APR 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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Page 56 of 68

THE SOCIAL PRACTICE 54 APRIL 2018 | Med Esthetics consents were on point—everything that needs to happen to make yourself successful," she says. Her biggest challenge: "Being patient," says Dr. Nazar- ian. "I remember noticing that the phones were ringing in December 2014. It took that long for people to start call- ing regularly." Then the fl oodgates opened. "It all happened at the right time. Once everything was in place, the people started to come," she says. "Now, I just want an afternoon off!" Keys to Success Nazarian Plastic Surgery offers a range of aesthetic surgical and nonsurgical procedures, including breast augmenta- tion, liposuction, tummy tucks, vaginal rejuvenation, buccal fat pad removal, lasers, noninvasive body contouring proce- dures, Cellfi na cellulite treatments, toxins and fi llers. In addition to doing good work and taking outstanding care of patients, Dr. Nazarian fi nds that the secret to main- taining success in the industry is to have a strong team and utilize social media, videos and your website to educate patients. "I have seen over and over again that thanks to social media and the videos on our website, the patients who come in to the offi ce have already decided I am their surgeon. There's not a lot of selling that has to happen during the consultation," she says. To keep her online reviews popu- lated and timely, staff members are trained to recommend that happy patients share their stories online. "It used to be that the person who picked up the phone was a patient's fi rst point of contact, but today that is the third or fourth point of contact," she says. "The fi rst point might be Google, then social media or Yelp, and then the receptionist. The fourth point of contact is the experience of walking into the offi ce." In order to meet patient expec- tations, Dr. Nazarian put a lot of thought into that fi rst experience with the physical offi ce. When patients ar- rive, they are greeted by staff, offered a Fiji water or Pellegrino, and given a tour of the practice. "They are taken into a relaxation room to wait so they are not waiting in front of anyone else who may have just walked in," she says. "We don't have anyone answering phones up front. They are all in the back of the offi ce so waiting patients don't have to listen to people talking. It's very quiet and tranquil. Little by little, we have upped our game and the patient experience." The practice has nine full-time employees and two part- timers, and Dr. Nazarian's management philosophy is to exemplify and encourage a strong work ethic. "Our persona on social media is laid back and fun; our offi ce is quite seri- ous," she says. "We have a game plan every day. There are goals to meet and protocols to follow. We may be playful with the patients but we are quite serious about our work." The Power of Social Media Social media remains an important part of Dr. Nazarian's business plan. She has four accounts on Instagram, including @drsheilanazarian, @hautedoctor, @themodelsurgeon and @theskinspotbeverlyhills totaling 160,000 followers with more than one million impressions per week. At Nazarian Plastic Surgery, the patient experience is just as important as patient outcomes.

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