NOV-DEC 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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academic institution," he says. "I wanted to work one-on- one with my patients and have my name directly associated with the care of those patients." He fi rst went into practice on Park Avenue in New York City, but soon missed the West Coast. "I had spent most of my life on the East Coast. But after training for a year with Dr. Ellenbogen in Beverly Hills, I had gotten a taste of the weather in Southern California, the people and also, perhaps most importantly, aesthetic surgery," he says. "Aes- thetic medicine is very popular here, so I knew an aesthetic surgery practice had a better chance of success here." A HIGHER STANDARD While Southern California offers a larger pool of patients seeking aesthetic procedures, it is also highly competitive. "I knew my practice needed to look modern and sleek to mesh with the Beverly Hills style. But at the same time, I'm young so I wanted it to be a contemporary sleek that would stand out, especially to people who see it online," he says. As with most start-ups, things were diffi cult at fi rst. Dr. Desai spent a lot of his time taking ER calls. With little money for advertising, he turned to social media. "I still do a lot of it today. I Snapchat some of my surgeries and am active on Instagram, Facebook and Twitter," he says. "You have to be on multiple sites because you never know when Snapchat is not going to be cool anymore or Instagram may start to become boring to consumers. I try to always stay ahead of the curve and look for that next hot thing." Over time, he made a name for himself in Beverly Hills. "Nurses and faculty in the hospital got to know me, as well as primary care doctors and other surgeons associated with some of the hospitals here in Beverly Hills," he says. "Slowly, day-by-day, week-by-week and month-by-month the prac- tice continued to grow." | NOVEMBER/DECEMBER 2018 53 "I wanted to work one -on -one with my patients and have my name directly associated with the care of those patients." Dr. Desai uses virtual reality to show patients the potential outcomes of surgery.

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