Where the Stars Go …

With neighbors such as Singapore and Thailand renowned for offering high-standard plastic surgery, how can a new Indonesian hospital with grand ambitions compete?

Perhaps by affiliating itself with Brazil, the world’s most famous esthetic surgery hub.

AiBee Hospital, tucked away in the lush green hills of the Gunung Geulis mountain resort near Bogor, opened two years ago with five consulting surgeons from Brazil and six local plastic surgeons. 

Hospital CEO Rudy Halimun said the market initially took some convincing, especially as many Indonesians still prefer to put their faith in hospitals overseas, even for regular medical checkups. That quickly changed with the word-of-mouth recommendations from clientele, and the pull of the foreign expertise.

“Clients seem more confident when they know there are foreign consultant doctors for the procedures,” Rudy said. “This also boosts the image of the local doctors because they work together in a team.”

Situated on 2,400 square meters, the hospital offers luxurious facilities and the utmost privacy for its clients, who range from celebrities to teenagers.

There are 12 rooms and three operating rooms with teleconferencing connections to Brazil. Accommodation at the Gunung Geulis resort can be arranged for relatives or friends of patients.

Building on its reputation as a pioneer in its field here, AiBee hopes to keep Indonesians at home for their plastic surgery needs.

“We are confident that we will be one of the main players in Southeast Asia,” Rudy said.

Part of its mission is to familiarize the Indonesian public with cosmetic surgery issues, based on its corporate motto of “Aesthetics for Better Life”.

AiBee sponsors seminars in which potential clients can get information about procedures from licensed plastic surgeons.

The main purpose, Rudy adds, is to inform the public about seeking professional, skilled consultation, and the dangers of unlicensed practitioners.  

Seeking professional services not only requires being informed, but also having a sizable amount of cash.

Prices range from US$600 to $8,000. Rudy conceded that plastic surgery remains limited to a select market, for it’s “the affluent, as it is elsewhere in the world, who have more opportunity to get better aesthetics”.

With clients ranging in age from 17 to 70, the most frequently performed surgeries are breast augmentations, liposuction, tummy tucks and face-lifts.

Breast implants and liposuction are the favorite of younger clients, while the tummy tuck is popular among women wanting to regain their figure after having children. 

AiBee’s medical director Dr. Herbowo Poernomo says he always tells patients that achieving perfection is an almost impossible feat, and he tries to dissuade patients who are obsessive about their appearance. 

But his business is still about helping people achieve the look they want.

“The necessity to look beautiful doesn’t just come from the demand of one’s work,” Dr. Poernomo said.

“Nowadays, recognition is increasingly important to people, and when you look good you’ll get better recognition.”

+ Annastashya Emmanuelle

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