Dr. Emil Kohan, a board-certified plastic surgeon based in Beverly Hills, California, has announced the launch of the Choose Knowledge First Pledge, a personal initiative designed to encourage people to slow down, ask better questions, and make thoughtful decisions before pursuing cosmetic procedures or making significant appearance-related changes.
Inspired by the principles that have guided his career, the pledge promotes education, personal responsibility, and long-term thinking over quick decisions driven by social media or changing beauty trends. "Patients don't want to become someone else," Dr. Kohan said. "They want to look like the best version of themselves." Dr. Kohan believes that philosophy applies beyond aesthetic medicine. "Science and creativity should work together," he said. "The best decisions come from combining good information with thoughtful reflection."
According to the American Society of Plastic Surgeons, nearly 1.6 million cosmetic surgical procedures were performed in the United States in 2024, while millions more minimally invasive procedures were completed. At the same time, research has found that frequent exposure to appearance-focused social media content is associated with greater body dissatisfaction, particularly among adolescents and young adults. Medical organizations also continue to emphasize patient education, informed consent, and realistic expectations as essential parts of cosmetic care. Meanwhile, surveys consistently show that many people spend hours each day consuming online content that can shape perceptions of appearance and self-image.
Dr. Kohan hopes his 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 believes learning should never stop. "Medicine never stands still," Dr. Kohan said. "The responsibility of a surgeon is to continue learning and improving."
The Choose Knowledge First Pledge includes seven personal actions that reflect the values behind the initiative: continuing learning throughout the career, encouraging questions before decisions, prioritizing individualized care, choosing long-term outcomes over short-term popularity, communicating honestly about benefits and limitations, contributing to education through research and lectures, and leading by example. "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 that anyone can use without spending money. The toolkit includes steps such as writing down reasons for considering a major change, waiting 48 hours before appearance-related decisions influenced by social media, learning something new for 15 minutes daily, and following educational resources instead of trend-focused accounts. A 30-day progress tracker encourages daily reflection on learning, thoughtful decisions, and personal goals.
Dr. Kohan invites individuals, students, healthcare professionals, educators, parents, and community members to adopt the Choose Knowledge First Pledge and share the free toolkit with others. He hopes the initiative starts 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."
