Nowadays, given that delicate appearance is regarded more than ever as a valuable element in people lives and their psychology, especially for the young ones, the industry of cosmetic surgery tends to flourish. Both women and men are constantly focusing on improving their image, looking for qualitative and efficient medical services in order to comply with the beauty standards put forward by the traditional and social media. Physicians and service companies in the cosmetic surgery field compete intensely with each other to attract more customers and to successfully meet their expectations.
The sharp increase in plastic surgery during the last decade is an important trend that is expected to prevail in the future. Notably in 2014 only, 9,645,395 aesthetic surgeries took place worldwide with the US (15.4%), Brazil (13.9%), South Korea (4.6%) , Mexico (4%) and Japan (3.4%) occupy the first ranking. The surgeries that were more popular in 2014 was the blepharoplasty (1427451 cosmetic surgery), the liposuction (1,372,901), the breast augmentation (1,348,197), the fat transplantation (965.727) and rhinoplasty (849.445). Characteristic is the fact that the majority of people who resort to such operations are women, although more and more men have begun to explore cosmetic surgery solutions.
Despite the difficult economic conditions in Greece, it is estimated that in our country around 15,000-20,000 surgeries take place per year, a figure very high compared to the population, indicating that the interest in this industry is maintained robust. The most popular type of surgery is rhinoplasty and breast augmentation for women, whereas men are interested for rhinoplasty and liposuction that creates sculpted abs (6-pack).
However, the increasing popularity of cosmetic surgery result in their promotion as a commercial product for mass consumption which promises to fulfill even the most unrealistic expectations, rather than as a medical service. Such an approach is dangerous though, as each patient has different needs and each surgeon applies its own techniques.
But it is important for plastic surgeons to fully understand their patients’ requirements and wishes, especially if we take into account that the latter choose doctors who are characterized by professional competence and emphasize in personalized communication and service. Successful plastic surgeons are those who manage to create a relationship of trust with their patients, setting as a priority the safety and the improvement not only of their appearance but also of their psychology. In summary, surgeons should:
– Inform fully their patients about the expertise of the medical staff as well as the expected results or alternatives, since patients choose those surgeons who have excellent specialist knowledge and experience.
–Behave to patients as humans and not as business challenges. An effective human treatment will help develop emotional ties, make customers loyal to the doctor/medical center and recommend them to their acquaintances.
–Provide integrated services from the time the patient visits the medical center until the time he leaves. Although, the excellent cooperation with the doctor is a key factor in choosing the appropriate plastic surgery, proper behavior of the staff as well as the condition of the site are of major importance. The use of perfumes, colors and lighting can cause a positive impression to the patient giving a feeling of comfort and safety, as well as the kindness of the staff of the medical center.
-Create and promote a comprehensive professional image electronically through the website and social media as well as in medical centers (eg, cleanliness of premises, use of logo in medical uniforms, appropriate promotional material).
–Rational pricing of medical services in connection with the provision of alternatives or flexible payment methods (e.g. in installments) may contribute decisively to the choice of the plastic surgeon or medical clinic, as potential customers are particularly price sensitive given the economic crisis that has led to the reduction of people’s disposable income.
Consumers today address to plastic surgeons in order to improve their outward appearance. But those who really stand out and manage to acquire loyal customers are surgeons who provide patients with meaningful and comprehensive information on the quality of their services and their results, as well as by highlighting with every possible way their professionalism and build bonds of trust with them.
References : Press Center (2013),  Jeannette Y. Wick (2015), http://www.isaps.org