What’s Hot and What’s Not

Below is an article from Cosmetic Surgery Times, featuring Karen Zupko.

Ethics and Marketing Cosmetic Surgery: What’s Hot and What’s Not
By Linda Marie Wetzel
Staff Correspondent

With so many advertising avenues open to cosmetic surgeons, from the Yellow Pages to print ads, from radio and television to the World Wide Web, which practices are reasonable, and when do they cross a line into being misleading or totally unethical?

Unlike most other types of medical practice where insurance picks up some or all of the tab, "These procedures are out of pocket, totally," says Elizabeth Woodcock a specialist in medial practice management at Woodcock and Associates in Atlanta. "Competition is key, and doctors are competing for the patient’s dollar."

Traditional advertising vehicles, such as elaborate Yellow Pages or magazine ads, commercials, flyers, and billboards, are the least effective use of any marketing dollars, according to Sydney R. Coleman, M.D., a faculty member in the department of plastic surgery at New York University School of Medicine, New York, and director of Tribeca Plastic Surgery in New York. "It must have worked at some point but, for the expense, the evidence is that it just doesn’t work now," he says.

Internet Now Plays a Big Role

"Patients used to stop at the Yellow Pages," he continues. "Now they go to a dozen websites. They do their shopping on the Internet instead of going door-to-door. Four years ago, less than 10 percent of my patients came from such sources. Now it’s more like 30 percent and growing," he says. Dr. Coleman is proud that he has had an active hand in developing his website.

He takes this form of marketing very seriously and looks at his site as a way to educate prospective patients. "We spend a fair amount of attention so patients can see the results and see the procedures, post-op care and possible complications."

As long as it’s ethical Practitioners say the type of advertising is less important than its ethical component. Beyond "bait-and-switch" techniques of using different or unrealistic photographic models or manipulating lights and poses in "before" and "after" pictures, some ads may go so far as to make claims that just aren’t true.

"I think we’re seeing an increase in what I could call excessive marketing with inappropriate promises," says Robert Singer, M.D. Dr. Singer is past president of the American Society for Aesthetic Plastic Surgery (A.S.A.P.S.) and a past chairman of the board of trustees of the American Society of Plastic Surgeons (A.S.P.S). He lectures on ethics and marketing to professional plastic surgery groups, senior residents and fellows. "Patients are being misled," he says plainly.

"They’re being hyped on magic treatments – tighten the skin, get rid of stretch marks or cellulite. What they’re not being told is that these procedures aren't proven or they have limited efficacy or that they’re not being used anymore." Dr. Coleman agrees. "The minute someone is even somewhat misleading, that’s a line. It’s guaranteeing something or making claims that can’t be verified."

A condition of membership in both the A.S.P.S and the A.S.A.P.S is that surgeons must allow their advertising and marketing activities to be scrutinized by fellow members. Those whose do not follow established guidelines may have their membership revoked. Unfortunately, not all practitioners who do cosmetic enhancements or surgery follow those guidelines.

An advertising gimmick that both organizations condemn strongly is a raffle prize, coupon or gift certificate for a cosmetic surgical procedure. In effect, this practice solicits patients for a surgery that they might not have otherwise considered. Dr. Singer states," It would be different if the certificate is for a consultation or for skin care. But not for a specific procedure. This bypasses the entire selection process and opens a whole Pandora’s Box of problems." "Ours is an honored profession that requires a lot of training," he says. "It’s not Pizza Hut. Coupons trivialize the practice of medicine."

MDs Must Understand Marketing

Karen Zupko says that physicians make bad choices because of their lack of education in this area. She encourages them to become educated consumers when it comes to their marketing efforts. Her organization, KarenZupko and Associates, conducts marketing courses for both the A.S.P.S. and the A.S.A.P.S. "Do those things — contests, giveaways — work?" she asks them. "They may increase traffic, but do they build a practice?" "You can’t legislate common sense," she continues "and there are some things that you shouldn’t have to go to your professional society to find out about their being wrong." She has a simple test for cosmetic surgeons — for all practitioners — to use when they consider any advertisement for their services. "If Mike Wallace and the ’60 Minute’ cameras showed up at your office to ask about your marketing, would you be red-faced and stammering or pleased and proud?"