20
Quarterly Newsletter of the American Society for Aesthetic Plastic Surgery Volume 11, Number 1 Winter 2007 INSIDE THIS ISSUE: Patient Safety Advisory on Medi-spas See page 12 Aesthetic Society News Please join us on the Regent Seven Seas Voyager for “Aesthetic Surgery on the Baltic” the ASPS/ASAPS co-sponsored Biennial Cruise. On July 20 to 28, 2007, begin a land and sea educational experience that will take you from Copenhagen to St. Petersburg as our biennial cruise sets sail for the Baltic. “I recently had the pleasure of visiting the ship and touring its facilities with the vice-chair for the program, Dr. Jack Fisher” said Foad Nahai, MD., President–Elect of the Aesthetic Society and Symposium Chair. “This is a first rate venue. The food and facilities are superb and the sympo- sium is shaping up to be one of the best we have offered to date,” he continued. Understanding Cosmetic Patients See page 4 Breast Implant Safety See page 14 Learning! Adventure! Culture! Comfort! LIPOSUCTION: Not for the Obese Patient In response to a recent report concerning a 12 year old girl receiving large volume liposuction for massive weight loss, the Aesthetic Society’s Public Education and Body Contouring Committees issued the following statement: The American Society for Aesthetic Plastic Surgery (ASAPS) announced today that there is no scientific evidence to support the safety or efficacy of large- volume lipoplasty (liposuction) for Drs. Fisher and Nahai aboard Regent Seven Seas Voyager Continued on Page 16 Through a generous unrestricted educational grant from industry leader Allergan, The Aesthetic Society will spear- head a public and physician education campaign on the safe usage and adminis- tration of injectables. The program led by immediate Past President Mark L. Jewell, MD, Communications Commissioner Michael F. McGuire, MD, Patient Safety Committee Chair Felmont F. Eaves, III, MD and Public Education Committee Chair Julius W. Few, MD is scheduled to launch at the Aesthetic Society Annual Meeting in April. “The explosive growth of injectables has created a new world of non-invasive options for our patients”, said Dr. Julius W. Few. However, with this growth has come a great deal of patient confusion. What products are approved by the Food and Drug Administration? Is non-surgical the same as non-medical? Can anyone pro- vide injections? What are the best treat- ment options for me? We will answer all of these questions in the course of the injectable campaign” he added. Robert Grant, President of Allergan Medical, a division of Allergan, Inc., said, “Allergan is proud to be associated with The Aesthetic Society’s safety awareness campaign. This initiative is another impor- tant step aimed at ensuring that we act upon our responsibility as leaders in the medical aesthetic category by educating patients on FDA approved injectable prod- ucts currently available, and directing them to well-trained and licensed healthcare professionals.” “Both the Aesthetic Society and ASPS have penned guiding principles, patient safety papers, press releases and member advisories on many different aspects of injectables from off shore product to medi-spas. However, this grant from Allergan will give us the resources to reach a broader audience in more creative ways,” said Dr. McGuire. The physician leaders of the new campaign plan to include our colleagues in the core prescribing specialties to have one unified voice consumers can trust on the topic. Watch for future issues of ASN for the latest developments. Allergan Grant Supports New Aesthetic Society Initiative in Patient Safety Injectable Safety Program to Launch in April, 2007 This unique learning experience begins on land in Copenhagen and takes you to Visby, Gotland, Sweden, Tallinn, Estonia, three days in the exquisite city of St. Petersburg, Russia, and docks in Stockholm. We urge you to join your symposium captains today by visiting www.surgery.org/cruise 2007.

Aesthetic Society News · 2011-11-17 · Aesthetic Society News The American Society for Aesthetic Plastic Surgery The Aesthetic Surgery Education and Research Foundation President

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Page 1: Aesthetic Society News · 2011-11-17 · Aesthetic Society News The American Society for Aesthetic Plastic Surgery The Aesthetic Surgery Education and Research Foundation President

Quarterly Newsletter of the American Society for Aesthetic Plastic Surgery Volume 11, Number 1 Winter 2007

INSIDE THIS ISSUE:

Patient Safety Advisory on Medi-spasSee page 12

Aesthetic Society News

Please join us on the Regent SevenSeas Voyager for “Aesthetic Surgery on theBaltic” the ASPS/ASAPS co-sponsoredBiennial Cruise.

On July 20 to 28, 2007, begin a land and sea educational experience that will take you from Copenhagen to St. Petersburg as our biennial cruise setssail for the Baltic.

“I recently had the pleasure of visitingthe ship and touring its facilities with thevice-chair for the program, Dr. Jack Fisher”said Foad Nahai, MD., President–Elect ofthe Aesthetic Society and SymposiumChair. “This is a first rate venue. The foodand facilities are superb and the sympo-sium is shaping up to be one of the bestwe have offered to date,” he continued.

Understanding Cosmetic PatientsSee page 4

Breast ImplantSafetySee page 14

Learning! Adventure! Culture! Comfort!LIPOSUCTION:Not for theObese Patient

In response to a recent report concerning a 12 year old girl receivinglarge volume liposuction for massiveweight loss, the Aesthetic Society’s Public Education and Body ContouringCommittees issued the following statement:

The American Society for AestheticPlastic Surgery (ASAPS) announcedtoday that there is no scientific evidenceto support the safety or efficacy of large-volume lipoplasty (liposuction) for

Drs.Fisher

andNahai

aboardRegent

SevenSeas

Voyager

Continued on Page 16

Through a generous unrestricted educational grant from industry leaderAllergan, The Aesthetic Society will spear-head a public and physician educationcampaign on the safe usage and adminis-tration of injectables. The program led byimmediate Past President Mark L. Jewell,MD, Communications CommissionerMichael F. McGuire, MD, Patient SafetyCommittee Chair Felmont F. Eaves, III,MD and Public Education CommitteeChair Julius W. Few, MD is scheduled tolaunch at the Aesthetic Society AnnualMeeting in April.

“The explosive growth of injectableshas created a new world of non-invasiveoptions for our patients”, said Dr. JuliusW. Few. However, with this growth has

come a great deal of patient confusion.What products are approved by the Foodand Drug Administration? Is non-surgicalthe same as non-medical? Can anyone pro-vide injections? What are the best treat-ment options for me? We will answer all ofthese questions in the course of theinjectable campaign” he added.

Robert Grant, President of AllerganMedical, a division of Allergan, Inc., said,“Allergan is proud to be associated withThe Aesthetic Society’s safety awarenesscampaign. This initiative is another impor-tant step aimed at ensuring that we actupon our responsibility as leaders in themedical aesthetic category by educatingpatients on FDA approved injectable prod-ucts currently available, and directing them

to well-trained and licensed healthcare professionals.”

“Both the Aesthetic Society and ASPShave penned guiding principles, patientsafety papers, press releases and memberadvisories on many different aspects ofinjectables from off shore product to medi-spas. However, this grant fromAllergan will give us the resources to reacha broader audience in more creative ways,”said Dr. McGuire.

The physician leaders of the newcampaign plan to include our colleagues inthe core prescribing specialties to have oneunified voice consumers can trust on thetopic. Watch for future issues of ASN forthe latest developments.

