Norman Rowe

By William Payton

New York plastic surgeon Norman Rowe, MD, is widely considered to be a forward thinker by his peers, so it should come as no surprise that he has developed a leading-edge innovation in breast enhancement. PSP sat down with him to learn about his practice and get the scoop on this exciting new procedure: InstaBreast.

1) What is your signature procedure?
I love all aspects of cosmetic surgery, especially minimal-incision surgery because it decreases a patient’s downtime.

I also perform a procedure called InstaBreast, or, “vacation breasts.” InstaBreast adds a little more volume and fullness to the breasts without having to have surgery for implants. It’s done by injecting a simple saline solution into the breasts, which then gets absorbed by the body. The enhancement lasts approximately 24 hours. It’s noninvasive, so clients are in and out in less than an hour. Typically, the procedure takes 15 to 20 minutes.

This procedure is also an excellent way for women to see how their bodies might look before deciding on surgery. What better way to decide than to let them live with it temporarily before going under the knife?

2) How much of your practice is cosmetic versus reconstructive?
The vast majority of my practice is cosmetic in nature.

3) What is your practice mantra?
Less is sometimes better, and always make the patient happy. I want my patients leaving my office happy and satisfied with the work I’ve performed. I want them to feel that their issues or areas of concern have been addressed so that they feel more self-confident.

4) What is trending among your patients today?
Minimally invasive procedures with little to no downtime. These include always-expanding uses for laser therapies, Botox treatment, as well as nonsurgical treatments being used to treat issues that traditionally have been treated surgically, such as nonsurgical fat reduction (UltraShape).

5) What technology/product could you not practice without?
There really is nothing I couldn’t practice without. As a doctor, you always have to have a “Plan B.” That being said, I feel that Botox would be hard to find a replacement for if it was not available.

6) What is the newest product/procedure/device you have integrated into your practice?
Nonsurgical fat/cellulite reduction as well as skin tightening.

7) How do you like these procedures?
I love them. I am a big proponent of new nonsurgical treatments as long as they provide results. While there have been machines touted to do the job for years, I feel that now the technology lives up to its billing.

8) How do you market your practice?
Mainly with happy patients spreading the word. Bedside manner is extremely important; everyone on my staff treats each patient as if they were a king or queen, or their mother or father. I feel it is extremely important to make sure my patients are satisfied with their plastic surgery, so they spread the word to their family and friends who may be considering cosmetic work.

9) What is your personal “anti-aging” secret?
Sunblock, sunblock, sunblock. If it weren’t for suntanning, I would be out of business.

10) Where do you get your industry news?
Everywhere. My philosophy is read, read, read, and then determine if I can integrate what I have read into my practice to benefit my patients.

William Payton is a contributing writer for Plastic Surgery Practice magazine. He can be reached via [email protected].