Not All Marketers Are Liars

Not All Marketers Are Liars

I saw a patient yesterday who came along to my See and Treat Clinic for areola reduction.

This is a service where I offer patients consultation and treatment on the same day so they do not have to take any more time off work to come back to have the procedure. Of course, there is never any obligation to proceed but I think it is useful to have the option to do the treatment on the day for many people.

Living with a problem for many years

I asked her how long she has been thinking of having surgery and she said it has been a problem all her life but she had only just realised that something can be done about it. This is something that I hear quite a lot. Procedures such as inverted nipple correction, tattoo removal or split earlobe repair are things that people often do not know exist and may live with the problem for many years unaware that it can be treated relatively simply and quickly, often on the same day as the consultation.

Getting the message across

It is all about trying to get the message out there and that is something that we as doctors are constantly trying to do but we often struggle to do it effectively. This can be seen in the recent campaign for the doctor strikes. I do not think they have given us a coherent and easily digestible message for the public to understand exactly what the argument is about. It is also a constant problem in terms of picking up early cancers and trying to educate the public to seek help if they have a change in bowel habit or start to cough up blood or pass blood in the urine.

Not natural marketers

The problem is that doctors are not natural marketers. It is only now that I have my own clinic that I realise how important marketing is. Many doctors think of marketing as a dirty subject and feel that it represents unethical practice and should be avoided. I have come to realise that it is essential that we educate the public and get the message out there because if we do not, other people will and they may not be giving an ethical or balanced opinion. Marketing and PR is simply the process by which we try to get our voice heard and let people know about the services that we offer.

Is marketing unethical

Marketing in itself is not unethical and is nothing to be ashamed of. In fact, I think we have a duty to inform and educate and I think many doctors are doing their patients a disservice by not fully informing them of what services they can provide. The stigma of marketing and PR turns a lot of doctors away and they feel that they should hide their light under a bushel and wait for patients to come to them. The problem with this is that many patients will not see their light and will see another light of a practice that does choose to market his or her services, who may or may not be as qualified or as ethical as you are.

Embrace it

It does not come naturally to me but I am trying to embrace the new technologies that are available in terms of the social media and advertising to spread my message. Fortunately, in this day and age advertising does not have to be expensive and anyone can open a Facebook or Twitter account and start to broadcast their message. I have had great success with my Facebook live question and answer sessions and our closed Facebook group I have for the patients of my clinic. I enjoy this aspect of my work and am keen to spread the work amongst my colleagues but they tend to look at me like I am a used car salesman because unfortunately I think many plastic surgeons and doctors in general are still blinkered by old fashioned values and ideas.

Health, Wealth or Happiness?

Hopes and Aspirations.

I was taking the dog for a walk one morning after dropping my children off at school. It was the end of term and they were looking forward to moving on next year. I have three small children aged 6, 9 and 11. I see them grow up with hope and expectation for the future, mainly along the lines of I hope there will be some new girls next year or when is the iPhone 7 coming out and I think about my hopes and aspirations for my children. It is really quite simple and can be boiled down to one thing: I hope that they are happy. As long as they are happy, anything else is a bonus. People talk about health, wealth and happiness but health and wealth are no good without happiness. If you have happiness then health and wealth would be an advantage, but happiness is the key.

Benefits of Plastic Surgery.

This led me to think about cosmetic surgery because I am promoting my new book at the moment and it is quite common for people to suggest that cosmetic surgery is not worthy and for patients to feel guilty for having it. It upsets me to hear this view because I know the tremendous benefits it can bring. Admittedly the benefits are psychological rather than physical. Of course there are physical changes, but the real benefit comes in the improvement in quality of life and self-esteem.

Cosmetic Surgery is not about the unnatural enhancement of people.

The people I see in clinic are not the people you may see on the television or in the newspapers. Cosmetic surgery is not about the unnatural enhancement of people. It is not about putting overly sized breast implants into patients or too much Botox giving a frozen or startled look or too much lip filler creating a trout pout. These are the images portrayed in the media but people walking out of a good plastic surgeon’s clinic will look normal and if you did not know what they looked like before, then you would have no idea that they had any surgery done. That is the majority of my patients.

