Plastic surgeons offer buy one get one free on breast enlargements and nose jobs
17:39 GMT, 15 July 2012
It's a promotional catchphrase that's famously helped to shift everything from bags of crisps to double-glazing.
Now the famous marketing mantra 'buy one, get one free' or 'BOGOF' is being used to persuade self-conscious types to splash out on a breast operation or a nose job.
The supermarket-style deal and other similar discount type offers are being made as surgeons become increasingly more sophisticated in their attempts to draw in new customers.
Double up: Cosmetic surgeons are offering two for one offers and other promotional deals for breast implants and other surgical procedures
Many are now offering the possibility of ordering online through shopping carts or getting cheaper deals through time-limited no-refund special offers.
The trend has concerned specialists from the British Association of Aesthetic Plastic Surgeons who have held meetings with officers from the General Medical Council, to insist on great sanctions to control the practise.
It was reported in The Times that Nigel Mercer, the incoming president of the European Association of Societies of Aesthetic Plastic Surgery, said: 'This is unethical and is happening on a huge scale.
'People should not be touting for business by telling people they will get a discount if they bring their mum or their next-door neighbour along.'
Women and daughters are among the target group, with many taking up offers such as 'get four implants for the price of three' and getting up to 400 off on the deal.
Surgery: Many cosmetic surgeons now offering the possibility of ordering online through shopping carts or to getting cheaper deals through time-limited no-refund special offers
Transform, a clinic chain that provides cosmetic surgery, says there has been a 26 per cent increase in cosmetic procedures over the course of the last 12 months.
Fat-removal operations and laser treatment has also been targeted by the marketing policy and one of the adverts for the Hartley Medical Group states: 'Recommend a friend for a surgical procedure and choose from 100 cash or a 200 discount on a future procedure'.
There is debate over what qualifies as an unethical incentive by a doctor.
Niall Dickson, chief executive of the GMC, said doctors must promote their services to the public responsibly and not put pressure on patients.
Last month GP Aamer Khan who had diversified by offering cosmetic treatments became the first doctor to be found guilty of misconduct for offering discounted surgery.