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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HITTING A CURVE BALL OUT OF THE PARK When the economy started to struggle in 2007, non-surgical procedures helped keep Dr. Calobrace's practice on a growth trajectory. goes through my desk; I am involved in every aspect of this practice." Still, he tries to not spend too much time and energy worrying about "the next marketing gimmick," as he calls it. "I can't get neurotic about it. It has to be secondary to being a great surgeon. Ninety-nine percent of my patients come through word of mouth—and that has nothing to do with how much I search-optimize my website," he says. Dr. Calobrace has found that community involvement and philanthropy reap greater rewards than advertising and other marketing efforts. So he started taking some marketing dollars and diverting them to sponsor local and national organizations, including silent auctions, AIDS Walk, Gilda's Club, and other worthy causes. So no matter what, something good is coming out of that money. "I am doing well and I feel blessed. It's important to find a way to give back," he adds, quoting a passage from the bible to emphasize his point: "To whomever much is given, of him will much be required; and to whom much was entrusted, of him more will be asked." traveled over the past 17 years and reflects on how much easier his life would be if he were still practicing in a 3,000-square-foot office with just 10 employees. But he also knows that he wouldn't be satisfied with a small, less stressful practice. "I am a person who has to be challenged," he says. "If it ain't tough, I'm not having fun. If I get too comfortable, I look around for what I can do next. This is what I live and breathe; it's in my blood. I have passion and vision, so I put in the time and effort to build a brand and make it work. But with success, comes sacrifice. If you ask my employees, 'Who in this practice works hardest?' they will tell you that I do." That's the message he tries to convey to new doctors: None of this came easy. "You need to understand how long it has taken me to get where I am. I started small, and as my practice grew, so did I. You can't do it in a weekend," Dr. Calobrace says. "Everyone wants to open a medi-spa today and be in the cosmetic market and make a bunch more money. But if you go into it with that idea, you will be in trouble," he adds. "Spend more time figuring out how to be great; work hard; act like a leader. Nothing replaces excellence." Nothing Replaces Excellence Now 50 years old, with 55 employees and a partner in his practice, Dr. Calobrace looks back at the road he's 58 NOVEMBER/DECEMBER 2013 | MedEsthetics Maryann Hammer is a freelance writer and editor specializing in the medical, beauty and spa industries.