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."
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.
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." He 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."
The Choose Knowledge First Pledge includes seven personal actions that Dr. Kohan is committing to: continuing learning throughout his career by studying new research, techniques, and best practices every week; encouraging questions before decisions by creating space for honest conversations and informed choices; prioritizing individualized care by focusing on each person's unique goals rather than popular trends; choosing long-term outcomes over short-term popularity in every recommendation; communicating honestly about benefits, limitations, recovery, and realistic expectations; continuing to contribute to education through research, lectures, and sharing knowledge with colleagues; and leading 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 has provided a Do-It-Yourself Toolkit anyone can use to begin practicing more thoughtful decision-making today without spending money. The toolkit includes actions such as writing down why you are considering a major change before acting, waiting 48 hours before making appearance-related decisions influenced by social media, learning something new for 15 minutes every day, and comparing today's goals with where you want to be five years from now. It also suggests following educational resources instead of trend-focused accounts, writing three thoughtful questions before any important consultation, spending one day each week without comparing yourself to others online, keeping a notebook of ideas instead of acting on every impulse, asking yourself whether a decision reflects your values or outside pressure, and sharing accurate information with friends and family instead of repeating online myths.
For the next 30 days, participants are encouraged to complete a daily checklist: learning something new, pausing before making an important decision, asking at least one thoughtful question, focusing on own goals instead of comparing with others, and taking one small step toward a long-term objective. At the end of each week, participants should reflect on what they learned that changed their perspective, which decisions felt more thoughtful, where they improved, and what they will 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."
