Turkey on top?

Patient advocate Dawn Knight questions the results (and motives) of a recent study ranking Turkey as the top destination for cosmetic tourism

Turkey has been crowned the medical tourism capital of the world, according to a study conducted by Forbes Advisor. The report, which analysed search data for over 500 cosmetic surgeries in five languages, revealed that Turkey accounted for approximately 30% of all searches for overseas surgery. Furthermore, it emerged as the leading country for four out of the 10 most sought-after cosmetic procedures.

The Forbes Medical Tourism Report, based on an analysis of more than one million global searches in 2022, shed light on the popularity of cosmetic procedures abroad. However, patient advocate Dawn Knight raises crucial questions about the study’s intentions and outcomes. “I would firstly like to better understand what the driver for producing this has been,” she remarks. “What is the purpose of this study? What are the aims? Who is it meant to benefit? What good is it going to do for the general public? And what interest does Forbes have in this particular sector? Looking at the website that sits behind the report, it seems to be investment insurance. Sitting alongside the report online, there is a multitude of adverts for insurance.”

While the study highlights the staggering number of Google searches (over 4.4 million) for overseas cosmetic procedures in 2022, it fails to address the potential pitfalls of cosmetic tourism. Hair transplants, the most popular procedure among cosmetic tourists, garnered more than 1.2 million searches annually. The study also reveals that Follicular Unit Extractions (FUE), a more expensive method, outweighed the demand for Follicular Unit Transplantation (FUT) procedures.

Knight draws attention to the complications associated with hair restoration and raises concerns about the marketing tactics employed in the industry. “There is an issue in the UK with those calling themselves hair restoration surgeons when they’re not,” she asserts. “They charge huge amounts of money for all manner of lotions and potions that have no clinical underpinning, safety, or effectiveness. It may be a pipe dream, or it may work on the odd patient. There could be other reasons why the procedure works; it’s not necessarily the products they’re using. I think we have to bear in mind how these procedures are marketed and go back to the advertising and social media.”

Cosmetic dentistry emerges as the second most searched procedure, with Turkey being touted as the go-to destination. However, Knight casts doubt on the reliability of such claims. “They’re saying Turkey is the hotspot, the place to go, but is it really?” she questions. “The numbers are high on a Google search, but how many of those Google searches translate into successful procedures, and how many of them translate into horror stories?”

Contrary to popular belief, the United Kingdom ranks as the second most searched location for dentistry. Knight suggests that the negative publicity surrounding “Turkey teeth” may have prompted individuals to seek alternatives closer to home. She believes that increased research and cautious decision-making have become imperative due to the publicity surrounding cosmetic surgery mishaps.

The Forbes article concludes with advice from travel insurance expert Kevin Pratt, emphasising the importance of due diligence for those considering cosmetic procedures abroad. However, Knight contends that Forbes falls short of truly addressing the challenges faced by patients. “They’re not really covering their backs,” she remarks. “Because they’re painting a picture of researching a company or surgeon in Turkey as being an easy thing to do. If it’s anything like trying to report a complication or when something’s gone wrong, believe you me, it’s easier to get an audience with the pope. There is no redress for the majority of people that choose to go abroad for surgery, predominantly because they’re asked to carry cash on them.”

Knight’s primary concern lies in the lack of balance and patient safety in the study. As a patient advocate, she believes it is crucial to highlight the UK government’s warning against cosmetic surgery tourism, citing the alarming rate of deaths—approximately one every two months. While acknowledging the presence of reputable practitioners and companies in Turkey, Knight stresses the difficulty in distinguishing them from less reliable options.

Aggressive marketing campaigns, tempting low prices, and social media allure have propelled Turkey to the top spot in the survey. “It’s worrying when you see surgical procedures that are banned in the UK being offered abroad,” Knight warns. “Surgeons in the UK would not entertain performing multiple procedures in one go, as they often do in Turkey. People are drawn to this option, thinking it must be safe because they’re getting three procedures for the price of one in the UK. It’s sold as a bargain, like a Black Friday deal for a fridge freezer. It’s promoted using the term ‘all inclusive,’ like a holiday. No one talks about the risk of flying after major surgery or the heightened risks of complications due to altitude and pressure.”

“How many Google searches translate into successful procedures, and how many translate into horror stories?”

Knight further questions the accessibility of these companies in case of complications and emphasises that the NHS becomes the ultimate safety net when things go wrong. She underscores the need for comprehensive reporting to identify patterns and prevent mishaps. “We need to know all these things so we can identify a pattern. The trend for botched procedures from Turkey has become so bad that the UK government has put a warning out against cosmetic tourism to one country, and that country is Turkey.”

Considering Knight’s concerns, the study’s ranking of Turkey as the top destination for cosmetic tourism appears to be a shallow representation of the complex realities faced by patients seeking medical treatments abroad. The allure of affordability and promises of transformative results often overshadow the potential risks and lack of post-surgery support. As the cosmetic tourism industry continues to grow, it becomes imperative for patients to exercise caution, conduct thorough research, and prioritise their well-being above all else.