Over the last two decades, cosmetic and reconstructive surgery has become a frequent subject of mainstream media coverage. As the number of procedures has increased worldwide, public curiosity has grown alongside it. Global numbers for cosmetic procedures reached new heights in 2022, as the International Society of Aesthetic Plastic Surgery reports over 30 million procedures done worldwide. This figure has brought the issue of safety, ethics, and the match between patient expectations and reality to the forefront. The image of the surgeon as a technician must now also incorporate the image of the educator, as they attempt to break down the complexities of the procedures for the non-medical-minded individual.
The media has come to rely on the expert opinions of surgeons when reporting on the latest developments in cosmetic procedures, the risks of surgery, and the latest discoveries in reconstruction procedures. TV programs, newspaper interviews, and online sources are used as mediums to educate the public on the latest developments and to dispel the myths surrounding some of the procedures. The laws in the provinces of Canada play a large part in the way the media presents information on plastic surgery procedures.
The city of Toronto plays an important part in the overall discussion of plastic surgery procedures. As the largest metropolitan area and the place with the most teaching hospitals, Toronto plays a vital part in the field of plastic and reconstructive surgery as well as academic study. The surgeons involved at Edelstein Cosmetic Plastic Surgery have been at the forefront of the overall discussion of plastic and reconstructive surgery, as well as aesthetic procedures.
Edelstein Cosmetic Plastic Surgery was founded by Jerome Edelstein in 2006. The company operates as part of the Ontario medical system. The surgeons involved at the company have been at the forefront of educating the public on the latest trends in plastic surgery and reconstructive procedures, within the boundaries of the College of Physicians and Surgeons of Ontario, and not as product endorsements.
Breast-related procedures have continued to dominate the discussion in the media with regard to plastic and reconstructive procedures. According to the ISAPS, breast augmentation is one of the most common plastic surgical procedures in the world, accounting for more than 15 percent of overall plastic surgical procedures in the last few years. In the discourse on plastic and reconstructive surgery, experts such as Dr. Jeffrey Fialkov and Dr. Toni Zhong continue to rely on guidelines rather than anecdotes, much like the overall media take on the subject.
Reconstructive surgeries, such as breast reconstruction following mastectomy, continue to enjoy the media spotlight. Journals such as Plastic and Reconstructive Surgery increasingly focus on patient outcomes and quality of life. Experts such as Zhong and Fialkov, who work as both surgeons and academics, continue to contribute to the discourse on the use of microsurgery techniques and the ways in which outcomes can be measured. In the overall discourse on the subject, the complexity of reconstruction procedures, which extend to multiple stages of surgery, recovery times, and the overall psychological aspects of patient care, continues to come up as part of the media discourse on the subject.
The overall trend of the use of less invasive procedures continues to come up. The discourse on the subject extends to the use of injectable neuromodulators, fillers, and lasers, as part of the overall lifestyle and health segment. In the discourse on the subject, the overall focus of surgeons such as those at Edelstein Cosmetic Plastic Surgery extends to the overall need to choose the right patient and the overall need to manage expectations.
The overall discourse on the subject, as brought up by surgeons such as those at Edelstein Cosmetic Plastic Surgery, extends to the need for safety standards, consent, and the ways in which complications can be managed. The discourse on the subject, as brought up by the Canadian Medical Protective Association, extends to the need for clear communication and documentation as ways to prevent medico-legal issues.
Public outreach also intersects with academic engagement. Surgeons who publish research or present at conferences may subsequently be approached by the media seeking interpretation of new findings. In this way, media visibility can reflect scholarly activity rather than marketing strategy. Zhong and Fialkov, with their reconstructive and microsurgical skills, have become part of the dialogue in which research findings are explained in everyday terms that can be easily understood by everyone. This process of translation does not alter the findings but allows more people to benefit from the knowledge presented in the research.
Public engagement is not merely about the dissemination of information, however. Cosmetic surgery is an elective process, and the expectations of patients can often be influenced by the way in which the media presents the process. In the last ten years, research has shown that if the expectations of patients are not realistic, the result can be dissatisfaction and the need for further revision of the process. Therefore, cosmetic surgeons who have engaged with the media have often emphasized the need for patients to understand that the results of the process can vary from patient to patient and that the process is tailored individually for each patient.
By the early 2020s, the process of media engagement had become an integral part of the practice of aesthetic medicine professionals. In the large urban centers where many of these professionals practice, the process of visibility is often linked with the need for public education and the process of responding to the debates that have emerged in the field. Edelstein Cosmetic Plastic Surgery has become part of the process of media engagement with the participation of Jerome Edelstein, Toni Zhong, and Jeffrey Fialkov.
