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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54 NOVEMBER/DECEMBER 2018 | MedEsthetics A LIFE OF SERVICE While his professional network helped bring in new referrals, he notes that social media also had an impact, particularly in improving conversion rates. "It's like walk- ing into the living room of your favorite TV show," says Dr. Desai, who uses social media to introduce patients to the consultation process, specifi c procedures and the physicial practice. "As soon as they walk in and meet me for the fi rst time, they feel like they already know me. Although I'm just meeting them for the fi rst time, they know my personality, they've seen the offi ce and they automatically feel comfort- able with me," he says. His use of technology during consultations also helps prospective patients feel more comfortable about their potential outcomes. During the patient's initial consultation, he uses imaging technology to create 3D simula- tions. Then the patient puts on a set of Virtual Reality goggles to see what they will look like after surgery in a 3D world. "This gives them a more realistic understanding of what aesthetic plastic surgery could help them achieve," says Dr. Desai. REGIONAL DIFFERENCES Having started his career on the East Coast be- fore moving to Miami during residency and then settling in Beverly Hills, California, Dr. Desai has had a chance to work in what he calls "the three epicenters of plastic surgery in the United States. What's very interesting is this gave me a taste for different types of plastic surgery," he says. "Much like fashion is different in New York than it is in Paris and Milan, plastic surgery is very different in Miami versus New York City or Beverly Hills." In Miami, he explains, Brazilian buttock lifts are very popular, whereas in New York a lot of patients request rhinoplasties and facial aesthetic procedures. "Because it's so cold, patients are bundled up much of the year. They don't care about their bodies as much as their faces," he says. "Now that I'm here in Beverly Hills and Los Angeles, there's more of an emphasis on breast augmentation and how women look in their bikinis." Despite his passion for aesthetic surgery, treating underserved patients and changing lives through medical missions and pro-bono work remains an important part of his career. "After starting my early academic career on the East Coast, and now watching my aesthetic plastic surgery practice thrive on the West Coast, I know that I will always be dedicated to serving those in need despite the glitz and glamour of practicing in Beverly Hills," he says. Keith Loria is a freelance writer based in Oakton, Virginia. "Much like fashion is different in New York than it is in Paris and Milan , plastic surgery is different in Miami versus New York City or Beverly Hills." Dr. Desai uses social media to introduce himself and his practice to prospective patients.

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