big medicine magazine™

Are you working

harder for LESS MONEY?

Living on an ISLAND PARADISE

Practice Leadership

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THE

HOLLYWOOD

ISSUE

The Magazine for Big ThinkersMEDICINE MAGAZINE™

Are you working


Living In An ISLAND PARADISE

Practice Leadership

IT’S IN THE POSE!

Are you working


Living In An ISLAND PARADISE

Practice Leadership

IT’S IN THE POSE!

BIG Medicine Magazine™ 3

Letter From The Editor

Plastic Lives.Plastic Surgery Knives.

Angela O’MaraEditor-In-Chief

Founder

That’s what many people think of Hollywood. Not me. I was raised watching beauties such as Elizabeth Taylor, Grace Kelly

and Audrey Hepburn, and handsome men such as Cary Grant, John Wayne and Humphrey Bogart. Hollywood celebrity

of the 50s was new and fresh. It embodied youth, virility, glamour and opportunity. There appeared to be an innocence

in the old Hollywood that we don’t see today. Yet many of its stars back then suffered similar issues to the celebrities

of today. Medicine during that time, also was fresh and glamorous. Doctors were prestigious, and TV Producers were

making shows about them. The same is true today. TV continues to be the most powerful of all media as you will learn

on Page 20 America LOVES its DOCTORS!

Being on TV and seen in the media spotlight is all well and good. But keeping a hold on fame and managing the

fortunes it can bring can be daunting, if not impossible for many doctors. Medical school didn’t exactly teach you how

to run a business or how to be a celebrity doctor. I hope this issue helps you get a better understanding of the many

opportunities available to you as a doctor. I hope you find this issue to be thought provoking, and that it offers you

some insights into success building, and that it helps you see that there is also a life waiting for you outside of the OR.

There’s a new movement taking place in medicine and you’re reading about it here, for the first time, at BIG Medicine

Magazine™ – The Magazine For BIG Thinkers.

Enjoy!

MEDICINE MAGAZINE™

The M agazine for Big Thinkers

www.bigmedicinemagazine.com

4 BIG Medicine Magazine™

6 - 9 Practice Leadership

10 - 12 Employee Relations

14 - 15 Having A World Class Practice

16 - 17 The Doctors Told Us

18 - 19 Money Equals Mischief

20 - 25 Hooray For Hollywood

24 - 30 Industry Transformers

31 Beauty & Grooming

33 - 35 Power Preparation

37 Contributors

38 When TV Goes Bad

MEDICINE MAGAZINE™

The M agazine for Big Thinkers

able ofTontentsC Editor-In-Chief

Angela O’Mara

Copy EditorBrandon Murphy Barnes

Beauty & Grooming EditorEnna Ruiz

Contributing EditorMichael O’Mara

Graphic DesignJoe Felipe

PublisherGiles Raine

Tel: 949 768-1051

Fax: 949 768-1060

www.bigmedicinemagazine.com

[email protected]

Advertising Sales949 768-1051

All content in this magazine is protected and maynot be copied, reprinted or republished without

written permission of Publisher.

All rights reserved. BIG Medicine Magazine™is a Registered Trademark.

“Life is too short not to have fun.”

Let’s hear it for Long Beach, CA plastic surgeon Dr.Marcel Daniels. His dedication to patient care is

unsurpassed, and his sense of humor has kept oureditorial team laughing. Dr. Daniels was willinglyphotographed for our special hollywood section

... begins on page 20

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Are YOU Working HARDER For LESS Money?

Is it time for you to take fleet and set sail? Once you make the choice that you want to build A Successful

World Class Medical Practice you are embarking on a life changing journey and you must prepare. When Sir

Edmund Hillary, who was the first man officially recorded to climb Mount Everest in 1953, made the decision

to embark on that potentially treacherous climb, the first thing he did was book his sea passage to Bombay.

With his vision clear and the means to help him reach his destination set in place, he then started training

and mastering his climbing skills on other mountains in preparation for the grand feat of Everest. As master

of YOUR craft, you must ask yourself:

• Where am I headed?

• Who is on this journey with me?

• How do I need to prepare myself and my team for this journey?

• What do I need to bring with me?

• What problems might I encounter along the way?

• Is this truly the journey that I want?

If you can’t answer these questions, DON’T climb on board the ship, or attempt to scale the mountain, until you can.

The New Economy of Medicine. By now it is agreed that the economic world has changed.

The common theme amongst doctors (and, understandably, the rest of the planet) is that they

are working harder and for less than sufficient dollars. There is no doubt that as a people we are

living a faster paced lifestyle, and that there are more choices available to patients thanks to the

amount of content and information available on the Internet. Let’s face it people expect VALUE as

well as excellent care from their health care provider whether for an elective procedure or a medical

emergency. The late great master of self-help books, Stephen Covey who authored The Seven Habits of Highly Effective People can teach us a thing or two about working SMARTER rather

than HARDER. This book has sold more than 25 million copies in 38 languages worldwide, and the

audio version has sold 1.5 million copies, and remains one of the world’s best-selling nonfiction books.

So what are those seven habits?

• Be proactive

• Begin with the end in mind

• Put first things first

• Think WIN-WIN

• Seek first to understand, then to be understood

• Synergize

• Sharpen the saw - Self Renewal

For more information go to www.stephencovey.com

Set Your Ship To SailNavigating The New Economy

Self-help books are read by many. If you are in need of a book that can help you understand them further, try reading Revelations of Your Self Help Books authored by Lancaster Adams, a practicing doctor. This book is a real journey into the inner workings of the brain. To read more go to www.sbpra.com/lancasteradams.

Is it time for you to take fleet and set sail? Once you make the choice that you want to build A Successful World Class Medical Practice you are embarking on a life changing journey and you must prepare. When Sir Edmund Hillary, who was the first man officially recorded to climb Mount Everest in 1953, made the decision to embark on that potentially treacherous climb, the first thing he did was book his sea passage to Bombay. With his vision clear and the means to help him reach his destination set in place, he then started training and mastering his climbing skills on other mountains in preparation for the grand feat of Everest. As master of YOUR craft, you must ask yourself:

Self-help books are read by many. If you are in need of a book that can help you understand them further, try reading Revelations of Your Self Help Book Secrets authored by Lancaster Adams, a practicing doctor. This book is a real journey into the inner workings of the brain. To read more go to www.sbpra.com/lancasteradams.



How Clearly Can You See? Take Our FUTURE Vision Test!

• 100% elective surgery practice by (choose a date that suits you)

• Add a medi-spa, product line or wellness center to your practice

• Escape to a deserted island more often

• Have multiple practice locations

• To earn $10+ million dollars this year

• Bring your practice back to where it was pre-recession

• Bring in an associate so you can expand your practice

• Bring in an associate so you can spend more time with family and friends

• Patent an invention you are working on outside of the practice

• Develop your own skin care or vitamin line

• Live the life you deserve

• Where will you be this time NEXT year, or in 10 years?

• What will your practice/personal life look like?

• Remember that first week back in the office after the New Year? How was it? What is your

staff doing? What type of cases did you have?

• Now project how you want it to be AFTER the next New Year celebration

• What kind of year are you looking at?

• What/who have you surrounded yourself with?

REMEMBER: This is YOUR vision. Nobody sees what YOU see. Make it as big and colorful as

you like. Write it down. Sleep on it. Go back to it and perfect it to exactly what you want.

Once you see it, you can have it!

What Might YOUR Vision Be?For those wondering where to start on Vision Building, here are some BIG suggestions!

V I S I O N

“Follow an old path and you will find the expected. Blaze a new trail and you will have an adventure,” Anonymous.

“Follow an old path and you will find the expected. Blaze a new trail andyou will have an adventure.” Anonymous

What’s YOUR Current Practice Reality?

• Takeyourowntemperature–self-diagnosiscangoalongway

• Don’thidethetruth

• Ifastaffmemberisnotuptopar,cutthemloose.Youdeserveagoodcrew

• Doesyourofficeneedanupgrade?

• Whatisyourfinancialstatus?

• Areyoudoingthesurgeriesyoureallywanttobedoing?

• Isyourofficelocationideal?

• Areyouinthekindofphysicalconditionyouwanttobein?

• Howmuchtimedoyouspendoutsideofthepractice?

• AreyoudoingthethingsyouLOVEtodo?

• Areyouhappy?

Ifyouneedfurtherhelpwithunderstandingyourowncurrentreality,trytheBIGMedicineMagazine™PracticeassessmenttoolcalledThe GAP.YoucanaccessThe GAP FREEatwww.bigmedicinemagazine.com/bigstrategy.

DevelopingaPRACTICE STRATEGYcanbelikenedtoanarchitectcreatingadetailedblueprintand thenwatchingas thehouse isbuilttocompletion.Hereareafewareasforreviewbeforeyouputinktopaper.

Write YOUR OWN Prescription For Success TODAY!

Step 1.

• Set30,60and90dayachievablegoals

• Helpyourstaffwithaccountability–requirethemtoprovide

youwithWeeklyActionPlans

• Takealonghardlookatyourfinancialneedsoverthenext

12months

• Reviewpracticegrowthopportunities

• Whatisyourcurrentandfuturestaffingrequirement?

• Doyouhavecompleteandclearjobdescriptionsandrole

designationsforallstaffmembers?

• Haveyousetarealisticbudget?

Step 2.

• Makeacommitmentandscheduleforpracticebuilding

andfutureplanningtime

• Setnewpatientacquisitiongoals

• Projectfutureproductsalesobjectivesandsetsalesgoals

• Settimeasideforcreativetime

• SettimeasideforGolfTime(orleisureactivityofchoice)

Step 3.

• TakeAction

• Takealeap.Notjustaleapoffaith

It’s important to schedule time to work “on” your practice.

If you need further help with understanding your own current reality, try the BIG Medicine Magazine™ Practice assessment tool called The GAP. You can access The GAP FREE at www.bigmedicinemagazine.com/bigstrategy


Where The Real Money Is YOU AND YOUR HABITS!

What do you think is the largest check you can earn with the current state of these areas in your life? If you were to increase that average transaction size by 30%, what adjustments do you think you would have to make in each of these areas? • PersonalHabits • SupportStructure • Relationships • ValueCreationBasics

Let’s articulate your “LargestCheck” strategy and “TheBiggestCheck” concept. Over time, as a physician you’ve grown your medical practice by asking certain fees for the medical services you provide. Whether you receive checks from elective patient procedures or from insurance companies, most times you get what you ask for, sometimes you don’t. Your experience is the total sum of all these checks (asking instances) that have occurred since the inception of your career. One recurring characteristic among physicians (and business entrepreneurs) is that they are “locked in” at a certain size check they can obtain consistently. All of your work habits, relationships, support system and the level of value you give patients are equal to the size check you can consistently achieve today in the marketplace. But tomorrow you want a larger check, correct? More income… yes?

Ok,let’slookcloselyatthe4areasthatcanincreasethatchecksize:

1.WorkHabits. Critical personal behaviors are: a. Always keep your word c. Be punctual, even early b. Finish what you begin d. Never promise more than you can deliver

2.Relationships: Key relationships required: a. You have patient consults/surgery scheduled that will provide income within 90 days? b. You have other pending sources that will provide income that are over 90 days out? i.e., patient consults/bookings in the future, past

insurance or other payments that are owed to you c. Do you have a clear plan as to what your next influential step with each area is? d. How intimate are you with your patient’s aspirations, dangers, opportunities, and strengths currently in life? How much range do your

conversations have?

3.SupportSystem: What systems need to be adjusted, optimized, or implemented to reach and maintain this new size check. How well do you orient your business (practice) around your personal gift (surgical/medical skill)? Is your team (staff) able to support you adequately so that you spend time on your personal gift (surgery/medical skill)?

a. How much time are you able to spend on areas where you truly are uniquely skilled? b. How much of the last 7 days did you work in activities that gave you energy? c. What capacity is your support system limiting you to? d. Is your support system uniquely capable of handling all the items you perform excellently, competently, and incompetently? e. How often do you work on their capability to become better at those tasks? Is it hit or miss? Or do you have a set time weekly

to devote your energies to build them up? i.e. staff meetings, staff training f. How systematic and consistent is your support system? Does your team have routine actions? g. Are the systems illustrated or written to eliminate questions in the future? h. Do you have staff accountability?

4.ValueCreationBasics: How can you build more value with each patient experience and with other relationships that will make a difference and increase your net income?

a. Not all of your relationships are considered equal b. 5% are responsible for 50% of your current revenue c. What unique process or program do you give your 5%? d. Can they get this total ultimate patient experience anywhere else? e. How much time is spent working ON your unique process?