It is about improving and enhancing…

natural features and it can bring tremendous benefits. I am always touched by the length patients go to with thank you notes and gifts. Perhaps the most rewarding thing is when a patient who has had an arm reduction comes in wearing a vest top on a hot sunny day and tells me she would never have been able to wear this before. Or the patient with a prominent ear correction comes with her hair tied up when she would have always had it down in public. Or the patient who had a breast enlargement who has just been on holiday at the beach with her daughter and had an amazing time because she for once felt confident with her body.
There is no doubt that this surgery can bring happiness and after all, is that not the most important thing?

Cosmetic surgery has no less value than other types of surgery.

It is just as worthy to improve a patient’s psychological well-being as it is to improve their physical well-being; although for some reason our society does not see things this way. On a wider level, mental health issues are not given the attention or the investment that is required because it is not seen as important as cancer treatment or heart disease, yet it is a major cause of mortality and morbidity. More worryingly, it tends to affect younger people.

Mental illness is a silent killer that pervades our society.

I am very happy with the course that I have chosen.

I spent years performing cancer reconstruction and I have perfected some of the most complicated and intricate microsurgical operations during my time as a reconstructive surgeon. However, now that I focus on cosmetic breast surgery, I do not feel that my time is any less well spent because I see the outcomes and I see the changes in people’s lives and I know that what I am doing is worthwhile. It is not unnecessary, it is not vanity and it is nothing to feel guilty about. The patients having this surgery know this and I just wish the public at large would accept it and the media would start to portray a more positive image of cosmetic surgery.

Man In The Arena

Team GB and the Man in the Arena

John Major of Course

The achievements of Team GB at the Rio Olympics and Paralympics were spectacular. For any athlete to be able to achieve the level of getting into the National Squad and participating in an Olympic or Paralympic Games is an amazing achievement. To go up the ranks from local to regional and then national teams is very impressive.

However, when you get to the level of the Olympic or Paralympic Games you realise that you are competing against the rest of the world and I cannot imagine how daunting it must be to come up against athletes from every nation. The concept of competing against the best that the world has to offer and then win a gold medal is hard to grasp and when you look at the sheer number and diversity of athletes in Team GB who have gone on to do this, it is truly awe inspiring.

The Man In The Arena

There is a wonderful quote by President Roosevelt called The Man in the Arena:

“It is not the critic that counts; not the man who points out how the strong man stumbles, or where the doer of deeds could have done them better. The credit belongs to the man who is actually in the arena, whose face is marred by dust and sweat and blood; who strives valiantly; who errs, who comes short again and again, because there is no effort without error and shortcoming; but who does actually strive to do the deeds; who knows great enthusiasms, the great devotions; who spends himself in a worthy cause; who at the best knows in the end the triumph of high achievement, and who at the worst, if he fails, at least fails while daring greatly, so that his place shall never be with those cold and timid souls who neither know victory nor defeat.”

I like this quote because it stands up for those who are trying to do the right thing and make a difference.

Give Credit To The Policy Makers

When I look at this quote in terms of Team GB and the Olympics and Paralympics it is not the athletes that I think about when they talk about the man in the area.

There are few occupations for which this quote is more relevant to than politicians. It is all too easy to criticise ideas and policies but it takes a strong character to be able to stand up to the critics and push ahead with your plans.

I was very pleased to see a tribute to John Major whose decision it was to launch the National Lottery which has gone on to put significant investment into elite athletics. It is also interesting to see how the allocation of the funding has been instrumental in achieving the successes. I am sure at the time there were plenty of critics but look at what elite athletics has done for the country. It has swelled national pride and given a huge boost of morale to the whole country, particularly in these difficult times with our relationship with the European Union.

I do not think I could be a politician because I would find it hard to deal with the constant negativity they get, often from people who will only criticise and not put forward their own ideas or plans as to how things should be done.

Most People Are Trying To Do The Right Thing

I think that most people come to work and want to improve matters and no one is trying to deliberately make matters worse or bring harm or unhappiness to people.

The cosmetic surgery industry has a negative image that is often portrayed in the media, full of patients who want enormous boobs or massive fake lips who are being treated by cowboy doctors. I see a different side.

It has taken enormous personal investment to set up a clinic that provides the high level of service it does. I am trying to do the right thing and to provide a service to patients that can both enhance their quality of life and improve self-esteem.

