Medesthetics

OCT 2018

MedEsthetics—business education for medical practitioners—provides the latest noninvasive cosmetic procedures, treatment trends, product and equipment reviews, legal issues and medical aesthetics industry news.

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54 OCTOBER 2018 | MedEsthetics It was a family tragedy during her undergraduate years at Yale University that put dermatology on her radar. "My grandfather passed away from melanoma while I was in college, and I became very interested in—and got involved in—researching melanoma," says Dr. Siperstein. In addition to her love of math and science, she was also an artist, working with ceramic and glass. "I won a young entrepreneur award in high school for selling my artwork, and I was able to pay some of my way through college that way," she says. Working with her hands was one of the aspects of der- matology that appealed to her. While going through rota- tions at the Yale University School of Medicine, "I saw the dermatologists doing surgery, removing lesions and doing cosmetics, in addition to melanoma screening and treat- ment," she says. "It all came together in the realization that I could use my hands, I could work with people, I could do research and I could be creative. It was my perfect fi t." Creating a Practice Culture When Dr. Siperstein completed her residency at Rutgers UMDNJ as chief resident in dermatology, she was already thinking about private practice ownership. But she felt she needed more experience as well as a chance to settle into new surroundings. "I grew up in New Jersey and hated the cold weather," she says. "I wanted to move somewhere warm, so I moved to Florida after re sidency." While working at an existing dermatology practice in 2008, she began formulating her vision for Siperstein Der- matology Group. "I had so many ideas about how I could improve service as well as the type of practice I wanted to work at," she says. Her goal was to create a practice that offered both a high level of patient care and customer service and plenty of what she calls "positivity." She came up with six core values—safety, caring, respect, integrity, passion and team- work (SCRIPT)—that would defi ne the practice. In 2010, she opened with two locations. She leased offi ce space in Boynton Beach and sublet two rooms fi rst within a rheu- matology offi ce, then in a gynecology offi ce in Boca Raton. "At the beginning, I didn't think I would be busy enough in one location, and I wanted to attract patients from a large area," she says. "I highly recommend to anybody starting out, rent some space from another doctor who is already established, because it's going to give you a little bit of a referral base. It also keeps the re nt down." Both locations grew quickly, and Dr. Siperstein brought on a physician's assistant. "Then she very quickly got fully booked, and I realized I needed to start looking for more help," says Dr. Siperstein. As the two locations continued to grow, she leased larger offi ces in both Boca Raton and Boynton Beach. Building a Cohesive Team Though she knew the culture she wanted to create in the practice, she admits it was easier said than done. "I wanted to create a positive work environment with great patient care and customer service, and it took me a long time to get it right. To get the right people on board and get rid of the rotten apples," she says. "I would say I'm just getting there after eight years." The practice now includes seven dermatologists—includ- ing partner Elizabeth Lebrun Nestor, MD—two physician's assistants, two estheticians and a dedicated team of nearly 50 support staff. "We hold monthly staff meetings, and one of our managers puts out a weekly newsletter on Elizabeth Nestor, MD (right) joined Dr. Siperstein in 2017 as a partner at Siperstein Dermatology Group. A CULTURE OF POSITIVITY "I had so many ideas about how I could improve service as well as the type of practice I wanted to work at."

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