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LAS VEGAS An ethical cosmetic practice should always "underpromise and overdeliver," said Dr. Michael A.C. Kane, a plastic surgeon in private practice in New York, at the annual meeting of the American Society of Cosmetic Dermatology and Aesthetic Surgery.
"Before" and "after" photographs, patients' testimonials, and catchy phrases such as "a facelift in a syringe" can all be misleading to the point of being unethical, Dr. Kane warned meeting attendees during his presentation.
"Computer imaging is the most dishonest of all," Dr. Kane maintained.
Most practices that utilize computer-imaging technology require patients to sign a statement saying that they understand "they're not going to look like that," he said. "Then why show it to them?"
Ethical marketing should feature realistic and representative results, Dr. Kane said.
Photographs should not be cherry-picked images from one's best results over a career, but should depict real results in consecutive patients undergoing similar procedures.
Patients should not be given a time-machine-type prediction of their results, such as "You'll look 10 years younger," because this promise can't be consistently delivered.
Superlative phrases used to characterize procedures or combination treatments often "way, way overpromise," Dr. Kane commented.
"Does anyone really think eight syringes of Restylane and Botox are the same as a face-lift?" he asked.
As tempting as it is to entice patients with general statements suggesting that they will see dramatic results with minimally invasive treatments, it's misleading to make such blanket claims.
"Some people need the whole enchilada," he said.
LAS VEGAS An ethical cosmetic practice should always "underpromise and overdeliver," said Dr. Michael A.C. Kane, a plastic surgeon in private practice in New York, at the annual meeting of the American Society of Cosmetic Dermatology and Aesthetic Surgery.
"Before" and "after" photographs, patients' testimonials, and catchy phrases such as "a facelift in a syringe" can all be misleading to the point of being unethical, Dr. Kane warned meeting attendees during his presentation.
"Computer imaging is the most dishonest of all," Dr. Kane maintained.
Most practices that utilize computer-imaging technology require patients to sign a statement saying that they understand "they're not going to look like that," he said. "Then why show it to them?"
Ethical marketing should feature realistic and representative results, Dr. Kane said.
Photographs should not be cherry-picked images from one's best results over a career, but should depict real results in consecutive patients undergoing similar procedures.
Patients should not be given a time-machine-type prediction of their results, such as "You'll look 10 years younger," because this promise can't be consistently delivered.
Superlative phrases used to characterize procedures or combination treatments often "way, way overpromise," Dr. Kane commented.
"Does anyone really think eight syringes of Restylane and Botox are the same as a face-lift?" he asked.
As tempting as it is to entice patients with general statements suggesting that they will see dramatic results with minimally invasive treatments, it's misleading to make such blanket claims.
"Some people need the whole enchilada," he said.
LAS VEGAS An ethical cosmetic practice should always "underpromise and overdeliver," said Dr. Michael A.C. Kane, a plastic surgeon in private practice in New York, at the annual meeting of the American Society of Cosmetic Dermatology and Aesthetic Surgery.
"Before" and "after" photographs, patients' testimonials, and catchy phrases such as "a facelift in a syringe" can all be misleading to the point of being unethical, Dr. Kane warned meeting attendees during his presentation.
"Computer imaging is the most dishonest of all," Dr. Kane maintained.
Most practices that utilize computer-imaging technology require patients to sign a statement saying that they understand "they're not going to look like that," he said. "Then why show it to them?"
Ethical marketing should feature realistic and representative results, Dr. Kane said.
Photographs should not be cherry-picked images from one's best results over a career, but should depict real results in consecutive patients undergoing similar procedures.
Patients should not be given a time-machine-type prediction of their results, such as "You'll look 10 years younger," because this promise can't be consistently delivered.
Superlative phrases used to characterize procedures or combination treatments often "way, way overpromise," Dr. Kane commented.
"Does anyone really think eight syringes of Restylane and Botox are the same as a face-lift?" he asked.
As tempting as it is to entice patients with general statements suggesting that they will see dramatic results with minimally invasive treatments, it's misleading to make such blanket claims.
"Some people need the whole enchilada," he said.