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However, there are many people who, in spite of their logical and rational attitude about this subject, still are attracted to the "Mecca," the "glamour and glitz" of the Beverly Hills name.

This is true, as well, for aesthetic surgery. It is a common misconception that the very best practitioners of cosmetic surgery must be in the Beverly Hills area. They feel that the people with money are discriminating enough to only choose the highest quality of surgical results. Unfortunately, this is not so; and, in fact, in many cases it is the reverse.

If a person wishes to brave the busy and often shallow, materialistic environment of the Beverly Hills scene, they may be able to make an exceptional livelihood by choosing a Beverly Hills address and location, charging Beverly Hills fees, and paying Beverly Hills extravagant overhead fees.

In the field of cosmetic plastic surgery, it is known nationally and internationally that Beverly Hills cosmetic surgeons laugh all the way to the bank. Only a very small number are recognized outside of Southern California. Only one or two are recognized for their regular participation in national and international cosmetic surgeon conventions and their contributions to official scientific literature. Certainly the University departments of Southern California and Los Angeles contribute much to the research and publications regarding reconstructive surgical procedures. It is usually the cosmetic surgery practitioners in the world of private practice who contribute the most to cosmetic surgery techniques.

However, a new attitude is emerging! It is becoming known that there are cosmetic surgery practitioners of the finest quality who did not choose Beverly Hills to establish their living and their practice. These men have chosen to stay in the fringe suburban communities that provide much more attractive living. Here in the Conejo Valley, Dr. Edward O. Terino of the Plastic Surgery Institute of Southern California is one such practitioner who arrived with a superb resume of background education and experience to devote his time and energies to the Southern California area from the upwardly mobile and affluent communities of Westlake Village and Thousand Oaks.

At the Plastic Surgery Institute of Southern California, Dr. Terino provides the most cutting-edge cosmetic surgery procedures and finest pre- and post-operative care. Thirty percent of his practice is derived from people in Beverly Hills, and 25% outside the state of California or even the nation. He is known nationally and internationally for his advanced work in the field of facial contouring, especially with alloplastic materials, such as silicone rubber that he uses for implants to augment the face structure in the cheek, chin and jawline region.

Dr. Terino has been recognized internationally by being invited to participate in the last several years at the Italian Society of Plastic Surgery meetings in Rome and Sicily at the recent Congress on scientific subjects in the 21st Century, hosted by the Pope. He was also asked to participate in the South American Argentinean Congress of Plastic Surgery in 1999 and previously at the International Society of Aesthetic Plastic Surgery conventions in Tokyo and Israel. His recent book "The Art of Alloplastic Facial Contouring" is a unique, one-of-a-kind teaching aid for plastic surgeons interested in this subject throughout the world.

Dr. Terino has made it possible for his patients who come from all areas to enjoy the highest quality of surgical care, as well as pre- and post-operative care in the Conejo Valley. At the Plastic Surgery Institute of Southern California his nurses are all ACLS trained and he uses only a Board Certified anesthesiologist rather than a Certified Registered Nurse anesthetist. The operating facility is accredited by the State of California and the AAAAPSF Organization, one of the two acceptable accreditation organizations in this state.

The accommodations available for pre- and post-operative convalescence in the Thousand Oaks and Westlake Village area include the Westlake Village Inn, the Westlake Hyatt Hotel and the Thousand Oaks Inn. Other private accommodations and nurses are readily available. Limousine service is also available for patients to be transported when necessary and desired.

Dr. Terino and his staff believe in the finest emotional and physical care for patients who are interested in improving themselves emotionally and physical through cosmetic surgery.

Dr. Terino and his staff are devoted to the goals of providing higher than Beverly Hills standards for a much more affordable economic package.


The Myth of Beverly Hills


Some people are looking for quality, some are looking for price. Most are trying to achieve both at the same time. The name and location of Beverly Hills, California signifies to the rest of the world a place where money is no object and quality is universal. Nothing could be further from the truth!

Most people acknowledge that a name brand label pertaining to clothes, cars and other services are the result of enormous amounts of time and money devoted to public relations and marketing campaigns to create an image and an illusion. This is the truth of the matter! It is well understood by Americans that quality can be obtained at less than a Beverly Hills location and price tag.


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