I think any economist with half a brain (or I could avoid being redundant and just say any economist – apologies to Paul Krugman) could tell you that the number of breast augmenation surgeries will very likely be lower in 2008 than it was in 2007. We won’t know until about April when the American Society of Plastic Surgeons (ASPS) and the American Society for Aesthetic Plastic Surgery (ASAPS) release their national figures, but with demand for practically everything else falling in this country, you have to imagine that many women are putting off their breast enhancement surgery as well.
Breast augmentation in Michigan, California, Florida, and other places hard-hit by the latest economic downturn will likely see the biggest decline. True, some of the women who decide against enlargement at this time may never have the procedure, but I think what’s more likely is that we’ll see a dip probably this year and next, and then a gradual increase as women who have delayed their surgery feel more comfortable about the economy and see that the time is right for their enhancement procedure. Because after all, the desire to look and feel attractive is a powerful drive, and many women see the cost of a breast augmenation as a small price to pay for increased allure and a boost to self-image.
At the same time though, I think that a dip in the economy will be a net positive for the field of cosmetic/plastic surgery, even if many practices nationwide fall on hard times. First, increased competition for a smaller number of patients likely will mean that those surgeons with better reputations and more success up until now will be the ones who come out ahead. The doctors who have been dabbling in cosmetic surgery and injectable treatments like BOTOX® Cosmetic will have a tougher time competing with surgeons who have years of advanced training and experience in the field – surgeons who will be seen as a better bet to patients who are really doing their homework and focusing on value. Sure, some women will look for “cheap” breast augmenations in order to have their surgery on a tight budget, but there is plenty of information already available to warn women about the dangers of cut-rate surgery.
Another positive of the downturn has to do with patient satisfaction. It stands to reason that when cosmetic surgery isn’t seen as such a big investment, some patients will sign on without carefully considering just what the benefits are to them. But if a woman has to really think hard before dropping $4,000-$5,000 for her breast augmentation in Michigan, she’s more likely both to take her recovery seriously and to feel assured that this surgery is an important part of her aesthetic goals.
The reality is that we’re in tough times, and who knows how long they will last. But the fact remains that beauty and vitality remain essential aspects in our lives so while procedures like breast enlargement, liposuction, and face lift may be down, I think it’s far too early to count them out.
