The usually credible Plasmetic blog recently published a ringing endorsement of the Acculift "lunchtime lift" procedure, which has been booed publicly by surgeons posting on the RealSelf online forum. The Acculift was popularized by J David Holcomb, MD, a Sarasota, Fla-based facial plastic surgeon. Lunchtime Facelift offers permanent results:

Facial fillers like Botox are often chosen by people who wish to retain the youthful appearance of their faces. However, the effects are often temporary and touch ups are required after about 6 months. But now there is another quick procedure that literally melts away the problems of the face. Ideal for treating jowls and deep fold, the Acculift procedure, also known as the ‘Lunchtime facelift’, is a revolutionary facial contouring procedure. And, the best thing is, the results are permanent.

A visit to the Acculift Web site shows a brief description of the Acculift procedure as "[removed]Facial contouring[/removed]." Images on this Web site are credited to Holcomb. Here is Dr Holcomb's short-form biography on his practice Web site:

Dr. J. David Holcomb, MD, is a double board certified Facial Plastic Surgeon, past president of the Florida Society of Facial Plastic Surgeons and current president of the Sarasota County Medical Society. He completed his residency training at the University of Iowa's Department of Otolaryngology – Head and Neck Surgery, which is consistently rated among the best in the country by US News and World Report.  Dr. Holcomb subsequently completed a fellowship in advanced cosmetic facial plastic surgery through the American Academy of Facial Plastic and Reconstructive Surgery.

There's nothing wrong with promoting oneself on the wings, let's say, of a minimally-invasive technique that you have created that has caught on (especially in the blogosphere). This approach to marketing one's practice is, I'm sure, gratifying on many levels. However, there is a backlash effect that happens on the Web.

In the case of the Acculift, physicians on posted critical comments about the procedure, which is probably the last thing Holcomb — or any surgeon — wants to see. The prospective patient may automatically give increased weight to a "review" of a procedure versus any attempt by the doctor to legitimize the procedure in question.