Media success Tool Kit 11262 Monarch Street, Garden Grove, CA 92841 562.799.2356 www.surgery.org
The Aesthetic Society s Guide to Media Success There is really no secret to conducting a good media interview but it is important to be prepared. The following Guide to Media Success was created for you, as a Society member, to help you when you are speaking with the Press. Use this when being interviewed by the media and you will find talking points on various subjects that will help to make your interaction with the media a success for your practice and your specialty! Everyone has seen examples of doctors who have been blindsighted during interviews that aim to make plastic surgery and the surgeons who perform it look bad. Therefore, talking points, media training, and a solid understanding of what will be covered during an interview are good preparation for all interactions with the media. This Guide has talking points on what it means to be an ASAPS Member, guidelines for what a patient should look for during a consultation with a plastic surgeon, teens and plastic surgery, breast implant safety, and cosmetic surgery vacations. To find the most recent procedural statistics please go to: http://www.surgery.org/media/ statistics We hope this Guide to Media Success will continue to give you a head start on making your next interview your best interview! 2
How to reach out to the press: Marketing can be expensive. That s why it makes sense to cultivate relationships with those who can get your practice free exposure - the media. Not only will prospective and current patients see you being used as an expert on TV and in articles, they will absorb media that is usually much higher quality than what you can turn out from your office. These pieces can get your name out and easily be shared through your web site and social media pages. There are tricks to getting media coverage. First, you must call your local stations and newspapers and ask who covers the health beat. When you talk to them, you ll want their email address to send them future press releases. Press releases are just a few paragraphs explaining the story you re pitching and why it s newsworthy. Be sure to tell the reporter what you specialize in, and that you would be happy to be used as an expert in future stories. This means you and your staff will have to be flexible; stories are often filmed or written within one day, and if you are the expert, you will need to make time for an interview on short notice. Once you have built a rapport with your local health reporters, you will need to find story ideas to pitch. Media outlets will not consider your story if it is too promotional, uninteresting, or has no impact on the community. Ask yourself, What makes our practice unique? Why are we a big deal? Do you have cutting edge technology no one else in the area uses? Does one of your patients have a miraculous story they want to share? Are you seeing a spike in a certain disease or condition? Are you doing something to give back? Also, you might consider looking for seasonal opportunities. You can do releases about breast reconstruction during breast cancer awareness month, or antiaging and skin cancer awareness information during the summer months. Even if the media has bigger stories to tend to that day, the community will appreciate the outreach. 3
ASAPS Memb er ship Talking Points: The American Society for Aesthetic Plastic Surgery is the leading organization of plastic surgeons certified by the American Board of Plastic Surgery who specialize in cosmetic surgery of the face and the entire body. All members of ASAPS are certified by the American Board of Plastic Surgery Only ABPS certified plastic surgeons who devote a significant portion of their practice to cosmetic plastic surgery are eligible for invitation and subsequent election into ASAPS membership. To become a member of the Aesthetic Society all members must meet specified requirements for documented aesthetic (cosmetic) surgery cases performed during a 12-month period and covering a wide range of procedures. All ASAPS surgeons go through rigorous post-graduate training as a requirement of membership. Plastic surgical training includes advanced knowledge of specific cosmetic plastic surgery techniques. In order to stay current with cosmetic plastic surgery developments, all members must participate in accredited Continuing Medical Education. Aesthetic Society Members must meet requirements for operating in an accredited surgical facility. All ASAPS members must adhere to current ethical standards for professional conduct. Below is a list of talking points that can be used as a guideline for what a patient should look for during a consultation with a plastic surgeon: Is y o u r do c t o r Bo a r d - Cer t i f i e d? A doctor s board-certification is the best indicator of his or her training in a particular medical or surgical specialty. Look for certification by the American Board of Plastic Surgery (ABPS), the only Board recognized by the American Board of Medical Specialties (ABMS) to certify doctors in the specialty of plastic surgery. Is y o u r do c t o r an ASAPS Mem b e r? ASAPS membership ensures that a doctor not only is ABPScertified (or, in Canada, certified in plastic surgery by the Royal College of Physicians and Surgeons of Canada) but also has significant experience in cosmetic surgery. ASAPS membership is by invitation only. Is y o u r do c t o r s su r g i c a l fa c i l i t y a c c r e d i t e d? Cosmetic surgery can safely be performed in a hospital, a surgicenter or an office-based surgical facility: Current published data show that accredited officebased facilities have a safety record comparable to that of hospital ambulatory surgery settings. However, the majority of office-based surgical facilities are not accredited. Another advantage of selecting an ASAPS member is that all ASAPS surgeons operate in accredited, state-licensed or Medicare-certified facilities. 4
