The Makeover Myth

Bethanne Snodgrass, M.D.

• Publisher: HarperCollins e-books
• Year: 2009
• ISBN:
  9780061900020
• Topic: Medicine
• Subtopic: Plastic & Cosmetic Medicine

The Makeover Myth provides you with information and tools to help you get past the glitz, learn about cosmetic medical care realities, and find a capable physician who has your best interests at heart. Dr. Snodgrass draws on her years of clinical experience to address issues such as: the misinformation portrayed in reality shows like Extreme Makeover and The Swan; the risks and complications that your doctor may not tell you and that you certainly won't hear about on the reality shows; the truth about the proliferation of physicians performing cosmetic surgery and related procedures who were not trained in plastic surgery residencies; the most common procedures, medical and non–prescription products and other hot topics in cosmetic medicine; and what really matters when you choose your provider and place of service.

ONE

Cosmetic Medicine at the Millennium

“Do you know what thirty is? It’s the beginning of middle age. Thirty to fifty. From fifty on you have no right or reason to expect to live another day.”

(John O’Hara)

THE NEW CULTURAL PARADIGM

Visits to a cosmetic surgeon used to be a rich woman’s best kept secret. Today they represent merely one option in the endless public parade of equal opportunity lifestyle choices that constitutes cosmetic medicine. Now as in the past the selections consumers make frequently have less to do with health than with fad and fashion statements. Cosmetic interventions are about normalizing—that is, striving to achieve current cultural norms of appearance. They are also promoted as ways to restore or obtain beauty, youth, sex appeal, status, and happiness. As humanities professor Kathy Davis puts it, “The body is simply a vehicle for recognizing our individual desires and projects.”¹ More to the point, undergoing a cosmetic procedure has always been an intervention in identity. The difference now is that beyond seeking the norm, cosmetic interventions are perhaps themselves becoming the norm.

Contemporary society has discarded the early-twentieth-century theories that (1) cosmetic surgery is only for the psychologically impaired and (2) if a recipient isn’t psychologically damaged before cosmetic surgery, he or she likely will be afterward. In fact, many people like to contemplate undergoing a physical change. Women, by far the biggest consumers of cosmetic medical care, are today less likely to accept the old prevailing wisdom that one should “learn to live with it.” The published results of a recent telephone survey indicate that 60 percent of American women are unhappy with their appearance,² and it is estimated that approximately 20 percent of women have had or would consider having a cosmetic procedure. Physicians have been more than willing to oblige this growing market. In fact, one surgeon has proposed that cosmetic services be promoted in the context of a new and irresistible paradigm, namely that cosmetic surgery can reveal the youth that the person feels, thus putting one’s body in harmony with one’s inner self.³

Although striving to look good is a natural impulse, striving to look better after young adulthood is a more recent cultural trend. As Americans live healthier and longer lives and with medical treatments across the board more sophisticated and less risky, people of all ages believe they have the luxury of fulfilling desires as specific as wanting a smaller nose or as grandiose as seeking total rejuvenation or even reinvention à la reality TV. Like much else in our culture, this growth in demand for cosmetic medical care is driven not only by shifting social values but by technology—that of the procedures themselves and of the information age. We can credit the World Wide Web and related technology with providing users with unlimited opportunities to inflate, admire, and “celebritize” themselves and their images. Popular culture and advertisers encourage the ego-feeding frenzy, and cosmetic medicine flows seamlessly into this mind-set.

Nobody really knows how popular cosmetic medicine would be if the media weren’t stimulating the market by creating the perception that everyone is “having something done.” As evidenced by the numbers, it is far from a universal obsession, yet there is no doubt that cosmetic medical care, previously offered by a few reputable but discreet surgeons as well as undocumented numbers of backstreet hucksters, is more popular and mainstream now. Between 1992 and 2005 the volume of documented cosmetic procedures increased roughly 2500 percent, largely because of the increased performance of lesser procedures such as injections, peels, and laser treatments. Even so, trends in America are not uniform from coast to coast. The Southern California, Florida, and New York City geographic areas, along with a few upscale enclaves, almost stand alone in the pure saturation of cosmetic procedures in local markets. Meanwhile, residents of the Midwest and other parts of the country, while hardly strangers to cosmetic medicine, are a bit more conservative.

THE BUSINESS OF COSMETIC MEDICINE TODAY

What Is It?

We can no longer use only the term “cosmetic surgery” to describe the wide and increasing array of medical procedures available for the purpose of enhancing appearance. Therefore, I use the terms cosmetic medical care, cosmetic medical service, cosmetic medicine, cosmetic intervention, and cosmetic procedure to refer to any operation or less invasive medical procedure that is performed on what most people would consider normal features, usually for the purpose of lessening or enhancing their prominence, correcting minor irregularities that would be too minimal to qualify as reconstructive surgery, or reducing the signs of childbearing or aging. In general, people seek cosmetic interventions to change aspects of their bodies that they consider unflattering.

