If you are starting to wrinkle sag or bag what do you do? These days there are so many options available to you. In fact, facelifts are becoming branded. Certain minimally invasive procedures are marketed directly to patients in a one-size-fits-most approach. Patients pick an operation — usually after seeing it touted online, on TV or in magazines — and are referred by a national organization to a doctor.
Two procedures sold this way are the Lifestyle Lift, which an ad in Family Circle describes as “revolutionary” and a way to “remove wrinkles,frown lines and sagging skin” in about an hour; and the QuickLift, which also benefits from nationwide marketing that promotes a short recovery and only local anesthesia.
Because these procedures, priced at $4,000 and $5,900, contrast with more extensive face-lifts requiring general anesthesia and usually costing more, they have become popular.
But many surgeons think branded face-lifts are problematic. They are concerned that patients may be so persuaded by advertising that they don’t seek a second opinion or investigate the full range of options.
In this new landscape, patients are encouraged to seek an advertised procedure rather than work with a surgeon to select from a menu of options. What’s more, some patients are now “looking not for the best doctor, but the one who has the magic wand.
If you are considering one of these quickie lifts, I strongly suggest you read more about these procedures. You can start by reading yesterday's New York Times article.