Doe s y o u r do c t o r ha v e h o s p i t a l pr i v i l e g e s? Before granting operating privileges, hospital review committees evaluate a surgeon s training and competency for specific procedures. Wherever the surgery will be performed, be sure that the surgeon has operating privileges in an accredited hospital for the same procedure being considered. Did y o u ha v e a th o r o u g h c o n s u l t a t i o n? The consultation is an important opportunity for questions to be asked and answered. It should include a candid discussion of risks as well as benefits of the surgery. A thorough consultation also involves a review of medical history including any existing medical conditions. All these factors help the surgeon to custom-tailor the operation to best meet the needs of each patient. Do y o u ha v e a go o d ra p p o r t w i t h y o u r do c t o r? Even the most experienced surgeon is not the right surgeon for every patient. Any successful relationship depends on good communication. Patient satisfaction is enhanced when surgeon and patient candidly discuss goals, agree on realistic expectations, and plan the course of the surgical journey together. Doe s y o u r do c t o r ha v e e x p e r i e n c e wi t h th e p a r t i c u l a r pr o c e d u r e y o u ar e c o n s i d e r i n g? Experienced aesthetic plastic surgeons generally perform a wide range of cosmetic surgeries on a regular basis. Patients should ask about the surgeon s experience with the particular procedure being considered. If considering a new technique or technology, patients should inquire whether results substantiating safety and effectiveness have been published in a peer-reviewed journal. Wha t is y o u r do c t o r s po l i c y o n fo l l ow -up vi s i t s? Good surgical care does not end with the surgery. Patients should inquire about follow-up visits and about the doctor s policies should surgical revisions be necessary. Ho w mu c h wi l l y o u r p r o c e d u r e co s t? National averages for surgeons fees can be found on surgery.org. Fees may vary considerably depending on geographic region, surgeon experience and individual patient factors. Not all patients can be treated with the same technique, and the complexity and length of surgery affect cost. Patients should note that cosmetic surgery usually is not covered by insurance. 5
Gener a l Pl a s t i c Su r g e r y Talking Points State laws permit any licensed physician to be called a plastic or cosmetic surgeon, even if not trained as a surgeon. All Aesthetic Society members are certified by the American Board of Plastic Surgery and have met additional requirements for clinical experience and continuing education in cosmetic surgery. Increased media coverage of cosmetic surgery may encourage people to consider procedures for themselves, but also may foster unrealistic expectations and fail to stress the importance of checking surgeons credentials. Brand name surgical procedures are regularly used by marketing entities to popularize surgical techniques so that patients ask for that procedure whether it fits their situation or not. This is a problem that can be very dangerous. A procedure is only as good as the hands that perform it. Regardless of who pays the bill, surgery must always be self-motivated. Nobody should undergo plastic surgery at someone else s suggestion or simply because it is offered to them as a gift. Make sure the idea for plastic surgery comes from the person who intends to have it, and not from a wellmeaning spouse, relative or friend. Decisions about plastic surgery should never be made without a thorough understanding of both the benefits and the risks of a procedure. One of the important factors that plastic surgeons evaluate when interviewing prospective patients is whether they have realistic expectations about the potential results of surgery, including the possibility of complications. Teens and plastic surgery As the premier society of American Board of Plastic Surgery certified surgeons specializing in cosmetic surgery, the American Society for Aesthetic Plastic Surgery offers these guidelines for evaluating teenagers who are considering cosmetic plastic surgery: Assess physical maturity: Operating on a feature that has not yet fully developed could interfere with its growth, and continued growth could negate the benefits of surgery in later years. Explore emotional maturity and expectations: As with any patient, the young person should appreciate the benefits and limitations of the proposed surgery, and have realistic expectations. Check credentials: State laws permit any licensed physician to call themselves a plastic or cosmetic surgeon, even if not trained as a surgeon. Look for certification by the American Board of Plastic Surgery. If the doctor operates in an ambulatory or office-based facility, the facility should be accredited. Additionally, the surgeon should have operating privileges in an accredited hospital for the same procedure being considered. Explore risks and expected recovery times: Teens and their parents should understand the risks of surgery, postoperative restrictions on activity, and typical recovery times. 6
Co m m o n Co s m e t i c Pl a s t i c Surgical Procedures for Teens The following are among the most common surgical procedures performed on those 18 years of age and younger, according to ASAPS statistics: Otoplasty: Ear surgery is regularly one of the two most popular surgical procedures for young people. Ear surgery often is recommended for children as they near total ear development at age five or six. Correction of the ears prior to the child entering school helps eliminate potential psychological trauma from the teasing of classmates. Rhinoplasty: Nose reshaping is the most requested aesthetic surgical procedure by teens. It can be performed when the nose has completed 90 percent of its growth, which can occur as early as age 13 or 14 in girls and 15 or 16 in boys. Breast reduction: Breast reduction is frequently performed on girls with overly large breasts that may cause back and shoulder pain, as well as restrict