This case reflects a technical challenge of great interest since the patient suffers from a double breast or double bubble deformity with muscle animation deformity, also known as dynamic breast, in the context of enormously laterally implanted tuberous or tubular breasts.
The lateral location of the breasts is a congenital anatomical peculiarity and has no treatment, rather on the contrary, the surgeon must place the implants as lateral as the breasts are, to avoid the eccentricity of the breast prostheses with respect to the nipples.
The placement in the dual or partially submuscular plane is the one which is typically associated with the double breast and the pectoral contraction deformity, this is due to the fact that the pectoral muscle has attachments on its lower edge that join it to the breast skin above and to the ribs below; if the surgeon releases only the rib attachments, the pectoral slides upward with contraction and drags the breast, creating this characteristic deformity; this problem does not occur if the pectoral is completely released from both the breast skin and the ribs; at the subfascial plane it is totally impossible for this problem to happen.
The treatment of this issue is as simple as avoiding its appearance, it consists in releasing the pectoral muscle off the mammary skin so that the upward traction of the breast, the double bubble and the dynamism of the breast no longer occur.
As it is very frequent to see in cases of dynamic breast due to muscular flexion, this patient has experienced a displacement of the breast implants in the inferolateral sense, due to the conflict that occurs during the contraction of the muscle not released from the breast skin and the prosthesis itself; this adds a problem of bottoming out or pseudoptosis and prosthetic lateralization, with progressive over expansion of the lower and lateral mammary poles with associated nipple eccentricity.
Correcting this prosthetic eccentricity is more complex, as it requires the use of a difficult and creative multipoint capsulorrhaphy to redefine the breast prosthetic pocket and create a new submammary fold.
The patient decided not to change her relatively young breast implants, as she was fully satisfied with their size and the round shape of their breasts, although modern, highly cohesive anatomical implants could be highly recommended; therefore the result shows the same prostheses that he wore before the revision mammoplasty.
Techniques for correction and improvement of its tuberosity were added.
PRODUCT PURCHASE | STANDARD QUOTATION | COMBO SPECIAL APPLIED | DISCOUNT % | DISCOUNT € | FINAL QUOTATION |
---|---|---|---|---|---|
Tuberous breast correction | 3.691,00€ | General 2 | 5% | -184,55€ | 3.506,45€ |
Breast revision long | 6.146,00€ | General 2 | 5% | -307,30€ | 5.838,70€ |
TOTAL | 9.837,00€ | 5,00% | -491,85€ | 9.345,15€ |
Due to the competitiveness scenario of the markets most plastic surgery clinics and plastic surgeons feel forced to invest large sums of money into advertising and marketing campaigns; this non medical additional cost is always and necessarily charged on top of the final price paid by patients, leading thus to an overprice of surgeries and treatments. No one patient wishes to bear that financial burden embedded in the surgical costs, furthermore neither surgeons nor clinics are happy to increase their retail prices and penalize their customers with costs not bringing any kind of special medical benefit, safety enhancements or results improvement; the promotion budget aims only to disseminate the public knowledge of a services provider and raise the awareness about its presence to potential customers, but not to make the service or the product a better one.
Seems like this model is a no-way-out labyrinth from which no one can be freed, furthermore it is such a tempting, easy and hassle-free way that actually most patients and plastic surgery providers are locked into it, happily or with resignation, paying a high price due to being non collaborative; however there is an ideal alternative, based on keeping up a good hard work based on a strive for providing quality service and achieving patients' satisfaction, which necessarily requires the decided support of the clients and somehow their involvement in such virtuous business model grounded on top-notch results
When plastic surgery providers and patients do actively engage into a collaborative economy scenario a win-win basis is set for their relationship, since the clinics and surgeons obtain the best promotion ever possible with no budget for marketing investment and the patients get in return rid of any additional and unnecessary costs; such a price reduction does not represent any loss in the quality of the treatment they are receiving, furthermore this saving achieved will actually reward customers with a reinforced confidence and guarantee the service providers will strive to perform the best job possible and obtain results second to none.
It is not a paradox or contradiction; under a collaborative economy umbrella plastic surgery patients enjoy a greater plus of confidence that clinics and surgeons will do their very best and beyond to satisfy their customers, in spite the price is lower than in marketing-based non collaborative models; plastic surgery providers who found their business sustainability on the pillars of exclusively or mainly incremental budget investment in ongoing promotion campaigns do have little incentive in achieving first-class results and the best patient experiences, since their business model is not based on returning patients after word-of-mouth dissemination of their reputation but on the attraction of cold clients with sophisticated advertising methods of higher or lesser moral acceptability, attracting customers as parachutists randomly landing on unknown land, which is a perverse business model frequently leading to an unavoidable degradation of safety and results quality besides an uncontrollable increase in costs and prices; this marketing-based model creates no incentives to keep up the good work and pushes the prices higher on and on due to require increasing promotional investments.
On the other side, which is definitely our side, clinics and surgeons who rely solely or mostly their existence and survival in the competitive plastic surgery market enjoying the widespread of their excellence extended by their own patients results and satisfaction, like a mill driven by the winds of prestige, have the strongest ever incentive to be the best service providers around, sourced from the support of happy clients and their operated cases as proof of their excellent jobs; needless to say such supporters, the patients, have to enjoy a share of this benefit so that the incentive is reciprocal; under this scenario clinics and surgeons strive to provide the best service and accordingly patients release and transfer in a fair exchange the materials and tools required to build a marketing-budget-free and virtuous business model which creates the perfect incentives to build the best sponsorship-free reputation, based on the grounds of medical quality thus allowing prices control within affordability thanks to the minimal cost of its maintenance.
This is the deal; patients give in our favor the release and transfer of the intellectual property, the rights of image, the medical records and the personal data of their cases for scientific dissemination, medical teaching, public communication, commercial promotion, advertising marketing, commercial exploitation and disclosure in general, and they receive in exchange a compensating remuneration of a -20% discount from the standard price list for our treatments, as it is publicly visible by default in all the prices and quotations on our website.
As can be observed our visible prices are highly competitive if compared with other plastic surgery providers, actually the difference is approximately a -20% from the average price of each particular treatment in other clinics and surgeons from similar economical areas and countries of comparable development; this is not due to any quality or safety downgrading but to our collaborative business model; in other words, the budget which theoretically should be invested in marketing and promotion campaigns is discounted from the retail prices and, unlike other plastic surgery providers, is not wasted into pointless advertising to patients which entails no kind of added value for them; such campaigns are replaced with our superb results publicized thanks our patients support by letting us use their cases' Before & After and Intraoperative & Technical images and medical details; this explains that price gap between us and other clinics and surgeons.
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