Are you reacting to a problem, or the outcome of a problem, that organizes your daily practice life? You can either remove problems, or create desired goals, it’s your choice. I can attest that once you begin proactively looking at the four areas described, your ability to become a higher earner will instantly be heightened. The first step is choosing to become the predominant creative force in your life. You’re just seconds from crossing that threshold into new ground, theREALMONEYisinorganizingactionfromwhatyoulove, not from what you need to remove.

Personal habits, relationships, value creation basics and support structure add up to one thing = The Largest Check You Can Handle. BIG Medicine Magazine™ talked with John Davidson, Executive Head Coach and CEO of High Level Performance about how YOU can apply these four areas to your practice to attain optimal success and, yes, make money.

What do you think is the largest check you can earn with the current state of these areas in your life? If you were to increase that average transaction size by 30%, what adjustments do you think you would have to make in each of these areas? • PersonalHabits • SupportStructure • Relationships • ValueCreationBasics

Let’s articulate your “LargestCheck” strategy and “TheBiggestCheck” concept. Over time, as a physician you’ve grown your medical practice by asking certain fees for the medical services you provide. Whether you receive checks from elective patient procedures or from insurance companies, most times you get what you ask for, sometimes you don’t. Your experience is the total sum of all these checks (asking instances) that have occurred since the inception of your career. One recurring characteristic among physicians (and business entrepreneurs) is that they are “locked in” at a certain size check they can obtain consistently. All of your work habits, relationships, support system and the level of value you give patients are equal to the size check you can consistently achieve today in the marketplace. But tomorrow you want a larger check, correct? More income… yes?

Ok,let’slookcloselyatthe4areasthatcanincreasethatchecksize:

1.WorkHabits. Critical personal behaviors are: a. Always keep your word c. Be punctual, even earlyb. Finish what you begin d. Never promise more than you can deliver

2.Relationships: Key relationships required:a. You have patient consults/surgery scheduled that will provide income within 90 days?b. You have other pending sources that will provide income that are over 90 days out? i.e., patient consults/bookings in the future, past insurance or other payments that are owed to youc. Do you have a clear plan as to what your next influential step with each area is? d. How intimate are you with your patient’s aspirations, dangers, opportunities, and strengths currently in life? How much range do your conversations have?

3.SupportSystem: What systems need to be adjusted, optimized, or implemented to reach and maintain this new size check? How well do you orient your business (practice) around your personal gift (surgical/medical skill)? Is your team (staff) able to support you adequately so that you spend time on your personal gift (surgery/medical skill)?a. How much time are you able to spend on areas where you truly are uniquely skilled? b. How much of the last 7 days did you work in activities that gave you energy? c. What capacity is your support system limiting you to? d. Is your support system uniquely capable of handling all the items you perform excellently, competently, and incompetently? e. How often do you work on their capability to become better at those tasks? Is it hit or miss? Or do you have a set time weekly to devote your energies to build them up? i.e. staff meetings, staff trainingf. How systematic and consistent is your support system? Does your team have routine actions? g. Are the systems illustrated or written to eliminate questions in the future? h. Do you have staff accountability?

4.ValueCreationBasics: How can you build more value with each patient experience and with other relationships that will make a difference and increase your net income?a. Not all of your relationships are considered equalb. 5% are responsible for 50% of your current revenuec. What unique process or program do you give your 5%?d. Can they get this total ultimate pclient experience anywhere else?e. How much time is spent working ON your unique process?

Are you reacting to a problem, or the outcome of a problem, that organizes your daily practice life? You can either remove problems, or create desired goals, it’s your choice. I can attest that once you begin proactively looking at the four areas described, your ability to become a higher earner will instantly be heightened. The first step is choosing to become the predominant creative force in your life. You’re just seconds from crossing that threshold into new ground, theREALMONEYisinorganizingactionfromwhatyoulove, not from what you need to remove.


If you ask the average medical student what they anticipate as the five greatest challenges in their upcoming career you would, of course, get a list that would include national healthcare, malpractice, wrongful diagnosis, demanding lifestyle sacrifices, etc. If you ask the same question to these people after five years in practice, very high on this list will be a new category and that is employees.

Any seasoned doctor (or business owner) will usually admit that employee relations are one of the biggest challenges of running a business. Of course here we are talking about the doctor’s office. However, no matter what business you are in, be it a carwash, doughnut shop or surgeon’s office, finding competent, dependable, energized, honest and loyal employees remains a challenge.

A great employee can be an invaluable and cherished asset that can greatly enhance your life, whereas a poor, lackadaisical employee can suck the energy and efficiency away from your practice and life.

Since most doctors generally do not obtain real-life, sophisticated training on staff hiring and firing during medical school, it basically boils down to hit or miss and learning by mistakes; for better or worse. Ask any 20 year veteran of a medical practice about their employee experiences and I guarantee they will tell you “If I would have

only known then, what I know now, my life would have been a lot easier”. I certainly don’t feign expertise in employee relations. However, based on the experience of many doctors I have worked with, and my own personal experience running a successful practice, I have developed pearls on hiring and firing.

The first and foremost requirement of having a successful practice with great employees is to have a distinct and clear vision. My vision was to limit my practice to cosmetic facial surgery and market myself as the local expert in cosmetic facial surgery. It also was to have an exemplary and accredited facility with employees committed to teamwork and to have fun at work. My vision included the highest level of patient care and communication. When I hire employees I make my vision clear to them so they understand what is expected. If a practice leader (the doctor) does not have a distinct vision, or if his or her staff is unaware of this vision then chaos results. It would be no different than a football team going to the line without a play. No player would know what to do. This is why teams have plays and practice them. A leader without a distinct vision is a journey without a map.

I feel that there are eight attributes that make a perfect employee and I learned much of this 30 years ago when I worked closely with a consulting firm called Mercer Global Advisors. For the sake of measurement, we will refer to a perfect employee as a “10”. What we desire is to be able to screen for employees that are a “7” or above. The following attributes will greatly assist this evaluation process.

1. Competency and Presentation

2. Unconditionally Committed

3. Givers or Takers

4. Offensive or Defensive

5. Superstar or Team Player

6. Joyous

7. Self Managing

8. Learner

1. Competency and Presentation

Competency is the foremost attribute required in the consideration. Again in any service oriented business, customers or patients expect and seek a certain level of care and service. When a person goes to a nice restaurant, they know in advance that it will be expensive. For that expense they expect a high level of service, i.e. prompt seating, polite treatment, accurate ordering, fast service, and attention to detail. A waiter that cannot meet those expectations is incompetent. This incompetence will, across the board, cause unhappy customers and eventually harm the reputation of the owner regardless of how great the food was. What is frustrating here is that the restaurant owner may really have paid attention to detail. He may have a beautiful facility with ample parking. He may purchase only the finest ingredients and he may have hired the best chef in the area. Despite all the attention to detail, a single incompetent employee may shatter his dream of having a fine restaurant by negating his attention to detail. There is a difference between inexperience and incompetence. If our waiter had a badge stating “waiter in training” we may expect a lesser level of service. This employee may become an excellent waiter, but should not be turned loose on the public without someone supervising. Presentation is also a very important factor to consider in the medical business. This example applies to cosmetic surgery and general medical offices alike.

The discipline of cosmetic surgery involves cosmetics, aesthetics, and health. One of your most powerful marketing principles is the appearance of the doctor and staff. Slovenly, out of shape staff with yellow teeth or fingers from smoking or excessive body piercings are not the image we are trying to convey. An obese employee that is bubbly and neat may be an asset, but someone with cellulite bulging from dingy polyester white scrubs does not assist your marketing efforts. Sorry to be so graphic and judgmental here, but I have honestly been in doctor’s offices with staff that look like the people I have described above. If we are in the health care industry, should we not be exemplifying health?

EnhancingEmployee Relations

Dr. Joseph Niamtu


2. Unconditional Commitment

Unconditionally committed is defined as commitment with the lack of conditions. The closest example I can find is a resident in a training program. As residents, we could not allow anything to take precedence over our work. None of us would have dreamed of telling our respective program chairman that we couldn’t meet a deadline because we ate lunch and didn’t have time. We were in an environment where lunch was not a priority, and our work took precedence. When we are called to the ER in the middle of the night, we can’t say “it’s late, call me in the morning.”

Owners of a business have much more impetus to be unconditionally committed, because they reap more of the benefits or failures than the employees do. For this reason, it is rare to find this level of commitment in an employee. When you have a good leader, clear-cut goals and the correct employees, the ensuing is a beautiful machine. Doctors that have exceptional and profitable practices probably are good leaders and have exceptional employees with a well-defined common goal.

An unconditionally committed employee will perform within reason to accomplish the task at hand. An applicant that won’t work overtime or on Saturdays or follow your rules of the game is only conditionally committed, and does not meet the criteria.

3. Givers vs. Takers

Someone is either a giver or a taker. A giver is a loving compassionate person who truly enjoys giving of themselves. Givers understand the “win/win” concept and fully realize that the more they give, the more they will receive in return.

A taker operates in the win/lose environment in that in order for them to win, someone else must look bad or lose. Any person that speaks negatively about anything in order to enhance their own identity is a taker. A giver would complement the other person on their efforts then focus on those of their own. Although it is impossible to screen for this attribute in an interview, this behavior must be identified and these people removed from your staff. One bad apple can spoil the whole bunch! Takers are the type of employees that gossip, and gossip can cripple a practice. If, as an employer, you ever come across the “what’s in it for me?” attitude, you must take action. If an employee must have someone lose for them to win, guess who will be losing? YOU, the other staff, and the patients.

4. Offensive and Defensive Employees

By this categorization we are referring to one’s ability to accept change. Positive change is energy. If you examine successful people and successful practices you will see that they thrive on change. Change should breed excitement, but for many people it breeds fear and insecurity. If a doctor is truly interested in approaching excellence, then they must continually change all aspects of their practice to increase efficiency and service. I challenge and reward my staff for changing. We look at our forms, our policies, our furnishings and so on and brainstorm, as a group, on how to improve every aspect of the practice.

Some employees are intimated by change and take the “if it ain’t broke, don’t fix it” attitude. This is poison in a motivated practice. Employees that accept and encourage change are termed offensive, while those employees that fear and resist change are termed defensive. We all like change because it counters boredom. If we all wore the same clothes every day and ate the same food at every meal, life would not be as interesting. The same holds true in the workplace. A valid leader understands that all change may not be effective and must concede to their staff that a given plan was not working. It is alright to make mistakes and not to dwell on them, but rather to attempt to understand what went wrong, do all you can to not let it repeat itself and move forward and enhance the service to your patients. Successful practices have offensive players.

5. Superstars vs. Team Players

The term superstar is not a positive adjective in this sense. A superstar is that type of employee that can do it all. The superstar manipulates

situations so all the attention swirls around them. It is not about winning the game, it is about how many points they scored. The superstar feels that for their previous experience or superior intellect that they can “do better”. They feel a superiority and are often over protective of the doctor and the practice. Their attitude is that they must “save” the practice from the incompetent hands of the other employees. Superstars place themselves in situations that “no one else can do”. For instance, they are the only ones that can back up the computer, or the only ones that do the payroll, etc. They thrive on being needed for important functions. They frequently do this to become indispensable. Guess what, you can’t fire these employees because no one else can

perform the vital functions like back up or payroll. The key to neutralizing superstar status is cross training. Give several staff responsibility for critical functions. This is good business sense and lessens the chance of fraud and embezzlement. Cross training prevents superstardom.

The above examples do not mean that one person should not have responsibility. The difference is in the person. While the superstar wanted other staff kept in the dark, the team player would have communicated the important responsibilities to the other staff so the office would function in his or her absence. Look for, hire and reward team players, they will make your life and practice less stressful.

Although cosmetic surgery is not physically challenging, many doctors go home at night exhausted and stressed. They are not exhausted from doing surgery; they are exhausted from making constant attempts to steer a team to success while keeping peace. Superstars embezzle from the practice. They don’t steal money, they steal energy. They are like sponges and they steal the energy and excitement from the other staff or even patients. To counter this type of behavior in these “indispensable” staff, the doctor must constantly make attempts to skillfully influence situations. This is what becomes stressful and exhausting. Surround yourself with team players and you will be energized. Remember, we are most successful when we are doing what we love to do. My love is surgery. When I have more time to do surgery, I am happier and more energized for my family, my friends and for myself.

6. Enthusiasm, Joy and Energy

Knowing that we spend a significant part of our time with our staff, it makes sense to seek enthusiastic, joyous and energetic people.


