….Over the past few years, Madison has become one of the Midwest’s leading centers for what the cosmetic industry likes to call the “enhancement” and “rejuvenation” of faces, bodies and, some insist, souls.
“The number of people doing good work here has increased exponentially,” said plastic surgeon John Siebert, recently recruited from New York by the University of Wisconsin-Madison to help staff a sleek new cosmetic surgery clinic called Transformations. “People used to hop on an airplane and travel. Now, it’s right in your backyard.”