So while there will always be people who will watch the strong man stumble I think we should perhaps spare a thought for the man in the arena.

By all means criticise and point out areas that need improvement but also give credit where it is due. Praise the accomplishments and the good deeds of those who are out there trying to make a difference.

So thank you John Major and very well done Team GB.  Let us not forget the policy makers who are behind these monumental achievements.

Winner of the Body Contouring Practitioner of the Year 2016 Award

Jonathan Staiano FRCS(Plast)

Awarded Body Contouring Practitioner of the Year 2016.

Everyone Deserves Body Confidence

The tagline of our clinic is

‘Everyone Deserves Body Confidence’

The reason for this is because this is what we try to achieve here in the clinic.

We went on holiday to Tenby and we had beautiful weather and spent most of the time on the beach.

When the sun comes out the immense diversity of body shapes becomes very apparent on the beach.

It is very clear to see that the reality of the average person’s physique is so far from what is perceived to be ideal.

It is actually great to see fathers and mothers playing with their children on the beach.

In the real world, most people have a big belly, man boobs or cellulite.

It is completely normal.

Obviously there are health benefits in being slim and fit but I do think the lengths that some people go to to achieve a perfect figure can be counterproductive to their mental health because they perceive that they should look like something that is not realistic.

Now obviously I am a plastic surgeon and you may say that my business relies on people wanting to achieve an ideal figure but in fact what I would really like to achieve is body confidence.

It is about being able to take the children to the swimming pool or to be comfortable playing catch on the beach without having to wear a T-shirt.

I have a young daughter and I worry about the pressures and the perceptions of what we should all look like.

I do not want to promote this and I would rather that our society was less obsessed with air brushed celebrities and models in glossy magazines.

The majority of my patients do not want to look like celebrities and just want to look normal and have their confidence back.

In fact, often people will never know that they have had surgery because they are not doing it for others, they are doing it for themselves.

Fortunately we can all wear clothes and this can cover up and hide a lot of imperfections.

It is only at the swimming pool and the beach that these become more apparent.

Surgery may make you more confident on the beach but it can also make you more confident in your daily life and this is what I love to hear.

It is the 18-year-old man who comes for a follow-up from his gynaecomastia correction and walks into the room without his parents and will happily take his shirt off to let me examine him.

He looks like a new person from the one that I met a year ago who would not maintain eye contact and his life was crippled by his modest excess breast tissue.

An hour or two in the operating theatre and I have transformed his life and allowed him to get on with doing all the things that he should be doing whether or not that involves taking his top off.

You see, everybody deserves body confidence.

Not necessarily an ideal body but the confidence to feel good about themselves.

I wish the media would portray a more positive image of the human body in its various forms.

It was great to see an article on the Women’s Rugby Team who posed naked to promote body confidence.

They discovered their body shapes were suited to the sport of rugby and they have worked on them and trained to become elite athletes.

They are confident with their bodies because they use them to perform a task which they do to the highest level.

Most of us do not use our bodies to their full capability and while we need to be healthy, we do not necessarily need svelte thighs or a scaphoid abdomen.

I am all for healthy living and I think we should all be keeping an eye on what we eat and how much exercise we do.

The goal should be to be healthy and happy.

The problem is a lot of people are trying to achieve a body shape which may be unachievable or at least not sustainable in the long term.

I would like to say thank you to England Women’s Rugby Team for showing a different side to body confidence.

We need to move away from the image of a perfect body and understand that there is room for all different body shapes in the world.

Our goal at The Staiano Clinic is to help people to restore their confidence and we do not promote the media’s image of an ideal body.

I hope this message comes through in everything that we do both in terms of the message that we are trying to put out to the world and in the way that you are treated if you come to visit us.

Please share the message and help us to spread the word.

Has Mrs Trump had Cosmetic Surgery?

Today I was asked for my opinion…

on whether Donald Trump’s wife has had plastic surgery. We scrutinised photographs of her in her younger years compared with more recent shots and discussed the possibility of whether she has had Botox, fillers, a nose job or a boob job.

At the end of it all…

I was not able to categorically say whether she had had any of these procedures or not. The problem is that plastic surgery portrayed in the media is usually bad plastic surgery. It is when things have been overdone and people look swollen and out of proportion.

