When cosmetic surgery first started to become popular in the UK in the early 1980s it attracted very limited media coverage. Articles in magazines and newspapers were based on information from the USA and would only appear every few months. In total contrast, in the last few years a day doesn’t go by without some mention of cosmetic surgery in the media. Without doubt this surgical speciality attracts more media coverage than any other type of surgery.
Significant amounts of cosmetic surgery were done in the past, but patients tended to be quite secretive about having had it done and tried to avoid publicity. Also, there were very severe restrictions placed on doctors regarding advertising. If any doctor allowed his name to appear in print he risked being struck off and losing his livelihood. This has all changed now. Many doctors advertise openly, and some blatantly seek any publicity in order to increase their practices.
A word must also be said about the volume of advertising and advertisements in the media concerning clinics. Many clinics spend a lot of money with public relations (PR) companies to promote their services in the media. The more successful PR companies have a direct working relationship with editors of popular magazines and newspapers and can arrange for favourable articles to be published about their particular establishment. Quite often, media articles featuring wildly ecstatic patients are simply advertisements for the clinics concerned. We urge caution in believing everything you read, as there are some establishments that are extremely ruthless in the way they conduct themselves, and in our opinion they give cosmetic surgery a bad name.
It is easy to understand why the media publishes so many articles on the subject. The idea of anyone subjecting their body to physical assault in pursuit of enhancing their appearance attracts much criticism and controversy but, above all, the huge curiosity of the general public.
Nowadays, the back pages of both women’s and men’s magazines are full of advertisements for cosmetic surgery. In addition, television programmes on enhancing appearance by cosmetic surgery regularly appear on our screens.
From the point of view of the cosmetic surgeon, this media coverage is a double-edged sword. On the one hand, it increases the number of people seeking surgery, but on the other, the editorialising of many of these programmes can often lead to false hopes and ideas, making this a potential banana-skin situation for the surgeon. For this reason, most cosmetic surgeons who have been practising this speciality for many years will agree that patient expectations today are far higher than ever before.
Not all media reports about cosmetic surgery are favourable. Very often stories are incorrectly reported or overly dramatised to make them appear more unfavourable than they really are. The reason is simple. The more dramatic, controversial and unfavourable the report is, the more attention it will attract. Serious adverse incidents are, actually, very rare.
Government guidelines are now in place with respect to all medical specialities in an attempt to keep adverse incidents to a minimum. In addition, more stringent controls are being exercised regarding the suitability and qualifications of practitioners who perform these procedures. It is undoubtedly true to say that the vast majority of cosmetic operations and procedures are very successful and prospective patients should not be unduly apprehensive.
From the point of view of the cosmetic surgeon, this media coverage is a double-edged sword. On the one hand, it increases the number of people seeking surgery, but on the other, the editorialising of many of these programmes can often lead to false hopes and ideas, making this a potential banana-skin situation for the surgeon. For this reason, most cosmetic surgeons who have been practising this speciality for many years will agree that patient expectations today are far higher than ever before.
Not all media reports about cosmetic surgery are favourable. Very often stories are incorrectly reported or overly dramatised to make them appear more unfavourable than they really are. The reason is simple. The more dramatic, controversial and unfavourable the report is, the more attention it will attract. Serious adverse incidents are, actually, very rare.
Government guidelines are now in place with respect to all medical specialities in an attempt to keep adverse incidents to a minimum. In addition, more stringent controls are being exercised regarding the suitability and qualifications of practitioners who perform these procedures. It is undoubtedly true to say that the vast majority of cosmetic operations and procedures are very successful and prospective patients should not be unduly apprehensive.
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