Hey Doc! – Marketing Terms and Plastic Surgery

On the latest episode of Hey Doc!, hosts welcometo discuss marketing terms and plastic surgery.

In the flashy world of social media, plastic surgery marketing often dazzles with catchy terms like “scarless surgery” or “deep plane lift.” But are these buzzwords legitimate, or just hype? In a recent Hey Doc episode, hosts Dr. William P. Adams Jr. and Dr. Rod Rohrich are joined by Dr. Ed Gronet, Dr. Matt Novak, and Dr. Sean Arredondo to dissect these misleading terms that confuse patients and muddy informed decision-making.

The Myth of “Scarless” Surgery: Decoding Marketing Hype

Plastic surgery marketing thrives on terms that sound revolutionary but often mislead. Dr. Rohrich kicks off: “Things like… scarless breast augmentation or scarless tummy tuck… It’s a misnomer because it’s just a marketing term. It doesn’t really exist in reality.” Dr. Novak agrees, calling it an oxymoron: “Surgery means cutting something… anytime you cut the skin, there’s gonna be a scar.”

Specific examples abound. Dr. Rohrich critiques “scarless breast augmentation” via transaxillary incisions: “There’s still a scar… in the armpit… for at least six months you can’t wear a sleeveless shirt without being able to see it.” This approach, touted as scar-free, is less inconspicuous and technically challenging, misleading patients about outcomes. Dr. Arredondo highlights “scarless arm lifts,” noting: “There’s actually very much a scar there… they’re just getting creative with the way they’re taking the photograph.” By posing patients to hide scars, such as posterior arm incisions, marketing distorts reality.

Other terms, like “ponytail foxtail lift,” “vertical lift,” or “deep plane lift,” sound cutting-edge but aren’t new. Dr. Rohrich explains: “I’ve been doing a deeper plane facelift for a couple of decades… people don’t know what that even means.” Social media amplifies these labels, confusing patients who arrive asking for trendy procedures without understanding them. As Dr. Rohrich notes, “It’s harmful to people that don’t have a huge knowledge base.”

The Harm to Patient Education: Confusion Over Clarity

These marketing tactics create barriers to informed consent. Dr. Novak emphasizes the need for more patient education: “It requires more education with the patients… you have to make sure that they understand that it’s a marketing term and… set realistic expectations.” Patients chasing “scarless” results may overlook risks or alternatives, like strategically placed scars in less visible areas.

Dr. Arredondo sees this as a rampant issue, worsened by social media’s reach: “It’s probably gotten worse since we were in the era of social media and… easy access to information.” Terms like “ultrasonic rhinoplasty” or “laser mastopexy” sound advanced but recycle old techniques. Dr. Rohrich clarifies ultrasonic rhinoplasty: “It’s… a half truth… it’s the old letdown pushdown… a good technique in selected patients,” but not the game-changer it’s marketed as. Similarly, a breast implant company’s “blue seal” claim—“something that’s been in all breast implants since 1986”—implies exclusivity that doesn’t exist.

Dr. Novak utilizes his social media following to counter misinformation: “We try to be as much of the expert as we can… we really do on a day-to-day basis what our real patients look like, no filters, no creative photos.” This transparency fights the trend where “anybody with 5,000 followers is automatically an expert,” as he puts it, urging patients to seek reliable sources.

Empowering Patients with Truth

The Hey Doc! panel reveals how marketing terms like “scarless surgery” mislead rather than inform, complicating patient education. Dr. Novak’s advice resonates: “Have a consultation with a board-certified plastic surgeon… do your research and make sure you understand everything.” For patients, clarity comes from consulting certified experts and questioning trendy claims. Spotted confusing terms?

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