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. 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 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: continuing learning throughout one's career; encouraging questions before decisions; prioritizing individualized care; choosing long-term outcomes over short-term popularity; communicating honestly about benefits, limitations, recovery, and realistic expectations; contributing to education through research, lectures, and sharing knowledge; 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.'
In addition to the pledge, Dr. Kohan provides a Do-It-Yourself Toolkit for anyone to practice thoughtful decision-making. The toolkit includes steps such as writing down reasons for considering a major change, waiting 48 hours before making appearance-related decisions influenced by social media, learning something new for 15 minutes daily, and following educational resources instead of trend-focused accounts. A 30-Day Progress Tracker encourages participants to learn something new, pause before decisions, ask thoughtful questions, focus on personal goals, and take small steps toward long-term objectives. At the end of each week, participants reflect on what they learned, 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.'