physical activity. Breast reduction usually is delayed until the breasts have reached full development. Correction of breast asymmetry: Surgery can be performed when one breast significantly differs from the other either in size or shape. Except in cases of asymmetry and post trauma reconstruction, federal regulations prohibit breast implants for those under 18. Treatment of Gynecomastia: In some teenage boys, excessive breast development (gynecomastia) can become a significant psychosocial problem. Excess tissue can be removed to achieve a more masculine body contour. Bre a s t Im p l a n t Sa f e t y Pa t i e n t Sa f e t y Plastic surgeons primary concerns are patient safety and satisfaction. Data shows cosmetic plastic surgery enhances self-esteem and body image. Studies show, overwhelmingly, that women are happy with their breast implants for augmentation and reconstruction. Over 300,000 women a year choose to have breast augmentation procedures, according to statistics from the American Society for Aesthetic Plastic Surgery (ASAPS). 7
Women with implants should continue their normal routine-- -self exam, and mammography when appropriate. If they detect changes they should contact their plastic surgeon Cho i c e Plastic surgeons support informed choices by their patients based on documented safety and effectiveness. Bre a s t Im p l a n t Re s o u r c e s ASAPS web site, surgery.org, has accurate information about breast implants. To learn about breast implants, visit breastimplantsafety.org, the comprehensive resource for women looking to make informed personal decisions when considering breast implants. Both the FDA and ASAPS are confident that breast implants are safe and effective. Women considering breast surgery should be provided with all available and accurate information about breast implants. Sci e n t i f i c Ev i d e n c e Breast implants manufactured in the United States have been proved safe not only by the Food and Drug Administration but through more than 30 studies published in peerreviewed medical journals that confirm their safety. They are, in fact, the most studied device in the history of the FDA. Current scientific evidence indicates that breast implants are not associated with any diseases. More than 10 years of scientific research indicate that problems associated with breast implants are local, not systemic, and are usually limited to the area around the breast. It is important to distinguish between anecdotal and scientific evidence. Like most medical devices, breast implants may not last a lifetime. Plastic surgeons fully support the FDA s ongoing scientific review of implant data. 8
Cosmetic Surgery Vacations You won t be ready for a round of golf. Most cosmetic surgeries involve restrictions on normal activities, and particularly exercise, for several days to weeks. Sun bathing is taboo. If your idea is to recover from surgery lounging by the pool, remember that many types of cosmetic surgery require you to stay out of the sun until you are fully healed. Your doctor s credentials may not be what you think they are. Although there are excellent surgeons in many countries, it is often difficult to evaluate the training and credentials of surgeons outside the United States. The surgical facility may not offer necessary safeguards. In the U.S., patients may choose to have surgery in an accredited facility that meets accepted safety standards for equipment, personnel and emergency procedures. Many facilities both within and outside the U.S., may fail to meet even minimum safety standards. Necessary follow-up care may be unavailable. Cosmetic surgery patients need to be seen by their surgeon at various intervals following the operation. If your surgeon is hundreds or thousands of miles away, there is no such continuing relationship. If for some reason you decide to have cosmetic surgery away from home, make sure that your surgeon has a professional colleague nearer to where you live who has agreed to see you for any necessary follow-up care. Postsurgical problems are not easily handled. Serious problems are rare when cosmetic surgery is performed by a qualified, board-certified plastic surgeon. Patients who believe they can have surgery abroad and then, if necessary, find a surgeon close to home to handle any problems may find it tougher than they think. Most doctors are reluctant to handle problems, even minor ones, of surgeries they did not perform, particularly if they are unsure what specific techniques were used in the initial operation. 9
ASAPS Memb er In t e r v i e w Tip s Use your official ASAPS title or ASAPS membership as an identifying credential. Confirm that they have the ASAPS name correctly: American Society for Aesthetic Plastic Surgery (ASAPS) Encourage mention of the Aesthetic Society s website (www.surgery.org) and the website s national Find-A- Surgeon feature. For assistance in preparing for an interview, call the ASAPS Communications Office. A good interview can benefit your practice as well as the industry as a whole. If you are quoted in an article you might consider posting a link to it on your website, as well as posting it on any of the Social Media outlets you use. For instance, if you are appearing on a segment of the Today Show you might want to post a comment on Facebook and Twitter before the segment and let your Friends and Followers know that they should tune in and watch you, and after the show airs you can post a link to the segment on the Social Media sites and your website to increase audience reach. We hope that this ASAPS Guide to Media Success is something that you will consult often. For additional information and the latest Aesthetic Society position statements, visit the Press Center of the ASAPS web site at www.surgery.org/media. Or call the Aesthetic Society s Communications Office, where members of the public relations staff are ready to assist you. THE ASAPS COMMUNICATIONS OFFICE IS AVAILABLE FOR ASSISTANCE WITH MEDIA INTERVIEWS 800-814-7148 or 212-921-0500 Email: media@surgery.org 10