Our Summary

This research paper focuses on how cosmetic surgery is marketed in Norway, as there has been little research on this topic so far. The researchers studied the marketing strategies of 36 private clinics, using information from the internet and newspapers, including text, photos, and video clips.

They found that the clinics use several tactics to promote their services. They refer to customers as patients, make cosmetic surgery seem like a normal procedure, highlight physical imperfections, and play on themes of femininity and sensuality. They also define what a ’natural’ appearance looks like, promise that surgery will improve self-image and quality of life, and offer package deals and payment plans. The researchers interpret these marketing strategies within the broader context of societal views on body and gender, and the dichotomy between nature and culture.

FAQs

  1. What are some of the marketing tactics used by cosmetic surgery clinics in Norway, according to the research?
  2. How do these clinics define what a ’natural’ appearance looks like?
  3. How do the researchers interpret the marketing strategies of these clinics within the context of societal views on body and gender?

Doctor’s Tip

A doctor might tell a patient considering cosmetic surgery to thoroughly research the procedure and the qualifications of the surgeon before making a decision. They might also advise the patient to have realistic expectations about the results and understand that cosmetic surgery is not a quick fix for deeper emotional issues. It is important for the patient to fully understand the risks and potential complications associated with the procedure before moving forward.

Suitable For

In general, cosmetic surgery is recommended for patients who are healthy individuals seeking to enhance their physical appearance or correct perceived imperfections. Common types of patients who may be recommended cosmetic surgery include:

  1. Individuals with physical deformities or abnormalities: Cosmetic surgery can help individuals with physical abnormalities such as cleft lip, birthmarks, or asymmetrical features to improve their appearance and boost their self-esteem.

  2. Individuals with signs of aging: As people age, they may develop wrinkles, sagging skin, or other signs of aging that can be addressed through cosmetic procedures such as facelifts, Botox injections, or dermal fillers.

  3. Individuals with body image issues: Some individuals may have body image issues related to their weight, breast size, or other physical features that can be addressed through procedures such as liposuction, breast augmentation, or rhinoplasty.

  4. Individuals seeking gender confirmation surgery: Transgender individuals may seek cosmetic surgery to align their physical appearance with their gender identity, such as breast augmentation or facial feminization surgery.

  5. Individuals recovering from trauma or illness: Cosmetic surgery can also be recommended for individuals who have undergone trauma, such as burns or accidents, or for those recovering from illnesses such as cancer, to restore their appearance and improve their quality of life.

It is important for patients considering cosmetic surgery to have realistic expectations and to undergo a thorough consultation with a qualified plastic surgeon to ensure that the procedure is appropriate for their individual needs and goals.

Timeline

Before cosmetic surgery:

  1. Patient feels dissatisfied with a specific aspect of their appearance.
  2. Patient researches different cosmetic surgery options and clinics.
  3. Patient schedules a consultation with a cosmetic surgeon to discuss their goals and expectations.
  4. Patient undergoes a physical examination and the surgeon explains the procedure, risks, and potential outcomes.
  5. Patient decides to proceed with the surgery and schedules a date for the procedure.

After cosmetic surgery:

  1. Patient undergoes the cosmetic surgery procedure.
  2. Patient goes through a recovery period, which may involve pain, swelling, bruising, and restrictions on physical activity.
  3. Patient attends follow-up appointments with the surgeon to monitor their healing progress.
  4. Patient experiences improvements in their appearance and may feel more confident and satisfied with their self-image.
  5. Patient may receive compliments from others on their enhanced appearance.
  6. Patient continues to maintain their results through proper skincare, diet, and exercise.

What to Ask Your Doctor

Some questions a patient should ask their doctor about cosmetic surgery include:

  1. What are the potential risks and complications associated with the procedure?
  2. Can you provide before and after photos of previous patients who have undergone the same procedure?
  3. What is your experience and training in performing this specific cosmetic surgery?
  4. What type of anesthesia will be used during the procedure and who will administer it?
  5. What is the recovery process like and how long can I expect to be out of work or normal activities?
  6. Are there any alternative treatments or procedures that may achieve similar results?
  7. What are the realistic expectations for the outcome of the surgery?
  8. What is the cost of the procedure and are there any additional fees I should be aware of?
  9. Can you provide references or testimonials from previous patients?
  10. What follow-up care or support will be provided after the surgery?

By asking these questions, patients can ensure they are fully informed about the cosmetic surgery procedure and make the best decision for their individual needs and goals.

Reference

Authors: Johansen VF, Andrews T. Journal: Tidsskr Nor Laegeforen. 2021 May 20;141(8). doi: 10.4045/tidsskr.20.0766. Print 2021 May 25. PMID: 34047173