If there is a single entity that holds back

progress and perpetuates turmoil it would

be the hesitancy of doctors to terminate

an employee. One must make a decision

to run a practice or an employee repair

service. There is no doubt that terminating

an employee is a decision that is wrought

with emotional and legal ramifications. Firing

someone or being fired can provoke so many

emotions in both parties, that many doctors

procrastinate or endure years of unnecessary

stress because they cannot bring themselves

to “pull the trigger”. It is very traumatic for

an employee to be terminated as it signifies

failure and humiliation. It is even worse when

the employee feels that they were unfairly

terminated. If an employee is terminated for

being tardy and has the retort that “Mary Ann is

always late”, your credibility is lost and you may

open yourself to a wrongful termination suit.

The best way to avoid termination is to use

correct hiring principles. This sounds so trite,

but in most offices hiring is such a haphazard

event that it becomes a roll of the dice. I am

continually amazed by the lack of attention

to basic human resource policy in medical

practices. Time after time well established

offices do not have written job descriptions,

policy manuals, employee documentation

files, and other basic information. Every

office should have written policy on exactly

what it takes to be an excellent employee

and what it takes to be terminated. For all

the above reasons, every practice needs a

map and a compass. The map is the policy

manual and the compass is the leader of the

practice, the doctor. When the performance

of an employee begins to falter, the leader

must conscientiously ask themself if it is

an employee or employer problem. If the

employer feels that the employee is not

catching on or is unsalvageable, then it is

better to approach the inevitable as soon

as possible. It is also important to document

employee shortcomings and proof of

counseling the employee. This is critical in

terms of defending a wrongful discharge suit

or an unemployment claim. Check with your

local and state Labor Board for correct protocol.

If the proper pre-termination steps have been

carried out, the actual task of termination

need not be complicated. The single most

important point is to have the entire script well

thought out and clear in your mind. This is not

the time to ad lib or fumble around, absolute

clarity is essential. It is also important to realize

that if you are unhappy with the performance

of a staff member, they are probably aware of

this and they are also probably unhappy and

sometimes the termination of employment is

actually a relief to both parties. We always

terminate an employment relationship on a

Friday afternoon, unless a significant infraction

such as theft or substance abuse has

transpired. It is important to have a private

environment away from other employees

and it is mandatory to have an employee,

preferably of the opposite sex, present to

document and witness. I simply tell the

employee that the employment relationship

is not working. I also tell the employee that I

feel that they are a fine person, but that they

are just not a good fit for the practice. I tell

the employee that I have a certain vision

and direction for the practice and that the

employee is not moving towards the goals

of the practice, and again it is not a good

fit. I do not delve into specifics as it opens

the door for argumentation or comparison to

other employees. It is imperative not to insult

the employee and important to leave them

with self-esteem. If the situation is applicable,

then we offer the employee the ability to resign

with severance benefits or be terminated

with no benefits. It is acceptable to have a

manager do the actual termination, as long

as the proper channels are followed. In fact

it may be wise for the doctor to distance his

or her self from these proceedings and stick

to doctoring.

It is an absolute necessity to obtain any

keys, credit cards or any other practice

possessions immediately. There are many

cases of documented sabotage involving

the violation of this procedure.

An even greater temptation for sabotage is

to terminate an employee with two weeks’

notice. This a perfect invitation for this person

to be unproductive or diabolic within your

office. A prudent employer will already have a

replacement lined up to step right in the position.

To have an all-star team, you have to be

ready to play an all-star game.

Happiness and enthusiasm are contagious and are self-perpetuating. Friendly people with high energy levels are a welcome addition to any group of people anywhere. If you truly believe that there are no dress rehearsals in life then you should make the most out of every waking second. For a practice to approach excellence, there is no room for pessimism. Surround yourself with enthusiastic, joyous, energetic employees with the other previously mentioned attributes and your practice will prosper.

7. Self Managing

Once you have found staff with the positive attributes, you need to make sure that they are self-managing. There are employees that know just what to do, but will not perform unless directly supervised. This is a drain because you need two people to do the job of one. There is nothing wrong with the concept of a manager, but if you must literally stand over someone to ensure progress, you have an employee that is not self-managing. Self-managing employees are a pleasure to work with and take all the effort out of management.

8. Learners vs. Non-learners

It is always preferable to hire experienced employees, but often not possible. It is a joy to hire an employee that catches on quickly. It is stressful and regressive to have employees that need to be continually told how to do a task. Unfortunately, some employees never seem to catch on. Our practice has a three month training period where employees are given some slack on learning their job. If they require continual instruction on learning repetitive tasks, then they probably won’t remain on staff.

Hire competent, unconditionally committed, offensive, givers that are self-managing, joyous learners and you will love your job.

Termination

Dr. Joseph Niamtu is a cosmetic surgeon who practices in

Midlothian, VA


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Taking on the WorldDeveloping A “World Class” Medical Practice

As President of The Professional Image, Inc. and Editor-in-Chief of this magazine, I have had the privilege to work with many medical industry leaders who have over time developed a World Class Practice. Being World Class does not mean being known the world over. It means bringing a quality and value to your practice, your patients and your life that is unsurpassed anywhere else. The popular saying “Rome Was Not Built In A Day” applies here as developing a World Class Practice does not happen overnight either. It requires many things, including constant care and nurturing and, the least of which, recognizing opportunity.

For over twenty-five years, I have worked with hundreds of physicians to help them build a “world class” medical practice and business through public relations, marketing and consulting. My clients and I have survived at least three recessions, including the most recent one, and understand that each one brings a new set of challenges, as well as opportunity. Focusing on the opportunity will lead to excellence in all areas of your life and business practice.

In today’s fast-paced, high-stakes, competitive medical environment, looking at your practice from a “business” point of view will provide enormous benefit. At TPI, we have developed a 7 Step System that will help you gain clarity and equip you with skills to not only navigate this new economy, but proven skills that will help you build a “world class” practice that matches your level of surgical expertise.

By exploring various alternatives to your current methods, you will feel:

• Anincreaseinmotivation

• Haveahigherdegreeofaccountability within the practice

• Findagreaterfocuswithpin-point clarity

• Developaclearersenseofdirection

• Identifyandenhancepersonalstrengths

• Identifyandeliminate/minimizepractice weaknesses

• Haveincreasedeffectivenessand confidence

• Seeahigherleveloforganizationandstructure

• Realizetheabilityforgreaterearning potential

• Findtimeforpersonalpursuits,family and friends

To do this, you need:

• Tomakeacommitmenttoyourself and to your personal success

• Surroundyourselfwithastrongteam that understands what you want to achieve

• Developavisionofyourfuture

• Assessyourcurrentreality

• Developasolidstrategy

•Initiatenewpublicrelationsandmarketing programs

• Learnhowtomaintainyoursuccess

• Ultimatelyfeelengagement,fulfillment and reward in your professional life

“You can start by finding a moment of uninterrupted time so that you can sit down with a pen and paper and begin a brief analysis of yourself, your practice and where you want to take it. The sky’s the limit! And the time

is right to let the world know just who you are.” Angela O’Mara.

Mind The Gap Those that have traveled the London Underground will recognize this phrase. It is used to let travelers know that between the station platform and the train, there is a small but dangerous gap that must be crossed in order to step on the train and thereby reach your destination. The same is true of your practice. Between “what you have” and “what you want” is a gap. Between where you are now and that “world class” status is a gap. The first step towards practice success is to realize what this gap is and how to safely cross it. For most of us there is generally something lacking. This lack might be money, time, energy, quality staff, location, adequate space, technology, business plan, team spirit, to name a few. Start by doing a practice-assessment to find your gap (go to www.bigmedicinemagazine.com/bigstrategy for your FREE questionnaire.

When doing an assessment consider the following areas: • Personal Effectiveness • Practice Leadership • Staff Leadership • Marketing Needs List • Sales Programs • Team Ability • Time Spent on Superior Skill • How Supportive Is Your Environment • Organization • Finances • Personal Health and Well Being • Inter Office Communication


AngelaO’Mara

Those that have traveled the London Underground will recognize this phrase. It is used to let travelers know that between the station platform and the train, there is a small but dangerous gap that must be crossed in order to step on the train and thereby reach your destination. The same is true of your practice. Between “what you have” and “what you want” is a gap. Between where you are now and that “world class” status is a gap. The first step towards practice success is to realize what this gap is and how to safely cross it. For most of us there is generally something lacking. This lack might be money, time, energy, quality staff, location, adequate space, technology, business plan, team spirit, to name a few. Start by doing a practice-assessment to find your gap (go to www.bigmedicinemagazine.com/bigstrategy for your FREE questionnaire.)


Envision Your Future While none of us need a crystal ball to tell us that things have changed, it will take some insight on your part to develop your own personal vision and determine how you are going to adapt to the changes, and develop the “world class” practice you deserve. As they say, what you see is what you get.

Take A Reality Check To begin, many of us are in denial about the current situation, are operating out of fear, or are too overwhelmed with daily minutiae to want to find the time to face the facts. However, in order to be successful and survive a failing (or failed) economy, to do your best and build a more secure financial future, you are going to have to take out that pen and write yourself a prescription for success. Generally, once you do this, things are not always as bad as they seem and you begin to see the opportunities that are placed in front of you every day. By doing the personal practice assessment first, it will help you have a clearer view of your current reality. When I have gone through this phase with a physician, it always amazes me to see how many open ended and incomplete projects they have that are holding them back. Once you do the analysis it helps you decide which of these projects are worthwhile (if any) and let go of the ones that are going nowhere. This gives you fresh ground to begin to build toward your success.

Prescription For Success Developing a strategy for your practice and implementing it is vital to your success. Your strategy should include long and short term goals, and daily action items. As well as including goals, your strategy should also include financial needs and financial growth opportunities, staffing needs, role designations, ideal marketing budgets and outlets and, of course, time off for you so you can regenerate. It’s easy to build surgery and consultation time into the weekly schedule, but not as easy to include time for business building, planning, implementation meetings, creativity, sales goals and other assessments (including a round of golf or other leisure activity) that are critical to the health and future success of the practice, and you.

Jumping In Until you implement a strategy, you don’t actually know if it’s going to work. Of course, you can follow the example of others, or copy things they have done, but don’t forget that this is YOUR vision that you are creating and there is not a one-size-fits-all rule here. The world class surgical skills you learned in school, residency, fellowship programs and your own practice did not happen overnight. And, guess what, your

skills will only continue to get better and mature with time. In order to achieve “world class” recognition you must be willing to devote the same time to it. Making fundamental choices to change your life can seem risky. Making grandiose ideas come to life seems risky too, but the payoff will be tremendously lucrative and will free you up to really enjoy life the way you want to. The riskiest thing you can do is nothing. Inertia is NOT going to make it through in any economy – good or bad. Get proactive about your practice success and you will find that it will ignite excitement, not just in you, but in your staff too.

Public Relations and Marketing There are no mysteries to solid, strategic PR and Marketing but in an economy like this you have to stop wasting time and money on hiring the wrong people or thinking that you can do everything for yourself. I tell my clients “You keep doing what you do best – surgery, and I will keep doing what I do best, PR and Marketing.” It works too because all of my clients are holding steady with practice revenues and are continuing to see themselves on TV news shows and are regularly interviewed by the media. They are all considered “world class” world authorities in their respective fields. With PR and Marketing you also have to do a separate strategy that is different from your practice building strategy. You also must surround yourself with people that can implement a highly creative campaign that gets attention. Public relations is still the most credible and cost-effective way to promote a practice. Appearances on TV and articles written about you in newspapers and magazines offer a third party endorsement that advertising and internet promotion cannot. This is a good time to evaluate everything from logo and stationery, to brochures and website, advertising, social media and branding, events and PR effectiveness.

Keeping Your Edge Just when James Bond takes that final leap looking battered, tired and dusty, we think “this must be it for him” but it never is because he never gives up. And he always comes out looking suave and debonair and ready for the next adventure. Like James, you also need to learn how to keep the “edge.” To keep your name in lights, to keep your practice thriving, to keep living your life the way you want, you must be vigilant about your success. While this will not take as much of your time as your initial “gear up to success” has, it is still an area that should be constantly monitored in weekly staff meetings where you can keep a close eye on sales increases, budgets and spending, ROI (return on investment), staff and attitudes, leadership and the other many details that lead to total success and personal fulfillment.

Being “world class” can mean many things. In the current environment I would suggest that you attempt to be “world class” in all aspects of your practice and your personal life. Not only will you feel great about your creation, but your staff and patients will appreciate it too. And the payback to you will be incredible. Enjoy!

You have worked hard to get where you are. Isn’t it time you started enjoying it?