Allergan Grant Supports New Aesthetic Society Initiative in Patient SafetyInjectable Safety Program to Launch in April, 2007

This unique learning experiencebegins on land in Copenhagen and takesyou to Visby, Gotland, Sweden, Tallinn,Estonia, three days in the exquisite city of St. Petersburg, Russia, and docks inStockholm. We urge you to join your symposium captains today by visitingwww.surgery.org/cruise 2007.

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Aesthetic Society NewsThe American Society for Aesthetic Plastic Surgery

The Aesthetic Surgery Education and Research Foundation

PresidentJames M. Stuzin, MD

EditorJulius W. Few, MD

Communications CommissionerMichael F. McGuire, MD

Director of Marketing and Public EducationJohn O’Leary

Marketing ManagerKristin Murphy-Aviña

Manager, Media RelationsAdeena Colbert

ProductionErika Ortiz-Ramos

Janet Cottrell

DesignVia Media Graphic Design

Statements and opinions expressed in articles, editorials and communications published in ASNare those of the authors and do not necessarilyreflect the views of ASAPS or ASERF. Publishing of advertisements in ASN is not a guarantee, warrant or endorsement of any products and services advertised.

Send address changes and membership inquiries toMembership Department, American Society forAesthetic Plastic Surgery, 11081 Winners Circle,Los Alamitos, CA 90720. Email [email protected].

Co-sponsored/Endorsed Events 2007

March 1-4, 2007

24th Annual DallasRhinoplasty Symposium andAdvances & Controversies inCosmetic SurgeryWestin Galleria Hotel, Dallas, TXEndorsed by ASAPSContact: Jennifer Leedy at214/648-3138Email: [email protected]

March 23-25, 2007

Body Contouring AfterMassive Weight Loss Symposium—Includes‘Live’ SurgeryWestin Galleria Hotel, Dallas, TXCo-sponsored by ASAPS/ASPS/PSEFContact: PSEF 800-766-4955

April 19-24, 2007

The Aesthetic Meeting 2007—Annual Meeting of ASAPS & ASERF Javits Convention Center New York, NY Contact: ASAPS Tel: 800-364-2147

May 19-20, 2007

Aesthetic Surgery: In-Depthwith the MastersCoeur D’Alene, IDSponsored by AmericanAssociation of Plastic SurgeonsEndorsed by ASAPSContact: Rebecca Bonsaint 978-299-4507

June 1-2, 2007

Medical Spas: Does ThisBusiness Make Sense to You?Beverly Hills HiltonLos Angeles, CACo-sponsered byASAPS/ASERF/ASPS/PSEFContact: PSEF 800-766-4955

Meeting Dates: July 20-28, 2007

Cruise Dates: July 21-28, 2007

Aesthetic Surgery on theBaltic—Biennial CruiseCo-sponsored by ASAPS/ASPS/PSEFContact: ASAPS www.surgery.org/cruise 2007Tel: 800-364-2147

August 22-25, 2007

22nd Annual Breast Surgeryand Body ContouringSymposiumEl Dorado HotelSanta Fe, NMCo-sponsored by ASAPS/ASPS/PSEFContact: PSEF800-766-4955

September 7-8, 2007

Medical Spas: Does ThisBusiness Make Sense to You?New York HiltonNew York, NYCo-sponsered byASAPS/ASERF/ASPS/PSEFContact: PSEF 800-766-4955

ASAPSCalendar

© 2007 The American Society for Aesthetic Plastic Surgery

ASAPS Members Forum: www.surgery.org/members

ASAPS Website: www.surgery.org

ASERF Website: www.aserf.org

®

The Aesthetic Surgery Education and Research Foundation

The American Society forAesthetic Plastic Surgery

2 Aesthetic Society News • Winter 2007

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JAMES M. STUZIN, MD

President’s REPORT

A New Year with NewOpportunities

Let me first wish all of you a happy,healthy and prosperous new year. TheAesthetic Society has been working hard tomake 2007 an outstanding one for patientsafety and member education. Several newprograms are either just completed or inthe works. I would like to outline a few ofthem for you below.

To Aesthetic Society members,patient care and patient safety

are synonymous. We havemany new and exciting

happenings in thepatient safety area this

year. Among themare:

Guidelines specifically designedfor patients on medi-spas.

Working in close collaboration withour colleagues at the ASPS, we have pro-duced a paper specifically for consumersand the press on this important aspect ofcosmetic medicine. You can find the paperon Page 12 of this issue. It has also beenissued as a press release and can be foundat: www.surgery.org/press. The documenttitled “How to get the most from yourMedi-spa experience” is intended to do forconsumers what the previous joint paper on “Guiding principles formedi-spas” did for our colleagues—offerclear, concise guidance on a new and complicated issue.

Development of an Office PatientSafety Program, specificallydesigned to train or re-train new hires, front office staff andnon-clinical personnel.

Included in this CD-based programare educational modules on issues such as:when to immediately triage a telephonecall to the surgeon, how to deal with business disruptions, etc. I am very excitedabout this project and commend Dr.James A. Matas and the Practice RelationsCommittee for developing this importantinitiative.

The opportunity to earn up to 14hours of patient safety CME atthe New York Annual Meeting.

Speaking of our seminal event of theyear, the Aesthetic Society Annual Meetingis shaping up to be one of the most excit-ing and informative ever. This year we areoffering a dozen new courses on topicsranging from “The Six Core CompetenciesRequired for Post Bariatric Weight LossCorrection” to “Dos and Don’ts ofEstablishing your Medical Spa.”

Of special note are two courses thatare particularly topical. The first is a fourhour course titled “Gel Implants: UseEfficacy and Safety.” This comprehensivedidactic session covers the recent advancesand new technology in breast surgery andgives broad information on the new gel silicone implants.

Confused about the plethora of new fillers on the market? This year wewill again offer a full day comprehensivedidactic course with live demonstrationtitled: “Advances in Minimally InvasiveFace & Body Rejunivation featuring LivePatient Demonstrations.” This courseshould be particularly popular this year.

Of course, we’ll still be offering thepopular cadaver courses, Hot Topics (thisyear with CME) and teaching courses conducted by the best minds in plasticsurgery today.

But educational opportunities formembers extend far beyond the AnnualMeeting. Below are some of the endorsedand co-sponsored meetings coming up inthe next few months:

March 1 – 4, 200724th Annual Dallas RhinoplastySymposium and Advances &Controversies in Cosmetic SurgeryWestin Galleria Hotel, Dallas, TX

March 23 – 25, 2007Body Contouring After MassiveWeight Loss Symposium: IncludesLive SurgeryWestin Galleria Hotel, Dallas, TX

April 19 – 24, 2007The Aesthetic Meeting 2007The Annual Meeting of ASAPS & ASERFNew York, NY

As always, I love to hear what’s goingon in your practice or receive any com-ments, questions or suggestions on how tomake your ASAPS membership even morevaluable and relevant. I can be reached at:[email protected]

I look forward to seeing you all at the Aesthetic Society Meeting 2007 April 19 – 24th in New York City.

Aesthetic Society News • Winter 2007 3

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4 Aesthetic Society News • Winter 2007

Continued on Page 5

Unless you approach your practicewith a critical eye, you will never improve.

Look at your practice objectively andfigure out what needs improvement andwhat you’re doing wrong or could do bet-ter, rather than feeling confident that youare doing everything right.

