Cosmetic Plastic Surgery offers a large array of procedures, many now non-surgical, to treat the entire gamut of aging and aesthetically imbalanced concerns. On the surface, it appears that we are providing physical change to make one more attractive or, at the least, less aged in appearance. But is that what we are really providing…or to ask it from a retail perspective…what is our product? What do we really sell in plastic surgery?
I have often observed that the outcome of a plastic surgery procedure (aka the result), is not always an accurate indicator of how a patient feels about it. Sometimes with very modest improvements, you see patients who are very happy. Sometimes, albeit much more rarely, you see very good results in which patients are disappointed. These experiences have taught me that our product is much more than physical.
Our product is about hope…and status. Each plastic surgery procedure is about hoping to look and feel better. And having the status to be able to do (afford) it. Satisfying these two basic human needs is what we really ‘sell’. Just like Starbucks….are they really selling drinks that are ‘worth’ $5 and $6?….I think not, they are selling the experience and status to do so…..and the few minutes of comfort that it brings.
Dr Barry Eppley
Indianapolis, Indiana