CHRISTOPHER M. CRAFT, M.D., LLC
MIAMI, FLORIDA

The practice of Plastic Surgery is an exciting and rapidly expanding field contributing to the enhancement of form, function and aesthetic beauty. New technology is furthering the use of novel techniques and innovative approaches in the methods we use to deliver the proper care and attention to each and every patient. There is a wonderful array of apps available today so that physicians can take possession of the ways they deliver healthcare and medicine as a whole to their individual patients. Some of these include epocrates and WebMD. A lot of the apps or resources I use help further my knowledge in today’s ever evolving world of information. The Journal of Plastic and Reconstructive Surgery (PRS) in conjunction with the American Board of Plastic Surgery is widely recognized as the most broad sweeping and up-to-date resource for studies, new techniques and developments in the field of Plastic Surgery. This journal I find invaluable in keeping my practice on the cutting edge. Another great resource is the Medscape website, a leader in distributing a wide range of information and providing the most relevant topics in each field of medicine so that we may keep abreast the key changes in other fields so that we may best integrate the knowledge attained in one field with our own. Social media is a revolutionary source for funneling information and expanding interconnectivity. I currently run a campaign on Facebook, Twitter, YouTube and Google+ where I can dispense information to a wider audience and not just to my patients. I can relate news about my practice and the different procedures and techniques used in the growing field of Plastic Surgery today. I think informed patients will always make the best decisions when it comes to their surgical plans and goals. Social media allows former and new patients to communicate with each other and their surgeons and share experiences, questions and concerns alike. I use social media to grow my practice and business by writing blogs those old and new patients will find useful, helpful or just entertaining. I use it to post my ideas and share information about my practice, whether it be new products or services we’re offering to specials and events. It has helped to create a network of communication that filters information in all directions and to all sorts of people. My father was a prominent Plastic Surgeon and continues to be the most influential person in my career. From an early age, I was exposed to the field of Plastic Surgery and fell in love with what I deem to be the perfect marriage between scientific knowledge and artistry. As my training progressed, my father acted as my mentor. He demonstrated daily the dedication, selflessness, and personal satisfaction that is inherent in this career path. I remember visiting him at his practice and seeing his interactions with his patients and the joy and comfort that his care provided. Through the many contributions he made to the community and in his many charitable works including missionary trips outside of the country, I came to understand how great a contribution one can have on the lives of others through the practice of Plastic Surgery. He had a passion for his work, placing his patients’ care and safety above everything else, and from him I learned to always strive to treat my clients just as I would my own family. He was influential in teaching through example to treat each patient with respect, compassion and to constantly strive for the highest standards in patient safety and professionalism. The most important part of my job is not only to deliver the best results for the patients but also to give each client the attention they need and deserve to attain that high standard of surgical outcomes. A personal goal I have set for myself every month is to constantly strive to be a better listener. The more I can learn about the goals, desires, expectations, and fears that each individual has, the more effectively I can tailor my care to meet their specific needs and alieviate their particular concerns. In cosmetic surgery in particular, it is critical to remember that every client has different ideas of what they hope to achieve, and each patient also presents with differing anatomic and functional attributes that help customize a particular treatment plan. Being a better listener makes me a better practitioner. At the end of the day, medicine is an art that requires constant vigilance in its practice and one can never stop learning a trying improve both ourselves and the field. I think a large misconception about cosmetic surgery, especially in Miami area, is in the idea of surgery as visualized in a consumer product like mentality. A particular procedure or treatment is not the same throughout all practices and with all surgeons. Just because the practicioner is a doctor, or even a surgeon, does not mean that they have the same background and training. All Board Certified Plastic Surgeons have to go through a very long and strict training program and undergo extensive examination to ensure that their medical, anatomical, and procedural knowledge meets the standards of the industry. Many places in Miami have practicioners performing procedures that may have suboptimal training and experience. These cosmetic “factories” will frequently lure a client in with prices that are much lower than industry standard but the service rendered is often subpar. Some of those centers even go so far as to perform consultations and quotes without the client ever having seen their physician, and in some, the patient may have no followup with the surgeon after the procedure is concluded. Both of these practices are in my opinion unethical and unsafe. Not all procedures or surgeons are equal. My advice to any cosmetic surgery client today is to do their homework on the center and the surgeon to ensure that they choose the best doctor to attain the best possible results. What one doesn’t know can hurt them. The problem with starting an aesthetic practice today, especially in Miami and in the present day economy, is that you are competing with the discount factory-style cosmetic centers. In many places for cosmetic surgery today, the field has become more of a business than a devotion to good medical care. Most of these “discount” centers are not physician run and owned, and therefore commonly the patient’s business rather than their care is their primary concern. At these “surgical factories” in order to reduce the bottom line price, something is likely missing, whether it be the patients personal treatment or worse, their safety. My main objective in starting my practice was to establish strong, long standing, physician-patient relationships and a practice that was dedicated to the highest standards of care offering patients the caring, respectful interaction they deserve. Above all, as the practice grows, we are still committed to the principles on which I started my practice, and those are outstanding patient care, unparalleled service and attention, and dedication to the highest standards of care in a safe and comfortable environment within our office and surgical facility. Most of all, its about tailoring each patient’s individual needs and providing the best techniques to meet their cosmetic goals while serving the patient every step of the way without compromising their safety and results in trying to compete with these discount centers to make a greater profit.