The reputation of the UK plastic surgery industry has suffered in recent years. Much of the industry has been led by commercial clinics who have put profit before patients. I believe it is time for a national brand in plastic surgery that stands for transparency, accountability and prioritising the patient’s experience over profit. In direct response I launched Staiano Plastic Surgery – believing that the patient journey from start to finish should be led by your Consultant. The Clinic employs nurses and administrative staff, but there are no patient advisors. The surgeons personally see patients from the initial consultation through to the final follow up meeting.