Welcome to the winter issue of Aesthetic Medical Practitioner. There has been increased media coverage lately on Body Dysmorphic Disorder (BDD), especially with the focus on social media and sel es. Realistic expectations always have been key to satisfied patients – but when your perception of beauty is different to that of your patients, it can become di cult to coalesce the two.

As a result, in the UK major cosmetic clinics that offer procedures like botulinum toxin and facial fillers have agreed with a government initiative to protect vulnerable patients by screening and assessing for mental health problems. Anyone who appears ‘at risk’ will be referred to NHS facilities (see page 28). We also asked both the Cosmetic Physicians College of Australasia (CPCA) and the Australasian Society of Aesthetic Plastic Surgeons (ASAPS) whether this would be a viable solution for Australia.

A natural segue is the story on page 32 where Nicky Tzimas and Shelley Durance present interesting data about BDD and explain communication is the key to dealing with these patients.

Meanwhile, there was a recent clash of ideology which led to the chair of the Ethics Committee at the Australian Society of Plastic Surgeons (ASPS) warning it is ‘ethically wrong to prioritise pro ts or convenience over patient outcomes’ and publicly condemning some plastic surgeons for unethical Instagram posts (page 40).
As more and more red flags are being raised, perhaps a standardised Code of Ethics, as proposed by ASPS, would be a good start to addressing the problem, while the CPCA has launched a ‘Get Real’ campaign for public education about the importance of realistic expectations.

In this issue we also bring you tips to maximise the value of your business, including articles from experts on the importance of both video communication and an annual marketing plan.

While we may pine for the warmer weather, this is the ideal time to market laser treatments to your patients – from facial rejuvenation to body shaping – as the cooler days and gentler sunshine facilitate recovery. As usual we showcase the latest devices and treatments available from page 80 and you will find Part 2 of our feature on Australian winegrowing areas on page 133.

Whether you will be taking advantage of the snow fields or escaping the cold weather in Europe or Asia, enjoy the next few months and take the time to develop that annual marketing plan.

Michelle Kearney
Editor in Chief