Note: To order your copy of “Lights! Camera! Action! The Plastic & Cosmetic Surgeon’s Guide to Obtaining Priceless TV, Magazine and Other Media Exposure” it is available at www.amazon.com and www.theprofessionalimage.com

“In my 25 years of working in the medical industry almost all doctors tell me they are happiest when they are doing surgery.”

Angela O’Mara


We Asked The Doctors!

“Effective non-invasive body-contouring.”Marcel Daniels, M.D., F.A.C.S., Long Beach, CA

“Refinement of the 360 Facelift.”Brent Moelleken, M.D., F.A.C.S., Beverly Hills, CA

“I plan to keep patients more involved in skin care and minimally invasive procedures.”Joe Niamtu, III, D.M.D., Midlothian, VA

“Fractora Radiofrequency skin treatment.”Rick Noodleman, M.D, Campbell, CA

“Fat grafting using stem cell extraction techniques.”Lavinia Chong, M.D., F.A.C.S., Newport Beach, CA

“Adding an associate will allow me more time to write a long in process textbook on Rhinoplasty and will re-energize both the staff and me.”Russ Kridel, M.D., F.A.C.S., Houston, TX

“We will shortly be implementing the use of Cellulaze, the only treatment that actually is effective in removing cellulite.”Harrison Lee, M.D., D.M.D., F.A.C.S., Beverly Hills, CA

“Will add several staff and focus on efficiencies and service-oriented processes.”J. David Holcomb, M.D. Sarasota, FL

“We are going to increase our social media presence since this is how much of the rest of the world keeps abreast of new insights and technology.”Steven Pearlman, M.D., F.A.C.S., New York, NY

“An App for my practice and upgraded web sites.”Andrew Frankel, M.D., F.A.C.S., Beverly Hills, CA

“Combining the most advanced modern technologies with a holistic approach, so we can formulate an individualized, comprehensive plan for patient wellness.”Kedy Jao, D.O., F.A.A.F.P., La Mirada, CA

“Expand our non-invasive treatment modalities to decrease patient recovery times.” Michael Will, DDS, M.D., F.A.C.S., Ijamsville, MD

“A CO2 laser for facial rejuvenation.”Vishal Kapoor, M.D., Beverly Hills, CA

“Bringing a new associate into the practice. Also looking into purchasing a new laser.”Juris Bunkis, M.D., F.A.C.S., Rancho Santa Margarita, CA

“We are adding a specialist in breast augmentation and reconstruction as well as massive weight loss issues.”Toby Mayer, M.D., F.A.C.S., Beverly Hills, CA

“Having specialized in facial plastic and cosmetic surgery for over 35 years, we have added a plastic surgeon to do the body work in our clinic.”Richard Fleming, M.D., F.A.C.S., Beverly Hills, CA

“Further streamlining our services and adding a concierge surgical suite to our facility.”Brian Bacot, M.D., St. Thomas, VI

“Expanding my practice to include a Medical Spa.”Kevin Sadati, M.D., Newport Beach, CA

What NEW item, action or servicedo you plan to add to your practice this year?

They TOLD US!

Dr. Bacot Dr. Fleming

Dr. Noodleman

Dr. Lee

Dr. Moelleken

Dr. Pearlman

Dr. JaoDr. Kridel

Dr. Kapoor

Dr. Will

Dr. Chong

Dr. Bunkis

Dr. Mayer

Dr. Sadati Dr. Niamtu

Dr. Frankel

Dr. Daniels

If you would like to participate in our “We Asked The Doctors They Told Us”section, write to us at www.bigmedicinemagazine.com.


So You Want To Be A Doctor?HERE’S WHAT YOU REALLY NEED TO KNOW!

At the ripe old age of 7, I told my parents to stop calling me Greg and begin referring to me as Dr. Bill. Strange you might think, especially for a boy that did not come from a family of doctors and who did not know anyone named Bill. That was then, this is now and after years of training and perseverance I can now call myself “doctor”. This title has brought with it frequent requests to encourage others about a career in medicine. But, as happy as I am in my decision, I need to make a small confession. I do not recommend this path to just anyone. So why would I not recommend a medical career? The answer is complex and the journey much different and more challenging. To better understand how medicine has changed, we need to consider three factors: Technology, Relationships, and Entrepreneurship.

Technology. As much as we love to embrace technological advancements, they bring added responsibility to maintain a learning curve that is increasing at a rapid pace. Many of these new procedures, devices, and products were never dreamed of when we were in medical school and suddenly they are available to us. The challenge lies in determining not only how best to use them, but ultimately understanding their real efficacy. And while a new device may be beneficial, there may simply not be room in the budget to incorporate it.

Relationships. More to the point, the patient-physician relationship. The Internet has forever changed medicine by providing immediate information on every aspect of health care that empowers patients with information they can use to better their health, making the patient more pro-active. With that comes responsibility for both parties to interact in a new way. Physicians must listen to their patients and patients must exercise compliance with their provider’s advice.

Entrepreneurship. Physicians are taught procedures and how to deal with disease. We were never taught how to run a business. In fact, many of us were told (point blank) in our training that “medicine is not a business”. It should come as no surprise that many physicians face tremendous frustration coming out of medical school leveraged with debt, trying to start a practice, but not knowing where to turn for solid advice. Add to this a political atmosphere where the easy solution for cutting health care expenditures is simply reducing physician reimbursement and you are looking at an incredibly hostile and scary environment.

So why do I keep practicing medicine? Simple. Medicine has changed, but many of the aspects that challenge us can become the same tools with which we can actually take health care to a new exciting level.

CONSIDER THIS!Technology. Is the lifeblood that allows us to achieve increasingly more natural and more durable patient results. Many of the procedures and devices we use were not available during our formal training. Tremendous responsibility rests on our shoulders to not only educate ourselves to this brave new world but also to learn how to effectively harness it through the appropriate training channels.

Relationships. Communication is another component of medicine that has changed dramatically but is actually changing for the good. We never expected to reach potential patients through blog postings but today this is a reality. As a frequent writer, even though I am working harder and longer to distribute information online, I am also creating a client base that is far more engaged and proactive in the health care delivery process than ever before.

Entrepreneurship. This may be the biggest challenge. I recently had the honor of joining the world’s largest group of innovators, the Entrepreneur’s Organization (EO). I joined because I was frustrated at what I felt was my lack of business acumen. I quickly became aware that running a business is not the most important key to growing a medical practice—entrepreneurship is. The days of simply hanging a shingle and waiting for patients to come are over. Through my interactions with fellow EO members, I have changed how I view my practice. I now view it as a startup. My product is good results but my ultimate goal is to bundle these results in a positive and branded patient experience.

“My gut feeling is that the new age of medicine lies in this direction and that those of us who heed the challenges and embrace them as stepping stones to a higher level will take health care, and their practice, to a new level.” Dr Gregory Buford.

Not that we doubt you are questioning your choice of career, however, at BIG Medicine Magazine™ we do get lots of questions from doctors asking how they can adjust to this economy we call medicine so we asked Dr. Gregory Buford, a plastic surgeon and author of Beauty and the Business, for suggestions that might help you put your best surgical foot forward.


Where There’s MoneyThere’s MISCHIEF!

For one doctor it started with medical vendors thanking him for paying them twice in one month.

For another doctor it started with a few missing checks.

For both of them, they were seeing a shrinking profit margin, higher overhead, unnecessary purchases and undocumented bonuses. Busy with patients, staff requirements and insurance outlay, the doctors rarely took time to review their accounts, trusting that their finances were in the hands of a loyal and dedicated employee. Employee embezzlement has reached epic proportions, costing U.S. businesses some $652 billion annually, according to the Association of Certified Fraud Examiners. www.acfe.com. Medical groups are particularly vulnerable, especially those in private practice.

Many physicians grant exclusive bookkeeping authority to one person. Some even give that person power of attorney over the practice. Both of these are fatal mistakes. According to experts there are classic mistakes doctors make.

• They don’t review their credit card statements

• They don’t always sign their own checks

• They do not keep track of insurance billing and reimbursement

• They don’t review in-house bookkeeping records or patient payment schedules

• They don’t monitor bank deposits or know when a reimbursement check was received, or when cash was used as payment

• They don’t compare regularly (if ever) the in-house bookkeeping record against the bank statements

According to a recent article published by the BBC (British Broadcasting Company), poor spelling can cost millions of dollars in lost revenue for internet businesses. Entrepreneur Charles Duncombe says an analysis of website figures shows a single spelling mistake can cut online sales in half. Sales figures suggest misspellings put off consumers who could have concerns about a website’s credibility. Poor spelling is a serious problem for the online economy, he says. Most medical practices now have an on-line presence, be it a website, blog or social media page. However, when a patient contacts your office asking questions via email, the questions to ask yourself is “who is answering these emails,” and “can they spell correctly?” Remember, 99% of the time, on-line communication is done using the written word. Even college graduates are using text speak in their communication. As time consuming as it seems, you might want to review all document templates used by staff members, and monitor outgoing emails to make sure that spelling mistakes are not costing you money.

Becoming familiar with employee theft and embezzlement schemes can help you formulate protective strategies. Many thefts occur at the front desk, where employees simply pocket the cash paid for copays and other fees. The office checkbook is another popular method for misappropriating funds. The person committing fraud simply writes a practice check for personal use and then records it in the check register as a practice expense. Dishonest employees in smaller practices (who handle most if not all of the accounting responsibilities) have been known to open a second account in the practice’s name, deposit money into it using a signature stamp, and treat it as their own. The physician never knows the account exists. Patient refunds are another favorite among petty thieves. Larger practices process hundreds of refunds a month, so it’s easy to process five or six fictitious ones using a patient’s name (or an invented one). The employee then takes the falsified refund checks and deposits them into their own account using an automated teller machine (ATM) and they almost always get away with it.

There are many ways to catch a thief, and many more ways for a thief to ruin you. Be on your guard!

Can Spelling Mistakes Cause A Loss In Revenue?


My father-in-law was well into his 90’s when he was hospitalized and began a quick descent, health wise. His situation was further complicated by living some 3,000 miles from my wife and me, the only people willing and able to help with medical decision-making, residence choices, and management of financial affairs. This was a difficult learning experience and one that made me think about who would be there to help if family is not available, or family dynamics rule out one or more relatives. The answer turned out to be licensed private professional fiduciaries who, by court appointment, serve as guardians, conservators and personal representatives of estates. They also serve by agreement as trustees, representative payees, or as agents under powers of attorney. Additional information is available on the Professional Fiduciary Association of California website [www.pfac-pro.org]. Outside of California go to www.guardianship.org.

After this situation with my family I decided to use my prior legal and financial experience to become a private professional fiduciary. I serve my clients in one or more of the above capacities. A typical client is between 75-100 years of age with no children; or the children are otherwise engaged; or there is conflict, and possibly litigation, among family members; or the parent passes away without an estate plan. A professional fiduciary can help ease the pain among family members by acting as an unbiased liaison and expert decision maker during this difficult time.

A memorable case is where an MD client with a family and busy practice came to know that his adult sibling was stealing from their elderly mother’s trust and brought suit against the sibling. The forensic accounting that I produced documented the theft with the information used to remove the sibling as trustee and bring charges against him. None of us want to think that this type of thing happens in families but, unfortunately, it does. Most physicians, or parents of physicians, probably have planned their future by preparing an estate plan in consultation with legal and financial advisors. They may even have periodically amended the Plan to reflect changing circumstances. But the weak link often is implementation at a stage in life when one is least able to take care of financial choices. Often times, when this situation is finally realized by other family members it can be a mess to sort out.

What to do? The chart below will identify the primary alternatives of who or what is able to assist you, and the up and down side to each.

As physicians, you make medical determinations about the competency of your patients and address insurance matters, HIPPA rules, and the concerns of your patients’ families. A licensed fiduciary can do that too. You pay bills, including taxes, and spend time with investment advisors. As do I in my capacity as power of attorney, successor trustee, conservator and/or estate administrator. Just as physicians have a professional but intimate relationship with their patients, so do licensed private professional fiduciaries.

The relationship starts with one or more meetings and the fiduciary’s review of the documents which govern their responsibility and liability to the client and his/her family. The critical element is trust and confidence, as it is in a medical practice. The fiduciary has the legal and ethical responsibility to carry out his clients’ wishes, and the client has to have trust and confidence in the fiduciary to do so.

Keeping a family happy is important. Keeping an aged parent safe, secure and living within the means they planned for is imperative.

Who’s Looking After Your Parent’s Money?

