It started with a simple cancellation email. Two Hong Kong-based lecturers for our 2020 Annual Scientific Meeting in Las Vegas notified me that they could not attend because of a quarantine due to a virus. This occurred in early February, three weeks before the meeting. I heard but I did not listen.
I had first-hand knowledge of a pandemic that would soon affect not only cosmetic surgeons but the entire world, shuttering practices and cancelling operations while decreasing supplies of personal protective equipment, causing mass unemployment, and a crashing the stock market. Yet my concern was filling their speaker slots.
Thinking back to that moment, I wonder: how often do we as physicians hear but not listen? When our patients give us warning messages that we can never meet their expectations, do we listen? When our staff warn us of difficult patients, do we hear or do we listen?
One of my favorite listeners is Dr. Jean Carruthers. She not only heard a patient off-handedly describe the smoother eyelid skin after blepharospasm treatment with Botulinum A, but she listened, which led to fame, fortune, and the creation of the multi-billion-dollar neurotoxin cosmetic industry.
When it comes to the American Academy of Cosmetic Surgery, Board members and the Executive Committee need to not only hear what our members have to say but listen to their input.
Our members asked for ways to collaborate virtually during the COVID-19 pandemic. In response, we organized the AACS Connect series of free webinars for members to share ideas and learn about the small business protection plan enrollment as well as discuss protocols to re-open their offices.
We also want to provide the educational opportunities our members need while considering new social distancing measures. On August 22-23 in Chicago, we’ll hold the Hands-On Injectables Workshop with course director Rania Agha, MD, FAAD, FAACS. Attendees will learn about the anatomy, products, and treatment indications associated with soft tissue fillers and neurotoxin injections while watching live demonstrations in a small group setting.
Finally, the printed Member Directory on its way to you this month is another response to strong demands from our members to have their colleagues’ contact information at their fingertips.
We want to continue to listen to our members, but we can’t do that if our members aren’t engaged. I would encourage each of you to consider becoming more involved with AACS and apply to join a committee by June 30.
Committees including Marketing, Fellowship, Young Physicians, Women in Cosmetic Surgery, and more are open to those who believe they have ideas and experience that will help advance our academy.
Additionally, if you have office staff who want to get involved, encourage them to join AACS and direct them to the new Allied Health & Practice Management committee, chaired by Marsha Steed and Gabriel Bellini, which will help us spread best practices for patient engagement and every aspect of running a cosmetic surgery practice.
2020 started out as a promising year but turned into a challenging one. Yet adversity is not new for our members, and through careful listening, we can make it through and strive to be even better in the end.
Mark Mandell-Brown, MD
President, American Academy of Cosmetic Surgery