ofpsa digital magazine: winter 2011

winter 2011 • issue 3 ofpsa digital magazine

le petit perle

Recession PRoofingAgAin...

Recipes foR success on a budget

21 secRet days to change

youR life

10 Must Read books

bRains + beauty = ?

PAge 44

http://www.aafprs.org/members/a/on/o/welcome.aspx

Designed by IF Marketingifmark.com • [email protected]

Enjoy this special “food focused” issue of the OFPSA digital magazine offering a double-serving of industry information. Included throughout are pearls of wisdom to help slim the office budget,

exercise your creative mind and plan for a healthy and fruitful 2012. If you would like to contribute to upcoming issues of our publication, please email [email protected].

BROUGHT TO YOU BY:

PATIENT ENGAGEMENT PLATFORM

http://www.solutionreach.com/

4 Letter from the AAFPRS President

6 Letter from the OFPSA President

18 YOUTH.corner

44 Industry Spotlight: A Modern Day Success Recipe

FEATURED ARTICLES:

8 Solutionreach: The Frosting on the Birthday Cake

10 OFPSA in San Francisco

14 Discounting Can Be Dangerous

20 Reflections On Steve By Steve

22 Creating Habits For Practice Success

24 How To Maximize Media Attention In A Down Economy

28 Eating At The Office

30 Doctors Are Change Agents

32 A New Threat: Patient Predatory Lending Claims

36 Creating A Full Course Esthetics Menu

40 Rob On Reputation

42 Best...Ever!

contents:

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22

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meet the designer: Rese cebulskiRese has been a designer for 5 years, but a designer in-the-making for 30. With hat on head, jazz in earphones, red shoes on feet, and a passion for all things modern and clean, job destination: designer was inevitable. Outside of your computer screen, you can find Rese spearheading a project with design group “the Pirates of Design,” at a jazz concert, or simply strolling the streets of Lincoln Square (in red shoes of course).

http://issuu.com/action/page?page=4



















by Dr. Tom D. Wang AAFPRS President

SuStaining your practice during economic downturnSMost of us become providers in the field of facial plastic surgery because we enjoy taking care of our patients. Patients are the lifeblood of any practice and, as has been well documented, it is much less costly to keep existing patients than recruit new ones into your practice. Over my more than 25 years in practice, I have managed to learn from some of the marketing experts on effective means of retaining and nurturing this important group, our pa-tients. There are many different ways to do so; many of the newer methods are discussed in this current issue of the newsletter.

“Traditional” methods are still effective and serve as the back-bone upon which newer techniques may be added. In our practice, we have found bi-monthly open seminars an effective way to attract potential new clients. These seminars allow us

4 WINTER 2011 / OFPSA

http://www.aafprs.org/

to introduce our office staff and provid-ers, outline our product lines and services and showcase the range of our practice, including not just cosmetic treatments but also reconstructive procedures along with our humanitarian missions. We have found it helpful to have prior patient(s) in attendance to answer questions related to their experience.

We also hold Open House events semi-annually. Invitation to this event is issued from our office to our existing customer base. These are designed more as a way for us to say “thank you” in appreciation to our existing clientele. Of course, they are welcome and encouraged to bring guests with them to the event and introduce them to the practice. These events are con-ducted in the evenings in the open space of our office. It is critical to have enough

space available to avoid crowding. We provide wine and hors d’oeuvres, offer gift certificates and products/services at a significant discount and invite product representatives to display their product lines. Our providers perform demo injec-tions showing the ease and effectiveness of these treatments. The atmosphere is kept upbeat and informal with raffle prizes awarded throughout the evening.

Some other thoughts on our marketing efforts include the finding that, in our mar-ket, the local newspaper is more effective than the glossy magazines in attracting new clients. Once a new client sched-ules a consultation, they each receive an

informational packet introducing our prac-tice. All new cosmetic clients meet with our patient care coordinator during their initial visit. We like to think of J. Belinda as our “patient concierge.” She presents a friendly and approachable face for our practice and is able to facilitate our pa-tients’ entire treatment experience. I per-sonally send thank you cards for every new consultation and returning treatment visit. We have updated our website to be a bit more consumer-friendly although it’s an on-going struggle when practicing within a large academic institution. We do have a practice Facebook page but have not joined the Twitter crowd at this point. We are evaluating our demographic to see how many of our patients actually use Twitter and that will help guide us in our decision.

While the economic downturn did indeed affect many practices, there are always pa-tients who want to look their best. The take-home point is keep your patients happy and they help build your practice, through economic downturns and upswings.

Consider an open house event with wine and hors d’oeuvres

tOm D. wAng, mD, FAcSOregon Health & Science Universitycontact tom at: 503.494.5678

president of aafpRs

5

trAcy L. DrUmmOffice of Steven H. Dayan, mD, FAcScontact tracy at: 312.335.1700 [email protected]

president of ofpsa

Whether on your next long flight or sim-ply enjoying a quiet evening at home, I encourage you to explore the lessons and journeys awaiting you in these books. The various topics will challenge the way you think, provide tips to help you work smarter not harder and even help overcome personal obstacles. Grab your Kindle, NOOK, iPad or even (gasp) a paperback and let the quest begin.

bRowse & brew

A Letter from the OFPSA President

by Tracy L. Drumm OFPSA President

Blink: The Power of Thinking Without Thinking by Malcolm Gladwell

How to talk to anyone: 92 Little Tricks for Big Success in Relationships by Leil Lowndes

nurtureSHock: New Thinking About Children by Po Bronson and Ashley Merryman

QuickBookS 2011 For DummieS by Stephen Nelson

cuStomer SatiSFaction iS wortHleSS, cuStomer loyalty iS PriceleSS: How to Make Them Love You, Keep You Coming Back, and Tell Everyone They Know by Jeffery Gitomer

Survival oF tHe PrettieSt: The Science of Beauty by Nancy Etcoff

SuPer FreakonomicS: Global Cooling, Patriotic Prostitutes, and Why Suicide Bombers Should Buy Life Insurance by Steven D. Levitt and Stephen J. Dubner

Drive: The Surprising Truth About What Motivates Us by Daniel H. Pink

wHo: The ‘A’ Method to Hiring by Geoff Smart and Randy Street

tHe HaPPineSS aDvantage: The Seven Principles of Positive Psychology That Fuel Success and Performance at Work by Shawn Achor

This fall, the Officers of the Organization of Facial Plastic Surgery Assistants gathered in the back of a large, chilly hall in sunny San Francisco. Sitting behind a sea of eager minds, we gleefully listened to the boom-ing voices of the many industry experts. As their pearls echoed throughout the con-vention center, a theme began to emerge within the advice. In addition to the technical guidance offered, nearly all of our speakers

recommended a book that had impacted their practice, business or personal life.

