Marketing, Propaganda, and the Plastic Surgeon

The status and reputation of the modern-day plastic surgeon are strongly correlated to their social media following. We have previously commented on the shifting paradigm in current aesthetic practice from invasive surgical interventions to nonsurgical “high street” procedures.1 This can be observed as a reversal of the traditional anatomically “bottom up” surgical approach in place of a “top down” strategy, providing instant gratification and amelioration, albeit only as a temporary fix. This “new normal” of the aesthetic surgeon has been summarized by Nahai as a practice focusing on “light, quick fix procedures…commoditization of aesthetic surgery” and a patient population with more faith in internet medicine that surgical advice.2

Although plastic surgeons on the…

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