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A New Age in Beauty: Dr. Sam R. Patel on the Rise of Non-Surgical Procedures

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Jorge Lucena

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Everyone knows the old adage: beauty is pain. But does it have to be? Not according to the legions of people making appointments for lip fillers, body-sculpting treatments, laser skin resurfacing, and other non-invasive cosmetic procedures. 

Dr. Sam R. Patel, a medical consultant and the founder of Astra Culture, a consulting firm that helps medical practices boost their income by offering non-surgical elective procedures, has seen that growth in popularity firsthand.

From Dr. Patel’s vantage point, the surge in popularity comes, at least in part, from the internet and social media. “Medical weight loss is on the rise,” he says. “Everyone wants it. It's all over the internet. Non-invasive, non-surgical treatments are on the rise. All these celebrities are talking about it.”

The demographics might surprise you, too. Historically, Botox injections have been associated with older people looking to minimize wrinkles — but its popularity with millennials has increased in recent years. A recent Gallup poll found that another non-surgical procedure, medical weight-loss injections, were most popular among the 40-49 and 50-64 age groups.

As more people clamor for non-invasive beauty treatments, more medical providers — and sometimes the medical providers you’d least expect — are offering them. That increased availability may, in turn, be drawing in even more new patients. 

“The influx of the demand and the marketing that's happening and the media talking about these things is making patients want them more,” says Dr. Patel. “And who are they going to go to? Well, they might find someone brand-new. Or if their dentist is doing it, they'll think, ‘I've been going to my dentist for 20 years, they have this facial treatment, I might as well just go to them because I trust them.’”

The idea of a dentist offering non-dental cosmetic procedures might seem odd, but it’s not just a theoretical situation. Many Astra Culture clients, including several dentists, have opened up successful med spas that offer elective procedures.

“These seemingly random people are getting into this space because the media is giving so much attention to it,” Dr. Patel explains. “Consumer demand is high, so it makes sense for medical professionals who have worked hard to build a loyal following to monetize that following.”

With non-invasive beauty treatments popping up online, on the news, and maybe even in your dentist’s office, it’s easy to see why even people who hadn’t previously considered these treatments might start taking an interest. That begs the question: does the fact that you can easily get a cosmetic treatment mean you should?

That depends. Getting a cosmetic procedure is always a highly personal decision, but if it’s something you’re considering, you should at least have realistic expectations. 

For example, while body sculpting can help you look more chiseled, Dr. Patel notes that doctors usually suggest you wait to get it until you’re close to your ideal weight. 

The increasing accessibility of non-invasive cosmetic procedures is, in many ways, a good thing. But if you’re considering one yourself, don’t be swayed by the hype. If you take time to consider whether it’s something you truly want, you’ll be well on your way to making the right decision.

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