Minimally invasive cosmetic surgery has become extremely attractive for patients and cosmetic practitioners. These procedures allow noninvasive correction of a variety of aging problems. They appeal to patients due to the quick result and minimal downtime. The era of lunchtime procedures has truly arrived.

One significant problem that still exists, despite the new technology, is procedural pain. BOTOX, fillers (especially lip), broad band light treatments (BBL), hair removal, radiofrequency skin tightening, vascular lasers, light chemical peels, and lasers are all examples of popular procedures that are painful to patients. Some practitioners adapt the so-called frown and bear it technique, but these clinicians will risk losing patients to a more compassionate doctor. It is very common in my practice for a new patient to present for fillers or other procedures that he or she has been doing traditionally at another office. When these patients realize that they have been enduring unnecessary pain, they usually praise our compassion, stay with our practice, and send their friends. All it takes is one woman at the tennis club telling her friends about her new positive experience, and others will usually follow. This compassion involves many factors, including a calming environment, physical touch, and verbal relaxation by the doctor and staff – and, of course, pain control. Finding the correct mixture of the preceding factors is an unbelievable marketing influence for a practice. We can use dentistry as a model.