Choosing a Different Path to Growth — Justin C. Cohen, MD (Ep. 384)

📕 Get Catherine’s new book: Beauty and the Biz Practice Growth Playbook: https://bit.ly/4cZNSuD
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➡️  Specifically, he focused on patient relationships, a strong team and growing on his own terms.

Hello, and welcome to "Beauty and the Biz," where we'll discuss the business and marketing side of plastic surgery.

As always, I'm your host, Catherine Maley, author of "Your Aesthetic Practice – What Your Patients Are Saying." and consultant to plastic surgeons, helping them get more patients and more profits.

Justin C. Cohen, MD, talks about choosing a different path to practice growth.

Truly, does building a bigger plastic surgery practice actually mean building a better business?

Clearly, that is not necessarily the case.

For instance, many surgeons assume growth requires a larger office, more employees, heavier advertising and more moving parts. However, a smaller and more intentional practice can give you greater control over your business and your personal life.

In fact, choosing a different path to growth was the main focus of my discussion with Dr. Justin Cohen, a facial plastic surgeon in McLean, Virginia, on this week's "Beauty and the Biz" podcast.

Previously, Cohen served as an Air Force surgeon, completed a facial plastic surgery fellowship and worked in a group practice. Eventually, he branched out to launch his own independent practice. Furthermore, he made unconventional decisions about how he wanted his business to expand.

Specifically, this episode explores several key strategies:

• First, why he resisted expanding too quickly.

• Second, how a small team can deliver a highly personalized patient experience.

• Third, why keeping overhead manageable matters more than maintaining outward appearances.

• Fourth, how his wife contributes to the business while maintaining her own career.

• Finally, why staff satisfaction and patient relationships drive long-term success.

Above all, I appreciated his willingness to question whether bigger is always better. After all, higher revenue does not automatically yield higher profit. Similarly, rapid expansion does not necessarily guarantee more personal freedom or peace of mind.

Consequently, Listen to How Dr. Cohen Is Building His Practice Differently.

P.S. Additionally, if you are considering expanding your practice, hiring more staff or investing in a larger facility, let us talk. Specifically, the Practice Performance Audit will help you evaluate your true goals and determine how to reach them.

Therefore, order your Practice Performance Audit today so we can identify gaps and prioritize what to improve first:

Resources for Plastic Surgeons:

📕 Get the Beauty and the Biz Practice Growth Playbook: https://bit.ly/4cZNSuD
📊 Schedule a Practice Performance Audit: https://bit.ly/4dC2znZ
🎧 Listen to more Beauty and the Biz episodes: https://bit.ly/4aqQ2Su
🌐 Visit Catherine Maley: https://bit.ly/4eFlLR6

Enjoy,
Catherine Maley, MBA
Author, Consultant and Host of "Beauty and the Biz"

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Visit Dr. Cohen's Website

 

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