Juxtaposing the notes of the officers, we compiled a recommended reading list from the 2011 annual conference. The “OFPSA Top 10 Reading List” has turned the words from our expert faculty into permanent advice that can now be shared with future members and colleagues.

{ The OFPSA’s TOP 10 Reading List }

an unexpected discoveRy

7

For anybody who is a frequent Starbucks customer, you are well aware of the special black postcard that you can only receive one time a year. The card reads “You know us. We’d never miss a birthday.” The back says, “Present this postcard for a FREE drink.”

Always reliable, Starbucks makes sure that it gets to you on the day of your birthday. And when that little black card arrives in the mail, you can’t help but feel indebted to that brand. A Starbucks coffee is a small luxury. But when reminded of just how good that decadent latte is, you can’t help but be convinced of its worth.

There can be a lot of similarities drawn between the aesthetic patient and the Starbucks customer. Which is why a service like Solutionreach is such an incredible tool. Previously Smile Reminder, Solutionreach works with your software system to remind patients of their appointments via email or text message. Among a variety of other uses, one fun yet valuable feature is their birthday program.

Patients automatically receive a text or email on their birthday – “Happy Birthday from Dr. Smith.” It is not the birthday message, but the call-to-action feature that turns this fun greeting into a valuable one for you and your practice.

For the Chicago Center for Facial Plastic Surgery, we included a $50 gift certificate to the patient. The results? A 3-5% return within the 2 month period of each patient’s birthday, producing profits in ex-cess of $15,000 in less than one year. To clarify, these were simply the results of the birthday program of Solutionreach. Their other software features have brought in returns of both money and time, well beyond the small investment of the service.

We all strive to even come close to the concierge service that Starbucks can offer. Like most aesthetic practices, however, the resources to do so are few and far between. But with tools like Solutionreach, maybe it is possible to give those extra special touches to your patients.

So, here’s to birthday wishes and Reaching Solutions.

The FROSTing On The BiRThdAy CAkeby Stacey Clarke

StAcEy cLArKEStaff writer at IF marketingcontact Stacey at: 312.335.1700 [email protected]



Recipe for birthday email blasts

• www.solutionreach.com

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in San Francisco

A very special thank you to Pat ross for the wonderful lavender donations. Visit the matanzas Creek winery and Lavender Farm at www.matanzascreek.com to learn more.

debb scheib and regina simo were both hon-ored with the inaugural OFPsA dedication Award. thank you for all you do and congratulations!

shannon reeves, Kristi Fritz, triste rosebrough, marcy simpson, tricia thinnes, tracy drumm

Pat ross and Jill haynes

regina simo, Keynote speaker: Lesia Cartelli, debb scheib

regina simo

debb scheib

Karen Zupko engaged and educated attendees during the annual meeting

Philip miller, md, FACs shared great take away pearls during his lecture on strategic Coaching. he taught attendees that your unique ability = talent (what you can do) + Passion

Offering valuable and inspirational information, Peter A. Adamson, md, FrCsC, FACs also presented on strategic Coaching. his tip of the day: turn wishes into goals and then assign a time and a quantity.



beth stern (left) and danielle burkin (right), loyal members from Keith A. LaFerriere, m.d., F.A.C.s’s office show a photo book they created after learning tips at a previous OFPsA meeting.

the members of the OFPsA wish to extend our tremendous gratitude to PCA skin for sponsoring the 2011 OFPsA meeting.

A very special thank you to this team for all their hard work putting together the OFPsA Annual meeting.

Alexander burkholder introducing our outstanding speakers.

Jack Arkins, Katie Ziemba, Amy Larsen, Alexander burkholder – the production crew from dr. dayan’s office

the big giveaway! don’t miss next year’s surprise gift given to meeting attendees.

Former AAFPrs president Jonathan sykes, md, FACs welcomed the OFPsA members by presenting the rich history of the AAFPrs.

Kristi Fritz of ira d. Papel, md, FACs’s office handed out the sample “Patient recovery Care bags” to all the attendees.

Jennifer Linder, md, of PCA skin presented on enhancing results & revenue with Clinical skin Care

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Discounting is dangerous to your reputation and brand – not to mention costly.

Bought business is not good business. Research from top busi-ness schools, psychologists, consultants and Groupon victims prove that discounting can be a very expensive mistake.

Professor Paul Wang at the Kellogg Graduate School of Business published a paper describing two different types of buyers—trans-actional and relationship. Because facial plastic surgery now en-compasses treatments requiring ongoing maintenance, smart practices will want to find and retain relationship oriented patients rather than the transactional Botox transaction buyers.

A recent New York Times article illustrates Wang’s point. Author David Streitfeld explored the futility of fad discounts in his article; Coupon Sites Are a Great Deal, but Not Always to Merchants.

“Like businesses across the land, the Madison Avenue spa Wellpath tried to drum up customers by running heavily discounted coupons on deal-of-the-day Web sites. But the Internet coupon fad is shrink-ing faster than fat from a weight-loss laser. Coupons for the spa drew women from around the metropolitan area eager to see their bulges melt and their wrinkles removed. Once. ‘Then they would get another coupon and go do it with someone else,’ Wellpath’s director, Jennifer Bengel, said. ‘There was no loyalty.’”

discounting can be DAngeRous

KArEn ZUPKOPresident of KarenZupko & Associates, Inc.contact Karen at: 312.642.5616 [email protected]

by Karen Zupko

1. trAnsACtiOn buyers• price driven• no loyalty• pride in getting the best deal• less profitable

2. reLAtiOnshiP buyers• seeking “trust” in you• friendly, reliable practices• people who recognize them, do favors• you get all the business, shopping

wastes their time

types of buyers PAuL WANG, PRofESSoR NoRtHWEStERN uNivERSity DO’S

DON’TSand

pg 10


discounting can be DAngeRous

So, what with heated competition are you to do? your employer is insistent on discounting. is it always wrong? No. What’s wrong is shotgun careless decision making on pricing. use our guidelines to avoid common expensive mistakes.

the DO’s and DON’Ts of discounting

DO Check your ego at the door and evaluate your fee schedule. Is your regular price unreasonably high? In other words, 85% of all patients flinch upon seeing the quote. Adjusting the fee schedule to market realities and patient demograph-ics is the first step.

Evaluate offering multiple procedure discounting.

