Is Looking Your Age Taboo?

Click HERE to read full New York Times Story

This story is worth reading. While the author often has a negative attitude about plastic surgery in this piece she portrays a group of women who are likely to visit your practice–reluctantly.

The implications for surgeons are clear. There is a documented trend toward injectible and laser solutions–the Society's statistics show it. Ignore this at your peril. It concerns us that other specialties–with no claim to faces–are quickly moving in on what is rightly your "turf."

Overinjected lips and paralyzed expressionless faces have caused alarm among those women quoted in the story, as well as among my educated and affluent friends. Not one close contemporary of mine aims for the Joan Rivers look.

By the way, if you haven't read Nora Ephron's "I Feel Bad About My Neck," do so Have the staff read at least the chapter on "Maintenance." The entire book is very, very funny. Younger patient coordinators will find that the book can help build a bridge with patients old enough to be their moms.

Ask yourself these questions:

1. How do my consultations address concerns–expressed or unexpressed–about the prospective patient's perception of aging and beauty? Do you give adequate attention to what the patient isn't saying or telling you? Think about "velvet crowbar" questions you can ask to reach their emotions about making a change in their appearance. Enthusiasts or Reluctant Investigators or somewhere in between? If you move too fast with your solution, you may push patients who are on the fence into the negative camp.
2. Is your staff good at perceiving "clues" that patients offer up? Do they ask, "Have your friends considered facial rejuvenation?" That's better than asking, "Have your friends had surgery?" Do they share their findings with you? How and when? Could the team being doing a better job?

We think it's very important for you and your team to develop more sophisticated and strategic approaches to consultations and more awareness of how patients perceive their experience at your office.