Your staff can also be your most valu-able asset or your downfall if you are notpaying attention. Plastic surgeons shouldtake a close look at their staff periodically,and reassess whether they have the rightpeople on the bus. Treating patients well isnot something that you can teach. There isno formal training course that can showpeople how to be friendly, warm, or caring.It is either in their DNA, or it’s not. Ifpatients are impressed by how welcomeyour staff makes them feel and the treat-ment they get, you are doing a great job.Yet if they aren’t wowed on a consistentbasis, you may not even be aware until youdon’t see their names on your daily sched-ule anymore. Establishing a patient-centricethos in your practice from day one, andmonitoring it closely, has become almostmandatory today.

Increasing competition is driving aninterest in measuring patient satisfaction inall aspects of the health care industry.Patient surveys are an effective way ofenlightening you about your patients’opinions of both you and your practice,and the results can be a very humblingexercise. Cosmetic patients want andexpect better service than in the past, andthey know they can get it. Many practicesare implementing a service excellence program to reward the staff for meeting or

exceeding the needs and expectations ofpatients.

Smart practices will use the responsesthey receive to plan their service strategyand make improvements accordingly.Surveys in some practices have revealed apattern of chronic long waiting times, staffrudeness, a recurring bottleneck at thefront desk when making payments, andprivacy violations. The feedback you getmay encourage you to adjust your internalsystems to respond to the issues raised, andcan be a valuable aid for staff training andinternal marketing programs. For example,you can incorporate answers to questionsraised in a survey into patient materialsand website content. There is no doubtthat patient surveys can increase yourawareness of patients’ expectations in termsof results, comfort, and convenience as acomponent of overall quality of care. It iswell known that their expectations haverisen sharply over the past few years.

Making the effort to measure patient

satisfaction also reinforces your commit-ment to quality by alerting patients thatyou are truly interested in their views andopinions. Ultimately that translates intohappier patients, which means happierdoctors.

WHAT PATIENTS WANTWhat are patients looking for today?

As ASAPS statistics indicate year after year,the biggest growth in the market is in minimally invasive, non-surgical, and shortincision procedures, at a staggering ratio ofseven to one for 2005. According to Dr.Alan H. Gold of Great Neck, NY, “Patientsare on a never ending quest for the ‘quickfix.’ They are drawn to non-surgical orminimally-invasive, or more limited procedures with less down-time. They are interested in more focused surgery to address earlier changes of aging in theyounger patient with greater subtlety.With the telltale signs of aging, this

Understanding Cosmetic Patients:New Insights Into What Makes Them TickBy Wendy LewisIn the second of this two part series, industry expert Wendy Lewis offers her insights and advice on your aesthetic practice.

“There is no formal training

course that can show people how

to be friendly, warm, or caring. It

is either in their DNA, or it’s not.”

Page 5: Aesthetic Society News · 2011-11-17 · Aesthetic Society News The American Society for Aesthetic Plastic Surgery The Aesthetic Surgery Education and Research Foundation President

Aesthetic Society News • Winter 2007 5

Understanding Cosmetic PatientsContinued from Page 4

is more of a maintenance approach beginningat an earlier age, rather than the more dramatic changes entailed in facial rejuve-nation for an older patient.”

Another recurring theme is a growingbacklash to overdone, obvious surgery thatdistorts natural anatomical structures, andthe all too frequent exposure of “plasticsurgery disasters” in the media. Consumersare bombarded with images of bad plasticsurgery at every turn. The visible scars,shiny skin texture, and frozen foreheadsthat people see in the media and at themall, has served to turn many reasonablepatients away from having something donefor fear of ending up with the stretched“wind tunnel look” of yesteryear. “The natural or non-operated look is of primaryinterest to patients. They don’t want acookie cutter or stylized look, or to looklike someone else, and they are eager tomaintain their ethnic look or to look likea better version of themselves,” says Dr.Gold.

The flipside is to figure out whatpatients do not want ahead of time, so that you can avoid falling into that trap.No matter where you practice, patientsroutinely report that they are universallyrepelled by a distant or cold demeanor in a plastic surgeon. An arrogant or conde-scending tone is a definite turnoff, accord-

ing to Dr. Gold. “Spending too little timewith patients and not listening to whatthey want but only telling them what theyneed, will undermine your relationshipwith patients,” says Dr. Gold, “Patientsalso frequently relate that they do not likesomeone who tries to ‘sell’ them an opera-tion.” A common complaint is the surgeonwho suggests they have procedures thatthey did not request or even consider; forexample, recommending breast implants toa patient whose main concern is hernasolabial folds.

HAPPY PATIENTS, HAPPYDOCTORS

There appears to be a service discon-nect among the increasingly fragmentedarena of aesthetic medicine. If you assume,as many of your patients do, that many ofyour colleagues can deliver comparablequality results, the biggest opportunity todistinguish your practice is to perfect thepatient experience.

If you think of your patients as “cus-tomers” or “clients,” your practice takes onthe level of service culture seen in luxuryretailers and hotel chains. Never say“never,” “it can’t be done,” “that is our pol-icy,” “we can’t do that,” or “you’re wrong”to a patient. This ‘customer is always right’mantra ingrained in service oriented institutions such as Nordstrom and theRitz Carlton has paid off in big dividends.These brands and others are synonymouswith exceptional, five star, off the chartscustomer relations that has built globalloyalty. Intensive customer service traininginvolves learning that the most importantcustomer is the one standing in front ofyou, and to always look her in the eye, andnot to let your gaze wander while she isgriping about something seemingly unim-portant to you but has great significance toher at that moment.

The simple rule in all service busi-nesses is that if you keep your patientshappy, you’ll have repeat business. As plas-tic surgeons, keeping patients happy isn’texactly the same as serving up a great filetmignon, or having a personal shopper attheir beck and call, but the similarities aregreater than the differences.

Keeping patients happy is a full time

job and involves more than just the sur-geon. The whole team is an integral part ofwhat makes your practice flourish. Treateach patient as if he or she is your favoritecustomer; treat them as you would like amember of your family to be treated. Trainyour staff to put enthusiasm in their voiceswhen patients call, even if it is for thetenth time in a week asking about whentheir bruises will go away. It is challengingto be cheerful all the time, but nobodywants to deal with cranky, grouchy, peoplewith bad attitudes and short tempers.Everyone appreciates courtesy, especiallypaying patients, and it is not unreasonablefor them to get a “thank you” when youtake their American Express card.Sometimes, it is the smallest little nicetythat makes the biggest impact of all. Forexample, the concerned listening to apatient’s problem, or the flowering plantsent to the patient who had a hematoma,or the hand written note from the surgeonto the patient who gave him an Hermes tieto show her gratitude, go far to establishthat you do not take your patients forgranted.

However, there will be times whenyou just can’t please someone. “One of thecritical elements of handling cosmeticpatients is to foster a nurturing climatewithin your practice. If patients feel thatyou and your staff are concerned abouttheir care, your practice will grow andpatients are more likely to be satisfied,” saysDr. Malcom D. Paul of Newport Beach, CA.

There are three primary goals when interacting with patients: to provide

Continued on Page 16

“The visible scars, shiny skin

texture, and frozen foreheads

that people see in the media and

at the mall, has served to turn

many reasonable patients away

from having something done for

fear of ending up with the

stretched ‘wind tunnel look’ of

yesteryear. The natural or non-

operated look is of primary inter-

est to patients. They don’t want

a cookie cutter or stylized look,

or to look like someone else, and

they are eager to maintain their

ethnic look or to look like a

better version of themselves.”