DON’T Assume “everyday low prices” for facial plastic surgery are magically appealing – they aren’t. Author Harry Beck with cautions that “price creates perceptions, then creates satisfaction.” He goes on to say:

“We cannot easily differentiate the real technical quality of a service: the true value of a chef’s food, a consultant’s advice, or an architect’s design. Our inability to distinguish quality leaves us enormously susceptible to other cues about a service’s quality – and a service’s price provides one of those few cues.

A price tells us how good a service probably is, then convinces us how good the service probably was. And so it is that we think duck that costs nearly as much as diamonds tastes delectable – even when it doesn’t.”

In other words, some patients may consider a price suspiciously low. “How could it be any good?”

DO


the DO’s and DON’Ts of discounting

DO on the other hand, offer “special pricing” (not discounting) selec-tively. Offer your best referring patients “special pricing” recognizing their contribution to your practice. (Shame on you, if you don’t track!) Consider inviting your very important patients (VIPs) to a unique evening event. Offer the opportunity to prepay a reduced price for treatments that they’ve previously had and enjoyed. Offer to extend the special pricing to any friends who join them that evening.

DO Make your “special offer” time limited. For instance, in the example above, the special pricing should be available that evening only. (Caution—do not mix wine and treatments—thus we stress the prepay for a future treatment or a package.)

Here’s another example: if you have a slow season, tell price sensitive patients there’s a discount if they book then. It serves your need and theirs.

Understand consumers don’t buy on price alone. If they did, Chanel, Mercedes, and The Four Seasons would be out of business.

DON’T Blast discounts to everyone!

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Reflections on

steve by steveby Steven H. Dayan, MD, FACS

The passing of Steve Jobs makes it hard to not stop and pon-der the depth of impact he had on all our lives. When kids in the most remote villages of Eastern Africa to kids in the Western shores of Cambodia have the same iPods as the youths in the Ginza neighborhood of Tokyo and Upper West side of NY, you have to marvel at how one man’s ingenuity touches us all. It seems that the truly great ones are never fully appreciated in the present, and I can’t help but wonder if future generations will recognize Jobs similar to how we revere Albert Einstein to-day. An introspective and objective view seems to place Jobs in the same class of preceding wonders who change the way we view and interact with our world.

From Disney to Edison, Ruth, Earhart, Jordan, Lincoln, Churchill and MLK, the one prevailing theme is they all followed their in-tuition, and although cognizant of the dissenters, they were not to be dismayed. They all took enormous risk and viewed failure as a necessary means to an end. In fact, they all were rather forthcoming with their mishaps. Babe Ruth struck out 1,330 times, Walt Disney missed the mark with Oswald the Rabbit, Thomas Edison’s light bulb took 1,000 steps, Abe Lincoln lost multiple elections, and Winston Churchill suffered from depres-sion, alcohol abuse and a no confidence vote from his parlia-ment. Secondly, the Greats all dismissed conventional wisdom and status quo to follow their intuition in spite of criticism. Regardless of how much we celebrate the current phenom of the month, statues are only created to those who persistently persevered in the face of doubt.


steve by steve

Jobs is famous for not relying on market research to test his products, rather he believed in his keen sense of knowing what the consumer desires. Jobs asked us to think differ-ently. Despite his good example, collectively it seems we are headed in the opposite direction. We currently live in a society and culture, from our schooling to our occupations, where thinking differently is not promoted, and in fact, often discouraged.

I teach an undergraduate course at DePaul University. On the first day, I always challenge the class with tough ques-tions, and it never ceases to amaze me how they reflexively respond, “I don’t know.” So quickly I say, “I know you don’t know the answer, I don’t ask you questions that you know the answers to. I want to see how you think.” They always seem puzzled and this is where I realize they are rarely asked to think. The ability to think differently is what empowers an individual and fuels a generation.

Even in medicine, where individuality and creativity were once the hallmarks of America’s most respected and successful profession, in today’s fiscally focused healthcare system, it makes more economical sense for us to be standard mod-ules that can be switched in and out seamlessly. Facial Plastic Surgery in particular, due to the inherent nature of our field, attracts highly creative and motivated individuals. And as fi-duciary minded physicians it may be facial plastic surgeons’ duty to resist cookie cutter thinking and promote creativity in our meetings, journals and training facilities. Historically the breakthroughs in medicine come from fostering creative thinking. Allowing forums in print or in speak that encourage different thinking may stimulate the next generation of bright minds. A seemingly bad idea may spark the next person’s brilliant idea. I can’t help but wonder what Steve Jobs would have been like if he was a facial plastic surgeon. On the last day of my course I pose a final question to the class, “Are you a celebrated follower or a doubted thought leader? You really can’t be both… so choose one.” I don’t think Steve Jobs would have any trouble answering the question.

StEvEn H. DAyAn, mD, FAcSthe Office ofSteven H. Dayan, mD, FAcScontact Dr. Dayan at: [email protected]


cUPErtInO, california — October 19, 2011 Apple cEO tim cook speaks to employees

at a celebration of Steve Jobs’ life.copyright © 2011 Apple Inc. All rights reserved.

iPhone 4s

YOUTH.cornernew

Top ThrEE iphonE ioS5 FEATurES

Okay, so the iPhone 5 didn’t make it out this year, but we were still given iOS5, the latest mobile Apple operating system. Even though you might not have the iPhone 4S, nearly everyone with an iPhone has access to this amazing update that has many great features to help anyone in the work place. If you haven’t already, there isn’t a better time to upgrade with all that it has to offer. I narrowed down the top three features in iOS5 that will assist you in your day-to-day work.

Learn more >>20 WINTER 2011 / OFPSA

http://www.apple.com/iphone/

YOUTH.corner

KyLE ELDrIDgEStudent University of Illinois contact Kyle at [email protected]

Reminders

To-Do lists are now a thing of the past. When you select the new Reminders app, you’re able to enter a list of duties to be taken care of and optionally set an alarm for each. All you’ll need to do is click the “plus” sign in the top right. Type in what you need to be re-minded about and click Done; it will be added automatically to the list. If you decide you’d like a reminder, select the item you just created and choose Remind Me > On a Day, then input the time and date you’d like to be notified. If you are an iPhone 4 or iPhone 4S user, you can take it one step further by choosing Remind Me > At a Location. With this, you can enter an address and be notified when your phone detects that you are at that loca-tion. With the new iOS5 Reminders app, you’ll never miss a task again.

