“Responsibility is crucial in an aesthetic surgeon’s work. Sometimes, a successful outcome is also a cancelled operation by convincing the client otherwise,” says plastic surgeon Dr. Jüri Kullamaa in his interview with the Best Marketing portal.
We speak with Dr. Jüri Kullamaa about plastic surgery trends, the reputation of aesthetic surgery, and marketing in the field.
Does plastic surgery need marketing today?
Every field needs marketing. Marketing permeates different parts of a company, so it’s indispensable. The same applies to our services. With our activities, we have reached a new level. Kotka Private Hospital Plastic Surgery Center is the largest and most technologically advanced plastic surgery center in Estonia. Therefore, a new brand had to be created, and the values that have already been established in marketing needed to be expanded. Previously, my work was known by my name, but now we have grown to such an extent that we have added capacity, premises, and practitioners.
Is there strong competition in plastic surgery?
While the number of entrepreneurs and intermediaries appears to be increasing, the question always remains: are there also competitors who ensure quality? Not every doctor can engage in plastic surgery. Only a suitably certified doctor is allowed to perform plastic and reconstructive surgery to ensure the best quality. In Estonia, there are indeed those who should not actually be engaged in aesthetic surgery but do so anyway. For the reader’s information, it is always advisable to check a doctor’s experience and relevant certifications.
How to determine whether a doctor is qualified or not? I recommend checking the ISAPS website – it’s a global organization whose listed doctors can be trusted.
What specific marketing activities do you undertake?
We deal with Estonian and foreign markets. Today, 80% of clients come from Finland. The best marketing is professionally done work and a satisfied client; this is one of the most effective marketing mechanisms. My name has worked equally well.
Do you perform surgery for every interested person, or have you also convinced some otherwise?
We have also convinced some otherwise, because the initial state is not always one that requires aesthetic surgery. More often, people want to become more beautiful than they already are. It must be recognized that this is still an operation – recovery is a long process, and scars will inevitably remain. Responsibility in one’s own work and that of colleagues is important. Sometimes, a successful outcome is also a justifiably cancelled operation achieved by convincing the client otherwise.
Currently, naturalness is in fashion. In many cases, a person can correct imperfections with simpler means. I recommend sports and diet. Some may need psychological support to see personal uniqueness instead of a flaw. Sometimes, good cosmetologist advice or grandmother’s wisdom about herbal remedies helps.
As you said, naturalness and authenticity are the keywords that characterize today’s beauty world – how has this affected your business?
Yes, people are becoming increasingly natural. Duck lips have fortunately gone out of fashion, and breast sizes are normalizing. However, this fact does not negatively affect our business. Those who once had corrections done are returning in a cycle. Every person is different, and the definition of beauty is also slightly different for everyone. Naturalness may be in fashion, but if a woman’s breasts or abdomen have sagged excessively after childbirth, or if an illness has drastically altered a person’s appearance, then plastic surgeon intervention is not at all shameful or excessive beautification. It is an essential procedure.
What is the demand for plastic surgery in Estonia?
There is definitely demand; it already existed in the 80s. Sometimes I do wonder if society even needs this field. At the same time, people’s lifespans have lengthened, and so has their working life. People look increasingly younger and healthier. So, why not? Sometimes it’s simply that people wish to gain more self-confidence and solve what bothers them about themselves. There are also those who need some adjustments due to oncological reasons or significant weight loss. Skin is saggy, or a breast is missing – for them, plastic surgery is indispensable. Therefore, there is certainly demand for plastic surgery services.
What age groups come in?
In all ages. Generally, people are between 22 and 55 years old.
What is the reputation of cosmetic surgery? For many, it has been associated with excessively large breasts or a Michael Jackson-like over-sculpted face.
Beauty is in the eye of the beholder. For a while, the skin was indeed tightened excessively, and the result looked fake – everyone who emerged from under the surgeon’s hand looked the same. Now the trend is towards going back to basics.
In the past, everything that sagged was removed – now filler is injected under loose skin to ensure a natural result. As we age, our ligaments all give way, and fatty tissue in the facial area diminishes. All of this can be reinjected; it’s not always necessary to cut. It is probably important to continuously remind people that a surgical procedure cannot be reversed. If you wish to over-force certain areas, unfortunately, it’s not possible to reshape what has been done to look natural. Remember that less is more.
Because of your profession, do you also observe people in everyday life to see who might need adjustments or similar?
Sometimes I do look around, but not to look for imperfections. The thrill comes when I can’t tell if someone has had themselves “adjusted” or if they are naturally that way. I have also thought about women in very good physical shape. They should be aware that a beautiful breast augmentation result requires a small amount of fat. This way, the silicone breast looks natural, and in this regard, fat is highly recommended!
The article was published on bestmarketing.ee