Family Member or Good Friend to serve as power of attorney, successor trustee, or executor

Financial Institution – Trust Banks or non-profit entity

Licensed Private Professional Fiduciary

UP SIDE: high level of trust; little or no cost

DOWN SIDE: nominee not capable of dealing with complexities nor available when the need arises; distrust within family

UP SIDE: professionals; no concern for succession; large staffs

DOWN SIDE: expensive; bureaucratic; inflexible. Focus is on managing finances not personal or health matters

UP SIDE: licensed by a State Agency with public disclosure; bondable; moderate expense; personal service

DOWN SIDE: potential succession issues; geographical reach is limited

Like everyone else, physicians have aging parents with personal and financial needs. But who will take the reins when your parents are no longer able to do so? What if the stress of managing your parents and their finances becomes a burden to you, or worse, causes fall outs within the family unit. BIG Medicine Magazine™ talked to Herb Cohen, of Fiduciary Plus. Herb has worked with many physicians in this regard.


All jokes aside, it can be tough to be a doctor and especially one who uses the media to further their brand. To be a doctor on TV, you must also back it up with academics, education and stellar patient results. To be a doctor on TV you must also remember to never take it all too seriously. Life is too short not to have fun.

Marcel Daniels, M.D.Plastic Surgeon Long Beach, CA


Those are the famous words of soap opera actor Peter Bergman when he did a 1986 commercial for Vick’s cough syrup.TV has made a lot of other doctors famous too. Real and imagined. Dr. Doug Ross has a Wikipedia page detailing his entire medical career. So does Dr. Gregory House. Neither of these men are real doctors. Dr. Ross was a character played by actor George Clooney on the TV show ER and Dr. Gregory House, better known as House, is played by British actor Hugh Laurie. Both ER and House have won Emmy’s and Golden Globes. Another highly popular medical TV show, Grey’s Anatomy, became the highest-rated drama in the key demographic – the 18-49 year old age group, and was among the overall top-ten rated TV shows in the United States. So what does this tell us? That America LOVES its doctors!

Now many of you may have the opinion that there are real doctors on TV news shows and documentaries that are less qualified than you, or may have less experience than you and you are wondering “How the HECK did they get on TV?”For the moment though, let’s take a walk down medical memory lane and look at the “Who’s Who” in Medical TV history. Medical shows, comedic or dramatic, play a BIG part in the lives of the American consumer and some of these doctors have become the most loved and recognized TV characters of all time. Perhaps there are a few “pearls” to be gleaned from this line up.

Benjamin Franklin “Hawkeye” Pierce(Alan Alda, “M*A*S*H”)

Adapted from Robert Altman’s 1970 film MASH, the long-running TV series was a gentler version of the original comedy about doctors in the Korean War. Alan Alda’s Hawkeye Pierce was the show’s anchor, using humor to deflect the tragedy around him.

Marcus Welby(Robert Young, “Marcus Welby, M.D.”)

Robert Young played the friendly family doctor Marcus Welby who first appeared in a movie-of-the-week in 1969 and returned later that year to star in a series that ran through 1976. Although the theme may not fit current types, his character remains one of the most indelible TV doctors of the era.

James Kildare (Richard Chamberlain, “Dr. Kildare”)

Dr. James Kildare was a fictional doctor on radio, TV and in comic books dating from the 1930s, into the 1960’s and with a short lived TV series in the 1970s. The most memorable version of Dr. Kildare was played by Richard Chamberlain. The show quickly achieved success, encompassing 190 episodes and sparking a new generation of medical shows.

Cliff Huxtable(Bill Cosby, “The Cosby Show”)

Dr. Cliff Huxtable was the amiable and bemused father figure who was always ready to deliver advice, when he wasn’t delivering babies. Bill Cosby’s character helped the show run for eight seasons from 1984-1992, and it was one of the biggest shows of the 1980s.

Doogie Howser(Neil Patrick Harris, “Doogie Howser, M.D.”)

Doogie Howser breezed through school to become a doctor at 16 (only on TV), which meant he had to tackle the trials of being a teenager while also dealing with the adult pressures of the medical world. The show made Neil Patrick Harris a household name and he remains in the spotlight today.

Doug Ross(George Clooney, “ER”)

“ER” ran for 15 seasons and moved a large number of actors through its cast but initial star, George Clooney, was the show’s most defining presence then, and now. Clooney played Dr. Doug Ross a caring pediatrician willing to break the rules to help people; he left the show during its fifth season. America will never forget that George Clooney’s big break was in the “ER”.

Are You AREAL DOCTOR?


So next time somebody asks if you want to be on TV, you might want to say YES!

Miranda Bailey(Chandra Wilson, “Grey’s Anatomy”)

“Grey’s Anatomy” has been popular since its 2005 debut, and a big part of that is the supporting work of Chandra Wilson as Dr. Miranda Bailey, whose tough persona helps shape the younger doctors. A first for female doctors, Miranda shows us how difficult the world of medicine can be.

Julius Hibbert(Harry Shearer, “The Simpsons”)

On a lighter note, we can’t forget about the cartoon doctors. Always chuckling and seemingly indifferent to the ups and downs of life in Springfield, Dr. Hibbert, a spoof of Cosby’s Huxtable, is one of the most enduring and hilarious characters on “The Simpsons.”

Leonard “Bones” McCoy(DeForrest Kelley, “Star Trek”)

Neither can we forget about space doctors. “He’s dead, Jim.” Leonard McCoy was a surgical staple of the original “Star Trek” TV series. Known for his dry humor and comic pessimism. Dr. McCoy was not quite the doctor to the stars, more like the doctor in the stars, pun intended. He even put in an appearance in the pilot episode of “Star Trek: The Next Generation.”

Sean McNamara & ChristianTroy(Dylan Walsh & Sean McMahon “Nip/Tuck”)

They say truth is stranger than fiction. This show made plastic surgery even more popular due to its bizarre plots and even more bizarre procedures. Not to mention the fast cars, handsome doctors and gorgeous half naked models. The show earned 45 award nominations, winning a Golden Globe and an Emmy Award. According to the Internet, series creator Ryan Murphy says that the medical cases on the show are “100 percent based on fact”.

Gregory House(Hugh Laurie, “House”)

Hugh Laurie was a well-known comedic actor in England before his performance as the ailing and grumpy Dr. House brought him widespread recognition in the U.S.A. House is a tough man, but not without compassion for his fellow doctors and patients, although sometimes it’s hard to see. The series has remained popular even after six years on the air. At one point House was among the top-ten rated shows in the USA, has been distributed to 66 countries, and has received five Emmy’s, two Golden Globe Awards, a Peabody Award and nine People’s Choice Awards.

I Just PlayOne On TV

NO!


Industry Transformer

Smile and The World Smiles With You

The Face Lift Dentistry® procedure is the first dental treatment to idealize profile proportions, improve jaw position, and provide better support for the soft tissue of the face without surgery. Dr. Sam Muslin created the Face Lift Dentistry® procedure, a system of assessing and treating facial cosmetic issues that goes far beyond “Just the Smile”.

Now we all know that to achieve the full effects of a real facelift surgery requires a skilled plastic surgeon, however, Dr. Muslin is finding that dental aesthetics can go hand-in-hand with plastic surgery and, as pioneer of the Face Lift Dentistry® treatment, he is paving the way for the future of true facial harmony. The Face Lift Dentistry® treatment actually permanently lengthens and re-shapes the face while idealizing the jaw position. Cosmetic Dentistry alone cannot offer this same result. Dr. Muslin is now teaming up with other physicians that specialize in plastic surgery of the face to bring patients a new option in age reversal.

The Face Lift Dentistry® procedure makes the most of facial characteristics to naturally improve the smile, profile proportions, facial shape, jawline, and overall health of a patient. Thin lips can appear fuller without artificial fillers and implants because the newly improved teeth and jaw position better support them. The face is permanently lengthened to a more youthful shape to smooth out wrinkles and

minimize fine lines with his exclusive Face Lift Dentistry® bite correction method. The jawline is stronger and in better proportion to the rest of the face, so that a patient’s appearance is improved from every angle even when they are not smiling. This procedure improves the shape of the patients face in a way that is not possible with any other cosmetic treatment. Additionally Face Lift Dentistry® treatment has a huge health benefit by idealizing the jaw position.

Dr. Muslin, who is a Master of the Academy of General Dentistry says, “the most important aspect of the non-surgical Face Lift Dentistry® procedure is the geometrical, functional and three-dimensional analysis that I develop for each patient.” According to Dr. Muslin, every single person needs something completely different to improve his or her face and profile. He uses a live motion camera so patients can observe themselves to see what he sees from all angles. Plus he takes over 50 different photos from various angles and expressions to develop the absolute best facial support and jaw position within biological limits.

The Best Cosmetic Dentist and MoreThe Face Lift Dentistry® procedure requires highly specialized equipment, many years of experience, and the ability to think beyond standard cosmetic dentistry. In order to achieve the very best results for the patient, the dentist must have the vision of an artist along with the

technical capability to move accurately and quickly. Dr. Muslin has spent most of his post-graduate years perfecting his techniques and now caters to a select group of patients who fly from all corners of the world seeking the most advanced cosmetic dentistry so that they look younger and live healthier.

Dr. Muslin says that each patient he sees presents a different set of health and aesthetic problems, and every patient wants a unique look. No Chiclet teeth here! With over 30 years of Hi Tech dentistry experience Dr. Muslin offers his patients the latest technology and superior artistic skills for results that are natural looking and as functionally comfortable as possible. Whether the goals are purely cosmetic or there are significant TMJ health issues to resolve, in the end each person will have anti-aging results that will last.

Take A Bite Out Of ThisWhat most people do not realize is that their teeth and bite position directly impact the shape of their face and the support for their soft tissue. As we age our teeth become shorter every year from normal chewing and grinding. This tooth shortening leads to a loss of vertical dimension in our faces. Oval shaped faces become round and fat. Jawlines recede into weak chins. The distance between the tip of the nose and the bottom of the chin is literally getting smaller every year. Soft tissue

We all know that a great smile can light up a room. But did you know that there is a new level of Hi Tech Dentistry that is providing better aesthetics for the entire face and profile while reversing the signs of aging? With a specialty focus of transforming lives by not just creating a phenomenal smile, but also improving facial shapes and proportions even when you are not smiling, Santa Monica based Cosmetic Dentist Dr. Sam Muslin has developed a new paradigm in health and cosmetics. We all know that several cosmetic dentists promise us that perfect Hollywood Smile, but now the bar has been raised beyond just typical “smile dentistry”. We are moving into a whole new realm of anti-aging Face Lift Dentistry® that strives to improve facial shape and proportions that not only prevents premature aging, but also reverses the aging process.

Face Lift Dentistry® TreatmentPreventing Premature Aging with Hi Tech DentistryDr. Sam Muslin


“Whether the goals are purely cosmetic or there are significant TMJ health issues to resolve, in the end each person will have

anti-aging results that will last.” Dr. Sam Muslin.


sags and wrinkles, while lips become thin and compressed. Worst of all, while your chin moves north, your soft tissue succumbs to the force of gravity and moves south making you look old. Dr. Muslin will tell you that, people look old because they never had the best bite for their faces.

The bad news is that the shape of a face and its bite position are formed between the ages of 6 and 13 without any precision. Very few of us had a perfect bite to begin with but over time even the slightest bite issue is exacerbated and the results show up on the face. Lips that were once full can look squished and thin. Soft tissue that once tracked the jawline begins to sag and wrinkle. All of these effects are exacerbated by a bite and jaw position that is not ideal. By optimizing the teeth for an ideal bite and jaw position, the aging face can appear naturally years younger. Patients who look older than their actual age, or even angry because of short and worn down teeth, can reverse these signs of aging while improving their health.

Other patients of Dr. Muslin suffer significant bite issues like underbites, overbites, and cross bites. All of these conditions have significant health consequences and the cosmetics are not any better. Overbite conditions force the lower jaw back causing a weak chin, while underbite conditions push an oversized

lower jaw forward. Some people suffer with extensive TMJ pain, muscle tightness, and tension headaches that are in a large part attributed to their bite and jaw position. Too often this is not diagnosed before the pain is extensive and some damage is irreversible. Regardless of the bite condition the Face Lift Dentistry® procedure offers an effective over bite correction and under bite correction that improves the jaw position while dramatically improving the smile, facial shape, and profile.

Aesthetics Are EverythingSometimes the aesthetic goals of the patient require a dual approach. The bite and jaw position is idealized with the Face Lift Dentistry® procedure while the plastic surgeon improves the tissue appearance. Several of Dr. Muslin’s patients have undergone facelifts or implants both before and after Face Lift Dentistry® and the results are unprecedented. It is remarkable how a chin looks far better after the jaw is ideally positioned. Likewise a facelift appears even more impactful when the face is restored to a more youthful shape. There are certain changes that only a plastic surgeon can make and certain changes that only the Face Lift Dentistry® procedure can make so working together can be key.