Learn more >>

Keyboard Shortcuts

If you have to do a lot of typing on your Apple device, you’ll love the new keyboard shortcut feature that was implemented. With this, you’ll be able to type a small shortcut and it will automatically expand to a full phrase that you choose. For ex-ample, you can set it so that whenever you type, “myemail”, it will automatically fill in your email. Another practical use would be to shorten your company name. The pos-sibilities are endless! This feature can be used in anything, whether it’s a text mes-sage, an email, or even a note. To utilize this, go to Settings > General > Keyboard and choose “Add New Shortcut”. From there you’ll be able to set your phrase and shortcut in one easy step.

Learn more >>

Custom Vibrations

We’ve all been there; you’re in a meeting when your phone starts to ring. As your phone finishes vibrating all you can think about is who just called you, instead of fo-cusing on the task at hand. Luckily, iOS5 brings custom vibrations to the table. You’ll be able to create and set individual vibration patterns for each of your contacts so you’ll never be left in the dark. Simply select one of your contacts, select Edit, and then se-lect Vibration. Through this, you’ll be given the option to set a premade vibration such as “Heartbeat”, “S.O.S.” or “Rapid” spe-cifically to this contact. You can even go so far as to create a new vibration pattern by selecting the create option instead of a premade option.

Learn more >>

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CREATINg HAbits

FOR PRACTICE SUCCESS

By Richard Linder, MBA

IN 1960, cosmetic surgeon Dr. Maxwell Maltz published the seminal book

Psycho-Cybernetics in which he purported that a person’s patterns of thinking and be-lief could be dramatically changed in just 21 days. This text has been used as the basis of many fields, as it relates to self-image and personal success. The 21-day rule can be used to create new good habits and for breaking bad habits. This is highly relevant to creating a successful practice that can weather any financial climate.

The recent recession, although technically over, has had lingering depressive effects on consumer behavior. Consumer confi-dence is on the rise, however slowly it may be climbing. Many practices felt the sting of reduced disposable income, yet there are reasons to believe there is hope for the medical and skin care industries. Recent studies indicate that many see their skin care as a non-negotiable, even in a tough economic environment. A strong practice that can overcome a bad economy is one that provides a high level of service to their patients, actively builds their patient base and develops the knowledge and expertise of their staff. If these practices are not al-ready in place in your business, it only takes

21 days to make them habit.

To improve your customer service, un-derstand their specific wants and needs and address them directly. Deep clinician-patient relationships last, even when your patients leave your facility. Make sure they look forward to their next visit by creating valuable and measurable treatment plans that allow them to see results. By provid-ing a high level of service, pricing wars with other practices can be avoided. Discounts devalue your offerings and reduce cred-ibility. Institute these practices and ensure

your staff is consistent, and in as little as three weeks excellent customer service can be second nature.

The same theory holds true for building your patient base. The positive customer service experiences you provide to your patients resonate. Get in the habit of including local media, community influencers and busi-ness leaders in practice events to create buzz around your practice. Reinforce with your staff the importance of always keep-ing business in mind—even at social events and gathering spots—to develop ambas-sadors for the practice. Again, once this has been consciously acknowledged, it will become a convention in less than a month. Consistency is key.

Of no lesser importance is the continuous improvement and development of your knowledge and expertise, as well as that of your staff. The desire to learn and grow is an important attribute for those who work for you. When you continuously support and invest in your team, you create loyalty, which leads to outstanding customer ser-vice and fiscal fortitude through any eco-nomic climate.

Positioning your business to survive then thrive through a slumping economy has been a real challenge. By making good busi-ness practices into habit, your business will remain strong—even through an uncertain financial future.

rIcHArD LInDEr, mbAcEO, PcA SKIncontact richard at: 877.722.7546 [email protected]

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by Melissa Kelz

It can be a challenge

for facial plastic surgeons to attract—and maintain—

media interest when the economy is down, but it is

crucial in order to set your practice apart and to help

your business thrive. With a few small strategies, it’s

possible. Here, four ways to cultivate media contacts

and grow your practice:

how to maximize media attention

in a down economy


how to maximize media attention

in a down economy

Partner with industry: It’s great if you have your own publicist,

but if you don’t, you can still garner pro-

fessional support by partnering up with the

PR agency that works with the company

behind a treatment (like a laser or filler)

that your practice offers. The PR agency

can help arrange media visits to your office

or set up interviews about the treatment

on behalf of the company, which will get

your name and practice into newspapers,

magazines, blogs, TV spots, and more.

Use social media: Sites like Twitter and Facebook are invalu-

able tools for sharing news about your

practice. Encourage media to friend you

on Facebook or follow your Twitter feed,

then post information about spa specials,

clinical outcomes, and anti-aging tips to

garner interest. Post often.

Limit press releases:Only send out a press release when you

have real news to share, such as clinical

studies with published results, new uses

for FDA-approved treatments or new anti-

aging technologies, or new treatments or

products that are available in your practice.

Blasting out a constant stream of news cre-

ates media fatigue and makes it more likely

that they’ll skip over your email. However,

in order to be on the media’s radar, you

need to send out news regularly. Once a

season is a good place to start. Also, keep

in mind that in order to attract interest, the

releases you send out to media should

contain different language (intended for a

lay audience) than what you would send to

patients or potential patients.

Become a better corporate citizen: Give back to the community by helping

those who otherwise would not get the

care they need. For example, the AAFPRS’s

program, Face to Face, asks facial plastic

surgeons to donate their time and skills

to individuals who have been affected by

domestic violence and treat their facial

injuries (you can find more information at

facetofacesurgery.org). This is a great way

to generate good will among the community.

mELISSA KELZmelissa Kelz communicationscontact melissa at: 646.450.5359 or 312.543.8300 [email protected]

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eAtingTiPS fROm The auThOR Of

At the‘hOW TO eaT When Life geTS in The Way’,

OFFiCeJuDy WeiTzman


As we cruise into the holidays, many of us are care-fully watching how we spend our money. As a diet coach, I treat my calories like dollars and I try to spend them wisely too. As you are tightening the purse strings this holiday season, it is also a good time to tighten your belt so you don’t pack on the holiday gift we don’t want to receive…the expanding waistline! During the holiday season, it is so important to be diligent about watching your calories because there is so much more temptation than any other time of the year.

My new book, ‘How to Eat When Life Gets in the Way’, gives tips on how to handle everyday life situations. Making good choices at work can be es-pecially challenging knowing how busy it can be on any given clinic day. It is not always easy to make smart food choices. My advice is to start each day with a strong plan to which you know you’ll be able to stick.

