https://youtu.be/y1nOZ9BVKPo
Dr. Nima Shemirani is a Rhinoplasty and Facial Plastic Surgeon at Eos Rejuvenation - a medical office dedicated to all aspects of plastic surgery for the face. We discuss the problem with modern healthcare, how to get the most out of plastic surgery, and ways to exude positive energy in your business.
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Exude Positive Energy with Nima Shemirani
Our guest today is Dr. Nima Shemirani, the founder and CEO of EOS Rejuvenation, a leading rhinoplasty plastic surgery in Beverly Hills, California. Welcome to the show, Nima.
Good morning, Steve. Thank you for having me.
Absolutely. So I was very intrigued to have you come on the show because you have a special business which is actually a professional firm that you're expanding into the business. And it's quite rare to see doctors being able to leverage their expertise into beyond what they can do to involve other people to expand the business across potential multiple states. So what, why do you want to do this? What triggered your desire to become an entrepreneur?
It's a great question. As a surgeon, we're always worried about physical health. If anything were to happen to us or accidents and whatnot, one kind of motivating factor to expand my business is what if something were to happen to me where I can't operate anymore? And I need to have a backup plan and that's been one main driving force to help expand my business and bring on other surgeons and other providers. The second is just challenging yourself is one thing to move into a city like Beverly Hills and start your own practice, but then what's next? Like, how do you grow from there and what can you do especially if you have a unique philosophy or a way you want to provide for your patients and an idea of the way you think medical care should be delivered? How can you expand that to more doctors to satisfy more patients and just improve the overall quality of medical care?
Okay, so that is what I'm really curious about. What is your framework for doing all that? Typically doctors, there is this concept that you have brains type of professional service where you have the star surgeon and everyone else is just a helper to make sure that they're using their time the best, but essentially they are providing all the service. So what is your framework to go beyond that and to the quality of the service and the surgery at the same level or keep increasing it over time? There is a building a business around yourself. What is your framework for that?
Well, you know, I think when you look at all businesses who scale, they have systems in place and it starts off with an end of 1, which is myself and what processes we have and then documenting them and as you say, creating playbooks, but it's essentially from how the initial phone call goes to how the patient is greeted at the door and the kind of setup that we have. So everything has been kind of like documented. So if there's any turnover in staff, or if you want to scale, then you already have this framework to build upon and it just helps eliminate like that day to day, “What should we do next?” It's almost like a little checklist that you can do so that you can provide a consistent experience for that patient.
So what is the idea of this experience? There's this book about the experience economy that we are evolving from agricultural, industrial service economy. Now we are in the experience economy. And then we are going into the transformation economy. Almost like a plastic surgery. You are straddling the experience, the common and transformation economy. So tell me a little bit about how do you envision that and what is the experience that you're trying to provide your patients?
First, it starts off with what are the problems with the modern health care experience. I've been to plenty of doctor’s offices and the furniture is shabby or it's a little bit dirty, or they are so involved with their electronic medical record that they're not even like looking at you or talking with you that they don't know who you are. When you come in, you have to introduce yourself and it's almost as if they're not expecting you. And that's what I would do to dissect a lot of those problems. And then when it came time for my practice, I would solve those problems for that person. So we're a relatively lower volume, because we're a higher end plastic surgery office. Patients are greeted at the door by their first name.
They're offered things like coffee or water, much like if you go to a designer store, they would offer you something to drink, we have even have a little sign like, Welcome to EOS Rejuvenation, Steve. And all these little touches help improve that experience that patients feel special. And then it comes with the language, how do you communicate with someone. Not using a lot of medical jargon, using diagrams and things like that to explain to them so they have an idea of what's going on, because it's a very complex and highly technical field, but you still need to be able to communicate with your patient in that regard.
And then moving on to just making it as easy as possible for that patient, right. We have a little post op kit that has everything that they're going to need to help them recover after surgery. So they're not going to the pharmacy to buy a bunch of things they've never bought before.
Having text messaging available so people can send their questions in without having to call. How annoying is it for you to have to call your doctor's office to reschedule or to set up an appointment? So now we have texting services to help improve a lot of that. So just bringing everything to a more modern communication for your patients to create that wonderful experience and it should be very pleasant. People should be happy to see you, happy to greet you, happy to take care of you. And I think that experience is what's going to essentially make people feel better about coming to the doctor's office.
Yeah, it can be scary to go to a doctor's office. You are intimidated by this whole experience. You feel like you, you're at the mercy of another person. And if you can remove as much of the stress as possible with these small attention to detail that could be really powerful. So Nima tell our listeners a little bit about plastic surgery. You are specialized in rhinoplasty which is nose surgery, essentially the way I understand it. Obviously, I'm not at your level. So if you could explain what's the significance of that and what are other types of breast surgery and why did you choose rhinoplasty, and what is special about rhinoplasty?
Dr. Nima believes that we are in a golden age of plastic surgery, where results are becoming more natural, and techniques are sophisticated.Share on X
Sure. So plastic surgery in general we're at a kind of a really wonderful time where the results for plastic surgery are becoming a lot more natural. So people are a lot less scared to get plastic surgery. Our techniques have gotten much, much more sophisticated. People also wanting to live longer. There's a big like anti aging movements and looking younger helps feed that because you can be very healthy, but maybe the way that you look can betray your age and your essentially your vitality level and energy level.
And then with zoom calls and video and social media and taking a lot more photos, people are a lot more aware of the way that they look in those aspects. So for plastic surgery, I think it's a, like I said, a transformational experience where a lot of these patients come in and they feel very self conscious. They are limiting their own life based on the way they look. They don't like taking photos so they're less social. They feel very self conscious when they're like in important meetings or talking to people because they might feel like they're being judged about the way that they look. The special thing about rhinoplasty is that there's also a functional component where if the nose is kind of crooked or maybe misshapen from the outside, they typically have breathing problems on the inside.
So they're not sleeping as well, they're not breathing as well, they're not as healthy. Rhinoplasty is a kind of a two for surgery where not only do you become more self confident after the surgery, but you're also going to be able to breathe and sleep better which makes you have a healthier lifestyle. So that's why I really love rhinoplasty. I mean, it's just a very high impact surgery that you can provide for someone.
Rhinoplasty is a kind of a two for surgery where not only do you become more self confident after the surgery, but you're also going to be able to breathe and sleep better which makes you have a healthier lifestyle.Share on X
Yeah, that's fascinating. And you're talking about people being self conscious or people are not maybe realizing the potential because they feel like they don't show up the way that they would like to. Could you even say that maybe there's a business ROI to be made that business case made for the seat as an investment. If someone is a CEO maybe he doesn't have good looks, can that person look at rhinoplasty as a way of investing in their business? Is this even a thing?
Oh, absolutely. I meet so many people who come in and as we've discussed, and I know this is maybe a stretch, but this is my little kind of field of where I can contribute. If you have a limited life, your potential is also limited and which in the end translates into a decreased potential in most of like our modern day society, and if we can unlock, you know, that potential in people where people feel less self conscious and more confident, how much more can we achieve as a society in general?
So if you're self conscious about this, for example, I used to have bags under my eyes, um, and people would tell me I look tired all the time and it was distracting. I would shoot videos on TikTok and sometimes get comments about that.