Treat each patient as if he or

she is your favorite customer;

treat them as you would like a

member of your family to be

treated. Train your staff to put

enthusiasm in their voices when

patients call, even if it is for the

tenth time in a week asking

about when their bruises will

go away.

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6 Aesthetic Society News • Winter 2007

All Board-Certified Plastic Surgeonshave been hearing many different reportsconcerning the new Maintenance ofCertification (MOC) that is mandated forall American Board of Medical Specialty(ABMS) certified physicians. At the AestheticSociety we are fortunate to have threemembers of our Executive Committee;James M. Stuzin, MD, President, FoadNahai, MD, President-Elect and BahmanGuyuron, MD, ASERF President-Elect,who all have solid knowledge of what willbe required and what resources will beavailable to ASAPS members.

The following is a brief summary ofwhere we stand. This will be the first in aseries of articles that hopefully will provideclarity on MOC and keep you abreast ofthe latest developments.

Beginning this year, MOC will be a continuing process that will require participation in an ABPS activity everythree years unless you are a lifetime certificate holder (certified before 1995).These physicians do not have to participatein MOC.

MOC is based on several premises.They include:• That the ABPS and the societies have

distinct functions with the commongoal of constantly improving quality inplastic surgery

• That the Board operates to set standardsand establish requirements, certify, recertify and maintain certification.

• That the societies’ responsibility is toprovide educational programs for members to achieve recertification.

The examination is computer-based.There are four different modules; one isassigned a module based on your case collection list (a six-month case log produced in year seven, eight or nine). Theexam can be taken in either year eight,nine or ten of your ten year cycle. Of thefour modules, the largest is the cosmetic

module (49 percent), the second is thecomprehensive module (43 percent) followed by hand (7 percent) and craniofacial(one percent).

All of the questions are from the public domain—either from the PSEF In-service exam or from self-assessmentexams produced by the specialty journals.

The current method of collecting theinformation of the collection list is theTOPS data collection tool housed byASPS.

A patient-satisfaction survey will bedistributed for further evaluation.

The required modules and questionsare scheduled to be on the ABPS Websitein 2008.

Aesthetic Society President James M.Stuzin, MD, who is also Vice Chair of theAmerican Board of Plastic Surgery, advisedthat Aesthetic Society members will berequired to:• submit professionalism every three years• complete the practice modules• complete the MOC CME—specifically

designed and offered at the AnnualMeeting

Dr. Stuzin went on to explain that allthe ABPS Directors and Examiners will beparticipating in the MOC even if theyhave lifetime certificates. He emphasized

that all members should be participating inlife-long learning and this is the messagethat the ABPS would like to convey to itsdiplomates.

He noted that the Aesthetic Societywill be a part of this educational effort. Dr. Stuzin appointed a MOC Committeeand selected Dr. Nahai as chair. The purpose of the committee will be to decidehow the Aesthetic Society will be involvedwith ABPS and MOC, how to establishthe appropriate teaching courses for MOCand to give further recommendations onthe process.

The Executive Committee of TheAssociation of Academic Chairmen ofPlastic Surgery (AACPS), a group com-posed of the program directors / chairmenand associates of American College ofGraduate Medical Education (ACGME),voted unanimously that all of the chair-men would participate in MOC. TheACGME will most likely act at some levelto state that MOC is necessary forProgram Directors.

Dr. Mark Codner is an aesthetic surgeon practicing in Atlanta, is chair of theASAPS teaching course sub-committee, andis a member of the Aesthetic Society Board of Directors.

Update on MOCWhat you can expect from the new Maintenance ofCertification requirementBy Mark A. Codner, MD

Editor’s Note:

At The Aesthetic Meeting 2007 we will be running several courses to help you with the MOC exam. They include:

S11 – Gel Breast Implants111 – Vertical Mammaplasty405/505 – Oculoplastic Surgery for the Plastic Surgeon515 – Changing Concepts in Facial Rejuvenation522 – Hot Topics in Patient Safety705 – Comprehensive Abdominoplasty

Please refer to your registration brochure for details.

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Aesthetic Society News • Winter 2007 7

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Aesthetic Society News • Winter 2007 9

There are some physicians who can be considered the gold standard in our specialty. Some earned their reputation asgreat educators. Others as excellentproviders of safe patient care, clinical philanthropists and innovators. Some areknown for their wide-ranging interestsfrom art and literature to sports and travel.In this issue’s focus on life members, Iwould like to introduce one particularmember who encompasses all of thesequalities and still remains a humble andvital member of the Aesthetic Society.

Dr. Tom Rees began his surgicalcareer at Cornell University MedicalCenter, completing residency in 1955.That same year found Tom accepting a fellowship under the guidance of the greatSir. Archibald McIndoe, a British surgeonwho was knighted for his work among theRAF pilots of World War II. As Dr. Reeshimself has said “some things just happenby the right set of circumstances.”

Maybe. But the coming together ofTom Rees, Archie McIndoe and fellow surgeon Michael Wood, MD, certainly

was an advantageous circumstance for the people of South Africa. The threephysicians, based on a love of the countryand the extreme medical needs of its people founded the Flying Doctors of EastAfrica, an organization that brought muchneeded assistance to patients in the mostremote sections of the region. Today, thatorganization is known as the AfricanMedical and Research Foundation(AMREF), the only international healthdevelopment organization that has itsheadquarters in Africa, with 97 percent of its staff, 650 employees, African.AMREF implements projects to learn andshares that learning with others to advocatefor changes in health policy and practice,closing the gap that prevents people fromaccessing their basic right to health.

Of course, on a parallel path, Dr. Reeswas establishing a successful Park AvenuePractice, raising a familyand becoming widelyknown as a thought andopinion leader among plastic surgeons. From1979 to 1980 he served as the Aesthetic Society’sPresident. His CV listspages of awards from hispeers, clinical presentations

and citations of his research and writings. Many aesthetic surgeons are known as

artists and Tom Rees is no exception.Tom’s sculpture has been featured at theShiDoni Gallery in Santa Fe and heremains a vital member of the Santa Fe artcommunity.

I last saw Dr. Rees and his wife Nan,a former model, when they attended the2006 Aesthetic Society Meeting inOrlando. Tom was honored with an award for volunteerism and, as usual, graciously accepted. He was last seen byour colleagues at the Advances in AestheticPlastic Surgery Meeting held in New Yorklast November (a meeting he helped to create). Whether fundraising for AMREF,attending clinical meetings or visiting hisbeloved Africa, Dr. Rees stands as an outstanding example of what a plastic surgeon can achieve.

Julius Few, MD is an aesthetic surgeonpracticing in Chicago. He is also editor ofAesthetic Society News and Chairman of thePublic Education Committee.

A Portrait in VolunteerismThomas D. Rees, MD

Thomas D. Rees, MD

BY JULIUS W. FEW, MD

FOCUS ON Life Members

Whether fundraising for AMREF,

attending clinical meetings

or visiting his beloved Africa,

Dr. Rees stands as an outstanding

example of what a plastic

surgeon can achieve.

Sculpture by Thomas D. Rees, MD

Santa Fe, NM

Page 10: Aesthetic Society News · 2011-11-17 · Aesthetic Society News The American Society for Aesthetic Plastic Surgery The Aesthetic Surgery Education and Research Foundation President

Aesthetic Surgery on the BalticBiennial Cruise

Save the Date – Book Today!

