| MAURICIO DE MAIO | PRIME PEOPLE
patients and their US and European counterparts goes beyond attitudes towards plastic surgery, but also to what procedures they are choosing and what they wish to achieve. Dr de Maio tells me Brazilians are not busy trying to follow trends in the European market, or attempting to emulate their favourite Hollywood stars in the US. Brazilians, in general, wish to have an overall treatment that looks natural. 'When you are in Brazil you
will hardly see the excessive treatments you see in Hollywood stars. I think we are slightly more conservative in quantity, but more keen on overall treatment. So if we put in breast implants we work on shaping the rest of the body too,' he says. 'However, in countries like the UK and
dermal fillers need to be educated to see past the patient's request and not simply inject wherever they are told. 'One thing I do is patient assessment,
Every patient has
a different degree of complexity and we
complexity of the ageing process
cannot be naïve and think a single product can solve the
try to understand the patient's motivations. Try to compare the expert analysis against the patient's request. When they match it is really easy but they can sometimes be totally divergent.' It is clear that Dr de Maio's own
treatment style stems from his work in Brazil. He prefers for the physician to have a greater say in exactly what procedures are used to achieve the results the patient desires, rather than being dictated to by the patient. His approach is to treat the whole
face rather than just one area for more subtle, natural results. It has been through this treatment
Russia I have witnessed a trend of 'more is better', and for external observers we can see there has been too much injected. In this perspective we are more conservative but we are more open about having treatments. We end up developing techniques which are more adaptable to the overall treatment of the face rather than one single area.' Dr de Maio also believes a big
difference between the Brazilian market to any other is the role of the physician in the decision making proces. 'Another important thing about Brazil
that I do not find in the other countries where I travel to is that, in Brazil, a patient would come to me and ask 'Doctor, what would you do for me?' This allows the doctor to use their expert knowledge to improve the patient's apperance. 'Whereas when you come to Europe,
doctors are more reactive. Patients tell them 'I want my lips', or 'I want my glabellar lines'. This linear way of thinking, of doctors as only delivering patient requests, can sometimes work because patients have an accurate perception of themselves. However, sometimes patients have a misperception and then you end up delivering unfavourable results.'
Education is key Dr de Maio believes there is an inversion of roles in aesthetic medicine that should be addressed. Physicians injecting
style that he developed his own eight point approach, which addresses eight separate areas of the face to achieve a whole, natural, and non-surgical face lift.
Working with Allergan Dr de Maio began working with Allergan in 2004 in their Aesthetic Academy. They provided him with a platform to educate other physicians on his treatment approaches and he was able to educate those less experienced on matters they may not have covered at university. Dr de Maio also found the ideal
product for his treatment approach in Allergan's JUVÉDERM® injectable hyaluronic acid (HA). He pioneered the use of JUVÉDERM® for facial rejuvenation, achieving natural results through volume restoration. He is now leading a series of masterclass workshops sponsored by Allergan on the use of their new range of dermal fillers powered by JUVÉDERM® VYCROSS™ technology. 'A lot of companies are trying to
develop biodegradable products with longer duration. JUVÉDERM® VOLBELLA™, VOLUMA® with Lidocaine, and VOLIFT® are a new technology of hyaluronic acid preparations,' he explains. These products offer the natural
results through a whole face approach that Dr de Maio strives for. JUVÉDERM®
prime-journal.com | June 2013
VOLUMA® is a volumiser that recontours the face to restore volume to chin, cheeks, and cheekbones that have become hollow or thin due to weight loss or age-related facial fat loss. JUVÉDERM® VOLIFT® is for the nasolabial fold and any deep skin depressions. JUVÉDERM® VOLBELLA™ is designed to be used on the lips. Allowing for lip definition without excessive projection. According to Dr de Maio all three products meet a need. 'Allergan already has a portfolio of fine
products delivering excellent results, but there are always gaps. For example, some lips are so difficult to treat that it was difficult to get natural looks. These products are leading to natural results and filling the gaps of those patients you would normally be reluctant to treat. I think this will be the trend for many future products: to be more adaptable,' he explains. 'The gap these products are also filling
is you get natural results even with excessive smiling, crying or other animation. I think this will be very suitable for Europe and their culture of not having people know they've had a procedure.' While the trio of fillers from Allergan
meet a need in the market, Dr de Maio still believes there is room for improvement on the side of the injector. 'Every patient has a different degree of
complexity and we cannot be naïve and think a single product can solve the complexity of the ageing process. One of the misunderstandings of this industry is injectors try to compensate for the ageing process with treatment of one single product or in one single area. So I think the gap is that while we have very good products on the market, we have to improve the development of patient assessments by the injector. As they are not used to assessing the patient and only delivering the request, work still needs to be done in this area.' Dr de Maio will continue to work on
addressing this gap in development by continuing to take part in masterclasses and expert meetings, and promote the natural-looking results so sought after in his native Brazil.
❚
61
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84