Glamorous print ads, slick TV and radio commercials are often designed to give the impression that cosmetic surgery can transform one's life.
• This advertising often states or implies the superior results, credentials and compassion of the advertising surgeon.
• Carefully selected before and after pictures which show impressive results and the offer of free consultations are meant to be enticing to potential patients.
   

PITFALLS

• Advertising has provided a means for some physicians to build instant reputations. Reputations not based on quality of their work, rather based on expensive advertisements that imply quality and embellish the physician's status, credentials, etc. Patients should confirm the surgeon's credentials (see Promises and Pitfalls: Credentials) and research the physician's reputation.
• Advertorials may provide some useful information, but tend to be self serving and are designed primarily to solicit business. “Information” provided may be helpful, but it is subject only to no peer oversight and should be viewed for what it is -- a paid advertisement. Certainly, a second opinion should be obtained before undergoing any surgery.
• The high cost of advertising makes it necessary for the advertising surgeon to "convert" into a surgical patient (that is sell) each individual seeking consultation. Such lack of selectivity when evaluating a patient for surgery can lead to unsatisfactory results and an increased risk of post-operative problems.
• Beware of Free Consultations that serve to get patients in the door but can be very expensive if the free consultation results in a disappointing surgical outcome for the patient.
• Any treatment that is advertised as a new approach or technology should be viewed with skepticism and should be researched through credible sources.
• Any physician that advertises the exclusive source of a treatment or technology should be viewed with skepticism. There are no secrets or exclusives in traditional medicine (see Promises and Pitfalls: Minimally and Non-Invasive Procedures).

Misleading advertising can also create unrealistic expectations, which can lead to unhappiness and dissatisfaction.