2007 Educational Solutions

Symposia

Meeting Dates – July 20-28, 2007Cruise Dates – July 21-28, 2007

Symposium Begins on Land – Friday, July 20Copenhagen, Denmark

Chair: Foad Nahai, MDVice Chair: Jack Fisher, MD

Cruise ItineraryCopenhagen, DenmarkVisby, Gotland, Sweden

Tallinn, EstoniaSt. Petersburg, Russia (3 days)

Stockholm, Sweden

Ship: Regent Seven Seas Voyager (formerly Radisson)2005 Condé Nast Traveler Cruise Poll – “Top Rated Medium-Sized Ship”2005 Travel Weekly Readers’ Choice Awards – “Best Luxury Cruise Line”2004 Robb Report 16th Annual “Best of the Best” Award

For more information visit:

www.surgery.org/cruise2007Call the Aesthetic Society:

800.364.2147 or 562.799.2356Details subject to change

CME Available

THE AESTHETIC SURGERY EDUCATIONAND RESEARCH FOUNDATION

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Aesthetic Society News • Winter 2007 11

News Briefs

Face Time: The NewInjectables

Wall Street Journal (11/14/06) P. D1 ;Rundle, Rhonda L.

The approval of the Botox injectionby the Food and Drug Administration in2002 has sparked demand for other injec-tions that promise facial rejuvenation.Among those presently on the market areRestylane and Juvederm, both of which areused to fill in lines in the lower face;CosmoDerm, which is used to treat deeplines and furrows; and ArteFill, which is used to erase smile lines. Most of theinjections currently in use last only four tosix months, but there are some in theworks that last more than six months orare permanent. The fact that injectables arenot regulated like drugs but are consideredto be medical devices has many question-ing their safety and effectiveness, but somedoctors believe these problems can beremedied by having them performed byexperienced physicians or nurses.

Buying Your New Face

Time (11/06/06) Vol. 161, No. 19, P. A1 ;Tsiantar, Dody

Thanks in part to the nation’s 80 million baby boomers, Americans areexpected to spend $14 billion this year toreverse the toll aging has taken on theirfaces, while the overall aesthetics market isprojected to reach an annual growth of 25percent. Additionally, the market for aesthetic medical equipment will increase30 percent from 2005 to hit $400 millionthis year, with sales more than doubling by2010, according to the MillenniumResearch Group. Consumers are enticed byshorter recovery periods, fewer visibleaftereffects, and quick results as well as thefact that many procedures do not requiresurgery. Dermatologists, obstetricians,gynecologists, otolaryngologists, spas, and

cosmetic, pharmaceutical, and medicaldevice companies are all entering a fieldonce restricted to surgeons because theprocedures offer a good way to make fast money without having to deal withinsurance companies. Along with Botox,wrinkle-reducers such as Restylane and theyet-to-be released Juvederm, Perlane, andReloxin are engaged in a heated battle formarket dominance. Other new proceduresuse radio frequencies, plasma gas, infraredlight, light-emitting diodes, pulsed light,and lasers to create a smoother, youngerface.

The Beauty Doctors

Essence (11/06) P. 46

The Washington, D.C., cosmetic dermatology and surgery center Culturaspecializes in skin care treatments for blackwomen. The center’s founders, Drs. EliotF. Battle and Monte O. Harris, as well astheir 30 employees, are experts at gettingrid of too much facial hair, moles, stretchmarks, and cellulite. In addition, the center provides women with healthy complexions, trim stomachs, and backsidealterations. Harris is known as one of the country’s leading surgeons for facialrejuvenation processes, such as eyelid lifts,rhinoplasty, and facial liposuction for blackpeople. Dermatologist Battle, an innovatorof laser technology for black people,received a National Institutes of Healthgrant to conduct research at the WellmanLaboratories of Photomedicine at Harvardto devise a laser specifically for black skin,one that would not cause significant scarring. He eventually received approvalfor the device from the FDA. Cultura’sgoal is to make available to black womenleading specialists who really understandthe way black skin scars and rejuvenates,and are sensitive to other ethnic concerns.Since the demand for their service is sohigh, Cultura New York is scheduled tolaunch during next year’s initial quarter,

while the Cultura Hair TransplantationCenter for Women of Color will open inNovember in Washington, D.C.

Bariatric Surgery MayReduce Risk of HeartDisease

Xagena.it (2006-12-19) ;

Researchers recently investigated thefiles of patients treated between 1990 and2003, including 197 individuals withadvanced phases of obesity who had Roux-en-Y bypass surgery. The controlgroup included 163 patients participatingin a weight-reduction program. With atypical follow-up period of 3.3 years, theresearchers listed cardiovascular risk factorchanges, including body mass index, bloodpressure, cholesterol, and diabetes indicators.Study lead author Dr. John Batsis saysresearchers were surprised by their discov-eries. The researchers' predicted 10-yearfatality risk for cardiovascular problems,such as myocardial infarction, in the surgical group fell from 37 percent to 18 percent due to the study but stayed thesame for the control group, at 30 percent.Comparing data from both groups, thosewho had bariatric surgery had a more substantial improvement in all cardiac riskareas, including body weight, lipid levels,diastolic and systolic pressure, and fastingglucose readings, even with a reduction in medications for high blood pressure,high cholesterol, and diabetes. Using thediscovery about risk factor change, theresearchers determined the 10-year risk forfatality or cardiovascular ailments employ-ing the risk models obtained from theNational Health and Nutrition Surveys.The researchers figured that for each 100patients, the surgery would probably stop 16 cardiovascular problems and fouroverall fatalities compared to the controlgroup.

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12 Aesthetic Society News • Winter 2007

How to get the most fromyour Medi-spa experience:

Medi-spas, locations that can offereverything from facials and hair removal to pharmaceutical injections and othermedical procedures, are proliferating acrossthe country. Medi-spas may be located in aphysician’s office, or in non-traditionallocations such as shopping malls, storefronts and beauty salons.

There are many excellent and conven-ient Medi-spas that offer safe, physiciansupervised treatments. However, for those providing treatments outside of thephysician’s office, there are no nationalstandards for medi-spas, no recognized definition of what constitutes a medi-spa,and no oversight organizations that provide the information you need to makean informed, safe choice for your medi-spaexperience.

As advocates for patient safety andhealthy outcomes, The American Societyfor Aesthetic Plastic Surgery (ASAPS) andThe American Society of Plastic Surgeons(ASPS) have created the following questionsyou should ask before committing to anyprocedure or medical treatment in a spa ornon-traditional facility. It is important thatyou do your homework as you should onanything that can affect not only yourappearance but your health and safety aswell. We suggest obtaining the followinginformation:

About the facility:• Is the Medi-spa located within a

physician’s office? While problems are infrequent, physician’s offices generally have medicalpersonnel available if a problem develops.

• Is the Medi-spa located outside of adoctor’s office in, for example, a mallor salon?

If so, ask for the name of the physicianresponsible for oversight and when theyare available for consultation or ques-tions before having any injectable, deeppeel or laser treatment. Also ask aboutthe training of any other medical per-sonnel. This is vital to protect yourhealth and insure an optimal outcome.These are generally safe procedures withminimal recovery, but do have real risks.

