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 the practice expanded into a new location, which Dr. Hevia proudly describes as "the culmination of my dedication and commitment to cosmetic dermatology." The 4,000-square-foot, state-of-the-art facility in tony Coral Gables services an average of 100 clients per week. Though he has become known for his nonsurgical facial rejuvenation services, Dr. Hevia's top secrets of success revolve around creating and maintaining relationships. "Always do what's best for the patient, and value the doctor-patient relationship above all else," he says. "When that happens, they'll trust you, be loyal to you, and follow you wherever you go." Part of that equation, he asserts, is demonstrating honesty—a guarantor of a high-level of patient retention and the most important factor in practice-building. "Too many doctors focus all of their energy on attracting new patients and forget that you also want to maintain the relationships even after they're no longer new," he says. His practice currently has seven employees and Dr. Hevia follows the mandate "lead by example" when it comes to creating a positive work environment and maintaining employee morale. His mission with the new location is to present "the look and feel of a world-famous resort," he says. When patients call the practice, they speak to an actual person, not an automated phone system. They're welcomed and made to feel comfortable immediately upon arrival at the office; and, if Dr. Hevia is running late, someone from the staff personally lets the patient know in consideration of her time. Any patient concerns are handled in a timely and helpful manner by appropriate staff members—including Dr. Hevia if necessary. This "attentiveness at every level," as Dr. Hevia calls it, is a natural instinct. "I was always taught to treat everyone, Tips for New Cosmetic Physicians For doctors now entering the field of cosmetic dermatology, Oscar Hevia, MD, offers the following advice: • Don't be intimidated or discouraged by competition. • Don't overspend on marketing (it's easy to do). • Don't worry that your competition has fancy advertisements—simply focus on the patient and making sure each one is completely satisfied. • Don't prioritize dollars and cents over patient care and customer service. • Stay dedicated and committed to the specialty and resist the temptation to expand your business to noncosmetic areas, which will only dilute your reputation as a leader in your field. • Work hard to become an expert. 56 MAY/JUNE 2013 | MedEsthetics Dr. Hevia recently expanded his brand by launching a custom skincare line. regardless of 'rank' or status, with the same respect, and I treat all of my patients with the same compassion and respect," he explains. "This is very gratifying for a physician and honorable to the profession." He admits that finding staff members who will make sure patients get high-quality, personalized care is a challenge—but worth the effort. He routinely screens through hordes of applicants and feels that treating employees well—not only with generous compensation, but by regularly showing them appreciation and getting them involved in practice goals—goes a long way toward finding and retaining star employees. "A quality staff is always looking to be challenged, and they appreciate the opportunity to contribute and participate in the development of new practice strategies," says Dr. Hevia. "This creates a natural environment to involve them in business-building practices." Dr. Hevia and his staff celebrate birthdays and holidays together, and he works to create a happy office environment by meeting regularly with staff, soliciting their feedback and providing bonuses for extra achievements. Looking Ahead Dr. Hevia's goal is to be known as "an injector that restores a patient's natural and youthful appearance in a field that has been often criticized for producing unnatural results," he says. And he considers his greatest professional achievement the trust and loyalty that his