If your day gets busier then planned, lunch may get pushed back and you may eat later then normal. When we are starving is usually when we make bad choices. Packing a bag of food to take to work with you is going to en-sure great success. In order to remember this valued bag of goodies, place your keys in the bag so you can’t leave home without it.

yeS nO

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on the goHere are some favorites that are both healthy and are easy to access:

Starbucks Egg white wrap ................. 280 calories

Starbucks Oatmeal & brown sugar .... 190 calories

McDonald’s Fruit & Maple Oatmeal ....... 290 calories

McDonald’s Yogurt Parfait .................... 160 calories (also a great snack later in the day)

Dunkin Donuts – Veggie Egg White Flatbread .......... 280 calories

taKe-outIf someone is going out to pick up food, order simple.

• Sandwiches are good without the cheese and avoid high fat condiments like mayo, butter and oil.

• Salads are a great option; beware of fatty toppings and dressing that add to your ‘bottom’ line.

• Broth based soups are good too.

BEWARE of fANCy CoffEES with lots of calories, even with just cream and sugar, those calories can make the scale go up. if someone in your office is doing a coffee run, either pass politely or order plain coffee or tea.

breAKFAst

LunCh

at homeThis really is the most important meal of the day. You always want to eat a good breakfast. Protein and fiber will keep you full for hours.

Oatmeal ............................ 150 calories

Greek yogurt with ½ cup high fiber cereal ................ 240 calories

Egg white omelet with whole grain toast with jelly ................... 200 calories

BEWARE of BAGELS one bagel equals about 4-5 slices of bread, if that is what you want, just eat half and save the other half for lunch or tomorrow’s breakfast.

Brown Bag itAre you too busy to eat? By packing a lunch, you will be able to grab something between patients. Here are some easy items to pack:

• Pack an open-faced sandwich or use a high fiber wrap

• Microwavable soup

• Leftovers from last night’s healthy dinner

• Salad – always a great choice. The more colors, the more nutrients and please serve the dressing on the side to control your portions.

JUDy wEItZmAnDiet coach Judy LLccontact Judy at: 312.560.2900 [email protected]

snACKs

Be smart and choose snacks you enjoy so you are satisfied. Sugar and caffeine give you a kick but then you crash an hour later; instead, opt for protein for energy.

Cut up fruit and/or veggies are always the best choice. Want to dip – salsa is free, hummus is great protein and Tzatziki is low cal with lots of protein. Protein power will really help curb your hunger. Protein bars are okay – look for the ones with at least 10 grams of protein to give you energy.

Greek yogurt ..........................................................................130 calories per cup

Hard-boiled eggs ......................................................................... 76 calories each

Hard-boiled egg whites with hummus instead of the yolk (Hummus eggs – yum!) ............................................ 52 calories

A slice of deli meat wrapped around a pickle or cucumber ................... 55 calories

10 almonds or any nuts...........................................................100 calorie portions (take out what you are going to eat ahead of time and eat s-l-o-w-l-y)

Plain low fat cottage cheese ..................................................200 calories per cup add some fruit ................................................................................... +50 calories

Apple and peanut butter ........................80 calories and pb is 90 calories per tbsp (to take it up a notch, take one tbsp of peanut butter, melt it in the microwave and it will last for the whole apple)

BEWARE of snacks in the kitchen at work. Be cautious of the high calorie snacks and desserts brought into your office by vendors. often times by eating just one it leads to two or more. Be prepared and you will be happier and healthier.

“how to eat when life gets in the way” is available at:

• dietcoachjudythebook.com• amazon.com• barnesandnoble.com

the ebook version is available on:

• kindle• nook• ibooks

29

Doctors are change agents

by Brooke Loftis


They sit atop a powerful and privileged position steadied by the trust of their equals, other human beings. Patients ultimately charge doctors with lessening the presence of vulnerability, whether hosted by an internal or external source.

This feat involves an incredible amount of precision, for an infinite expanse of possible reactions exists.

Although adept at fixing the human body, other influential factors inevitably act outside a doctor’s jurisdiction. Most recently, eco-nomics has attempted to prescribe practices with failure.

I work under Dr. Mark Beaty of Milton Hall Plastic Surgery in Atlanta, Georgia. Within a single year the economy thieved 30,800 jobs from metro Atlanta. This is more than double the loss experienced by next in line, Kansas City. It would seem the term recessional proof should no longer be found within our lexicon.

More notable, then, are the inversely propor-tional results achieved by Dr. Beaty’s facial plastic surgery practice. Success may have many measures. For some, it is perceived as appearance. For others, it is a mathematical figure. For us, it is personified by real action. The surgeons who surround me at Milton Hall are not prone to adopting a Laissez-faire policy. They prefer a hands-on (rather, hands-in) approach. Likely reflective of industry pref-erence, doctors inherently begin recession proofing with a head start.

Milton Hall Plastic Surgery can credit its profit to Dr. Beaty’s fearless confrontation with the economy. He has used its turbulence as a tool to reconstruct the face of his own practice.

With economic foresight, Dr. Beaty evalu-ated those business attributes delivering the

largest return. What should we invest our en-ergy in? Why do these actions elicit a positive response? How do we capitalize on them? This assessment taught us to branch our at-tention towards the dichotomous practices of old and new, thus appealing to the user and the user interface.

Tracing our steps from new to old brings us to the genesis of social media. Undoubtedly propelled by the recession itself, this new di-mension of user interface proves to be more than the interaction between human and machine. Milton Hall Plastic Surgery recog-nizes the machine as the medium connecting patient to caregiver. Still in his early phases of social media integration, Dr. Beaty is dis-tinguished by his willingness to be an agent of change. He has chosen to balance the trial and error necessitated by social media with the tried and true power of our second focus.

Integrating the old involves channeling back to the origin of healthcare, specifically the MWE control regardless of economic condi-tion. More than qualification or price, we’ve discovered that the doctor-patient relation-ship governs our surgery conversion rate. Although the pre and post-visit relationship is important, the core of customer service is built during interaction with Dr. Beaty. He creates a perception of unlimited time with patients by engaging fully in their goals for plastic sur-gery. In this manner, an invaluable return on investment is generated for both patient and medical practice. Perhaps time truly is money.

brOOKE LOFtISmarketing coordinator and Photographer at milton Hall Plastic Surgerycontact brooke at 770.753.0053 [email protected]

31

A New ThreAT:

Patient Predatory Lending Claims

by Michael J. Sacopulos, JD

An East Coast dentist was sued several weeks ago for her use of CareCredit and Chase Health Advance. The suit was brought as a class ac-tion and is based upon consumer fraud laws.

mIKE SAcOPULOSPartner with Sacopulos, Johnson & Sacopuloscontact mike at [email protected]

The allegations center around the way the credit application was presented and when it was signed by the patient. The patient claims that she did not understand that she was signing a credit application and that the practice performed unnecessary work in an effort to collect the entire amount of her line of credit. The dentist needs to prepare for a long, pain-ful process. This is not a medical malpractice case, so normal professional liability policies will not cover it. Further, given the general public’s current hostility towards finance firms, there is a risk to taking the case to a jury.

