| GUEST EDITORIAL ®


International Journal of Aesthetic and Anti-Ageing Medicine Informa, Christchurch Court, 10–15 Newgate Street, London, EC1A 7AZ, UK www.prime-journal.com ISSN 2325-9817 (print) ISSN 2325-9825 (online)


Editor Balraj Juttla balraj.juttla@informa.com


Art Director David ‘Spike’ McCormack spike@spikedesigns.co.uk


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Please send your manuscripts and press releases to: balraj.juttla@informa.com


All submitted manuscripts are evaluated on the basis of scientific quality, originality, appropriateness, contribution to the field and style. Suitable manuscripts are subject to peer-review. Manuscripts and accompanying files should be prepared in accordance with our Author Guidelines, which are available via www.prime-journal.com.


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outstanding provider you are today. Does that story, your story, matter any more in today’s society? There are plenty of other options out there, including better advertised, cheaper, and more easily accessible providers. I have had more patients than I care to mention say to me, ‘I didn’t know you offered that service here, I just got it done in a hotel room by a travelling nurse’, or ‘at a shop in the mall’, ‘with a ‘Groupon’ voucher’, or ‘in a non-cosmetic core specialist’s office’. Just last week, while injecting a patient’s Botox®, I asked her why she had a recent scar on her cheek? ‘Oh that?’ she said, ‘I had a biopsy performed on a rash that wouldn’t go away.’ ‘You were biopsied on the face for a contact dermatitis?’ I asked. ‘Yes,’ she replied, ‘it’s amazing you knew that was the result.’ Not all providers are created equal, some of us are better able to treat cosmetic patients than


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others; we have tried harder, learned more, and become better educated than our competitors. Yet, many times that hard work, training, and knowledge goes unrecognised and unappreciated by a public increasingly more concerned about cost and immediacy than quality, reliability, and consistency. Frustration has a way of affecting change, and after having been asked on multiple occasions to clean up damage caused by less qualified medical professionals, I made it a mission to educate patients about the importance of choosing the best provider possible for their particular condition. As a board certified dermatologist, with 11 years of formal medical education, my goal is to educate and get the word out about who I am and what I can do to help my patients achieve a healthier and more beautiful life. Part of my patient centred philosophy culminated in an award winning educational video I made for the American Society for Dermatologic Surgery’s 2013 branding campaign (tinyurl.com/q537tma). Does a provider’s educational background or character matter? Patients want concerns


expeditiously solved in an appropriate manner: it matters very little to some who performs the treatment, so long as their concern is resolved. Yet if a problem or complication in a ‘simple’ treatment occurs, will that hotel room nurse, shop in the mall attendant or non-cosmetic core specialist be capable of and available to resolve the complication? Educated patients know to be concerned about educational background, provider character and the quality of work. Medicine, and aesthetic medicine in particular, should not be considered a commodity when the results of a bad outcome could quite literally mean the difference between life and death.


H.L. Greenberg, MD, FAAD Owner & Founder Las Dermatology Las Vegas, USA


HY SHOULD PATIENTS CHOOSE YOU AS THEIR PROVIDER? EACH OF us has a unique story about how they became the medical professional they are today. The story of you includes schools attended, research performed, and a whole host of patient interactions and educational breakthrough moments as well as experiences with mentors, colleagues, and educators, the combination of which made you into the


PRIME JOURNAL NORTH AMERICA EDITORIAL BOARD BOARD MEMBER SPECIALISM Dr William H. Beeson


Dr Ashraf Badawi


Dr Anthony Benedetto Dr Valerie Callender Dr Andrew Campbell Prof Wayne Carey


Dr Anoop Chaturvedi Dr Joel Cohen


Dr Lisa M. Donofrio Dr Joseph Eviatar Dr Michael H. Gold Dr Steven B. Hopping


Dermatologist Plastic Surgeon


Cosmetic Dermatologist Dermatologist


Facial Plastic Surgeon Dermatologist


Anti-ageing Practitioner Dermatologic Surgeon Cosmetic Dermatologist Oculofacial Plastic Surgeon Dermatologist Plastic Surgeon


STATE Ontario Indiana


Pennsylvania Maryland Wisconsin Quebec Texas


Colorado New York New York Tennessee


Washington, DC


Dr Z. Paul Lorenc Dr Ronald Mancini Dr Neil Sadick


Dr Joel Schlessinger Dr Nazanin Saedi Dr Hema Sundaram Dr Amy Taub


Dr S. Randolph Waldman Dr Heidi A. Waldorf Dr Susan Weinkle


BOARD MEMBER SPECIALISM Dr Gustavo H. Leibaschoff Wendy Lewis


Cosmetic Surgeon Industry Expert


Aesthetic Plastic Surgeon


STATE Texas


New York New York


Oculoplastic and Orbital Surgeon Texas Dermatologist


New York


Cosmetic Dermatologic Surgeon Nebraska Dermatologist Dermatologist Dermatologist


Facial Plastic Surgeon Dermatologist Dermatologist


For the full list of our international board members, visit www.prime-journal.com/editorial-board prime-journal.com | January/February 2015 5 ❚ Pennsylvania


Maryland/Virginia Illinois


Kentucky New York Florida


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