About medical supervisionand personnel training:• Does your medi-spa have a physician

who can help in determining yourgoals, provide a treatment plan anddirect your care?

• What are the credentials of the physi-cian supervising your treatment in themedi-spa?Injectables (such as BOTOX and tissuefillers), skin treatments (such as laser,intense pulsed light, and radiofrequency)and deep peels should be under thesupervision of board-certified plastic surgeons or dermatologists. Ask to seethese credentials. Doctors in other

specialties, designating themselves as“cosmetic medicine physicians” maylack the comprehensive training that isneeded for administering drugs andtreatments to the deeper levels of theskin and lack the experience necessary toachieve optimal aesthetic results or tomanage potential complications. Just asyou wouldn’t see an allergist if you werehaving a baby, it’s in your best interestto see a physician who specializes inplastic surgery or dermatologic carewhen seeking cosmetic medical proce-dures.

• Who is performing the injection?Depending on the state you’re in, injections and deep peels may be performed by a nurse, physician’s assistant or nurse practitioner. However,never allow a non-medical, unlicensedperson to perform a medical procedureand be sure that the procedure is supervised by a physician board-certifiedin plastic surgery or dermatology. Yourhealth and safety depend on it.

The Aesthetic Society/ASPS Patient Safety Advisory on Medi-spas

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Aesthetic Society News • Winter 2007 13

About efficacy and risk ofprocedures and realisticexpectations:• How effective are facial injectables

and what is the right product for me?Injectables are generally very safe andeffective treatments. There are a widerange of products on the market that areFDA approved and provide good out-comes. However, be sure to ask yourprovider the following questions:

• Is the product FDA approved? Is itapproved for this use?If your provider is reluctant or does notdirectly answer this question, don’t pro-ceed with the treatment. Don’t be afraidto ask to see the manufacturer’s label forany injectable product.

Can a medication, filler, or a devicebe used for a purpose different fromwhich the FDA originally approved it?In the United States, FDA regulationspermit physicians to prescribe approvedmedications, fillers and devices for otherthan their original intended indications.

Good medical practice and the bestinterests of the patient require thatphysicians use legally available drugs,biologics and devices according to theirbest knowledge and judgment.

If physicians use a product for an indication not in the approved labeling,they have the responsibility to be wellinformed about the product, to base itsuse on firm scientific rationale and onsound medical evidence, to fully informthe patient that it is being used “off-label” and to maintain records of theproduct's use and effects.

• Will injections last and prevent theneed for a facelift in the future?In most cases injectables are temporarysolutions and will not give the long-last-ing outcome of a surgical procedure.

• Have you been fully informed of thepossible benefits and side effects ofthe proposed treatment and have youbeen apprised of possible options?

• Have all of your questions beenanswered and are you fully aware of the risks and rewards of the procedure?All medical procedures, whether they areinjections or surgery carry some risk. Ifyou are not fully informed of all risksand requirements for after care, findanother provider.

These procedures should never be per-formed in someone’s home, hotel room,or at a party. This is not only unethicaland legally risky for the injector butunsafe and potentially dangerous for you.

About taking control ofyour own treatmentoptions:• What do I expect from my medical

procedure?Discuss your expectations with yourprovider. If you are promised unqualified,100 percent success, it is probably bestnot to proceed.

If it sounds too good to be true, it prob-ably is!

• Am I taking the procedure seriously?Surgical deep peels and injectables likesoft fillers and Botox are not the same asgetting facials or other superficial beautyregimens. Make sure you have doneyour homework on the treatment youseek and be aware that these are medicalprocedures.

• Am I basing my decision on the besttreatment option and not on price?Medical care of any kind is not a com-modity. Be sure you have based yourdecision on the credentials and experi-ence of the practitioner, not on price.

• Have you asked to see before and afterpictures?They can be very helpful in determiningwith your provider the right treatmentfor you.

• What if I’m unhappy with the result?A qualified practitioner can provide youwith appropriate revisional or after-care.Make sure you ask this question beforethe injection or treatment.

• Have you been told who holds finan-cial responsibility for any revisions orif complications arise?You don’t want any surprises later!

ASAPS Releases Patient Advisory on Medi-spas:Continued from Page 12

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14 Aesthetic Society News • Winter 2007

The Aesthetic Society’s PreferredVendor program focuses on

cultivating exclusive relationshipswith companies that provide quality business services forAesthetic Society members.

ASAPSPreferred Vendors

1-800-963-6334

1-888-863-8749

With the long awaited approval of silicone gel implants finally a reality, the AestheticSociety and ASPS have fully updated our joint website www.breastimplantsafety.org toinclude the latest information on all implant options for women. Included in this updateare testimonials from women who have visited the site, information on the FDA decision

to finally approve siliconeimplants, a fully searchable“ask a surgeon” section,new patient safety infor-mation and much more.We urge you to visit thisvaluable resource and toinclude a link to it fromyour own website. Thelogo can be downloaded atwww.surgery.org/members.

Breastimplantsafety.org The go to source for the latest consumer information

• Designed to create an Optical Cavity in the Breast Pocket through a small incision

• Facilitates visualization for better hemostasis in the Breast Pocket

• Provides better visualization for dissection of the periphery of the Breast Pocket

For Initial Surgery and Placement of a Prosthesis.For Easy Removal and Replacement of ImplantedBreast Prostheses.

The StangerTM C Circular Breast Retractor

© 2004 ASSI®

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Patent Pending

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Aesthetic Society News • Winter 2007 15

Isabelle Dinoire, 38 received a partialface transplant on November 27, 2005, inher native France, bringing to worldwideattention a procedure first performed in1994 when a nine-year old child in northern India lost her face and scalp in a threshing machine accident. The medical feasibility of other transplants,such as hands and limbs, has long beendemonstrated, but facial transplants areexceptional, because the face is so deeplyintegral to one’s personality. As said by Dr. James Partridge, director of ChangingFaces, a UK charity for physically disfiguredindividuals, and who himself was disfig-ured by burns following a car accident,“When you look at your hand, you say‘that’s mine,’ whereas the thing about theface is that when you look in the mirror,you say ‘that’s me.’”

When Dr. Peter Butler of London’sRoyal Free Hospital called for a debateabout the procedure in 2002, the RoyalCollege of Surgeons urged caution the following year, believing the risks out-weighed the benefits. After all, appearanceis not just the skin, but the underlyingbone structure, and the ethics committeeof the British Transplantation Society wasconcerned about the recipient’s ability to accept their new appearance. Dr. Jean-Michel Dubernard, a leading transplantsurgeon who participated in the surgery,was clear that for Isabelle Dinoire, this surgery was not elective, yet was to improve

her quality of life. From the medical perspective, Dr.

Bernard Devauchelle, who also carried outthe surgery in Amiens, France, said mostof Ms. Dinoire’s facial muscles were pre-served, leaving his team to focus uponreattaching the donor’s skin and nerves.The donor’s nose had been bruised duringefforts to save her life, yet after transplan-tation, the bruise healed and sensationreturned to Ms. Dinoire’s face, confirmingthe success of the procedure.

Psychologically, Ms. Dinoire wasrequired to provide significant informedconsent. She was a divorced, unemployedfactory worker with two teenage daughters,the 17-year old having just left to live withher boyfriend. Ms. Dinoire took sleepingpills, and upon waking, tried to smoke acigarette, only to find herself without lips,covered in blood, and beside her was herpet Labrador, who was euthanized. Dr.Devauchelle warned that the resulting face“will not exactly resemble her face before,but neither will it completely resemble thatof the donor.” Ms. Dinoire was alsowarned that she would forever be on astrict regime of immunosuppression therapy which not only carried its own riskof cancer, but of potentially shortening herlife by 10-20 years.

