Tiempo de lectura: 10 minutos
Why can’t aesthetic medicine enter the game of unscrupulous marketing that is woven into the social networks? Here, in a ping-pong to read at length, Dr. Beth Carrasco, a surgeon and expert in aesthetic, integrative and autologous medicine, answers and clears up doubts.
She insists, among other concepts, on the importance of urgent regulation so that patients “do not fall into unscrupulous hands” and on preserving medical ethics as a beacon for all esthetic procedures.
Is there a savage marketing war being waged on the networks?
“While we understand that professionals dedicated to aesthetic medicine want to reach social networks so that our work is known, we cannot ignore that networks have become a means of frequent, easy and common consultation for our patients, and also profitable for companies.
For this reason, aesthetic medicine cannot enter the game of the unscrupulous and deceptive market that these networks also offer us.”
“People are attracted by magical results and immediately. And in the wild, marketing war, doctors and their marketing teams seek to attract clients with results and changes that surpass reality.”
Is it possible to live better in the body we inhabit?
“I have been involved in aesthetic medicine for 14 years, and congratulations I have seen how this market has grown from a practice that until a few years ago was considered only cosmetic and was not given any scientific value, to become a key and respected specialization within medicine.”
“Little by little, we have grown in knowledge, in science and evidence, as well as in laboratories with certified products, studied and with prestigious training schools. Also with millions of scientific articles and books that have allowed us to say with certainty that we do medicine, that treats not only the skin of our patients but prevents cell damage and impacts aging. Undoubtedly, in addition, these are procedures that have a very big impact on the emotions of our patients and on their social life for a better living in the body we inhabit”.
Do we live at the mercy of filters, likes and reels?
“The practice of aesthetic medicine must preserve medical ethics. But we have fallen into the famous filters and video tricks, competing with colleagues for who has the most impressive faces and results, with more use of products. A competition for more and more likes, without remembering that our patients are human beings with emotions, who when they consult us want to improve something they don’t like about their face, their body or their hair.”
“Patients come to the office, many times, subjected to social pressures or natural changes that make them feel insecure about a part of their body, and they are at the mercy of these reels that are all over the social networks and that promise to instantly end their aesthetic ailment”.
Aesthetic footprint: positive or negative?
“The reality is that although we have treatments that can immediately change the aesthetics of a face, such as lip design, nose design or facial harmonization, we cannot forget that the tissues are subjected to traumas that require recovery time, in a controlled manner that is less than that of surgical treatments, but that in the end each individual responds differently to inflammation and the impact of the products on the skin.”
“Many of those products that we use as collagen inducers do not have immediate results, and in each procedure we are creating an aesthetic footprint that can be positive but also negative, such as when we incur excessive amounts of a product. Because aesthetics, like any branch of medicine, can have complications that require co-responsibility between doctor and patient.”
On regulations and consents
“On the one hand, I totally agree that, as aesthetic physicians, we must show a result, but the way in which our services are offered to patients have to demand certain parameters.”
“Minimum standards of reality and transparency are needed, and that patients have the knowledge that aesthetic medicine requires medical assessment, information and consent. And that the results are not comparable with other people, because each case is treated individually.”
Magic and unscrupulous hands.
“The magic of the videos and filters are not real. We require urgent regulation so that patients do not fall into unscrupulous, unsuitable hands, or professionals who have the training but use these tricks to generate impact and fame.”
“At the end of the road, all this contributes to misinform consumers and users of social networks, generate unrealistic expectations for patients and end up demanding impossible results from doctors.”