Looking ‘Fake’…

We love to see images of people who were previously natural beauties but have ruined their natural good looks with plastic surgery and now look fake. But this is not what plastic surgery is about. Plastic surgery is about reconstructing defects and restoring the norm. All surgeons who are fully trained in plastic surgery (unfortunately a lot of plastic surgery is performed by non-plastic surgeons, See my blog post here) have gone through training involved in reconstructing injuries caused by trauma or defects that have been present since birth or acquired through disease. Cosmetic surgery is only one small subset of plastic surgery and any plastic surgeon who performs cosmetic surgery will have a background in training in reconstructive surgery. The aim of plastic surgery is not to create people who look like freaks or who look fake, despite what the media portrays.

The aim…

of plastic surgery is to restore people back to how they used to look or to enhance areas where there is a deficiency or the body is out of proportion. Most of my patients want to look natural and do not want to be looked at and commented upon when walking down the street or into a room. Contrary to popular belief I do not walk through the town centre and make a mental note of who I think has had plastic surgery and who has not. Because if it is done correctly the idea is that you cannot tell. Most people do not particularly want anyone to notice or comment on the fact that they might have had plastic surgery. Much more commonly they will get a comment like Your look well or Have you lost weight. It is often not the actual surgery that has caused the most dramatic change because particularly in what I do in cosmetic breast surgery, there are ways to enhance a small bust or hide a large bust using certain clothing, bras or external prostheses.

Body Confidence

The fact is that when people have had surgery, even though you may not be able to tell, the person feels much better in themselves and carries themselves in a different way.
I have some photographs in my portfolio of patients who have had prominent ear correction when they are looking straight into the camera, before and after surgery. Even though the photos are only taken a matter of months between each other the patients look completely transformed and it is not necessarily the ears that are the obvious difference between the two, just the look in the patient’s face as they look so much more confident and self-assured. That is what plastic surgery is about, giving back confidence and self-esteem and not about making people look strange or fake when they walk down the street.

Bad Plastic Surgery

There will always be bad plastic surgery and there will always be cases that we love to look at of people who have changed their body out of proportion with their frame or their features and these will continue to get the media spotlight and the public will continue to think that plastic surgery is unnecessarily vain and a ghastly waste of the skilled surgeon’s time. The patients I see in the clinic will not feature in the media outlets because they are normal people who just want to look in proportion and want to feel comfortable in their own skin. They do not do it for anyone else and the idea is that you will not be able to tell whether they have had anything done or not.

Good Plastic Surgery

This is good plastic surgery and so whether it is healthy living, a good diet and good genes that makes Mrs Trump look great, or a skilled plastic surgeon, I am afraid I cannot say.

Would you allow your child to have Cosmetic Surgery?

Should we allow cosmetic surgery on our children?

I read an article that an advertisement had been banned by the Advertising Standards Authority because it could be seen to be promoting cosmetic surgery in children and young adults under the age of 18. I completely understand the ruling and I am sure that to most people this would seem perfectly reasonable. However, I cannot help but feel a little disappointed in the continuous negative portrayal of cosmetic surgery.

I sometimes get asked by people if I would ever consider cosmetic surgery for my wife or my children or one of my family members. I find this quite an odd question because I look at cosmetic surgery the same way that I look at any other type of surgery. As a plastic surgeon I have been trained in all aspects of plastic surgery before I specialised in both cosmetic and reconstructive breast surgery. I see myself as a doctor who sees patients in the clinic and tries to help them if I can.

Would I consider cosmetic surgery?

If I needed it, then yes but if I did not, of course not. I see it in the same way as whether I need surgery for a hernia or polyps in my bowel or aching or painful joints.

If I had a problem and surgery could help me with that problem, then I would definitely consider it. If I did not have a problem, then of course there would be no need for me to consider surgery. I hear so often that cosmetic surgery is unnecessary.

Again I understand the statement but I would argue that it is always necessary in that there is a patient who feels that they would benefit from it in some way. It may not be essential but then hardly any surgery is essential.

Should cosmetic surgery be performed on children?

Going back to cosmetic surgery in children, if you ask me, should cosmetic surgery be performed on children, I would answer in the same way. If it is necessary and in the best interest of the child then definitely yes, if not, then no.

