The benefits of breast augmentation are many including a changed physical appearance, increased clothing options, and most importantly an improved self-image. But undergoing breast implants has recently added an additional benefit…the opportunity for some extra cash.
From the Mentor corporation, who has the largest share of the breast implant market in the United States, comes the Memory Gel referral program. Memory Gel is the tradename for their silicone gel breast implants. After having received a silicone (Memory Gel) breast augmentation procedure, the patient is given a Memory Gel Referral Program brochure from her plastic surgeon.
In the brochure the patient is referred to the manufacturer’s patient website, LoveYourLook. Once on the website, the patient fills out all the requested fields including her implant’s serial numbers. At this point, she can then enter the name and email address of a friend she would like sent information from the Referral Program.
An email from Mentor is then automatically sent to the friend whose name and email address was provided. If the friend goes on to have breast augmentation surgery (breast reconstruction does not count), a $50 American Express Gift card is sent to the patient who referred her. (for whatever reason, this offer is not available to patients in Texas and Florida)
While $50 may not seem much to someone who has spent $5,000 to $7,000 for breast surgery, it is a token gesture that speaks to an aspect of breast augmentation that few think of. Unlike any other medical device used in the United States, breast implants share many features similar to that of a retail product. First, breast implants are paid in cash directly from the patient and often financed to do so. That is clearly different than other implantable medical devices which are sold and paid for by the hospital, surgery center or physician, leaving the patient out of any financial involvement or burden. Secondly, breast implants carry warranties that provide some financial protection for the patient. Lifelong implant replacement for failures and actual cash reimbursement if these failures occur in the first 10 years after surgery. No other medical devices carry such financial patient protections. And now thirdly, the use of a referral incentive which is very common across the retail industry. By so doing, they are encouraging friends (who were likely going to have the surgery anyway) to use Mentor implants and not the competitors.
The business of breast augmentation is unique amongst medical devices. It is a significant cash product that offers some financial assurance to the patients receiving them. Because the surgery is entirely elective and paid for out of pocket, confidence in the devices implanted is essential.
Dr. Barry Eppley
Indianapolis Indiana