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: I will continue learning throughout my career by studying new research, techniques, and best practices every week; I will encourage questions before decisions by creating space for honest conversations and informed choices; I will prioritize individualized care by focusing on each person's unique goals rather than popular trends; I will choose long-term outcomes over short-term popularity in every recommendation I make; I will communicate honestly about benefits, limitations, recovery, and realistic expectations; I will continue contributing to education through research, lectures, and sharing knowledge with colleagues; I will lead by example by remaining curious, disciplined, and committed to continuous improvement. "The details matter," Dr. Kohan said. "Small decisions can have a major impact on the final result."
Additionally, Dr. Kohan offers a Do-It-Yourself Toolkit for anyone to practice thoughtful decision-making without cost. Suggestions include 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, comparing today's goals with five-year aspirations, following educational resources instead of trend-focused accounts, writing three thoughtful questions before any important consultation, spending one day each week without comparing oneself to others online, keeping a notebook of ideas, asking whether a decision reflects values or outside pressure, and sharing accurate information with friends and family.
A 30-Day Progress Tracker encourages participants to complete a daily checklist: I learned something new today; I paused before making an important decision; I asked at least one thoughtful question; I focused on my own goals instead of comparing myself with others; I took one small step toward a long-term objective. At the end of each week, reflection questions include: What did I learn that changed my perspective? Which decisions felt more thoughtful? Where did I improve? What will I continue doing next week?
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."
