ASK DR NOVOA- Cosmetics VS Plastics???? Who is better!

Dear Friends,

I have heard a rumor that at least one plastic surgeon is claiming to have been the first surgeon to bring AWAKE procedures to El Paso and that the reason I charge so low is because I use knock off implants rather than the implants sold by the Allergan Company.

Although i am very disappointed, I am not at all surprised by the unprofessional ethics and behavior of some of the plastic surgeons in El Paso.

In 2008, I, Dr. Novoa, a cosmetic gynecologist, was the first surgeon to perform an AWAKE Breast Augmentation, in the El Paso area. This procedure was created by Dr. Anil Gandhi and is a trademarked procedure .

After I began to do this procedure, many local plastic surgeons were in an uproar stating that AWAKE procedures was a surgical impossibility, that they were barbaric, that they were dangerous and were inferior to General Anesthesia. To this day, this is still commonly stated by Board Certified Plastic surgeons in the area despite the fact that they have never been trained on how to do the procedure and have no research to back up any of their comments. The reasons for their negative comments have been because of professional biases as well as economic losses.

Question, if you were a plastic surgeon charging $10,000 for a Breast Augmentation and a cosmetic gynecologist starting charging $3,500 for the same procedure and at the same level of difficulty, what would you do or say???

In 2010, because of all the negative pressure from the plastic surgeons, I created an instructional video which can be seen on under my name. Since this date, it has been seen 95,000 times and is considered by many as one of the best instructional videos on how to do an AWAKE Breast Augmentation. Rumor has it that even our local Board Certified Plastic surgeons have watched it in order to finally learn how AWAKE Breast Augmentation is done, which is exactly why I created it.

In 2011, that is exactly what happened, with the plastic surgeons offering AWAKE procedures despite the fact that they were doing everything in their power to stop me as a cosmetic gynecologist from doing them.

In September 2012, I published my first paper on AWAKE Breast Augmentation, called TABS or Tumescent Anesthetic Breast Augmentation. It is now considered internationally as peer reviewed paper on AWAKE Breast Augmentation.

I am currently working on two chapter in a soon to be published book on Advance Breast Augmentation and have been invited to speak in Las Vegas in January 2013 at two international cosmetic conferences on the subject of AWAKE Breast Augmentation and the use of High Profile Implants made by the Allergan Company.

Since 2008, I have performed 605 AWAKE Breast Augmentation with complication rates lower than the national average for Board Certified Plastic Surgeons.

I do not claim to be a Plastic Surgeon. I don’t want to be one, because I believe that a Cosmetic OB/GYN is a far more rounded surgeon regarding the medical needs of female patients. I consider myself to be an expert on the female sexual and reproductive specialties of medicine. I also consider myself to be an expert on complicated vaginal deliveries and Cesarean Sections.

The reason I charge lower prices is not because my practice uses inferior products, it is because I provide services based on the economical needs of the women of El Paso, Texas. How can any cosmetic surgeon claim to offer AFFORDABLE PRICES when they charge $10,000 for a procedure which is one third the annual income of most El Pasoans?????

I have put up with this for too many years. Enough is enough.

I am now asking everyone out there to help me stop this unethical behavior.

If asked, Dr. Novoa brought AWAKE Breast Augmentation to El Paso and is still the only surgeon trained by Dr. Gandhi to perform AWAKE and TABS Breast Augmentation as well as AWAKE liposuction, tummy tucks and vaginal rejuvenation surgery.

I am also asking anyone and everyone out there that has personally heard any defamatory comments made by any cosmetic or plastic surgeon about me to contact me.

I guess this is the only way to finally stop all this. What I wanted for the women of El Paso was to provide safe, effective and affordable cosmetic services. What I received back from competitors was expected but I am tired of having to deal with unethical behavior from the shadows and with them hiding behind their well-pressed white coats.


Dr. Novoa

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Filed under Blog, Cosmetics, Obstetrics, Questions of the Day

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