March 12, 2006

Rodeo Drive Plastic Surgery Center Caters to Clients

By Lisa Radke, Staff Writer

If you have wandered around Rodeo Drive and wished for a few body improvements to go with the updated wardrobe you just purchased, look no further than the Rodeo Collection building, which houses coffee bars, salons and the Rodeo Drive Plastic Surgery Center.

Earth-tone hues and tropical plants create a serene atmosphere that gives little semblance of a stark, hospital-like setting. Instead, patients are greeted by friendly faces and an abundance of information on their chosen procedures.

"Earth tones and stone materials create a nurturing and non-threatening atmosphere," explains Dr. Lloyd Krieger, medical director of the center. "It's not about walking through a hallway and having that hospital smell. It's a more festive atmosphere - we want people to come in and say, "Yes, this is why I want to undergo plastic surgery; I want to feel good about myself, I want to feel that I'm in a sophisticated setting, and that life is good."

Total Package

Though Krieger warns that his practice is by no means a medical spa, he and his staff go to great lengths in order to make patients feel comfortable and well taken care of. From hotel accommodations, aesthetic services and even recommendations on physical trainers or where to buy a fresh new outfit, Krieger's staff thinks of everything.

"My idea was to make plastic surgery a more convenient and simple process for people," he says. "I wanted to model it after the retail industry. For example, when someone goes into a boutique, they are greeted by knowledgeable and friendly staff that anticipate your needs."

That personal-shopper type of experience is something that has been lacking in the plastic surgery industry for years, Krieger adds. For many patients, simply choosing one procedure to fix problem areas may not be the best course of action.

"The process is really about understanding the patients and what their desires are," says Krieger. "For example, some patients come in and say, 'I've had two children, and I just don't look and feel like I used to.' For that, we'll do what we call a mommy makeover, which consists of a tummy tuck, breast lift or augmentation and liposuction to get to the underlying concern."

Group Effort

Within the 5,000-square-foot office space, which includes a surgical area, the center is comprised of a variety of staff members with a wide range of expertise - from receptionists to anesthesiologists to nurses and, of course, surgeons.

"We try to take advantage of the neighborhood," says Krieger. "We offer aesthetician services, we have a dermatologist that specializes in Botox, so even though they're having something done to their bodies, they'll find that now they're ready to have non-invasive procedures. That's all available on-site."

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Rodeo Drive Plastic Surgery
421 North Rodeo Drive
Terrace Level South (Second Floor)
Beverly Hills, CA 90210
T 310 550 6300
F 310 550 6363

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