Basically, this is a predatory lending case. Predatory lending is a general description for activities that violate consumer laws. A common element to most predatory lending cases includes the lender or lender’s agent engaging in fraud or deception to conceal the true nature of the loan obligation from an unsuspecting or unsophisticated borrower. This means that a practice could be sued based on what information was presented to a patient or for how a signature of the application was secured.

It seems that this dentist is not alone. News reports from Houston, Texas to National Public Radio have been looking into allegations of predatory lending in the medical world. A quick Google search for “predatory lending” yields dozens of law firms look-ing to represent “victims.” The Attorney General of New York has launched an investigation into medi-cal lending firms. It seems we are at the start of a trend that will result in a wave of predatory lending cases being filed against medical providers.

Medical finance firms can provide a service to both pa-tient and practice. The question should not be whether to offer patients a financing option, but how and when to offer this option.

DO’S and DON’TS

• I recommend that the credit ap-plication be given to the patient without other documents.

• Don’t hand the patient a stack of documents with an instruction to “sign these.” A separation in time from when the patient applies for the line of credit and when the professional services are ren-dered also helps.

• Staff should be familiar with how the credit firm works to answer basic questions and should refer the patient directly to the financing firm for more specific information.

• Finally, a little common sense should be used. Don’t present a credit application to a patient that is heavily medicated or is not in a condition to fully appreciate what they are signing.

• With a little training of staff and ap-propriate procedures, a practice can go a long way to protecting itself from a predatory lend claim.

this work is copyrighted and is the exclusive property of the authors it may only be used, in whole or in part, with the express written permission of the authors.

33

Creating a Full Course

esthetics Menu

by Jill A. Haynes

When a patient makes the decision to undergo cosmetic surgery, it has usually been some-thing they have thought about for quite a

while. Not only does the patient need to feel confident in the surgeon, but he or she needs to feel comfortable with the staff. They need to feel connected and feel cared about. After surgery, and during the postoperative healing process, it is not unusual for the patient to doubt if they did the right thing. This is where the staff or “the team” can make all the difference in the world. This may be the very first time that the patient has been in a medical en-vironment, and although cosmetic surgery is an elective procedure, it is still surgery and it can all seem a bit scary.

I came to work for Dr. Jonathan Sykes, director of Facial Plastic and Reconstructive Surgery at UC Davis Health System back in 1999. I was hired to do skin consult-ing and facial peels, but I wanted to be more involved in the perioperative patient healing process. I learned as much as I could about the surgical procedures and listened carefully when Dr. Sykes would explain things to patients. I was literally like a sponge soaking up as much information as I could. After a rhytidectomy (face-lift) it takes about 2-4 weeks to heal, with some patients requiring even longer to heal. It is essential to connect with the patient postoperatively and to try to understand what the patient is experiencing.

JILL A. HAynESclinical AestheticianUc Davis medical centercontact Jill at: 916.734.2347 [email protected]

35

Patients are busy individuals who, for the first time, have lots of time to focus on their face. After a facelift, their face is swollen and bruised and their skin feels tight and dry. They are stiff from sleeping upright and being wrapped in bandages. This is where the Manual Lymphatic Drainage (MLD) treat-ment fits in perfectly. There is healing and positive energy moving when MLD is per-formed. You see a difference in the attitude of the patient after just one treatment. It is also a good time to inspect their incisions, ask them how they are feeling, and allow them to talk. When the MLD starts, it is time to take a few deep cleansing breaths and talk to them about relaxing. It is important to maintain a calm and quiet voice. MLD is usually performed in a quiet room. The clinician needs to focus and get the proper rhythm, touch and visually get a sense of the lymph fluid moving. The patient needs to concentrate on the touch of the treatment. Because I work in a busy office, I do like to play soft spa background music. After I spray a little lavender or rosewater in the air, I dim the lights. The treatment takes about 20-25 minutes to do the neck and face. I will finish with a little light moisturizer and give the patient a large glass of water. I talk to them about the importance of a healthy diet. This also helps to give them something positive they can do to be involved with the healing process. MLD has proven to shorten the postoperative period and to strengthen the relationship with the patient. We give the

patient one complementary MLD, but they are usually very excited to come back and get several more treatments.

what iS mLd ?Manual Lymphatic Drainage is a gentle rhyth-mic, pumping, massage movements that follow the direction of the lymph flow. The treatment promotes deep relaxation that encourages detoxification via the lymph system. MLD acts on the autonomic ner-vous system. This consists of the sym-pathetic nervous system, the day nerve, which makes us active and allows us to work, and the parasympathetic system, the night nerve, which permits us to rest, sleep, and renew our strength for the next day. These two nerves extend to all parts of the body including vessels, muscles, organs, and - especially interesting to the aestheti-cian - the skin. MLD has a calming effect on the sympathetic nervous system. This means that with proper application of MLD the patient becomes calmer, more relaxed and may even fall asleep during the treat-ment. This effect is desirable because hav-ing the patient feel more relaxed and cared for will only help the healing process. MLD helps the patient to feel more balanced. This kind of gentle massage decreases swelling, bruising and scarification. It also helps to strengthen the immune system. MLD is a wonderful stress reducer, and is part of the healing process where mind, body and spirit are all interrelated.


the Lymphatic SyStemThe circulatory system distributes blood throughout the body. The lymphatic system is responsible for keeping fluids flowing in the body. The lymphatic system is a slow-moving network of fine vessels or ducts responsible for removing excess fluids, toxins, waste, and dead blood cells from the tissue, while also delivering nutrients, oxygen and hormones to the cells of the tissue. MLD clears sluggish, blocked or stagnant areas, eliminating their toxic effects. This allows new fluid to circulate freely, bringing abundant water, nutri-ents and oxygen to the cells and increases vitality and health to the patient.

the hiStory of mLdMLD was pioneered by Dr. Emil Vodder in the 1930’s for the treatment of chronic sinusitis and other immune disorders. While working on the French Riviera treating patients with chronic colds, Dr. Emil Vodder and his wife Dr. Estrid Vodder noticed that patients with sinusitis had swollen lymph nodes. Previous to this, the lymph system was unexplored and a dangerous no-man’s land. The Vodders were not deterred by this, and in 1932 began to study the lymph system. They developed careful hand movements. In spring of 1936 af-ter four years of research, they introduced this technique in Paris, France at an important exhibition with the theme Sante et Beaute, meaning (Health and Beauty). It was well received and a huge success. The newspapers reported on lymphatic drainage as a revolutionary skin treatment. It is now a well-recognized treatment for swelling and inflam-mation. In Europe MLD is even covered by most insurance plans and doctors routinely write prescriptions for it. MLD is fast gaining popularity here in the United States. There are approximately five institutions that provide advanced training in performing MLD.

