My Body, My Choice, mybreast 22.01.2007

London, 22nd January - Launched today, mybreast (www.mybreast.org) is the first-ever cosmetic surgery provider specialising in breast augmentation, set up by the UK's leading aesthetic plastic surgeons in order to raise the standard of commercially available breast augmentation nationwide. All participating practitioners are UK-trained, fully accredited members of the British Association of Aesthetic Plastic Surgeons (BAAPS), ensuring the highest possible clinical care as well as a competitive, transparent pricing structure accessible to all.

Breast augmentation surgery was the most popular procedure in 2005 according to BAAPS research. Women undertake breast augmentation for a wide range of reasons, such as adding volume to smaller breasts, re-creating curves lost through breastfeeding, increase in breast size and improving the shape of unattractive breasts.

mybreast aims to provide the best surgeons, the best implants and the best possible pre-operative, clinical and post-operative advice and care, ensuring the safety and satisfaction of patients. mybreast differs from other clinics and surgical providers in many ways:

• ALL mybreast surgeons are UK-trained consultant plastic surgeons
• ALL are Fellows of the Royal College of Surgeons, hold the Certificate of Training in Specialist Training in Plastic Surgery (CCST) and are members of the British Association of Aesthetic Plastic Surgeons (BAAPS, www.baaps.org.uk)
• At mybreast patients are under the care of ONE surgeon, who they see from pre-operative consultation to surgery and post-operative check-ups. At no point is a patient screened by an advisor or salesperson (standard practice among well-known commercial clinics)
• mybreast ONLY uses the highest-quality implants from the world's premier implant manufacturer, McGhan. These implants can be placed through small incisions and give extremely natural results and come with a lifetime guarantee
• Only mybreast provides a comprehensive home care pack including pre- and post-surgery tips and instructions, homeopathic and scar therapies, arnica healing cream, a support bra, a mybreast diary and even a lingerie gift
• A lifetime follow-up policy is included

mybreast was created by a group of the UK's most respected plastic surgeons. Founding Directors include Peter Butler, Martin Kelly, Patrick Mallucci, Norman Waterhouse and Simon Withey. These surgeons have formed mybreast to provide patients with a safe and reliable alternative to breast augmentation that is often carried out abroad or by low-cost providers.

mybreast consultant plastic surgeon Roy Ng says the strength of mybreast is that it is a specialised service:

"This groundbreaking service is specific to cosmetic breast surgery. All surgeons working on our team have a dedicated interest and specialist skills in this type of surgery. We are determined to make sure mybreast's patients get the best possible results and a satisfying experience, as well as the most accessible pricing possible. "

mybreast consultant plastic surgeon Ivan Foo adds;

"For years I've met too many women who have been poorly advised on their breast augmentation, often by salespeople with no surgical experience, and left disappointed by the results achieved by a surgeon they've sometimes never even met until they go under anaesthesia. mybreast gives patients the chance to receive the best implants from the best surgeons, and with the most personal care available. It's your body - make sure you put it in safe hands."

mybreast also believes in transparent charges at very competitive prices. A standard breast augmentation will include pre-operative consultations with an accredited BAAPS surgeon, a pre-surgery kit, an overnight stay at a top UK hospital, a choice of high quality implants, a home recovery kit and post-surgery consultations and support. In accordance with the GMC's code of good medical practice, mybreast does not offer free consultations as a marketing tool. A small consultation fee of £25 is charged initially but refunded in the package if the surgery is booked.

The complete package price of £4250 (pricing for a breast augmentation at a standard London practice can be in the area of £7K) also includes a lifetime follow-up policy. There are NO hidden extra costs in the mybreast service, and the clinics offer five years of free surgical revision if necessary.

Members of the public can request a consultation online at www.mybreast.org or by calling 0870 780 4000.