Unlike the Indian child, who had herown face reattached, Isabelle’s Dinoire’sprocedure was the first true facial trans-plant, because with the permission of the

donor’s family, she received the lips, chinand nose from a woman, 46-year-oldbrain-dead Maryline Saint Aubert who wason life support after an attempted suicideby hanging. Despite the potential psycho-logical trauma of “wearing a dead woman’sface,” Ms. Dinoire continues to praise herdoctors and openly acknowledges that,“There’s no comparison between the face I have today and the face I had sevenmonths ago, it is totally different.” She alsopraises Ms. Aubert’s family: “Thanks tothem, a door to the future is opening forme and others.”

With this medical and psychologicalsuccess, Drs. Dubernard and Devauchellehave asked French authorities for permissionto perform five more such procedures.Simultaneously, Dr. Butler’s transplantationteam at the Royal Free Hospital recentlyreceived permission from the ResearchEthics Committee to perform four transplants. Likely candidates will be individuals whose faces have been damagedby fire, accident or infection. In theUnited States, only the Cleveland Clinic inOhio is currently screening patients for apotential full face transplant.

And the price? The Face Trusthttp://www.thefacetrust.org/ in the UKfunds surgical reconstruction and facialtransplantation research and is asking fordonations to underwrite the anticipatedcost of $47,000 per operation.

Full Face TransplantsBy Bob Aicher, Esq.

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16 Aesthetic Society News • Winter 2007

quality care, to make care accessible, andto treat patients with courtesy and respect.Work at cultivating an environment thatembraces quality improvement. You maythink that issues related to accessibility areless important than a good result, but yourpatients may strongly disagree. Patients place convenience at the top of their list ofwhat makes them satisfied. Although these issues may be more important to patientsthan to plastic surgeons, if you overlookthem entirely, you will become non-com-petitive. To think that your patients’desires are irrelevant or less important thanyour own is just not realistic in this dayand age.

“Although we practice in a highlycompetitive environment where shortcutsmay be tempting, I believe maintaining thehighest possible standards and reluctanceto compromise will always serve you wellin practice,” says Dr. Foad Nahai. Do yourbest never to promise anything you can’t deliver. When measuring outcomes or set-ting priorities, ask your patients about thelong-term effects of their treatment. “Yourpatients are the final arbiter of the level oftheir experience of care, says Dr. Nahai. “Ifyou do not pay attention to them carefully,you will not understand how your meth-ods can be improved so that your patientswalk away with an experience that you andyour staff can be proud of.”

Wendy Lewis is an international con-sultant and writer specializing in all aspectsof aesthetic medicine. She has written ninebooks, including America’s Cosmetic Doctors(Castle Connolly), and is a columnist forYOU Magazine of the Mail on Sunday. Ms.Lewis has been a Course Instructor forASAPS since 2001, and is a frequent presen-ter at conferences throughout the US andEurope. She also serves as Editorial Directorfor MDPUBLISH, a comprehensive market-ing and publishing firm for physicians. She iscurrently working on her tenth book, TheComplete Cosmetic Beauty Guide, to be pub-lished by Orion in September 2007.www.wlbeauty.com, www.mdpublish.com,[email protected]

Understanding Cosmetic PatientsContinued from Page 5

weight loss in obese children. Further, theSociety noted that liposuction is not aneffective treatment for obesity in anypatient—adult or child.

The statement was issued in responseto recent media reports of an obese 12-yearold female who underwent large-volumelipoplasty.

Clinical studies have demonstratedthat lipoplasty does not have the samehealth benefits (e.g., reduced risk of heartdisease, diabetes or benefits to metabolism)as diet and exercise. It does not address theimportant lifestyle and diet issues necessaryfor long term weight loss success. The bestliposuction candidates are close to theirideal body weight and have discrete fatdeposits that, when treated, will result in apositive change in contour, not obesepatients looking for weight loss.

“This treatment plan sends a danger-ous message to our young people, thatplastic surgery is a cure for being over-weight. That is simply not the case,” said J. Peter Rubin, MD, of the AestheticSociety’s Body Contouring Committee and Assistant Professor of Plastic Surgeryat University of Pittsburgh. “I would question the ability of a 12 year old girl to fully appreciate the scope of possiblecomplications and make a reasonable deci-sion about an elective cosmetic procedure.”

“Childhood obesity is one of ournation’s growing health problems and there

are a number of widely accepted treat-ments for children and adolescents whostruggle with their weight. Liposuction andabdominoplasty are not among them,” saidDr. David Sarwer, Associate Professor ofPsychology at the University of Pennsylvania’sCenter for Human Appearance and Directorof Clinical Services at the Center for Weightand Eating Disorders and noted authorityon the subject. “There is no evidence tosuggest that these procedures lead toimprovements in health conditions affectedby obesity. Hopefully, the media attentionsurrounding this story does not lead otheradolescents and their families to think that liposuction and abdominoplasty areaccepted treatments for obesity.”

“The Aesthetic Society is committed toexcellence in education and patient safety,”said James M. Stuzin, MD, President ofASAPS, “the use of large-volume lipoplasty

without the data to support its safety andefficacy in childhood obesity goes againstour mission.”

Most experts agree that for appropri-ately selected younger patients, cosmeticplastic surgery can have a positive impact,but only after they have reached physicaldevelopment and only if they are psycholog-ically healthy. However, all patients need to:

Explore risks and expected recoverytimes: Teens and their parents shouldunderstand the risks of surgery, postopera-tive restrictions on activity, and typicalrecovery times.

Assess physical maturity: Operatingon a feature that has not yet fully devel-oped could interfere with its growth, ornegate the benefits of surgery in later years.

Explore emotional maturity andexpectations: As with any patient, theyoung person should appreciate the benefits and limitations of the proposedsurgery, and have realistic expectations.

Check credentials: State laws permitany licensed physician to call themselves a“plastic” or “cosmetic” surgeon, even if nottrained as a surgeon. Look for certificationby the American Board of Plastic Surgery.If the doctor operates in an ambulatory oroffice-based facility, the facility should beaccredited. Additionally, the surgeonshould have operating privileges in anaccredited hospital for the same procedurebeing considered.

LiposuctionContinued from Cover

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Aesthetic Society News • Winter 2007 17

The American Society for AestheticPlastic Surgery adopted by membershipvote the American Society of PlasticSurgeons Code of Ethics in 1999 to ensureconsistency in the ethical standards expect-ed of plastic surgeons. As aesthetic sur-geons, we rely on advertising to show thepublic what services we offer because otherthan word of mouth, there are few refer-rals. Equally important is the fact that wewant to be able to set ourselves apart fromthe ever growing number of “cosmetic”surgeons who seem to have boundlessamounts of marketing dollars. Having saidthis, we do hold ourselves to a higher stan-dard and must abide by our ethical code.

By definition the word ethics meansthe discipline dealing with what is goodand bad and with moral duty and obliga-tion; the principles of conduct governingan individual or a group; a guiding philos-ophy; a consciousness of moral impor-tance; or a set of moral issues or aspects. Itreally boils down to doing what is right.