One of the best parts about the Face Lift Dentistry® procedure is that it is non-invasive. This means that grinding on healthy natural

teeth is not necessary. Any existing old fillings, crowns and decay are removed and natural healthy teeth are cleaned. Specialized porcelain veneers and porcelain Venlays™ are artistically crafted to function as an organized system to create the bite and jaw position needed. This system is three dimensionally designed by Dr. Muslin to support soft tissue, enhance the profile and optimize the facial shape for each person individually. Once the porcelain is bonded into place the results are immediate and there is no healing time.

Biological Compatible MaterialsWith biologically compatible dental materials, and all infection removed from the mouth, the health of the patient is dramatically improved. There is no drilling on their healthy natural teeth so all of the benefits are without any compromises. For the first time in their lives, people have a bite and jaw position that is not only ideal from a health and function standpoint, but one that also looks phenomenal. The facial reshaping and jaw re-positioning results of the Face Lift Dentistry® procedure are unprecedented in the field of cosmetic dentistry. Perhaps more than anything it is the ability to improve your health while looking years younger naturally that is life changing for so many.

Dr. Sam Muslin is the Face Lift Dentist® in Santa Monica, CA.



Dr. Shieh was excited when the FDA approved the LUTRONIC Dual-pulsed Q-switched Nd: YAG SPECTRA™ laser for melasma and other skin conditions (including tattoo removal) as he was able to finally offer his patients a solution that worked and was safe. He quickly adopted this new technology and it is paying dividends in happy patients. “We have used bleaching creams and other topical skin treatments to treat melasma but it has always been a struggle to obtain a good result. The Lutronic SPECTRA™ is ground breaking technology and has proven to be a miracle worker in my practice,” said Dr. Shieh.

Melasma is more prevalent in women than it is in men and also affects people with darker skin, such as those of Latin/Hispanic, North African, African-American, Asian, Indian, Middle Eastern, and Mediterranean descent. People who have a blood relative who had melasma are also much more likely to be at risk. Although causes of melasma are not yet clear, the AAD (American Academy of Dermatology) says that it likely occurs when the color-making cells in the skin (melanocytes) produce too much color. People with skin of color are more prone to melasma because they have more active melanocytes than those with light skin.

Common Causes of Melasma

Sun Exposure: Ultraviolet (UV) light from the sun stimulates the melanocytes. Even a small amount of sun exposure can make melasma return after fading, which is worse in summer. It is also the main reason why it returns again and again.

A Change In Hormones: Pregnant women often get melasma, which is also called chloasma or the mask of pregnancy. Birth control pills and hormone replacement medicine also can trigger melasma.

Cosmetics: Skin care products that irritate the skin may worsen melasma.

In addition to treating melasma, Dr. Shieh says his individualized approach to skin rejuvenation in general is what keeps his celebrity patients in the public eye. “In many instances, cosmetic treatments have become “a la carte” depending upon which cosmetic counter you visit, rather than “personally individualized” as we offer at RejuvaYou,” stated Dr. Shieh.

It’s no wonder that Dr. Shieh’s practice continues to be popular among a growing clientele. Using the right technologies with a comprehensive approach is a formula for success.;


For Dr. John Shieh of RejuvaYou Medical Spa in South Pasadena, CA working with celebrities means that he works with those IN FRONT of the camera, and those BEHIND the camera, as in the case of Kerri Kasem a well-known radio and TV host. For Kerri even though she is known as the voice of radio, she still makes many public appearances and counts Dr. Shieh’s non-invasive approach to health and beauty among her celebrity secret weapons. Dr. Shieh has been a trail blazer in his approach to non-invasive anti-aging treatment, but where he really feels he is making a big difference is for those patients who suffer with melasma.

Melasma Changes in Hormonal Levels

Dr. Shieh offers the “RejuvaYou 5 Star” approach to getting camera ready:

1. Discoloration: remove/reduce brown spots, red capillaries, fine lines with appropriate lasers.

2. Laxity: loss of elasticity causes sagging. Restoring elasticity via laser, light, and radio-frequency energy treatment is vital.

3. Deeper Lines and Wrinkles: are removed with deeper peeling agents and laser treatments.

4. Volume: loss of volume ages the face. Volume is restored with fillers and/or fat transfer.

5. Prevention: Sunscreen and Botox® are used as preventatives to control future wrinkles and sun damage.

before beforeafter after


The Robotic Hair Revolution is Here!

A Combination of Art and ScienceA pioneer in the field of surgical hair restoration and this Follicular Unit Extraction (FUE) harvesting technique, Dr. Ziering combines art, science and the most advanced technology to create exceptional, natural looking results for his patients. His refined eye for aesthetics perfectly complements his advanced hair restoration surgical skills, allowing him to offer superior solutions to those who want to win the battle against hair loss and thinning hair. With more than 20 years of experience in the latest surgical techniques, Dr. Ziering has performed thousands of successful hair restoration surgeries at his clinics in Los Angeles, Newport Beach and Las Vegas. In addition to successful hair restoration surgeries, Dr. Ziering is an expert at creating permanent facial hair solutions in the areas of eyebrows, beards, sideburns, and moustaches, as well as restoring hair lost through trauma, burns or radiation.

Over 50 Million Men Are Affected By Hair LossRecent surveys show that more than 50 million men in the United States alone are affected by male pattern baldness or androgenetic alopecia. By the age of 50, almost 50% of men will experience some degree of hair loss and one in four men will suffer some form of male pattern baldness (MPB), which has psychological, professional and social consequences for these men, such as:

• 68% of men feel helpless about their hair loss

• 73% of balding men feel they are less attractive than they were when they had hair

• 77% of balding men would feel very or somewhat concerned if they were in their 20’s, just starting their career and experiencing hair loss

Female Hair Loss Is On The RiseHair loss in women is also extremely common. Studies show that in the U.S. alone, there are 40 million women who suffer from hair loss. The causes of hair loss in women are often due to genetics, but there are other causes such as hormonal changes, trauma, traction (braids, tight pony tails, etc.), sudden changes in diet, medical conditions such as thyroid problems, general anesthesia, and stress. Some studies suggest that a majority of pre-menopausal women and a greater number of postmenopausal women will experience some degree of diffuse hair thinning as part of the natural aging process. As a result, their hair loss is very gradual and often cyclical. A medical exam, scalp biopsy and blood lab work may be required for the proper diagnosis of female hair loss.

For hair loss patients, there are prescription remedies, such as Propecia® (men only) and Rogaine® that offer some improvement to existing hair growth. However, surgical hair restoration is the only permanent solution for both men and women and one that can result in a natural, undetectable outcome.

The Robograft for Follicular Unit Extraction (FUE)Other fields of medicine successfully use robotics for safe and effective surgical procedures such as heart valve and bypass surgeries, prostate surgery, and kidney transplantation. Now the technology is available for FUE hair restoration procedures. In recent years, FUE has gained greater popularity with patients looking for an even more minimally invasive approach to surgical hair restoration than the standard strip-excision harvest method. While it has always been considered less invasive than strip-excision procedures, manual FUE is a much more labor intensive procedure for the surgeon. Until now, the challenge has been that the surgeon spent a disproportionate amount of time extracting grafts from the donor area which left little time for the all-important overall artistic hair transplant design and creation of recipient sites to achieve the natural looking result that patient’s desire. The image-guided robotic arm, which is programmed with complex algorithms and sensors, enables the ARTAS System to bring great precision and speed in harvesting grafts at the ideal angle and direction, with the optimal distance between each extracted graft and at the proper depth of incision. This allows Dr. Ziering to focus on the artistic elements of creating natural age-appropriate hairlines and restoring a full head of hair for his patients who are battling hair loss.

With the Ziering Robotic Hair Transplants, a patient can expect:• A minimally invasive approach to extracting individual follicular units• No linear incision with a scalpel or linear scarring• Precise, consistent FUE harvesting• Nearly undetectable treatment after only one week to ten days• A quick return to regular daily activities• Hair can be worn at any length or style with confidence•Onlypermanentsolutionforhairloss

Superior Surgical SkillsAs always, it still takes the unmatched surgical skill and artistic talent that is unique to Dr. Craig Ziering. His ability to create a natural, full looking head of hair is unsurpassed, and it’s no surprise that Ziering Worldwide is one of the first in the hair restoration industry to combine revolutionary medical science and aesthetic art into one.The ARTAS System designed for Follicular Unit Extraction (FUE) and was used for the first time in California at Ziering Beverly Hills.

before

1 procedure, 1575 Grafts, 15 months Post Op.

after

With a celebrity following that is unsurpassed, Dr. Craig Ziering is a true leader in hair loss solutions for men and women, and he continues to pave the future of hair restoration with the addition of Robografts! Robografts are in high demand in Hollywood -- where A-Listers request Robografts over the long-standing mircrograft. You might wonder how a robotic system could contribute to such a delicate and individual treatment such as hair restoration, but the ARTAS System designed for Follicular Unit Extraction (FUE) and as used for the first time in California at Ziering Beverly Hills, is an interactive, FDA-cleared, and physician-controlled robotic system that makes hair restoration for both men and women even more effective and provides completely natural looking results.


Industry Transformer Industry Transformer

Living In An Island ParadiseDr. Brian Bacot, M.D.Orthopedic Surgery

Dr. Bacot now owns and operates one of the most advanced orthopedic medical centers in the US Virgin Islands. With a focus on orthopedic surgery, sports medicine, tendon and joint repair and arthritis surgery, Dr. Bacot has practices on St. Croix and St. Thomas, and is enjoying living the life of an island doctor traveling by sea plane or private boat around the islands.

Prior to moving to St. Thomas, Dr. Bacot who is a fellowship-trained orthopedic surgeon and is well known for his highly developed skill in the treatment of arthritis, osteoporosis, trauma and other conditions, was the founder of a very successful practice in Atlanta, GA. With his pleasant and caring bedside manner, innovative, minimally invasive techniques, and emphasis on pain management – which all lead to rapid recovery and reduced pain – he became a surgeon of choice throughout the United States with a steady flow of patients who traveled from all over the world to see him. His philosophy of care towards his patients and his commitment to creating a physician-patient relationship that

enhances recovery is what set him apart. Dr. Bacot came to realize, however, that his goal was not simply to run the race, but to set the standard and provide the best in orthopedic health care, something he felt he could do better from an island destination, rather than an urban environment.

“Relocating a practice is not as easy as it sounds,” Dr. Bacot reminisces. “But for me, in the long run, it’s definitely been worth all the hard work.”

This year Dr. Bacot put the finishing touches to construction of Comprehensive Orthopaedic Global (COG), a new state-of-the-art medical center which is located on the island of St. Thomas in the Virgin Islands. COG offers patients a wide range of diagnostic and treatment services for conditions of the hip, knee, shoulder, foot, ankle and more, and houses a comprehensive radiology department with facilities for: X-rays, CT scans, Ultrasound, MRI, bone scans, and interventional radiology. COG also has its own surgical suite and is developing a multi-specialty outpatient surgical center.

Making friends and reaching out to people from all walks of life is what has brought Dr. Bacot well deserved success in the US Virgin Islands. Never shy to smile at a stranger, or offer a friendly word, Dr. Bacot now counts local farmers and politicians among his friends and patients.

“Being civic minded has always come naturally to me,” said Dr. Bacot. “Therefore, getting COG deeply and actively involved with local school activities, and sponsoring sporting events and teams, as well as contributing to many local charities, has become very important to me. ”

It’s also helped spread the word about Comprehensive Orthopaedic Global which has a second office location on the island of St. Croix, and consulting offices on the island of St. John, as well as on Tortola, the Capital of the British Virgin Islands. Dr. Bacot’s regular commute to the office each day goes far beyond jumping into the car and getting stuck in freeway traffic. On any given day Dr. Bacot might be seen hopping onto a local

Sea Plane if going between offices on St. Croix and St. Thomas, to steering his own boat over to the islands of St. John or Tortola where he will travel through international waters and be asked to show a passport.

“My commute to work each day is varied and energizing to say the least,” laughed Dr. Bacot. “Varied because it could be by car, boat or plane, and energizing because I get to experience the true peace and beauty of the islands at different times of the day.”

If it sounds to you that it might take the stamina of an Olympic athlete to keep pace with Dr. Brian Bacot you might just be right. Sports medicine is Bacot’s favorite area of work. A subspecialty of orthopedics, sports medicine deals with the prevention, diagnosis, treatment and rehabilitation of injuries suffered during athletic activity. The goal of treatment is to heal and rehabilitate the injury so patients can return to their favorite activities quickly, whether it’s Little League, recreational play or a high school, college or professional sport. Because of the frequent use, wear-and-

tear and risk of a fall or accident associated with sports activities, athletes are often susceptible to orthopedic injuries, including a stress fracture, chronic pain, or a tearing or stretching of internal structures. As with a sports team, there are many physicians who work together to help the patient regain maximum use of the injured limb or joint.

