Breast Implant Manufacturers Now Marketing Directly to Consumers

When Allergan, Inc. acquired Inamed Corporation in early 2006, it added to its already considerable stock of medical technologies. However, the move is proving to be more than simply a corporate takeover. As part of its desire to make the acquisition even more profitable, Allergan has taken an innovative step in breast augmentation marketing: going right to the consumer.

In general, women seeking breast augmentation surgery go with the implant recommended by their cosmetic surgeon. Therefore, it makes sense that breast implant firms would market to cosmetic surgeons. However, with more and more patients utilizing the internet to research their procedures both before and after their initial consultations with their plastic surgeon , it makes sense that consumers may very well be making their own decisions about the brand of breast implant they desire. Allergan is trying to beat the curve on this by changing its marketing from focusing primarily on the doctor to having a significant component devoted to the patient.

Most breast implant websites are built like engineering documents. They promote the various features provided by their product, and they utilize language and diagrams to promote the specifications of their particular product. For example, the Poly Implant Prostheses website promotes the following attributes of its breast implants: "Less folds-Minimal Transudation – Less capsularcontractures-Traceability." All of these are phrases that the doctor, not the patient, is capable of putting in context. While every patient would like to avoid capsular contractures, and is therefore concerned about a lower risk of capsular contracture, only a plastic surgeon is concerned about having less of them. And most patients are unfamiliar with "transudation," the process of seepage from the implant to the breast tissue.

Even a slightly more patient-friendly site like Cloverleaf Medical, the distributor of PIP implants in the United States still presents a mechanical perspective with engineering diagrams and statistics like "Cohesive gel penetration characteristics of 14-20 mm," with insufficient context for the average consumer to understand.

Although a very helpful guide, it is designed to give technical information, not the sort of thing that is generally used in marketing to patients of cosmetic surgeries. The pages for Sientra, the manufacturer of Silimed implants, and Eurosilicon are similarly technical.

Mentor Corporation moved more in the direction of marketing to patients with its website. Placing its Find a Plastic Surgeon tool very visibly near the image of a woman with a relaxed expression, the site is clearly directed to patients. But, on the other hand, the site is still filled with technical information. Its slogan "the power to transform" is directed more toward doctors than toward patients.

An even more drastic move is made by Allergan, which describes its Natrelle implants not as a product line, but as a "collection," as though it were designer garments. The site is short on technical details, giving a basic rundown on all the major parameters for quick and easy digestion by its customers. Overall, the site is more image-run and less text-heavy, with numerous pictures of women who are healthy-looking, happy, and, above all, dynamic. Even the name for the "collection," Natrelle, is designed to make it more customer-friendly by removing the "fake" stigma for breast enhancement, and its slogan, "to each her own," is designed to make women feel in control of their breast enhancement surgery.

However, this move on the part of the companies should be qualified with the following caution: never commit to a breast implant without talking to your cosmetic surgeon. In the end, your cosmetic surgeon is privy to more information and will help guide you through the various options. If you find a cosmetic surgeon you trust, you should let them make this decision for you as well.