Certain cosmetic procedures may be described as minimally invasive; these are procedures such as injections, laser treatments, dermabrasion, and chemical peels that may cause less severe injury than a major operation. Minimally invasive does not necessarily mean minimally risky—patients have died from procedures that are sometimes dismissed as minor—and certain procedures, like liposuction, are considered invasive surgery even though they are performed through very small incisions. In fact, the size of skin incisions per se has little to do with the invasiveness or risks of a procedure. It is also inappropriate to consider procedures such as full-face ablative laser resurfacing and phenol chemical peels to be minimally invasive, as both create significant burns. Noninvasive procedures are those in which there is no significant penetration of or damage to skin and underlying tissues. These procedures include certain laser and light-based treatments, microdermabrasion, and numerous newer procedures that may or may not have any measurable effects. Nonphysicians in nontraditional medical facilities such as spas and salons offer a variety of minimally invasive and noninvasive procedures.

Because many cosmetic medical services are not surgical and many providers are not surgeons, I frequently use the general terms “provider” and “practitioner” to refer to anyone offering cosmetic medical care services.

Cosmetic surgery is any invasive surgical procedure performed by anyone, regardless of training, for the purposes mentioned above. Most people do not understand the distinction between a cosmetic surgeon and a plastic surgeon. Cosmetic surgeon means the same thing in this book as it does in the marketplace: it refers to any physician, regardless of qualifications, who performs cosmetic operations. Aesthetic surgery and aesthetic surgeon are terms used interchangeably with “cosmetic surgery” and “cosmetic surgeon.” In this book I use the term plastic surgeon only in reference to physicians fully trained in plastic surgery (see Chapter Seven). Plastic surgery is used to denote the spectrum of operations typically performed by plastic surgeons, which includes operations on virtually all body parts rather than on a defined anatomic area (for example, the head and neck region or the eye region) or on an organ system (such as the digestive system or the skin). Many people have no idea what plastic surgeons do beyond cosmetic surgery. Plastic surgeons can replant an amputated finger and keep it alive, build a missing ear from scratch using other body parts, close a gaping leg hole that resulted from a motorcycle accident, repair an infant’s cleft lip and palate, and treat the wounds of a child burned in a house fire. Most people do not know that the first successful kidney transplant was performed by a plastic surgeon who won a Nobel Prize for this accomplishment. Plastic surgeons also perform breast reconstructions and reductions, treat facial trauma and burns, perform hand surgery, correct congenital deformities, treat skin cancers, execute many forms of tissue transfer to heal wounds, and perform all types of cosmetic surgery.

Certain features of cosmetic medical care make the physician–patient encounter quite different from most other kinds of medical interactions:

• By definition cosmetic procedures are performed for the purpose of making a visible change to a body area.
• The patient initiates the encounter as the result of a psychological desire rather than a physical injury or disease process.
• The patient is positioned to maintain more autonomy in the decision-making process than is typical in a disease-driven treatment plan. Having said that, individual patients maintain or relinquish that autonomy to different degrees.
• Most patients are adult Caucasian women.
• All fees are prepaid or financed. Insurance coverage rarely applies.
• It is completely elective and, for most people, optional.
• Some potential patients feel guilt or embarrassment about seeking a cosmetic change; some insist on secrecy.
• The patient may undergo minimal pretreatment medical evaluation.
• The benefits of treatments may be exaggerated by providers.
• The risks of treatments are often downplayed by both providers and patients, as the consultation is a sales pitch and the patient is already interested in buying.
• Many procedures are performed in a physician’s office, a spa, or a salon; hospitalization is generally unnecessary or short term.
• A good outcome means that the patient is happy rather than “cured,” although happiness does not always correlate with a good physical result.

The Vendors

Who is rendering cosmetic medical care in the twenty-first century? There is a revolution going on. The availability and popularity of minimally invasive cosmetic procedures has turned nonphysicians into physicians, nonsurgeons into surgeons, and surgeons into cosmeticians. If you don’t believe it, just take a walk through your local yellow pages, read your local newspaper advertisements, or surf the Internet. It is no wonder that prospective patients do not know whom to trust.

There are an estimated 23,000 self-designated cosmetic surgeons in America today and an untold number of other practitioners offering less invasive cosmetic medical services. Several factors encouraged the expansion of cosmetic medicine in recent decades. Rules regarding physician advertising loosened; even mainstream cosmetic surgeons are now able to court their customers directly and do not have to rely on other physicians for referrals. Provision of cosmetic medical services has become an attractive way to boost income for many physicians. Last but not least, aging baby boomers are leading a wave of increased public demand for cosmetic medical services.

Some, although no longer most, cosmetic medical care is rendered by board-certified plastic surgeons. Of the approximately 5,000 board-certified plastic surgeons in the United States and Canada, most perform both cosmetic and reconstructive procedures. The distinction between cosmetic and reconstructive plastic surgery is not rigid, and the techniques learned in one aspect of the specialty are often used to good advantage in other areas. From a practical standpoint insurance companies are mainly responsible for the push to classify procedures as strictly reconstructive or strictly cosmetic.