“Players” on the team are typically the physician, orthopedic surgeon, rehabilitation specialist, athletic trainer and physical therapist - and, of course, the patient,” explained Dr. Bacot. “I also have specialized training in the diagnosis, treatment and prevention of sports injuries, and can help athletes return to their favorite activities as quickly as possible through the most advanced, minimally invasive treatments available.” It is for this reason that Dr. Bacot is now joining forces with the Iron Man contest that runs on the island of St. Croix each year. Not that he’s hoping for anyone to sustain an injury, but if they do, he will be there on hand to give them the best orthopedic care.

So what’s next for Dr. Bacot?“Well I have many ideas of ways to expand the practice in terms of branding, product development, more advanced physician communication and training opportunities and so on,” said Dr. Bacot. “But now that we have finished and perfected the COG Medical Center on St. Thomas, we will begin laying the stones for the new COG medical facility on St. Croix.”

In 2010 Brian Bacot, M.D. was one of the first orthopedic surgeons to arrive in earthquake ravaged Port-au-Prince to take care of residents injured during one of the most devastating earthquakes in history. It became a moment in time that changed Dr. Bacot’s life forever. His involvement with international healthcare services, including teaching local healthcare professionals in Costa Rica with the international organization Healthcare Volunteers Overseas was always gratifying to him. But there was something special and unique about helping to heal the people of Port-Au-Prince that inspired Dr. Bacot to deepen his commitment to medicine and to seek a new place to call home.

“My experience in Haiti showed me how important life really is, and how fleeting it can be,” said Dr. Bacot. “I felt a need to be in an environment where I could really contribute to the

community and where, on my time off, I could nurture my own spirit.”





Industry Transformer Industry Transformer

Living In An Island ParadiseDr. Brian Bacot, M.D.Orthopedic Surgery

Dr. Bacot now owns and operates one of the most advanced orthopedic medical centers in the US Virgin Islands. With a focus on orthopedic surgery, sports medicine, tendon and joint repair and arthritis surgery, Dr. Bacot has practices on St. Croix and St. Thomas, and is enjoying living the life of an island doctor traveling by sea plane or private boat around the islands.

Prior to moving to St. Thomas, Dr. Bacot who is a fellowship-trained orthopedic surgeon and is well known for his highly developed skill in the treatment of arthritis, osteoporosis, trauma and other conditions, was the founder of a very successful practice in Atlanta, GA. With his pleasant and caring bedside manner, innovative, minimally invasive techniques, and emphasis on pain management – which all lead to rapid recovery and reduced pain – he became a surgeon of choice throughout the United States with a steady flow of patients who traveled from all over the world to see him. His philosophy of care towards his patients and his commitment to creating a physician-patient relationship that

enhances recovery is what set him apart. Dr. Bacot came to realize, however, that his goal was not simply to run the race, but to set the standard and provide the best in orthopedic health care, something he felt he could do better from an island destination, rather than an urban environment.

“Relocating a practice is not as easy as it sounds,” Dr. Bacot reminisces. “But for me, in the long run, it’s definitely been worth all the hard work.”

This year Dr. Bacot put the finishing touches to construction of Comprehensive Orthopaedic Global (COG), a new state-of-the-art medical center which is located on the island of St. Thomas in the Virgin Islands. COG offers patients a wide range of diagnostic and treatment services for conditions of the hip, knee, shoulder, foot, ankle and more, and houses a comprehensive radiology department with facilities for: X-rays, CT scans, Ultrasound, MRI, bone scans, and interventional radiology. COG also has its own surgical suite and is developing a multi-specialty outpatient surgical center.

Making friends and reaching out to people from all walks of life is what has brought Dr. Bacot well deserved success in the US Virgin Islands. Never shy to smile at a stranger, or offer a friendly word, Dr. Bacot now counts local farmers and politicians among his friends and patients.

“Being civic minded has always come naturally to me,” said Dr. Bacot. “Therefore, getting COG deeply and actively involved with local school activities, and sponsoring sporting events and teams, as well as contributing to many local charities, has become very important to me. ”

It’s also helped spread the word about Comprehensive Orthopaedic Global which has a second office location on the island of St. Croix, and consulting offices on the island of St. John, as well as on Tortola, the Capital of the British Virgin Islands. Dr. Bacot’s regular commute to the office each day goes far beyond jumping into the car and getting stuck in freeway traffic. On any given day Dr. Bacot might be seen hopping onto a local

Sea Plane if going between offices on St. Croix and St. Thomas, to steering his own boat over to the islands of St. John or Tortola where he will travel through international waters and be asked to show a passport.

“My commute to work each day is varied and energizing to say the least,” laughed Dr. Bacot. “Varied because it could be by car, boat or plane, and energizing because I get to experience the true peace and beauty of the islands at different times of the day.”

If it sounds to you that it might take the stamina of an Olympic athlete to keep pace with Dr. Brian Bacot you might just be right. Sports medicine is Bacot’s favorite area of work. A subspecialty of orthopedics, sports medicine deals with the prevention, diagnosis, treatment and rehabilitation of injuries suffered during athletic activity. The goal of treatment is to heal and rehabilitate the injury so patients can return to their favorite activities quickly, whether it’s Little League, recreational play or a high school, college or professional sport. Because of the frequent use, wear-and-

tear and risk of a fall or accident associated with sports activities, athletes are often susceptible to orthopedic injuries, including a stress fracture, chronic pain, or a tearing or stretching of internal structures. As with a sports team, there are many physicians who work together to help the patient regain maximum use of the injured limb or joint.

“Players” on the team are typically the physician, orthopedic surgeon, rehabilitation specialist, athletic trainer and physical therapist - and, of course, the patient,” explained Dr. Bacot. “I also have specialized training in the diagnosis, treatment and prevention of sports injuries, and can help athletes return to their favorite activities as quickly as possible through the most advanced, minimally invasive treatments available.” It is for this reason that Dr. Bacot is now joining forces with the Iron Man contest that runs on the island of St. Croix each year. Not that he’s hoping for anyone to sustain an injury, but if they do, he will be there on hand to give them the best orthopedic care.

So what’s next for Dr. Bacot?“Well I have many ideas of ways to expand the practice in terms of branding, product development, more advanced physician communication and training opportunities and so on,” said Dr. Bacot. “But now that we have finished and perfected the COG Medical Center on St. Thomas, we will begin laying the stones for the new COG medical facility on St. Croix.”








The Electro-Luxe FacialThe Elextro-Luxe Facial combines expertise in Skincare and Electrolysis. The two are brought together into one amazing skincare treatment that is non-invasive, pain free, thorough and results oriented. It begins with a double cleanse and a Diamond Tip Microdermabrasion to slough off dead skin cells. Then a Galvanic current (Anaphoresis) with Scaling Fluid produces a process called Saponification, which softens and opens the pores to prepare them for a deep clean and extractions. The true gift of this treatment is the application of Electrolysis, making this combination completely unique and effective. There are 3500 hairs per square inch and, as you can imagine, the follicles get clogged creating Acne, Mila (whiteheads) and blackheads. Dana’s expert hands steadily guide a sterile-micro-insulated probe into the existing follicle which applies a gentle current to heat the Mila, Acne or clogged follicle. The heat of the current sterilizes the base of the follicle and reduces bacteria. The skin is then gently cleansed once more and a second Galvanic current, this time with positive pole energy called Cataphoresis, is used to deliver Hyaluronic Serum into the skin for complete hydration and to close the pores. Finally the use of High Frequency, a germicidal technique that rids the skin of any remaining bacteria, is applied across the entire face, and the use of LED light therapy for varying skin conditions is available. Now for the luxury…… massage of the décolleté, shoulders, forearms and hands for complete upper body relaxation and hydration… this is when we say, “Please don’t make me get up -this is a little slice of heaven!”

Hollywood Hairlines for Men & WomenHairline help is not necessarily just about natural hair loss and balding. Some people may have too much hair in areas of their face and body that they would prefer not to have, while others lose hair as a result of hormones and natural occurrences, injury or surgery. Dana Elise has been restoring a natural side burn hairline and helping many men after facial-lift surgery where the beard hair has been pulled behind the ear. Dana works closely with many Plastic Surgeons, Endocrinologists and Dermatologists on other interesting and demanding cases -- women that suffer Polycystic Ovaries (PCOS) and excessive hair growth from the imbalance of female hormones have gone to Dana for help. She also works closely with the Transgendered community in the removal of entire beards through Accelerated Electrology, where two Electrologists work simultaneously to clear an entire area, head to toe, beards, backs and bikinis. Even unsightly Ear Hair does not stand a chance with Dana around. With a team of professional and seasoned Electrologists, their expertise results in Hairless Bliss!

Skincare for Pre and Post Facial SurgeryGlowing, youthful skin is a must have in Hollywood and beyond, and Dana Elise and her team of Estheticians have tailored several skincare treatments with IS Clinical, Specialty Peels, O2 Oxygen Facials and Cosmelan Peels specifically for people of color and clients with hydrating needs, as well as other specialty treatments to get their skin into fantastic shape prior to facial surgery. Many patients have the need for microdermabrasion, extractions, hydration, and correction of discoloration or Hyperpigmentation that needs to be attended to before and after surgery. If a clients is having a Rhinoplasty for example, and has blackheads that need removal, this must be done prior to surgery as you will not want to disturb or press against the nose for 6 months to a year after surgery. Dana works closely with surgeons to prepare the skin prior to cosmetic surgery so that the overall appearance is youthful, refreshed and even toned.

Dana Elise Solutions offers each skin care client a thorough and detailed private consultation, and develops a custom program designed with home care products for ultimate effective results. Dana believes in beauty from the inside out and looking and feeling your best. A True Fusion of Health, Beauty and Science.

A Small Slice Of HeavenDana Elise Solutions in Beverly Hills has been delivering exceptional skin care to Hollywood’s “who’s who” for almost 30 years. With signature treatments such as the Electro-Luxe Facial and the Hollywood Hair Line, Dana has garnered a great reputation among top dermatologists and plastic surgeons because of her depth of knowledge when it comes to skin health, and her understanding on how to keep skin optimal both Pre- and Post- Surgery. She is also known widely throughout the entertainment and film industry as the “go to” skin care expert at many red carpet events. As a leader in the art of skincare and the science of hair removal, as well as a carefully-chosen selection of other aesthetic services, Dana offers safe, effective solutions for troublesome skin, and a unique fusion of health, beauty and science in an all-inclusive approach that promotes inner health, outer beauty and greater self-confidence.


Delivering exceptional skin careto Hollywood’s “who’s who”

for almost 30 years.

before after before after

before after


Shaving Tips:1. Pre Shave: Are you using Shaving Oils?

2. DO NOT USE A DULL RAZOR!

3. Shave along the grain. For an extra clean shave reapply the shaving cream and you can go against the grain, but this shouldn’t be necessary if you used shaving oil.

4. NO heavy lather! Stick to a cream or gel that doesn’t lather heavily. Heavy lather creates resistance to the blade which leads to razor burn, ingrown hairs, bumps and redness.

5. After Shave: Since you were a wee lad, your father explained the need for aftershave yet for some reason we always picture the scene of Kevin McCallister (played by McCauley Culkin in Home Alone) shrieking like a banshee. Surprising tip about aftershave we discovered, you don’t need it.

BIG Medicine Magazine™ PicksOils: The secret weapon for a smooth, clean shave is shaving oil. Apply a few drops, wait and then apply shaving cream or gel. Oil can also be used alone.

• AmericanCrewEssentialShaveOil: Helps soften the beard for a faster, closer shave.

Creams soften and lift up whiskers and provide a lubricated path for razors to flow through.

•Kiehl’sUltimateBrushlessShaveCream: The best results for the least effort.

Gels are the BIG Medicine Magazine™ favorite if you have sensitive skin and/or manicured facial hair.

•DermalogicaInvigorating Shave Gel: It’s an oil free gel, clear texture and a little goes a long way.

Beauty & GroomingGrooming options for men are finally catching up with the many options the ladies have. The daily ritual of face shaving is finally getting the attention it deserves. Our male doctors tell us it’s more than just foam, razor, and the face; there are oils, creams, gels and moisturizers. Having the right shaving products leaves a doctor ready to seize the day so BIG Medicine Magazine’s™ crack investigative team delved right into the steamy world of shaving. We found that the key to avoiding discomfort starts by looking at the ingredients, if alcohol is one of the main ones…run. Also, foam is the shameful shaving secret of the past that no one should admit to.

