MedEsthetics magazines offers business education and in-depth coverage of the latest noninvasive cosmetic procedures for physicians and practice managers working in the medical aesthetics industry.
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SUCCESS IN THE MAGIC CITY Dr. Hevia is building his practice by creating a warm, welcoming environment for patients. Going It Alone Dr. Hevia was born in Havana, and raised and trained in the United States, where he developed both an interest in the sciences and a desire to interact with people in a positive, compassionate way. The medical field was a natural fit and, once in college, he says, he gravitated toward the "stimulating and academically challenging" field of dermatology. His artistic side (as a kid, sketching and sculpting were hobbies) was sated by cosmetic dermatology. After receiving a doctorate from The University of Miami School of Medicine, he moved on to a residency In these early years, only a handful of dermatologists were experienced and proficient in cosmetic dermatology—a stark contrast with the specialty today, when "almost all dermatologists are prioritizing to a cosmetic practice," says Dr. Hevia. "There are countless nondermatologists—and, in many cases, nonphysicians—who are promoting cosmetic services and procedures; and even many plastic surgeons, who historically didn't concern themselves with nonsurgical cosmetic procedures, are offering cosmetic injections and lasers. The student of today is experiencing, in many ways, the polar opposite of my experience—and, coming out now, has stiff competition in the marketplace." Dr. Hevia gained valuable clinical experience during his post-residency work at two private group practices, where he remained for nearly two decades. In late 2009, he opened his own private practice in a modest 1,300-square-foot office in Dadeland, Florida, a suburb of Miami. "As I'm sure would be the case for many, after "The student of today is experiencing, in many ways, the polar opposite of my experience." at the University's Department of Dermatology and Cutaneous Surgery. During his residency years—1987 to 1991—cosmetic dermatology was just emerging. "In many ways, it was a spinoff of cutaneous surgery dermatology," he recalls. Many of his professors were experienced in the closure of defects after skin cancer surgery excisions. "These individuals were pioneers in skin cancer surgery, chemical peels, sclerotherapy and laser procedures, although the laser field was in its infancy," he says. "My introduction to cosmetic fillers, which was limited to the bovine collagen market during that time, occurred in this setting. When I was a resident, if you had an interest in cosmetic dermatology, you had to pursue it almost entirely on your own, since none of the clinical faculty in the residency departments specialized in the research of, or the practice of, cosmetic dermatology." 54 MAY/JUNE 2013 | MedEsthetics so many years of being in a group setting, you're ready to blaze your own trail, explore new fields and, most importantly, maximize your creativity, unencumbered by the group-practice climate," he says. Building the Base Though he was experienced as a clinician, Dr. Hevia faced some challenges when opening his own practice—most notably, a lack of practical administrative experience or training. However, he and his wife Ana, an ARNP persevered, learning the ins and outs of running a , cosmetic practice. Ana is the practice administrator and is responsible for training staff and contributing to patient care. Many of Dr. Hevia's previous patients followed him to his new location, and within a year business was brisk, with about 1,200 patients on the books. In 2011,