Until recently, most cosmetic surgery was performed by plastic surgeons, partly as a natural outgrowth of our training to solve physical defects of form and coverage, regardless of location on the body, and partly out of an attempt by plastic surgeons to rescue cosmetic surgery from back rooms and beauty shops. The efforts by military doctors in World War I to find ways to treat war injuries gave birth to the formal specialty of plastic surgery, which has roots in older specialties such as otolaryngology, general surgery, ophthalmology, and dentistry. Plastic surgery remains the only specialty whose members are trained to perform cosmetic procedures on all body areas. Perhaps for this reason, the public today still equates plastic surgery with cosmetic surgery rather than with dramatic reconstructions.

Many surgeons (and others) find a cosmetic practice appealing, for obvious reasons: The hours are predictable, most patients are healthy, the stress is low compared to other types of medical practice, and the pay is very good. Even though most doctors still find rewards in taking care of sick and injured people, many surgeons from various specialties have increased their volume of cosmetic cases in recent years at least in part owing to the following specific circumstances:

• The volume of reconstructive cases in most plastic surgery practices has gradually but steadily lessened. Skin cancer reconstructions in ever-younger patients may be the only category that is expanding. Legislation mandating seat belts, air bags, lower speed limits, and stiffer drunk-driving penalties has reduced the rates of severe facial trauma. Burn centers and other specialized tertiary treatment facilities have taken patients with certain complex problems out of the care of community surgeons; lower birthrates have led to a drop in the prevalence of cleft lips and palates; technological developments have allowed many large wounds to be treated effectively without major reconstructive surgery; and numerous procedures that were developed by plastic surgeons have been incorporated into the training and practice of physicians in other specialties. As a result, larger than ever numbers of plastic surgeons report that cosmetic surgery composes more than half their workload. In geographic areas oversaturated with physicians or where insurance panels are closed to new doctors, cosmetic surgery may be what keeps some surgeons in business. Similar shifts are occurring in other specialties. As people stop smoking, the rates of head and neck cancers have gone down; antibiotics help patients avoid surgery by treating sinus and ear infections and tonsillitis; allergists and audiologists have taken over the care of many patients with allergy and hearing problems. These changes have all reduced patient and surgical case volume for otolaryngologists (also called ear, nose, and throat [ENT] or head and neck surgeons), some of whom have started to perform more cosmetic procedures. Dermatology has incorporated progressively greater amounts of cosmetic surgery into its training programs to the point of facing a manpower crisis for nonsurgical dermatologists. Likewise, ophthalmologists who had devoted substantial portions of their practices to the performance of LASIK operations face declining fees and stiffer competition for these patients, and some have increased their volume of cosmetic surgery procedures to compensate.
• Insurance reimbursement for reconstructive procedures has declined dramatically.
• Medical practice overhead expenses have skyrocketed in recent years, mainly because of repeated double-digit malpractice insurance premium rate hikes (the typical surgeon’s annual premium has doubled or tripled over the past decade and is now in excess of $50,000). By shifting to an office-based cosmetic practice physicians in some states avoid paying malpractice insurance premiums altogether.
• The demand for cosmetic surgery and other procedures has increased such that even busy surgeons doing little cosmetic work regularly receive calls from patients requesting cosmetic procedures.

Physicians from surgical specialties not known for their expertise in cosmetic procedures are among the many taking weekend courses, attending seminars, and meeting with sales reps with the goal of incorporating cosmetic procedures into their repertoire. The big boom in cosmetic medical products and minimally invasive procedures has encouraged nonsurgeon physicians to join the gold rush and add these goods and services to their practices. One cosmetic surgeon reported that he knew personally of a pathologist (one trained to do tissue and postmortem examinations) doing cosmetic procedures, despite never having examined a live patient in practice until he retired to a Sun Belt state. Not to be left behind, nonphysician wheelers and dealers set up clinics and spas, hire medical directors, and sell cosmetic services to whomever they can entice across their thresholds.

Although no one has a handle on the numbers, it is obvious that the number of cosmetic procedures performed in this country every year far exceeds the workload capacity of the qualified board-certified physicians currently in practice, even imagining that they are all working around the clock.

The Customers

Cosmetic medical care, already popular, has gained a big boost with the coming of age of the postwar baby-boom generation, whose size will continue to drive the cosmetic medicine machine through the next several decades. Since World War II, youth has been our defining cultural ideal, and in recent decades people middle-aged or older have found their social currency devalued. Cosmetic surgeons used to see as patients mostly socialites, millionaires, wannabe movie stars, and those with ethnic noses; now they see patients from nearly every age, economic, and ethnic group.

The majority of twenty-first century cosmetic medical care patients are middle-class women, most of them middle-aged Caucasians. Although accurate statistics are impossible to obtain, the best numbers we have indicate that in 2005 between 10 million and 11.5 million cosmetic procedures were reported; approximately 90 percent of the patients were women, and 80 percent of the patients were Caucasian.⁴ The actual number of cosmetic patients is unknown because more than one-third undergo multiple simultaneous procedures, about 40 percent are repeat customers, and nobody knows how many procedures are performed by providers...