Beverly Hills Plastic Surgeon Launches 'Choose Knowledge First' Pledge to Promote Informed Decision-Making in Aesthetics

Dr. Emil Kohan, a board-certified plastic surgeon in Beverly Hills, California, has announced the launch of the Choose Knowledge First Pledge, a personal initiative aimed at encouraging individuals to slow down, ask better questions, and make thoughtful decisions before pursuing cosmetic procedures or significant appearance-related changes. The pledge, inspired by the principles that have guided Dr. Kohan's career, promotes education, personal responsibility, and long-term thinking over quick decisions driven by social media or fleeting beauty trends.

"Patients don't want to become someone else," Dr. Kohan said. "They want to look like the best version of themselves." He believes this philosophy extends beyond aesthetic medicine, noting that "science and creativity should work together. The best decisions come from combining good information with thoughtful reflection."

The initiative comes at a time when cosmetic procedures are widespread. According to the American Society of Plastic Surgeons, nearly 1.6 million cosmetic surgical procedures were performed in the United States in 2024, along with millions more minimally invasive procedures. Simultaneously, research has linked frequent exposure to appearance-focused social media content with greater body dissatisfaction, particularly among adolescents and young adults. Medical organizations continue to emphasize patient education, informed consent, and realistic expectations as essential components of cosmetic care, while surveys show many people spend hours daily consuming online content that shapes perceptions of appearance and self-image.

Dr. Kohan hopes the pledge will encourage individuals to pause before making important decisions. "The goal isn't to chase trends," he said. "The goal is to create results that fit the individual and stand the test of time." He also underscored the importance of continuous learning, stating, "Medicine never stands still. The responsibility of a surgeon is to continue learning and improving."

The Choose Knowledge First Pledge outlines seven personal actions: continuing learning through studying new research and techniques weekly; encouraging questions before decisions; prioritizing individualized care over popular trends; choosing long-term outcomes over short-term popularity; communicating honestly about benefits, limitations, recovery, and expectations; contributing to education through research and lectures; and leading by example through curiosity and discipline. "The details matter," Dr. Kohan said. "Small decisions can have a major impact on the final result."

In addition to the pledge, Dr. Kohan provides a do-it-yourself toolkit for thoughtful decision-making. Steps include writing down reasons for a major change before acting, waiting 48 hours before appearance-related decisions influenced by social media, learning something new for 15 minutes daily, comparing today's goals with five-year aspirations, following educational resources instead of trend-focused accounts, writing three thoughtful questions before any consultation, spending one day per week without comparing oneself to others online, keeping a notebook of ideas instead of acting on impulse, asking whether a decision reflects values or outside pressure, and sharing accurate information with friends and family. A 30-day progress tracker encourages daily actions such as learning something new, pausing before decisions, asking thoughtful questions, focusing on personal goals, and taking small steps toward long-term objectives.

Dr. Kohan invites individuals, students, healthcare professionals, educators, parents, and community members to adopt the pledge and share the free toolkit. He hopes the initiative sparks conversations about thoughtful decision-making, realistic expectations, lifelong learning, and personal responsibility—values that extend well beyond aesthetic medicine. "The goal is always to get better," Dr. Kohan said. "That's how meaningful progress happens."