Author: Dr. Edwin C. Pound, III M.D. - Cosmetic Plastic Surgeon - Atlanta, GA
http://www.winpound.com/
I was watching the news last night when I saw a plastic surgeon touting a very expensive looking video imagine machine that could take a picture of a patient's breasts and make a 3D image that could be viewed from any angle. It could also be used to determine how those breasts might look with different sized implants. I guess a lot of patients come to that doctor so they can avail themselves of the latest, greatest technology but, to me, it looked like it was making a simple consultation much more complicated.
I don't have a big office with lots of doctors and employees. There are only four of us here, but we have been here for a LONG time. In fact, we have been in the same office since 1976. That is the mark of a stable office. Patients like it when they come in and see familiar faces. Because I am a small solo practice, I can't afford the fancy, expensive lasers and video imaging equipment that larger offices have. If I want to use something expensive, I use the equipment owned by the hospitals nearby. What I lack in gadgetry, I make up for with patient service.
My father started our practice back in 1961. I used to scrub in with him during surgery while I was in high school on weekends and vacations. I learned a LOT from him, not only about surgery but also about how to treat patients. Above all, he taught me not to just care FOR patients, but to care ABOUT them.
From the moment a patient first sets foot in my office to the moment when they leave for the final time, I treat them as I would a family member. Consultations are done by ME, not my staff. Surgery is done by ME, not stunt doctors or residents. When patients go to sleep for surgery, I am standing by their side. My nurse or I call each patient after their surgery to see how they are doing. If a patient has a question, either before or after surgery, they are encouraged to call my office and I speak to them directly. I also take all of my own call so, if a patient has a concern after surgery, they can call the office and get ME, not someone who is not familiar with them. As I jokingly tell my patients, I go nowhere, I have no life!
I like my patients and I like what I do. If a patient has a problem following surgery, I see it as my problem too. Together, we will work it out. I have seen people come to my office who have had surgery elsewhere. When they had a problem, the doctor suddenly became unavailable, not answering their phone calls or even seeing the patient when they came for their office visits. Instead, they were seen by a nurse or other office staff. In my mind, avoiding a problem does not foster patient trust or endear yourself to your patients. I don't always get perfect results, but my patients know that I will do my best to work with them to achieve the best results possible, and I will not abandon them if they have a problem.
I am very conservative in my medical practice. My philosophy is that the procedures that I learned from my father have been around for a long time because they work. New is not always necessarily better. As I have gotten older, I prefer to let the young guys try out the latest, greatest technology. A lot of it comes and goes each year and I would prefer to let the other guys make the mistakes with it. If it is still around in a year then I will learn about it. That is not to say that I am not up to date on techniques, or that I am not innovative. I am the world's foremost leader in the Trans-Umbilical Breast Augmentation (TUBA) procedure, a technique for inserting saline-filled breast implants, under or above the chest muscle, through a small incision in the navel. Our office also developed a technique for pinning back ears that does not require incisions and can be done under local anesthesia in the office.
I also like to give back to the community. I have been blessed with a skill and each year I try to go to a third world country to operate on kids with cleft lips, cleft palates, and burns. This is very grueling but gratifying work. Some of my patients look at the books in my waiting room from my trips and tell me that they feel very vain getting cosmetic surgery when there are so many reconstructive needs in the world. I simply tell them that it is because of them that I can afford to help take care of those kids.
So I watched the news with the plastic surgeon and his expensive video imaging machine, and I wondered who ultimately pays for that machine. Obviously, it has to be the patient. And, while it might be very cool to see your image in 3D, does it really add THAT much more information than what I can convey to a patient simply by holding up an implant to their chest and seeing how it might look? You can do lots of neat things to a person's image by using a computer, but can it be done as well in real life? At the end of the day, I think most patients would prefer experience over expensive gadgets.