There are so many misconceptions about why people undergo plastic surgery and what it truly means to them. There is an uncomfortable perception that the aesthetics industry is simply fueling vanity and an impossible reach for “celebrity” perfection. This just isn’t true. George welcomes George Rahal, the Business Manager of two Beverly Hills Plastic Surgery Practices to discuss patient psychology within the aesthetics industry. The Georges discuss their real-life experiences of working closely with surgeons, marketers, salespeople, and patient insights. They explore how practices can use their knowledge of patient psychology to target the right audience, nurture leads, and support patients throughout their customer journey.