Medical Spas, Groupons, and House Calls: The Turf Wars Over Botox

• In Event: 343 - Section on Medical Sociology Roundtables (one-hour)
  In Refereed Roundtable: Table 16. Alternative, Elective, and Innovative Healthcare

Abstract

The rise of Botox exposes the ever-increasing nexus between medicine and commerce and is at the vanguard of commercial medicine in America. Changes within medicine, the economy, and the health care industry have powerfully shaped the supply of practitioners willing and eager to provide Botox injections. The increase in the supply of Botox injectors has not only stimulated increased demand for Botox and more competitive pricing, it has also led to an intra-professional turf war around who should be able to provide Botox. In this paper, I draw on multiple sources of data to explore this intra-professional turf war. First, I draw on my interviews with 20 Botox providers, some of whom are dermatologists and cosmetic surgeons and others of whom are dentists and nurse practitioners, to understand decision-making processes about who should inject Botox, where the procedure should be performed, and under what conditions. I also draw on popular media and news releases from various professional organizations and my experiences at the 2013 American Academy of Dermatology annual meeting to illuminate how cosmetic surgeons, dermatologists, and medical spa directors formally participate in managing media messages about Botox cosmetic. The territorial battle over Botox illuminates the intimate ties between medical professionals and marketers and how distinguishing between these two groups is becoming increasing difficult. I conclude with a discussion of what the turf wars around Botox mean for gender and class inequality.

Author

• Dana A. Berkowitz, Louisiana State University