Cosmetic surgery in children is actually quite common and is performed every day. Children born with a cleft lip often suffer no functional problems and do not need to have it repaired except for the cosmetic consequences. In fact in many countries where access to medical treatment is more limited there are healthy adults with unrepaired cleft lips. Similarly prominent ear correction is something that is frequently performed on children aged between six and ten.

This is quite normal practice. I often see children who may have large and unsightly moles or skin blemishes and are teased at school and again, no one would question the benefits in removing these.
It comes back to the perception of cosmetic surgery as being breast implants being put into shallow and vain women to make them look out of proportion and like a cartoon character but this is not what cosmetic surgery is about.

Yes, the news stories always feature individuals like this because if the media reported on a vast majority of patients, normal mums or anxious young women who have always felt uncomfortable and out of proportion, then there would be no news story at all.

Cosmetic Breast Surgery

When it comes to cosmetic breast surgery I would not be inclined to operate on someone under 18 for practical reasons rather than ethical reasons. The breasts may not have stopped growing and ideally you would want to minimise the number of operations the patient has and would want to operate on a stable playing field. Furthermore, breast surgery often involves implants and these are a long term commitment and one that I would not advise anyone takes lightly, especially a young person with many years ahead of them.

I do not think we need to protect our young people from cosmetic surgery but I do think we need to protect everybody, young and old, from having surgery if it is not in their best interest. We should be promoting lengthy in-depth consultations with the surgeon who will be performing the procedure.

We should be educating patients to understand the qualifications and experience of a surgeon to make sure that they are working within their scope of practice. We should be encouraging access to the surgeon to make sure all questions are answered and all alternatives have been discussed prior to undergoing any procedure and we should be doing this for everybody. I do not necessarily think we need to protect our children from cosmetic surgery or cosmetic surgeons.

Plastic surgery and cosmetic surgery is an amazing force..

for good and can transform lives and relieve great pain and suffering. Just because it is often psychological pain and suffering does not make it any less worthy. I do not think we need to protect patients from cosmetic surgeons but we do need to protect patients from unethical or poorly trained surgeons and we need to empower them so that hopefully they can tell the difference.

Never Accept A Lift From Strangers

I have finally finished my book

It has been to the editors and we have made some last minute changes, I have now just got to finalise the cover design and get it all to the publishers.
It has taken me 18 months to write and it is about something that I have been championing for many years.

It is called ‘Never Accept A Lift From Strangers
“ How to Choose the Best Plastic Surgeon for your Cosmetic Breast Surgery’

It is about providing information so that you can make sure you are treated by a fully trained professional. Having worked in the industry for many years, I am very aware that the majority of cosmetic surgery is performed by surgeons who are not trained in plastic surgery and sometimes by surgeons who are not trained in any speciality at all. Unfortunately, since there is no law preventing untrained doctors performing surgery, the onus falls on us to make the public aware of what is involved in surgical training and how to tell what training your doctor may have.

The PIP scandal

Where a French manufacturer was using non-medical grade silicone in breast implants, was a tragedy for many patients and I was only recently talking on the radio about the European Commission’s decision to investigate the potential harmful effects of these implants. If any good can come out of this, it is that it has raised awareness among the public of the need to ask questions and not to just assume that your doctor necessarily knows best. I think the time has passed when people will blindly accept what a doctor says, particularly with the advent of the internet. However, it is surprising the number of patients who were shocked to hear that they had some of the cheapest and poorest quality implants available when they had paid for what they thought was a quality surgeon performing a quality procedure.
I see similarities with the MP’s expenses scandal a few years ago. When this came to light, the public were horrified at what was going on but the MP’s who were involved in it felt that there was nothing wrong in what they were doing as it was the accepted norm within the government and everybody knew what was going on. In the case of PIP implants, very few fully trained plastic surgeons ever used the implants as we knew that they were of poor quality and were significantly cheaper than the premium brands of implants that most of us used. I have to stress that none of us knew that there were illegal activities in the factory and that they were using non-medical grade silicone but we did know that they were not good quality.

Cheap Implants

My first thought when I heard patients say that they were devastated to hear that they had cheap implants, was did they not know about the type of implants they were getting? But a few years ago no one ever asked what type of implants we were using and on reflection, I wonder if we as an industry are to blame for not educating patients and informing them of the different qualities of implants available and the different standards of manufacturer and warranty.