The goal of any facial aesthetic surgical procedure is to satisfy the patient. In order to accomplish this goal, careful patient selection and meticulous performance of targeted surgery is necessary. Additionally, empathetic postoperative care is essential. This involves a caring staff that is attentive to the physical and psychological needs of the patient. MLD plays an integral role in caring for facial plastic surgery patients as it diminishes swelling and facilitates rapid recovery.

RESouRCES:

textbook of Dr. vodder’s Manual Lymph Drainage volume 1: Basic Course

Milady’s Guide to Lymph Drainage Massage

Lymph Massage: Armoring the immune system (web article)

the Benefits of Lymphatic Massage: Discover How to Boost Energy and immunity (web article)

37

When was the last time you spent thou-

sands of dollars on something with-

out doing any research? Most sane people

will probably answer “never” to that ques-

tion. Take buying a new television for

example… more likely than not you

will research TVs online before you

make a purchase. If you find a TV

with lots of great reviews you just

may decide that it’s worth pur-

chasing, and if you find TVs that

have tons of negative reviews

you most likely won’t buy them.

Rob on Reputation

by Robert Baxter

39

This is exactly how your prospective patients are thinking. They want to know exactly what they’re getting, and they want it to be good. Often, before they even call you they are on the Internet researching you – reading the reviews others have posted about you and comparing them to the reviews about your competitors. This notion of “reputation” is a very big deal – it is often the difference between getting new business and losing business. So, it’s no surprise to see why “Reputation Management” is critical in the modern Internet age.

Unfortunately, there is a natural tendency towards negative reviews online. Unhappy clients are inherently more vocal and aggressive about their negative experiences. The Internet makes it very easy for them to vent about their negative expe-riences to a large audience, and often the claims are exagger-ated. Sometimes they’re just plain false. On the other hand, those that are very satisfied with their experience are less motivated to turn to the Internet and post of their happiness.

As if the odds weren’t already stacked against us, there are even more hurdles to jump. For example, there have been nu-merous instances where doctors post negative reviews about their competitors under fictitious names with the clear intention of harming their competitors’ reputations. These same people also tend to post positive reviews about themselves. However, consumers are often wise to this practice, which is another problem - consumers tend to be more skeptical of reviews that are strongly positive than those which are strongly negative.

If you are serious about building a successful practice that has longevity, it is imperative that someone is tasked with reputation management for your brand. This will only become more important as social media proliferates and prospective patients are increasingly using the Internet to qualify medical practitioners by reading reviews.

On the macro level, there are two main things that need to be done to ensure maximum success in reputation man-agement. First, you must do whatever you can to make it as easy as possible for your happy patients to post online. Second, you need to claim and optimize as much of your name space as possible – from profile pages to mini sites – the more you claim and optimize the more you can control.

FUn FACTS:

Bikes in the sand on Miami beach to and from his office

every day

voracious reader & never watches tv

favorite book: “A Confederacy of

Dunces”

favorite superheroes: Spiderman & iron Man (as these are his son’s,

Andrew’s favorites)

1

2

3

4


Rob & his son, andrew, his favorite person

Meet Rob, founder of ameradas/aesthetic Reviews and developer

of a patented platform for the publishing of hipaa-

compliant, verified patient reviews.

Rob & his family in spain

the Man behind the rePutAtiOns

rObErt bAxtErFounder of Ameradas/Aesthetic reviews verified Patients + verified reviewscontact robert at: 305.763.8011 [email protected]

41

Have you ever heard something described as “The Best…, EVER?” This is a bold statement, right? To me, it is certainly a powerful claim of ranking. To say that an item or an experience is the best is really saying something…and to say that it is the best…EVER…wow, what an elite status!

The Parfait on the cover-shot was described to me on a recent business trip as “The Best Parfait….EVER!” Instantly, the word of mouth description made me want to go to the place of business that makes the Parfaits and try one. While on my visit, I also heard many other such bold and powerful claims:

• “The Best steak house in town!”

• “The Best cab driver in all of Chicago!”

• “That place over there has the best Mac-n-Cheese and Ribs”

• “This is the best song…EVER!”

eVeR!by Robb S. Cloyd

BeST…

rObb S. cLOyDU.S. marketing mgr. Lumenis Aestheticscontact robb at: 415.518.2890 [email protected]


In taking this personal experience and relat-ing it back to our Medical Aesthetics world (because I’m a passionate consultative mar-keting nerd and that is what I do), it got me thinking about how one achieves the “Best…EVER” status? How can we ensure that your patients and customers receive a great ex-perience, and then in turn, go and use pow-erful word of mouth marketing to describe YOUR business as the “Best...EVER!?”

I believe that it begins with the simple question of “What do you want to be known for?” Do you WANT to be the best? At what is it that you want to be known for being the best? Is it even possible to be the best? An equally bold and powerful statement, although slightly off the top dog ranking is to say that something is in “the Top 5” or “the Top 10… ever.”

In the case of Chicago’s “Best steak house experience,” the restaurant, in my opinion, did NOT serve the best steak in town. In fact, it was a stretch to say it was a great steak at all. It was certainly very good, but it was not the best. The restaurant, however, did not want to be the best steak in town; rather they wanted to be the best dining experience in town. Dining at the establishment was like attending a theatrical show. The entire experience was memorable - from the impressive character of the waiter, to the restroom attendee who took pride in his work. Word of this “dining experi-ence” was obviously widespread because the place was absolutely packed! Their goal was to be in the “Top 10” for steak, but to be “the Best in town” for overall steak house experi-ence. Goal accomplished. Business thriving.

