Building an aesthetic medical practice from scratch is not easy, but building one to complete success in Beverly Hills, CA, the world’s most competitive market – plastic surgery – takes creativity, dedication, stamina, and resilience. In this admirable and interesting interview with Aesthetic Insider™, Board Certified Facial Plastic Surgeon Nima Shemirani, MD of EOS Rejuvenation explains his fresh approach to success and his exceptional leadership qualities are inspiring. To watch the full video interview with Dr. Shemirani CLICK HERE. To listen to the podcast at the Aesthetic Insider™ Show, CLICK HERE. To learn more about Dr. Shemirani visit www.eosrejuvenation.com.
Are competition and ambition the same thing? How do you view competition?
I think that competition and ambition are birds of a feather. Many people worry about competition or being too competitive, but I think competition makes me a better surgeon, and a better business owner. If you are naturally a competitive person, it forces you to do better, and to perform better which can lead to excellence and the mastering of a craft or skill set. Competition can actually be beneficial because it lights the fire of ambition under you. When I see other people, surgeons or business owners, producing amazing results it makes me want to be work even harder to obtain those results too which makes me a better surgeon. I’m a firm believer that if you’re surrounded by mediocrity, you will be mediocre. Some doctors think that they will be the best mediocre surgeon and this is just not good enough. To survive in Los Angeles and especially Beverly Hills being mediocre doesn’t cut it. We have to strive for excellence and I think being around other top performers gives us all something to strive for.
Beverly Hills is one of the most competitive cosmetic surgery markets. Why did you choose to set up your practice there?
I was born and raised in San Diego, CA so Beverly Hills is not too far from my family, however, in the aesthetic surgery industry Beverly Hills is considered to be one of the most discerning and difficult markets to be successful which was a challenge for me. It was the best decision I ever made and while there have been trying times or setbacks, I’m a believer that if you don’t quit, you don’t fail.
Do you currently focus on a specific niche within cosmetic surgery?
Yes. I have made it a focus to become an expert at Rhinoplasty and Revision Rhinoplasty. I find that surgery of the nose is the one of the most challenging and rewarding surgeries and one where I feel I excel. Rhinoplasty is a procedure for both young and more mature patients who may not be satisfied with the size and shape of their nose, or may have difficulty breathing, so I see patients in many different age groups which I enjoy. Rhinoplasty is also a results driven experience for both patient and surgeon, and creating a nose that is in natural harmony with other facial features, as well as one that functions properly is paramount to its success.
What tips would you offer to someone with a small budget looking to open a business in a highly competitive city?
Start with an affordable sub-lease office for a year or so while you build your network and grow your business.
Remember that setbacks happen to everyone. How you react is what defines your success.
Networking and making your own connections is your responsibility. Many people believe that a friend or colleague is going to open doors for them, or introduce them to people with influence, but that does not always happen.
Join a local business organization or Chamber of Commerce. You will be surprised at how easy it is to network and make new friends and business acquaintances.
Seek out other like-minded people, and connect with people you can build a referral network with.
Set a weekly goal to go to activities outside of work. The old saying of “nothing happens at home” is true when it comes to business building.
As money comes into the practice, invest some of it into solid marketing and quality staff.
Seek out and make acquaintances in business areas you will need as you grow, i.e. legal, accounting, marketing, management, etc.
Don’t get discouraged. Rome was not built in a day.
Do you consider yourself resilient in business?
Yes. Sometimes when I struggle in my surgeries that might take a little bit longer because they are so challenging, or I’m struggle with business development I think of people like Kobe Bryant who said “no matter what, no one will outwork me” and that inspires me to push through. And sometimes, or a lot of times, that’s what it takes. We all see those fun lifestyle videos that people place on social media that make it look like it is so easy to achieve that level of freedom that great success brings, but most successful people agree that it is the daily grind that builds character, and the struggle of going through the grind can be awesome and very rewarding. But it takes stamina and resilience to become an overnight success. The best part for me is to be able to look back at my life so far and say, Wow! look at what I’ve achieved. The resilience to push through builds self-confidence, and self-esteem, and I wouldn’t trade it for anything, which I think most entrepreneurs would agree with.
Are there are self-help or business books you’ve read that made a difference in your outlook?
Actually yes. My two all-time favorite books are Think and Grow Rich by Napoleon Hill, and How To Win Friends and Influence People by Dale Carnegie. Both of these books were written and published almost a century ago but their teachings can still be applied today. A pre-requisite reading for my staff in particular has been How To Win Friends and Influence People and it has had a very positive impact on how we conduct customer service at EOS Rejuvenation.
What do you do to prevent business burnout?
I take a vacation! Seriously. I have not experience burnout fortunately which I attribute to good planning and knowing when I’m in need of a break. An area of importance to me is balance in all aspects of life and that includes family, exercise and overall health in addition to practice growth and success. It is helpful to plan ahead whether that is having a personal trainer so you can ensure a great, stress-relieving workout, or planning a vacation far in advance so that you can plan accordingly and benefit from advanced booking pricing and availability. I think a lot of doctors or entrepreneurs don’t take vacations because they are afraid that they will be losing money when they are out of the office, but I don’t look at it that way. I look at it as an investment in yourself because most great ideas come from that vacation or that break you took over a long weekend.
To watch the full video interview with Dr. Shemirani CLICK HERE. To listen to the podcast at the Aesthetic Insider™ Show, CLICK HERE. To learn more about Dr. Shemirani visit www.eosrejuvenation.com.