Dr. Emil Kohan, a board-certified plastic surgeon in Beverly Hills, California, has announced the launch of the Choose Knowledge First Pledge, a personal initiative designed to encourage individuals to slow down, ask better questions, and make thoughtful decisions before pursuing cosmetic procedures or significant appearance-related changes.
The pledge, inspired by the principles guiding Dr. Kohan’s career, promotes education, personal responsibility, and long-term thinking over quick decisions driven by social media or fleeting 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.
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 emphasized the importance of continued learning: "Medicine never stands still. The responsibility of a surgeon is to continue learning and improving."
The Choose Knowledge First Pledge includes seven personal actions Dr. Kohan is committing to, such as continuing to study new research and techniques, encouraging questions before decisions, prioritizing individualized care, and communicating honestly about benefits and limitations. He also provides a do-it-yourself toolkit and a 30-day progress tracker for anyone to use, free of charge.
The toolkit includes practical steps like 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, and following educational resources instead of trend-focused accounts. The 30-day tracker encourages daily reflection on learning, thoughtful decision-making, and long-term goals.
Dr. Kohan invites individuals, students, healthcare professionals, educators, parents, and community members to adopt the pledge and share the toolkit. 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."