Next up, the Chicago cab driver. This particu-lar “Best” claim was a self-proclamation by the taxi driver himself. I replied with my reasoning that it was quite a brave statement. As long as I got to the airport safely and quickly, I would be satisfied. And then I asked what made him

“the Best?” He quoted the great coach, Vince Lombardi, and stated that the quality of one’s life and/or profession is in direct proportion to one’s pursuit of excellence…whatever your business or service, strive to be the best. He then proceeded to give me the morning pa-per, made sure that I was not too warm or too cold, asked about my visit and where was home, and a variety of other niceties. Overall, he made me feel as if I was getting a ride to the airport by a friend. Indeed, I would say that he is one of the “Top 5”, if not the “Best taxi-cab driver” in all of Chicago. It was a simple, but great experience, and I will call on him for repeat business next time I’m in town. But, as he so humbly stated…I had better call in advance as he books up fast!

So, we talk about it all the time, and read about it in all of the business books and self-help books. But do we actually do it? Do we write down clearly and specifically what our goals are? Do we pursue excellence in our business and strive to ensure that our customers have “the Best” experience? Do our customers walk away passionately claiming that their Medical Aesthetic experience was the “Best…Ever” or “Top 5”, or “Top 10 of all time?”

Although simple and cliché, we know we should:

• Verbalize our goals and write down for what we want to be known.

• Strive for excellence in whatever our business offers.

• Know our strengths and opportunities.

• Provide our customers with a truly memorable experience.

But so many of us just don’t do it. The “BeST” places….do!

43


http://www.kytherabiopharma.com/

You may recall the General Electric advertising campaign from 2003 that launched their new line of smart yet sexy kitchen appliances boasting exciting new technology. The 30 second commercials unfolded a fictitious love story be-tween supermodel Yamila Diaz-Rahi and a textbook “nerd.” Coined as the “beauty and the brains”commercials, the union of the unlikely pair in the ads showcased the core message GE was striving to portray; it’s not every day you see a true union of beauty and science and when you do amazing things happen. Walking into the data driven yet creative offices of KYTHERA in Calabasas, California, I couldn’t help but instinctively draw parallels between this biotech aesthetic company and the unique yet powerful pairing of a super-nerd with a supermodel.

by Tracy L. Drumm

Set amidst the rolling hills of the West Coast, the picturesque landscape surrounding the two-story building that houses KYTHERA perfectly sets the stage for the work behind the walls. As you enter the office, you are immediately engrossed in the energy of a team on a unified mission. That collaborative quest as described by the company is to “redefine the area of aesthetic medicine by taking a research-based approach to the development of first-in-class prescription products.”

Upon entering the “nerve-center” of the office, you will find a conference room that breeds curiosity, conversation and creation through innovative touches that are simply part of KYTHERA’s DNA. The room and the office emit a modern, lofty feel that appropriately matches the vibe of this 35-per-son biopharmaceutical company.

Named after an island in southern Greece that is rumored to have been Aphrodite’s center of worship, KYTHERA’s goddess-inspired, palpable brand is built from a solid team, tremendous leadership and an unwavering commitment to science.

Serving as President and CEO, co-founder Keith Leonard believes that great products are simply the outcome of put-ting the right ingredients together. ATX-101, KYTHERA’s first-in-class injectable drug that is currently in phase 3 trials for the reduction of localized submental fat, is a result of one of these “success recipes.”

Having a BS and MS in Engineering, a BA in History, and an MBA from the Anderson School of Management at UCLA, Leonard’s credentials make him the perfect leader to help drive his team towards exploring new innovations for the aesthetic industry.

After serving various leadership roles at Amgen for nearly 10 years, Leonard describes coming to the industry of elec-tive cosmetic treatments as refreshing. “The ‘frosting on the cake’ of what we do is that we are working with happy medi-cine. After so many years of developing drugs for people with serious illnesses’, it’s a lot of fun to worry about quality of life issues that make people feel great.”

As evident by not just Leonard’s words but the actions of the company, there is a clear passion for the quest to discover novel prescription products for the aesthetic market. The val-ues and tenacity of the team can be seen and felt through an inter-office campaign launched in 2008 to convey the compa-ny’s core values. On a tour of the building, Marketing Director

MOTiVATing - - - - - -

inFORMAL- - - - - -

SenSe OF CURiOSiTy

- - - - - -SCienCe dRiVen

- - - - - -eThiCAL

- - - - - -ReSOURCeFUL


Erica Bazerkanian passionately reveals the story behind the words on the walls. “We wanted to solidify our beliefs as a company by creating value statements that the employees live and breathe and that could grow with the company.”

Over the course of three months the team underwent a process of exploring and selecting principles that when juxtaposed together would represent what KYTHERA stands for as a company. Rolled out over one week, Erica and her team launched their chosen six values through a series of celebrations designed to help the com-pany internalize their message.

As the marketing mind behind the machine that KYTHERA is becoming, Bazerkanian’s background is perfectly blended to drive this up-and-coming brand deep into the market. With an MBA from Wharton, Bazerkanian has an analytical approach to marketing that is perfectly balanced with her astute client-centric method of com-munications. Her growing marketing team is quickly becoming a powerhouse that is capable of much more than simply design-ing campaigns. Swimming, biking and run-ning, this thriving organization has added marathons, triathlons and even Ironman competitions to their list of company activi-ties. Joining forces for team-building efforts,

supporting local cancer organizations and even sponsoring a young girl fighting neuro-blastoma, the team members at KYTHERA fully embrace the opportunity to cross any finish line together.

Recognizing the importance of feeling val-ued at work, Leonard cultivates a team-like environment where each staff member can leave their mark on the company and truly become an integral part of the legend they are building. Leonard explains, “When you catch a glimpse of yourself in your rear view mirror driving home after work, you know whether you have contributed to something that day. A great culture is one where em-ployees never have to look at themselves and question their ability to make an impact or impression on an organization.”

Leaving an impression on me and soon the entire industry, KYTHERA and its team of leaders are truly pioneers claiming their space in this market. We are in a day and age where “adapt or die” seems to be the mantra of many companies; this organiza-tion is thriving by going back to the basics of building a company based on passion, data and ethics. With their solidly grow-ing roots, look for tremendous innovation to continue to come from this sharp and dynamic team that is forging new paths in the field of aesthetic medicine.

Left to Right: Mikos Bazerkanian, Chris Robertson, Robert Hodge, Erica Bazerkanian, tom ottenheimer, and Amit Munshi

the wiLdFLOwer hALF irOnmAn

trAcy L. DrUmmOffice of Steven H. Dayan, mD, FAcScontact tracy at: 312.335.1700 [email protected]

president of ofpsa

47

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