Adnkronos (Adnkronos) – Should aesthetic medicine respond to emerging demands, marketing logic, or scientific evidence? Agorà responds with its slogan, 'Evidence shapes aesthetics.' The 28th edition of the Agorà International Congress of Aesthetic Medicine opens today, October 15-17 at the Allianz MiCo South – Milan Convention Centre, with 821 scientific contributions and 566 speakers from 26 countries and 4 continents.
Yesterday, Agenas in Rome presented the first National Day for the Safety of Aesthetic Medicine Treatments, dedicated to health protection, clinical risk prevention, and raising awareness among citizens seeking medical-aesthetic treatments.
What does it mean that evidence shapes aesthetics? “For years, people have wondered what could be done.
Today, the right question is: on what data are we doing it, and for which patient,” explains Maurizio Cavallini, a specialist in plastic, reconstructive, and aesthetic surgery and president of Agorà. “A new device or a 'viral technique on social media' are not in themselves an indication. They become one when the evidence demonstrates a real benefit and an acceptable risk for that person, with that anatomy.”
"Aesthetic medicine works on self-image, and that's where it should be measured," says Magda Belmontesi, a specialist in dermatology and venereology and vice president of Agorà. "Protection begins when the patient can distinguish a medical consultation from a sales pitch. A doctor who listens, explains the options, and knows how to say no is the first guarantee of a successful outcome." Who transmits the method? A community of doctors and researchers, we read. Twenty-two scientific societies are collaborating at the conference. And Smiem, the Agorà school, is celebrating its fortieth anniversary: "A four-year program, at least 200 hours of internship, over 1.500 graduates," recall co-directors Nadia Tamburlin and Mario Mariotti.
World Patient Safety Day was established by the WHO in 2019 and falls on September 17, the same date Italy celebrates National Day for Healthcare Safety. Aesthetic medicine was previously excluded, the statement notes, because it is almost entirely performed in private practices, far from the hospital where the culture of clinical risk was born. This year, it has its own date: October 14. What can citizens do? Follow the handbook published by Agorà: 10 checks on who performs the treatment, where, and how. And for any questions, there's the scientific society's free Help Desk. "If something goes wrong, Agorà, recognized this year as the 'Ministry of Health Reference Center for the Management of Complications Related to the Use of Fillers,' welcomes patients and doctors," Cavallini specifies. The congress also features a Position Paper on self-regulation of social media communication, including for doctors: no manipulated "before/after" videos or discounts, and AI-generated images must always be declared. "The Decalogue tells patients what to check, the Position Paper tells doctors what not to do: they are two sides of the same coin," says Claudio Plebani, Secretary General of Agorà. "The rules already exist, but they circulate less than the results shown on social media. A national day and a self-regulation document: the safety of aesthetic medicine depends on both."
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