Writing Brazil has established itself as the country that performs the most aesthetic plastic surgeries in the world. In 2024, there were approximately 2.35 million surgical procedures, according to the International Society of Aesthetic Plastic Surgery (ISAPS). When non-surgical procedures are also taken into account, the total volume ult…
Brazil has established itself as the country that performs the most aesthetic plastic surgeries in the world. In 2024, approximately 2.35 million surgical procedures were performed, according to the International Society of Aesthetic Plastic Surgery (ISAPS). When non-surgical procedures are also taken into account, the total exceeded 3.1 million aesthetic procedures in the country.
This growth highlights a stage that takes place before entering the operating room: the decision about when, how, and even whether a particular procedure should be performed. In a scenario where patients arrive at medical offices with more information and references found primarily on social media, medical recommendations and the alignment of expectations become even more important.
For plastic surgeon Pedro Morales, from Ribeirão Preto, in the interior of São Paulo state, safety is not limited to the procedure itself. It begins with assessing each patient's clinical condition, individual characteristics, and expectations.
“Plastic surgery does not begin in the operating room. It begins during the consultation, when we understand why that person is seeking a change, assess what is possible, and establish a realistic expectation. Transparency in this conversation is also part of patient safety,” says Morales.
Growth Increases Medical Responsibility
The Brazilian market is following a global trend. In 2024, nearly 38 million surgical and non-surgical aesthetic procedures were performed worldwide, including more than 17 million surgeries, according to ISAPS. At the same time, the circulation of content about aesthetics, techniques, and results has increased on digital platforms. Before-and-after photographs and procedure references have become part of many patients’ repertoire even before their first consultation.
For Morales, this content can help translate what patients are looking for, but it should not determine a medical recommendation. Anatomy, body proportions, skin quality, medical history, and healing capacity are among the factors that need to be considered when determining each case.
The assessment also involves understanding the motivation behind the request. Self-image, self-esteem, and specific moments in a person’s life can influence the decision to undergo surgery, requiring clarity when presenting possibilities, limitations, and, when necessary, recommending against a procedure.
According to the surgeon, a relationship of trust is built precisely through the ability to avoid automatically turning a patient's desire into a recommendation for surgery. In some cases, the most appropriate course of action may be to suggest a different approach or not perform the surgery at all.
Planning Also Determines Safety and Results
The recommendation is only the beginning of the process. Clinical evaluation, medical tests, health history, technique selection, and guidance on recovery are all part of the planning that precedes plastic surgery. Care continues after the procedure. Swelling, healing, tissue adaptation, and gradual progress are all part of recovery and need to be considered when establishing expectations before surgery.
“Surgery requires attention to detail. I strongly believe in planning, conducting a thorough preoperative assessment, and following up with the patient afterward. For me, the procedure does not end when the surgery is over. Postoperative care is also part of the treatment,” explains Morales.
According to the doctor, this follow-up contributes both to the patient's clinical progress and to an understanding that results are not immediate. The process varies according to the procedure and each patient's individual characteristics.
Social Media Increases References and Expectations
The growing popularity of plastic surgery content has expanded access to information, but it has also intensified comparisons with results achieved by other people. In practice, one of the challenges has become distinguishing an aesthetic reference from an expectation that is realistic for each patient.
A result presented on social media cannot automatically be replicated in another person. Anatomical characteristics, tissue quality, clinical conditions, and the body's healing response directly affect planning and the course of recovery.
“There is no such thing as one-size-fits-all plastic surgery. Two people may want the same change and require completely different strategies. That is why consultation and individualized treatment are so important,” he says.
For Morales, information available online can help patients arrive better prepared for their consultations and ask more specific questions. The problem arises when an individual assessment is replaced by trends, comparisons, or expectations based on other people's experiences.
Safety Must Keep Pace With Market Growth
With Brazil leading the world in the number of aesthetic surgeries, the growth of the sector also broadens the discussion around medical responsibility, appropriate indications, and safety. For Morales, this progress needs to be accompanied by information and a more transparent relationship between doctor and patient.
Aesthetic transformation can affect a person's self-esteem and the way they perceive themselves, but plastic surgery remains, first and foremost, a medical procedure. Technique, planning, transparency, and follow-up should guide the decision from beginning to end.
About Pedro Morales
Pedro Morales is a plastic surgeon, entrepreneur, and author based in Ribeirão Preto, São Paulo. In his plastic surgery practice, he focuses on planning, individualized care, transparency, and patient follow-up throughout every stage of treatment.
