News & Features > New Plastic Surgery Center and Spa

Consumer demand drives growth in aesthetic market

by Dawn Kent
The Birmingham News, Oct. 4, 2007

A new 26,000-square-foot plastic surgery center and spa is planned for the Greystone area.

The popularity of television makeover shows has raised the profile of cosmetic services among the masses, and a Birmingham plastic surgeon has a new plan to meet that increased demand.

Dr. William J. Hedden is planning a new plastic surgery center and spa off Hugh Daniel Drive in the Greystone area, a 26,000-square-foot facility that is expected to combine a wide variety of specialists.

From "Extreme Makeover" to "Dr. 90210," television shows in recent years have erased the taboo of cosmetic surgery, Hedden said, driving the popularity of his practice among all types of people.

"It's not just for the people who are wealthy," said Hedden, adding that some of his clients include women who are preparing for their husbands' return from Iraq. "There's really no limit as to who it's for."

According to the American Society of Plastic Surgeons, there were nearly 11 million cosmetic plastic surgery procedures in 2006, a 48 percent jump from 2000. The procedures include everything from breast augmentations to chemical peels.

These days, people are more likely to ask questions about cosmetic services and then schedule a procedure, Hedden said. As a result, his practice draws people from across Alabama, as well as Tennessee, Florida and Mississippi.

In response to the demand, Hedden brought another plastic surgeon, Dr. Jason M. Jack, into his practice about 18 months ago, and they are both busy.

The two will occupy the new facility, and Hedden is looking for other specialists to join them, in areas that include cosmetic dentistry and dermatology.

"It's really just trying to get everybody under the same roof," Hedden said.

TurnerBatson Architects designed the new facility, which will sit on Butterfly Lake near Hedden's existing office.

The building features a Spanish-style facade with Mediterranean details, while the interior is designed to be warm and client-friendly, TurnerBatson President Dave Reese said.

"We wanted our design to make what can be a bit of an intimidating visit as relaxed as possible," he said.

Johnson-Kreis is the general contractor.

A similar project, also designed by TurnerBatson, is planned near Liberty Park.

Medtique, billed as an "aesthetic lifestyle facility," is expected to combine a wide spectrum of health care providers under one roof, including plastic surgeons, cosmetic dentists, dermatologists and orthodontists. A spa and surgical facilities also are planned.

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