Plastic Surgeon in the Bay Area on Shift in Medical Technology Marketing
Lauren Greenberg, MD is a board-certified plastic surgeon in the Bay Area, and an avid blogger focusing on cosmetic plastic surgery. She recently addressed the process of moving new medical technology and products to market, and the alarming shift her industry has experienced as companies now practice direct-to-consumer marketing. “Doctors are no longer the gatekeepers. In many ways, the cart now drives the horse.”
In several recent posts, Palo Alto plastic surgeon and prolific blogger Dr. Lauren Greenberg discusses the process of making new medical technology and products available to consumers. In the past, she says companies involved in developing new medical devices and medicine would come to the doctors after clinical trials and present their research. Only after the doctors had judged the products on their efficacy would they reach the consumer. However, Dr. Greenberg highlights a startling change in the process, as companies bypass the doctors to focus specifically on direct-to-consumer advertising and marketing.
As a recent example of this, Dr. Greenberg offers laser liposuction. When the product was initially approved, the company’s marketing campaign focused solely on the consumer. Only after public demand was generated, Dr. Greenberg says companies began to approach plastic surgeons through informational courses. However, she adds that upon examination, she and her colleagues determined laser liposuction was no more effective than ultrasonic liposuction. In fact, Dr. Greenberg says the instructor of the course admitted that ultrasonic liposuction was often used prior to the laser liposuction procedure. “So my other colleagues and I, who have published and written chapters on liposuction, did not buy the machine. It offered no benefit.”
While she believes the laser liposuction procedure can be beneficial, Dr. Greenberg is quick to point out that patient demand generated by extremely effective ad campaigns is taking the place of doctors as gatekeepers for their patient’s safety. Ultimately, when a patient is considering a cosmetic procedure, she believes choosing a board-certified plastic surgeon is of the utmost importance. “Beware of the new trend, which focuses on hype and not science. Find a doctor who will be your gatekeeper, who will evaluate the new plastic surgery products and instead of trying to just sell you something new, will only sell you things they think really work.”
About Lauren Greenberg, MD
Dr. Lauren Greenberg earned her medical degree from Northwestern University Medical School. She then completed her general and plastic surgery residencies at Stanford University, as well as a fellowship in breast and cosmetic surgery. Dr. Greenberg has published several chapters in medical textbooks on breast reconstruction and liposuction of the lower extremity. She is a member of the American Society of Plastic and Reconstructive Surgeons, the Santa Clara Medical Association, and the California Medical Association.
Dr. Lauren Greenberg’s plastic surgery practice is located at 750 Welch Rd. Ste 117 in Palo Alto, CA 94304, and can be reached at (650) 617-9907, or found online at laurengreenbergmd.com or facebook.com/laurengreenbergmd.
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