In this powerful episode of the Business of Aesthetics podcast, host Lester is joined by a panel of industry titans including Dr. Michael Salzhauer, Dr. Johnny Franco, Naren Arulrajah, and Chad Sawyer. Together, they deliver a masterclass on scaling the modern plastic surgery practice. This comprehensive discussion provides a roadmap for practitioners looking to grow efficiently, build an authentic brand, and navigate the competitive aesthetics landscape.

The episode kicks off with Dr. Salzhauer's hard-hitting advice on establishing data-driven systems from day one, emphasizing the need to track practice "vital signs" like leads and conversions while building a brand that is unapologetically authentic. Dr. Franco then shares his firsthand journey of explosive growth, offering practical lessons on creating scalable operating procedures and expanding a brand's identity beyond a single surgeon. Throughout the conversation, marketing expert Naren Arulrajah provides critical insights, breaking down the ROI of different channels and explaining why mastering fundamentals like SEO is crucial for sustainable growth. Finally, Chad Sawyer demystifies the integration of weight and wellness programs, exploring how technology like asynchronous consultations and strategic pharmacy partnerships can create new, scalable revenue streams. This is an essential listen for any surgeon or practice owner aiming to build a resilient, profitable, and future-proof business.