In 1994, when the reattachment of John Wayne Bobbitt’s penis made international headlines, billions of men around the world crossed their legs and gave thanks for the skills of plastic surgeon David Berman.

Six years later, the Sterling-based doctor has launched an advertising campaign that leverages the Bobbitt incident to highlight the many other procedures in his repertoire.

This fall he enlisted the help of Michael Enfield, a Silver Spring, Md., medical marketing consultant to help launch an ad campaign to give the surgeon’s business a facelift. Amusing advertisements heralding Berman’s surgical specialties have begun to appear in Washingtonian magazine, The Washington Post and the Loudoun Times-Mirror.

Berman estimates he’s spending 10 percent of his monthly gross revenue on the campaign. But he’s glad to get the word out on breast augmentation, liposuction, tummy tucks, blepharoplasty (removing puffiness around eyes), laser hair removal, torn ear lobe repair and microdermabrasion, a new facial rejuvenation procedure.

"I don’t think people even know what all is available with the new mega (skin) peels and the advances in laser techniques," says Berman. "Secondly, it’s important to educate people in the differences between a board certified plastic surgeon and another specialist picking something up in a weekend course."

The ad campaign once again brings Berman’s name into the public arena. Six years ago he was an instant celebrity: He was interviewed by Geraldo Rivera, The New York Times, "Good Morning America," and radio shows across the nation. He was part of a BBC documentary, interviewed by a Japanese film crew and featured in the Italian equivalent of People magazine.

While the University of Virginia graduate received worldwide notoriety for the Bobbitt reconnection, that fame hasn’t translated into recognition with more traditional clients. The board-certified surgeon says that while the incident didn’t bring in new business, it certainly enhanced his reputation. "It’s not like they say, ‘Gee, Dr. Berman put that guy’s penis on, I’ll definitely call him when I need my eyes done or a face lift or breast augmentation,’" says Berman. But, "it validates my skills."

"I tell people that it would have been different if I had done a famous cataract operation. ... Then you’d cut out my name and say, ‘Granny needs her cataracts done. I’ll send her to Dr. Berman.’ People don’t say, ‘If my wife gets really mad at me, I’ll keep his name on the fridge for emergencies.’"

— Mike Ashley