Episode Details

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Gregory D. Lewen, MD, played the long game most surgeons don't play to organically transition from reconstruction to cosmetic surgery.

Indeed, 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.

The Long Game Most Surgeons Don't Play

Overall, the quiet decisions that lead to real leverage over time.

Typically, most surgeons don't wake up and suddenly decide to go solo. Instead, the shift usually happens gradually. Often, it follows years of watching how different systems actually work.

In this week's "Beauty and the Biz" episode, I spoke with Dr. Gregory Lewen. Specifically, he is a board-certified oculoplastic surgeon in Aventura, Florida. Notably, he followed a deliberate path into private practice.

Before opening his own office, Dr. Lewen trained in two distinct environments:

• First, a university setting focused on functional care
• Second, a private practice centered on cash medicine

Consequently, that dual exposure shaped his strategy.

Rather than chase volume or quick wins, he built a boutique, concierge-style practice. Instead, the foundation includes:

• Specifically, careful business planning
• Additionally, strategic location selection in a high-end market
• Gradually, a move away from insurance
• Consistently, a focus on service and trust

Notably, one insight stood out:

"Something changes when you put your ideas on paper. It becomes real — and there's no turning back."

Additionally, we discuss:

• Importantly, why independence often matters more than speed
• Likewise, how early decisions protect long-term leverage
• Finally, the risks of growing too quickly

Overall, this is a practical conversation. Ultimately, it focuses on building a sustainable surgical practice.

P.S. Overall, growth rarely comes from doing more. Instead, it often comes from refining what already works. Additionally, if you'd like help identifying that leverage in your practice, you can request a Practice Growth Review here.

Enjoy!

Catherine Maley, MBA

Practice Growth Resources:

• Convert Consults with The Converting Academy
• Retain Patients with KiSS Loyalty Club
• Cosmetic Practice Vault Library
• Schedule Your Practice Growth Strategy Review

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📕 Get my 5-Star Rated Book, "Your Aesthetic Practice — What Your Patients Are Saying," FREE! J