Trail Blazer

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William J. Binder, MD, FACS, is known worldwide as the man who pioneered the use of alloplastic implants to enhance chins, cheeks, and other facial features. He is also behind the use of CT scans and 3D imaging to create more precise customized facial implants for both cosmetic and reconstructive purposes. Binder also conducted preliminary studies on Botox Cosmetic for the effective and safe treatment of facial wrinkles in the 1980s and has published numerous articles on his findings in leading medical journals, as well as being the founder and pioneer in the use of Botox for migraine headache.

"My discovery in the use of Botox for treating migraine headaches, which dates back to 1992, was finally acknowledged when the recent FDA approval news broke on October 15, 2010," Binder says. "That was a proud day for me."

With an office and surgical facility in Beverly Hills, Calif, Binder is assistant clinical professor at the David Geffen School of Medicine, UCLA, and attending surgeon at Cedars-Sinai Medical Center in Los Angeles. He is certified by both the American Board of Facial Plastic and Reconstructive Surgery and the American Board of Otolaryngology-Head and Neck Surgery, and he is a fellow of the American College of Surgeons, the American Academy of Facial Plastic Surgery, and the American Academy of Otolaryngology-Head and Neck Surgery. He holds more than 10 US and worldwide patents on numerous medical devices and pharmaceuticals, and he has held many national elected and appointed committee positions.

So, who is this guy?

THE MAN BEHIND THE REPUTATION

During his first baby steps into his career in medicine, he did not realize at first that he would become a surgeon. "I interviewed for a neurology residency," he reminisces, "until I went through a clinical rotation and decided that wasn't for me."

Binder is originally from New York. "I did my Internship and General Surgical residency in San Francisco—a little adventurous at the time," he explains. "I wanted to explore the open spaces of the western part of the US, particularly California. I fell in love with the geography of the West Coast. I had no original intention to move permanently to Los Angeles, though, so I decided to go back to New York and finish my residency training at the Mt. Sinai Hospital and Medical Center."

As fate would have it, Binder and his wife did an about face and ultimately relocated permanently to California when he found an opening for a plastic surgeon in Los Angeles. The change of location gave Binder a new world of possibilities from which to draw, that would play a critical role in his next move: revolutionizing the field of facial contouring and aesthetics.

His idea was to create a facial implant that was more anatomical in design and function than existing products, which he was able to realize through his work with 3D computer modeling software and CAD/CAM engineering software. The implants are now sold by Implantech Associates Inc, Ventura, Calif.

At the time, Binder not only created a new product, he revolutionized how implants are designed and manufactured. "Patients would desire more defined cheek-bones. Or, some may have already undergone cheek-augmentation surgery with ill-conceived implant designs and unnatural-appearing results. Unfortunately, that really gave cheek implant surgery a bad name for a long time."

According to Binder, the original type of cheek implant that was used was a little oval disc that was placed over the cheekbone, and had no basis for the anatomical aesthetics for that region of the face.

As these implants would never give a natural contour to the face, Binder went to work on his concept of the submalar implant.

California was the epicenter of the aerospace industry, which was using CAD/CAM technology for both designing products and controlling manufacturing processes.

For Binder, CAD/CAM was a good way to map the face, create structure, and design molds for facial implants. "I visited the City of Industry, El Monte, South El Monte, and finally ended up in a facility in Arcadia," Binder says. "The owner of the facility and I worked for 6 months designing the implants, as well as beta testing a new CAD/CAM software system specifically for this purpose. I was able to design implants that were significantly improved and adapted more closely to the contours of the face."

The CAD/CAM software enabled them to resize and readjust implants with curved and smooth surfaces—a process relatively unknown at that time. As it turns out, most of the implants made today are manufactured through a similar process to the one Binder developed. His submalar implants were the first computer-designed implants ever produced.

The submalar implant, Binder adds, was "the first volumizer. Today, the emphasis is on volumizing the face. And that submalar implant was the first volumizer ever, because the essence of youth is not to be pulled tighter but to be 'filled out.' This is still the best volumizer. It's permanent, and it can be done in about 25 to 30 minutes. It's reversible, and it doesn't upset the soft tissues. Nowadays, many practitioners are forgetting the aesthetics of the face and making balloon faces by overinjecting synthetic and/or natural fillers."

Currently, Binder is involved in improving facial implants for the future. He is in the early stages of developing a system that combines computer-based imaging with a CT scan and surface imaging. As the image is captured on the computer with 3D definition, the surgeon can custom design the implant and predict the aesthetic outcome preoperatively. Binder expects this technology to be available to other surgeons within the next few years.

RHINOPLASTY, REVISED

Though his role has been critical in the area of facial contouring, most of Binder's day-to-day work lies in revision rhinoplasty, which makes up 65% of his work. In this area, Binder's crossover genius lies with combining the newer, popular open rhinoplasty technique with the older closed rhinoplasty technique. Binder has dubbed the resulting hybrid technique "structure rhinoplasty."

In outlining the evolution of rhinoplasty, Binder says, "People identified the older techniques as the quote unquote 'bad nose job,' which is too short, upturned, with a pinched look and flaring nostrils, etc. Then came along a more structural phase of rhinoplasty that was introduced primarily through the open technique. Open technique has become extremely popular because it is a lot easier to learn. It has started to dominate in terms of its prevalence. The only problem is, in certain instances, after a nose has been open several times, your best mode of fixing that nose would not be an open rhinoplasty—it would be a closed technique.

Binder believes his structure rhinoplasty technique points to a future path for practitioners to follow. "I combine the closed and open rhinoplasty techniques into a more versatile and sophisticated closed technique," he says. "It works very well. In a sense, it is similar to reserved currency. It is a procedure that you can reserve if you know how to do closed rhinoplasty, since you'll be able to correct those cases that have not turned out well because you have an added level of superior skill."

Binder thinks knowing the closed approach is extremely important. "For example, I recently saw a lecture about a patient who originally had rhinoplasty 20 years ago and then had a revision performed about a year ago because the tip had changed," he explains. "The patient was extremely unhappy with the surgeon because she liked her first nose better. Her problem could easily have been fixed with a small graft using a closed approach and a minimum amount of additional surgery.

It is not possible for every plastic surgeon to be an expert in all procedures. This is particularly true for rhinoplasty and even more so in revision and corrective nasal procedures. The nose is extremely complex, as well as being the most obvious anatomic focal point of the face. Maintaining or improving its function while simultaneously creating a natural shape is vitally important for a patient's physical and psychological well-being and takes an experienced and highly skilled surgeon.

"In my opinion and in my many years of experience, the closed approach is a great technique and there are many reasons surgeons should adopt it. Hopefully, it will not become a lost art," he says.

BOTOX FOR MIGRAINES

Though rhinoplasty is Binder's first love, he admits, "I've been sidetracked as far as what I'd really like to do, which is teach rhinoplasty and be more involved in the teaching of courses on rhinoplasty. I just haven't been able to do it the last several years because of probably the biggest event of my lifetime, which is associated with the original development work for the use of Botox for migraines."

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