Released on = October 30, 2006, 4:40 am

Press Release Author = ConsultingRoom.com Ltd

Industry = Healthcare

Press Release Summary = Following a recent online survey, The Consulting RoomT finds
differing perceptions in the use of the words 'patient' and 'client', amongst the
public who are seeking, and the professionals who are providing cosmetic surgery;
and asks, does this put people at a psychological disadvantage?

Press Release Body = Rugby, UK - 30 October, 2006 - Unlike plastic surgery, which is
used to reconstruct a defect caused by injury or illness, cosmetic surgery, whether
surgical or non-surgical is an elective procedure, meaning that the individual has
chosen to have a particular treatment or procedure to improve their appearance, but
the procedure is not essential for their overall health. As such, does the elective
nature of cosmetic enhancement mean that the individual should be classed as a
'client seeking a medical service', or as a 'patient seeking medical help'?

The Consulting RoomT (www.consultingroom.com), the UK's largest aesthetic
information website, have looked at both how the industry perceives the individuals
it treats, and how the general public seeking treatment actually perceive
themselves; their findings highlight that these perceptions are indeed very
different.

In an online survey asking the public about non-invasive cosmetic injectable
treatments, such as botulinum toxin and dermal fillers, they found that those
individuals who had not purchased such services were confused as to how they should
perceive themselves; with 40% choosing 'patient' and 41% 'client'. Yet those who had
already sought out such treatments were unequivocal about their perceptions with 61%
plumping for 'client' and 30% for 'patient'.

Yet the industry sees things differently; with both the Department of Health and the
Healthcare Commission making repeated references to 'patients' throughout their
websites. The British Association of Cosmetic Doctors (BACD) and the British
Association of Aesthetic Plastic Surgeons (BAAPS) also conform to the use of the
word 'patient'.

Rajiv Grover, Consultant Plastic Surgeon and BAAPS council member comments that;

\"The term client may trivialise the serious nature of undergoing cosmetic surgery
which carries the same risks as many operations performed for medical reasons.\"

These findings clearly show that many regulatory bodies governing this industry, and
industry associations, perhaps are not in touch with the perceptions of the
individuals that they're treating.

So, if people visit cosmetic clinics for the first time perceiving themselves as
'patients', yet discover after treatment that they feel more like a 'client' - Are
they at a psychological disadvantage from the start? Are they viewing the suggested
anti-ageing treatments as a 'diagnosis and prescription from their doctor', rather
than a service that they are at liberty to purchase should they wish, but which
isn't really required to make them 'healthy'? Also, if consumers generally perceive
themselves as clients once they have visited a cosmetic enhancement clinic - why
does the industry persist in referring to them as patients?

The Consulting RoomT put these questions to Dr Eileen Bradbury, Consultant
Psychologist who noted that;

"From a psychological perspective, there are two issues. One is protection of the
individual seeking cosmetic procedures and the other is empowerment. When the first
is predominant, the use of the term 'patient' is most appropriate, whilst the
'client' indicates empowerment.

In cosmetic medicine, I believe that the person seeking the procedure needs to adopt
the 'client' role and thus be questioning, seeking information, demanding high
standards and exercising informed choice.

Cosmetic practitioners need to share information, be open to questioning and
discussion, and behave with respect and egality towards those they are treating.
This interaction is more likely in a practitioner-client relationship than in a
traditional doctor-patient relationship."

So whilst the psychologist's view is that people should be empowered when purchasing
cosmetic enhancement, and view themselves as a 'client'; the surgeon's still argue
that at the end of the day, elective or not, cosmetic enhancement is innately
medical, meaning that although people should still be able to make a choice (as a
client), they are ultimately a 'patient'.

After these findings, The Consulting RoomT maintains that in a service industry
where people have increasing choice, the consumer will eventually decide whether
they want to be communicated to as a 'patient' or a 'client', and it will be up to
practitioners to avoid a communication mismatch.

Members of the public considering cosmetic surgery should visit The Consulting RoomT
website, www.consultingroom.com, to research what's involved with different
treatments or procedures, including potential risks and complications, and to learn
more about the type of questions to ask a clinician, and the regulations governing
the industry; there is also an online directory of vetted UK & Ireland based
clinics.

## ENDS ##

Notes for Editors:

About The Consulting RoomT
The Consulting RoomT, (www.consultingroom.com), launched in 2003, is the UK\'s
largest aesthetic website providing clear and unbiased information to the public on
a wide range of surgical and non-surgical cosmetic treatments, combined with a
directory of UK & Ireland based clinics. The Consulting RoomT is the only major UK
online clinic search directory who check that all sponsored listed clinics in their
database are registered with the Healthcare Commission (where required), and that
medical practitioners are also registered with their respective medical bodies.

Online Survey
More detailed survey results are available on request.

Contributors
Dr Eileen Bradbury, B.Soc Sc, PhD, C.Psychol, Dip COT, PGCE, UK is a Consultant
Psychologist at Central Manchester Hospitals and Manchester Children's NHS Trust and
author of the published clinical paper, "psychological issues in aesthetic surgery".

Mr Rajiv Grover, BSc MB BS MD FRCS(Plast) is a Consultant Plastic Surgeon in London
and BAAPS Council Member, for which he is responsible for the UK national audit of
cosmetic surgery & safety performed through the Royal College of Surgeons. He is
also a medical adviser to The Consulting RoomT.

Web Site = http://www.consultingroom.com

Contact Details = Media Contact:
Lorna Jackson
Editor
The Consulting RoomT
Consultingroom.com Ltd
Unit 4, Sir Frank Whittle Business Centre
Great Central Way
Butlers Leap
Rugby
CV21 3XH
Website: www.consultingroom.com
Email: info@consultingroom.com
Telephone (UK): 0845 058 1114
Telephone (Outside UK): +44 845 058 1114