Before, patients used to come in ready to book and asking for the next available date, using credit for the payments or financing. That has definitely changed over the last five years. Now I see patients in their early twenties and thirties who come in for a consultation without any intention of booking, but rather to learn about the procedure, the recovery times, and the cost of the surgery, so that they can start saving up for it.
It is one of the more interesting behavior shifts I have watched across the desk, and I think it is worth writing down.
What the New Patient Looks Like
I see it in patients in their forties and fifties who are thinking about a facelift or facial rejuvenation procedure in three to five years. I also see the patients who just want to avoid credit debt, so they bypass financing or paying with their credit cards. Although they may have an earlier timeline for their procedure, maybe within a year, they prefer to save once they learn the cost and pay it off before surgery. Or some of them actually start making payments directly here at the clinic, without any interest, before they have their procedure.
It is surprising that a lot of patients are coming in this way.
Why the Planning Makes Sense
The planning actually makes sense, because aesthetic treatments fall into two buckets. The first bucket is the treatments that are performed routinely, like botulinum toxin every four months, fillers every year or every two years, facials every one or two months, and skin tightening procedures once or twice a year. These are expenses that patients have already learned and can foresee. The other bucket is the surgical procedures, which obviously have a larger sticker price, and they do require financial planning, whether it’s done beforehand or by budgeting for payments afterwards.
The Part I Find Most Encouraging
What I do see is that the patients who are planning ahead are actually making better decisions and choices, rather than looking for the latest bargain or deal. They’re looking for the most qualified surgeons for their procedures. They’re looking for board-certified plastic surgeons. They’re doing their research. And although many times these providers are on the more expensive side, they’re planning for that expense and that quality.
Patients who haven’t planned for these financial expenses tend, a lot of times, to look for the least expensive option, which sometimes is a non-board-certified provider, or they choose to travel abroad. And these are the patients who usually run into trouble or complications. That is the part that matters. The planning behavior is not just financially smart. It correlates with better, safer choices.
The GLP-1 Driver
This trend has become more evident with the GLP-1s, like Ozempic, or semaglutide-like treatments. These patients see a quick weight loss, which a lot of times transforms into accelerated aging and changes in their body contour. And as they’re seeing this, they’re starting to plan ahead toward when they will achieve their weight loss goal.
While they’re getting some treatments to slow the changes and restore some of the lost volume, they are planning toward more long-lasting and effective solutions like facelifts, breast lifts or augmentations, tummy tucks, buttock lifts, or even Brazilian butt lifts. And these patients really stem from twenty-year-olds to patients in their sixties and seventies. There is not one age-specific sector in the GLP-1 population.
Why This Is Good for the Field
A patient who plans is a patient who shops on quality instead of price. That is good for them and good for the field. The bargain hunt is where the complications come from, and a planning culture pushes patients toward board certification, real research, and a sequence that makes sense, rather than the cheapest available date. The routine maintenance treatments hold the line while the patient saves for the surgical step that actually solves the concern.
The Credential Behind the Opinion
Double board-certified by the American Board of Plastic Surgery and the American Board of Surgery, American College of Surgeons Fellow, Mayo Clinic plastic surgery fellowship, Clinical Associate Professor of Plastic Surgery at Texas Tech University Health Sciences Center Paul L. Foster School of Medicine, and Castle Connolly Top Doctor for thirteen consecutive years. I would rather a patient plan for two years and choose well than book tomorrow and choose badly.
Ready to Talk?
If you are planning rather than booking, that is exactly the right instinct. Come learn the procedure, the recovery, and the real cost.
For the patient-facing version with the two buckets in detail, see the companion post on agulloplasticsurgery.com. For the practice’s planning and financing resources, see the version on swplasticsurgery.com.
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