In the hospital setting…

Plastic surgeons often think of themselves as being an elite group as our numbers are limited and we are often called in to help in complex cases and in situations where surgery may have gone wrong. However, among the general public, we have not been good at promoting ourselves and letting people know the difference in training and qualifications between a fully trained plastic surgeon and other types of doctors and surgeons. For a long time, advertising was banned and although it is no longer banned, it is still frowned upon amongst many plastic surgeons and there are calls that it should be banned again. However, given that it is not banned, I feel that we are doing ourselves a disservice in not promoting ourselves more because we are allowing others to promote themselves and so we can hardly be surprised when we discover that the majority of cosmetic surgery in the country is performed by non-plastic surgeons.

Educating

I stress in the book that there is nothing wrong in itself with other surgeons performing cosmetic surgery as they may well have appropriate training and experience in the procedure that they are performing. It is all about educating the public to look at the training and experience of their surgeon to make sure that what they are doing is appropriate.
I will continue to campaign for cosmetic surgery standards to be upheld and the book is my way of helping to get the message out there so that people can do their own research and go into any procedure with the knowledge that they will be in safe hands.

If you would like to order a copy of my book

Go to my Book page and grab a copy.
Thanks for reading and thanks for sharing.

Quality Plastic Surgery – Is there such a thing?

A Quality Provider?

I believe there is a need for a provider of plastic surgery in this country that stands for quality.
There are many Plastic Surgeons who are doing good work, but most of them are working alone as sole traders.
There are only a few hundred full members of BAAPS (the British Association of Aesthetic Plastic Surgeons) in the country and the majority work in the NHS.
Whilst being a Consultant in the NHS is a marker for quality and one that I encourage patients to look out for in their Surgeons, the NHS work takes a lot of time and this means that many Plastic Surgeons cannot dedicate their time and energy to the private practice.
This has led to an increase in the number of commercial clinics and non-Plastic Surgeons who are providing plastic and cosmetic surgery to patients.
I left the NHS to focus not only on delivering excellent service, but on showing that I am delivering excellent service.
My clinic is a place that people can come and that they all know they will be treated at the highest level of expertise and ethics.

Unfortunately…

…the image of plastic surgery clinics is of glamorous sale assistants who will give you a sales pitch and then make it difficult for you to say no.
The perception is that a lot of clinics put profits before patients.
The ethos of the Staiano Clinic is simple – we are doctors first and because the clinic is run by a doctor (me), this culture is instilled from the top down.
We see patients who have a problem and we see if we can help with that problem.
The first step is to find out what that problem is.
There is always a physical complaint, but there is usually an emotional and psychological effect too and we need to make sure that by improving the physical we will also be helping the emotional and psychological side.
Occasionally, the psychological effects are more important than the physical effects, which is why we work with psychological counsellors to help us address these problems if they are present.
This is an important aspect as we cannot get away from the fact that cosmetic surgery is a very emotional issue and while we are not saying that there isn’t a physical problem, we must all recognise that the physical and emotional elements are firmly linked.

The next step is to see if we can help with the problem.

We make no promises that your life will be transformed or you will be able to get a footballer for a husband (as was recently suggested to me in a radio interview), but we will show you realistically what can be achieved and we will also talk to you about the limitations and complications of having surgery.
We are not trying to sell anything, we are trying to treat patients and give all of the risks and benefits so that they can weigh it up and make an informed decision.
When I am training junior doctors, I always tell them that you will never regret not operating on a patient and if we can make you think twice about having a procedure then maybe it is the right thing that you go away and take time to consider it.
We are all about getting happy patients and this is our number one priority.
We are not interested in sales. I am touched and moved by the positive feedback and reviews that we get and I am convinced this is because we always try to do the right thing and do what is best for you, even if that might mean not having surgery.
I really believe that we, as Plastic Surgeons, are doing the country a disservice by not raising our profiles and by allowing commercial clinics and non-Plastic Surgeons to dominate the market and give the industry a bad reputation.
It is a great atmosphere to work at my clinic because it is full of so many happy patients and advocates in this digital age with on-line reviews and reputations being so important.
I believe that once we get our message out there, we can help to turn things around and take away the guilt and stigma associated with plastic surgery and give it the reputation of something that can enhance, improves people’s lives and self-esteem and not something that is unnecessary, vain and unimportant.
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