The McDonaldization of Facelifts

Customers who walk into a restaurant and order a hamburger off the menu for $1 usually know what to expect – it’s certainly not a cooked-to-order burger you’d pay $12.95 for at a sit-down restaurant. As consumers, we are familiar with how nationwide chains make their money: volume and uniformity. But for some reason, patients have trouble making the same connection when it comes to facelifts.

The prevalence of nationally branded and marketed facelift procedures comes in cyclical waves, often in lockstep with economic recessions and down markets. But while the names and trademarks might change, the strategy for profiting rarely does. They take a one-size-fits-all approach to facelifts that focuses on getting patients in and out the door as fast as possible. Oftentimes, the shortcuts are marketed as benefits. They advertise it as a “lunchtime lift” that takes only an hour, doesn’t require general anesthesia and requires minimal incisions. In a pamphlet, these promises sound alluring; but in practice, they seem to reinforce that sad but true old adage: “You get what you pay for.”

The problem is that uniformity is inherently incompatible with facelift surgeries. The face is undeniably the most unique, nuanced feature of the human physique and surgically creating beauty requires experience, subtlety and expertise. Just like very few women can wear a bridal gown off the rack, even fewer patients get a perfect fit from an “off the shelf” facelift. That’s why qualified plastic surgeons approach facelift surgeries on a case-by-case, highly personalized basis. That is, they tailor the operation to the patient, rather than the other way round.

For example, Dr. Robert Wald, an Orange County facelift specialist and board-certified plastic surgeon, is known for his creative artistry and his passion for subtle enhancement. He spends a great deal of time during pre-operation consultations to ensure that he understands the fundamental goals of each of his patients in Orange County. Rhinoplasty, forehead lifts, otoplasties, and other facial surgeries are among his top specialties.

This approach is what you should expect from a qualified plastic surgeon. The goal is to create the prettiest face possible—not to profit quickly and move on. Make sure that your doctor takes all the necessary steps towards getting the job done right.

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