The ASAPS membership committeehas found an increasing incidence ofinfractions in web-based advertising lead-ing to a denial of membership. Examplesof these problem areas include makingclaims about your background and train-ing, ability to provide something that noone else in your area can provide or beingthe proverbial “best facelift surgeon inAnywhere, USA.” If you choose to makesuch a statement, you should be preparedto have supporting evidence. Other con-cerns are using photos of models represent-ing an outcome that is simply not attain-able. I’m sure you’ve all seen ads run bylocal competition claiming to take years offof a patient’s face over a lunchtime treat-ment with minimal downtime.

This table is the advertising section ofthe ASPS/ASAPS Code of Ethics available

on line at www.plasticsurgery.org. You areencouraged to review this carefully and ifyou have questions you should contactASAPS at 1.800.364.2147 or [email protected] for guidance.

II. Advertising A.Subject to the limitations of Section 2,

I, G a member may advertise throughpublic communications media such asprofessional announcements, telephoneand medical directories, computer bulletin boards, Internet web pages andbroadcast and electronic media. The following are examples of the types ofuseful information that could be includedin ethical advertising. The list is illustra-tive and should not be interpreted asexcluding other relevant informationconsistent with the ethical guidelinesestablished herein. (11/96)1. A statement of regular E-mail or

website addresses and telephone numbers of the member’s offices.

2. A statement of office hours regularlymaintained by the member.

3. A statement of language, other thanEnglish, fluently spoken by the physi-cian or a person in the physician’soffice.

4. A statement as to specialty board certification or a statement that thephysician’s practice is limited to specific fields.

5. A statement that the member providesservices under specified private orpublic insurance plans or health careplans.

6. A statement of names of schools andpostgraduate clinical training programsfrom which the member has graduatedtogether with the degrees received.

7. A listing of the member’s publicationsin educational journals.

8. A statement of teaching positions currently or formerly held by themember together with pertinentdates.

9. A statement of the member’s affiliations with hospitals or clinics.

10. A statement that the member regularlyaccepts installment payments of fees, credit cards and/or other available financing options. (10/99)

B. A member shall not compensate or giveanything of value directly or indirectlyto a representative of the press, radio,television, or other communicationmedium in anticipation of or return forrecommending the member’s services orfor professional publicity. A membermay pay the reasonable cost of advertis-ing permitted by this Code. A membershall approve all advertisements beforedissemination or transmission, and shallretain a copy or record of all such adver-tisements in their entirety for one yearafter its dissemination. A member shallbe held personally responsible for anyviolation of the Code of Ethics incurredby a public relations, advertising or sim-ilar firm which he or she retains, or anyentity that advertises on the member’sbehalf. (9/93, 10/99)

C. A member may use photographs ofmodels in his or her advertisements. Ifphotographs of models who have notreceived the services advertised are dis-played in a manner that would suggestthe model received the services adver-tised, the advertisement shall clearly andnoticeably state that the model has notreceived the advertised services. (10/99)

Dr. Edwards is an aesthetic surgeonpracticing in Las Vegas, NV and is Chair ofthe Candidate Liaison Committee.

BY MICHAEL EDWARDS, MD

Candidate’s CORNER

Is your advertising ethical?Ethics is not definable, is not implementable, because it is not conscious; it involves not only our thinking, but also our feeling. –Valdemar W. Setzer

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18 Aesthetic Society News • Winter 2007

Media Notes and QuotesA Sampling of current media coverage on the Aesthetic Society

After 14 years, silicone breast implants will onceagain be available to women in the UnitedStates. The decision by the Food and DrugAdministration makes silicone implants availableto all breast reconstruction and revisionpatients, as well as women 22 years of age andolder seeking cosmetic breast enhancement. InApril of this year, the American Society forAesthetic Plastic Surgery presented a course inOrlando, Fla., designed to update and instructAmerican plastic surgeons on the use of siliconegel implants. “Since the restriction on siliconegel implants in 1992, there has been a genera-tion of plastic surgeons who have limited, if any,experience with these types of implants,” saidAtlanta plastic surgeon Dr. Foad Nahai in anASAPS press release. “This program will intro-duce them to the differences between gel andsaline implants.”

FDA Says ‘Yes’ to Silicone BreastsABC News

November 17, 2006

Five years ago, cosmetic medicine was primarilythe domain of plastic surgeons, facial surgeonsand dermatologists – medical school graduateswho undergo several years of training in facialskin and its underlying anatomy. But now obste-tricians, family practioners and emergency roomphysicians are gravitating to the beauty busi-ness, lured by lucrative cosmetic treatments thatrequire same-day payments because they arenot covered by insurance and by a medical prac-tice without bothersome midnight emergencycalls…Dr. Mark L. Jewell, a plastic surgeon inEugene Ore., who is past-president of theAmerican Society for Aesthetic Plastic Surgery,said the advent of physicians from other fieldswas likely to confuse patients, who do notalways investigate doctor’s training when look-ing for a cosmetic medical expert. Even moreconfusing to consumers is that many nonspecial-ist physicians are marketing themselves usingterms like “cosmetic surgeon,” aesthetic sur-geon” and “laser surgeon,” he said. “Next thingyou know, chiropractors will be doing liposuc-tion,” Dr. Jewell said. “and psychiatrists will be‘head surgeons,’ giving you Restylane with yourProzac.”

More Doctors Turning to the Business of BeautyThe New York Times

November 30, 2006

When do you start the quest to prevent? Andcan doing something too early do more damagethan doing nothing at all? “You can’t say, ‘Wellat this age we’re going to do this,’ says RobertSinger, MD, a former president of the AmericanSociety for Aesthetic Plastic Surgery (ASAPS)…Past ASAPS president Peter B. Fodor, MD, anassociate clinical professor of plastic surgery atUCLA Medical Center who researched stem cellsfor the past eight years, says his team was thefirst to prove stem cells harvested from subcuta-neous tissue of gar can indeed grow bone cells,as well as cartilage and muscle cells. But in thiscountry, he says, “It’s only been done in thelab.”

Age of ExperienceElle Magazine

December 2006

Stomach-flattening surgical procedures knownas abdominoplasties or tummy tucks typicallyremove excess fat and skin, tighten muscle,reposition the belly button, and frequentlyrequire an overnight hospital stay and a painfultwo-week recovery. But for women with looseskin only below the navel or small lower-bellyprotrusions, a lower abdominoplasty can get 5 patients back to work in four to five days,reported Gerald H. Pitman M.D., a plastic sur-geon in New York City, at a meeting of theAmerican Society for Aesthetic Plastic Surgery.

Flatter Abs, FasterAllure Magazine

October 2006

More than 364,000 women will get breastimplants this year, according to the AmericanSociety for Aesthetic Plastic Surgery, that’s anincrease of nearly 10 percent from just five yearsago… “Many of my first-time patients come inthinking breast augmentation is like rhinoplastyor liposuction – you do it, it looks good andthen you forget about it, says Foad Nahai, MD,an Atlanta-based plastic surgeon and author ofthe Aesthetic Surgery: Principles & Techniques.One of the first things I tell them is ‘Thisimplant is not permanent and it will inevitablyfail and have to be changed.’ It’s remarkablehow many people aren’t aware of that.”What No One Ever Tells You About BreastImplants

GlamourNovember 2006

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