Branded Surgery Is Not Always the "Quick Fix" it is Advert... ( American Soc...)

Branded Surgery Is Not Always the "Quick Fix" it is Advertised To Be

Date:7/16/2009

American Society for Aesthetic Plastic Surgery (ASAPS) Discusses Current Brand Name Surgical Procedures

New York, NY (Vocus) July 16, 2009 -- Have you seen the commercial for in-office procedures that will make your face wrinkle-free or sculpt your stomach, with no downtime and no scars? Lifestyle Lift, Lunchtime Lift, Thread-Tox, and Smart-Lipo, are just a few of the brand-name surgical procedures being marketed to the public as a cosmetic quick fix with a clever name.

Brand name surgical procedures generally fit under two categories; first, those that are legitimately assigned the name of the person that has popularized the technique, for example Saldanha's lipoabdominoplasty or Furnas' conchal setback technique, (either through the efforts of that same person or others assigning his or her name to it) and second, those that are simply created by someone to market the procedure to the public. The first situation is usually a very legitimate situation and is often in the scientific literature, but not in the public domain. However, the second situation has become very popular for cosmetic surgery procedures. But are highly marketed procedures really the right choice when deciding on aesthetic surgery?

"In the wrong clinical setting, the results may not come close to the promises made in the advertising," says J. Peter Rubin, MD, a plastic surgeon in Pittsburgh, PA. "What is really indispensible for the best results, however, is not a specific procedure but the judgment of a board certified plastic surgeon who can match the right patient with the best procedure for them."

"These named procedures are used by the marketing entity to popularize the technique so that patients ask for it whether it fits their situation or not. This is a problem that can be very dangerous," said Dr. Al Aly, a plastic surgeon from Iowa, and a member of
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