HollywoodSkinKeeping a Hollywood Glow means no flaky skin and experts recommend exfoliating at least once a week. BIG Medicine Magazine™ tested several leading skin exfoliators and loved every one of them.

BIG Medicine Magazine™ asked50doctorswhattheirfavoritehandcreamafterabusydayintheofficewas.Thisishowtheyvoted:

38% Eucerin Hand Cream

20% Kiehl’s Ultimate Strength Hand Salve

19% Lab Series For Men Active Hand Cream

12% Anthony: Sport Healing Hand Cream

11% Bliss High Intensity Hand Cream

WorkingHandsLike most doctors, you wash your hands before the consult and after the consult, before surgery and after surgery, before injection and after injection. YOUWASHYOURHANDSALOT. If you are seeing 20 patients in your day, that’s a minimum of 40 hand washings which is extremely harsh on your skin.

BestEveryDaySkinCleanser•Chella Exfoliating Cleanser Micro Bead Purifier

It’s name tells us everything we need to know about this exfoliator, it cleanses, it exfoliates, it has micro beads and your skin definitely ends up feeling PURE. Made for challenged skin, this everyday cleanser clears with gentle jojoba beads, so time-released salicylic acid can equalize oil and counter acne causing bacteria all day long. The fresh cucumber peel fragrance appeals to your sense of well-being. A small drop goes a long way which makes it a good buy.

BestBi-WeeklyExfoliator• Boscia Smoothing Facial Polish

This smoothing facial exfoliator contains natural Mannan granules. While gently polishing away dull, dead skin, willow herb calms any irritation to reveal a fresher, vibrant complexion. Medicinal Carbon absorbs deep dirt and oil while Jujube Fruit promotes circulation and accelerates skin cell regeneration for a younger looking appearance. Althaea Root and Jojoba Leaf, a powerful antioxidant, hydrate skin and help protect against free radical damage.


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We’ve all heard that a first impression lasts a lifetime. As a medical professional you strive to be on the top of your game constantly and should know that first “meeting” you have with a patient (or anyone) is a make or break moment. But in this world of viral technology, is that meeting their ‘first” impression of you? Or has someone already “sized” you up before you’ve ever set eyes on them…. because they have seen you in web site and social media photos.

Enter the age of the fabulous headshot. In today’s on-line world, it is even more important for everyone, especially medical professionals, to put their best face forward. More than just a “pretty face”, an outstanding headshot can showcase your positive attributes and, most importantly, leave a lasting impression so you are remembered well. But taking a terrific headshot is not as easy as it looks! We all know a picture is worth a thousand words, (hopefully not a thousand ‘not-so-good words’).

So how do you find a photographer as fabulous as you?

First, look to the stars. In the entertainment world, an awesome headshot is beyond critical. For them, the headshot IS the first impression and with the intense competition, it better be knock-down, drag-out, fantastic!

Second, look at headshots. Did the photograph stir your emotions? Do you have a warm, giddy feeling inside to meet this person or just….next?

Finally, notice the unique. Did the photographer take the time to really highlight your uniqueness….which may not necessary be your face, but the pose, lighting, any props…etc.

Once you’ve found that special photographer with an “eye” for you, put your best face forward.

An amazing headshot is only the start of a lasting first impression you will develop with your patients or clients, but in today’s world of on-line marketing it is one of the most valuable items in your toolbox.

Remember: Good Enough is NOT Good Enough for YOU!

“A great friendly headshot of YOU in your marketing materials is vital.”

“Are you ready for your close-up?” said Cecil B. Demille to Norma Desmond aka Gloria Swanson in the famous Hollywood classic movie Sunset Boulevard. Of course she was ready. She had prepared for hours, even her whole life, for this moment. But taking a great picture can require more than hours of preparation. Finding somebody who can handle a camera is imperative to the outcome of your headshot. BIG Medicine Magazine™ asked photographer Mehri Modini, for some tips.

Here are critical planning tips to make sure your

headshot is spectacular:

• Getagoodnight’ssleep.Youmightthinkthis

is pretty obvious but if you had to pull an all-

nighter, this just isn’t happening….reschedule

• Noalcoholthenightbeforeabigshoot.It

bloats your face, dehydrates you and can

make you look overly tired

• Don’thaveafacialorskintreatmenttheday

before a shoot, but do use a scrub, mask or

light exfoliator the night before and apply night

time moisturizer

• Bringawardrobeforthephotographerto

choose from and, better yet, if possible find

someone who can tell you what colors flatter

your face. Or hire a stylist

• LeavethegiantjewelryforMr.T,justpicksimple

pieces that don’t take away from the real you

• Ifpossible,haveyourmake-upandhair

professionally done…and yes, the men too

• Determineifanypropswouldmakesense

depending on your specialty

• Don’trushyourappointment.Makesureyour

schedule is open so that you can relax and

enjoy the moment

• Getyourmojoon!Walkinandbereadyto

have fun and let the camera capture the spirit

of you

• Relax;rememberasaprofessionalyour

headshot should wreak of credibility

How To Say QUESO! Smile For The Camera

How do you see yourself? Successful? Strong? Interesting? Credible?

Now, how do others see you? Driven? Responsible? Cutting Edge? Trustworthy?

ARE YOU SURE?


Lights, Camera, Help.....!!

What YOU Can Learn From A Real Housewife!

Hair and make-up – male and female – has never been as important as it is today, especially for those doctors that spend any amount of time in front of the camera, be it on a TV show, or videos on-line highlighting their practice. They say the camera does not lie. And with the new version of High Definition TV, many of my clients feel that the camera gets a little too ‘up close and personal’. As a hair stylist and makeup artist in the Orange County and Los Angeles areas for the last 18 years I have been able to help many people look and feel their best in front of the camera. Whether you are a model, a bride or a doctor, the quality of your hair and skin on camera is important. Recently working with the cast of The Real Housewives of Orange County, I had the opportunity to work with the leading cast members, as well as the many guests, including doctors, that made the show. I would like to share with you a few simple pointers that can prepare you for your close up.

Most doctors and medical professionals spend their time and energy caring for patients and perfecting their skills, not perfecting themselves for the spotlight of a camera. Now, however, with the growth of reality TV shows, video presentations on YouTube and the world of HDTV – using High Definition Cameras - the lens is bound to end up pointed at you and you need to be ready. BIG Medicine Magazine™ asked leading hair stylist and make-up artist Coby Knight, who recently worked on The Real Housewife television show franchise, for tips on how to look great, without looking fake.

Tips For Women:Foundation and concealer should be HD Makeup. HD Makeup reflects the lights and creates a smooth surface for the magnification of the HD Cameras. HD Makeup can be found at Sephora or Ulta stores.

Choose one feature that you want to accentuate - usually eyes are a good choice because they show a lot of expression on camera. Wearing too much makeup, or attempting to accentuate all of your facial features (eyes, lips, cheeks, and brows) can give you a clownish appearance.

Apply individual fake eyelash sections to outer corners of lashes to make your eyes “pop” a little. This will be very subtle, but will make a BIG difference on screen.

Hair should look clean and simple. If you have bangs or layers around your face make sure they are slightly pulled back or swept to the side… if bangs/hair are hanging over your eyes, it will create a shadow and could be distracting.

Don’t wear too much lip gloss. A little neutral color (light peachy pink) with a little shine is good. Too much shimmer or high gloss will be magnified on camera.

Tips For Men:

Using a small amount of HD Makeup (foundation or concealer) applied with a brush or a sponge to areas where you have dark spots or imperfections will work well for you. Remember the HD lens will show everything and magnify things even more. However, when it comes to makeup on men, remember less is more.

Make sure your hair is clean and simple. Do not use too much hairspray or gel as it can look shiny or stiff on camera.

While I don’t encourage men to wear lipstick (or false eyelashes), a little Chapstick can go a long way. The cherry Chapstick brand works wonders as it moisturizes the lips and has a hint of color that will make your lips look soft and healthy.

A smile goes a long way. Check your teeth up close. Make sure they are clean, flossed and that your gums look healthy. If necessary, there are some good over-the-counter bleaching products that can give you a quick Hollywood Smile!


POWER SHOTS!Is Your Body Language Holding You Back?

What message are you sending with your body language? According to research performed by Harvard Business School professor Amy Cuddy, with body language we can change a person’s perception of us – and our own body chemistry - simply by changing body positions. Amy Cuddy gave a great talk available on the popular website TED (www.TED.com) about how small changes in your body language can radically change your job performance and career. Certain “power poses” immediately change your body chemistry, Professor Cuddy says. “And these changes help or hurt the way other people perceive you and, importantly, affect the way you actually perform. The full video is 21 minutes long and definitely worth watching.

Mo

de

l: Br

and

on

Mur

phy

Ba

rne

s

Superman Pose

Game Changer Pose High Power Pose Pride Pose

Relaxed Power Pose Relaxed Control Pose


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Contributors

American Crew www.americancrew.com

Anthony Brands www.anthony.com

Association of Certified Fraud Examiners www.acfe.com

Lancaster Adams www.sbpra.com/lancasteradams

Brian Bacot, M.D. www.cogvi.com

Blissworld www.blissworld.com

Blue Lizard www.bluelizard.com

Boscia www.bosciaskincare.com

Gregory Buford, M.D. www.beautybybuford.com

Juris Bunkis, M.D. www.ocps.com

Chella www.chella.com

Lavinia Chong, M.D. www.chongmd.com

Herb Cohen www.fiduciaryplus.com

Professional Fiduciary Association of California www.pfac-pro.org

Stephen Covey www.stephencovey.com

Amy Cuddy www.TED.com

Dana Elise www.danaelisesolutions.com

Marcel Daniels, M.D. www.imagemd.com

John Davidson www.highlevelperformance.com

Dermalogica USA www.dermalogica.com

Eucerin www.eucerin.com

Richard Fleming, M.D. www.bevhills.com

Andrew Frankel, M.D. www.rhinoplastyrevisions.com

Implantech www.implantech.com

J. David Holcomb, M.D. www.srqfps.com

Kedy Jao. D.O. www.doctorjao.com

Vishal Kapoor, M.D. www.drkapoormd.com

Kiehl’s www.kiehls.com

Coby Knight www.cobysclips.com

Russell Kridel, M.D. www.todaysface.com

Lab Series www.labseries.com

Harrison Lee, M.D. www.drharrisonlee.com

Lutronic www.lutronic.com

Toby Mayer, M.D. www.bevhills.com

Mehri Modini www.mehriphotographyla.com

miraDry www.miraDry.com

Brent Moelleken, M.D. www.drbrent.com

Sam Muslin, D.D.S www.faceliftdentistry.com

Joe Niamtu, III, D.M.D. www.lovethatface.com

F.R. Noodleman, M.D. www.agedefy.com

Angela O’Mara www.theprofessionalimage.com

Oxygenetix www.oxygenetix.com

Steven Pearlman, M.D. www.mdface.com

Giles Raines www.theprofessionalimage.com

Kevin Sadati, M.D. www.galleryofcosmeticsurgery.com

John Shieh, M.D. www.rejuvayou.com

Michael Will, DDS, M.D. www.willsurgicalarts.com

Craig Ziering, M.D. www.zieringmedical.com

If you want to become a contributor to BIG Medicine Magazine™, or if there is a medical topic you would like to see covered in this magazine, send your ideas to: [email protected].


A Final Word

When TV Goes Bad!Let’s Hear It From Giles Raine“America’s FAVORITE PUBLICIST”

As a publicist, I frequently watch TV

shows or read news stories that have

only happened because I was the

person who connected the production

company, producer or journalist with an

expert who had a story to tell. Helping

our clients become influential news and

opinion resources for the media doesn’t

just automatically happen. Guiding them

through the maze of great TV and other

media opportunities that will help them

build their reputation and increase their

patient/client base, while keeping them

away from other situations that could

potentially be harmful to their brand, is a

skill that takes many years and experience

to develop.

One of the most exciting times of the

media year is always “Sweeps” and the

“New Pilot Season”. This year, I have to say,

there are some TV shows now on air that

I would definitely discourage any of my

doctor clients from being a part of, and

there are some new shows airing that I am

proud to say my clients have top rating.

However, many people are of the opinion

that placing a doctor in the news is as

simple as pushing a button. But after years

of doing what I call “wrangling media,”

by placing a good story in the news or a

client on a major TV show, is not as easy as

it looks. Much of this issue of BIG Medicine

Magazine™ features articles on business

building, success and that dirty little word,

MONEY. Media is all about MONEY. So let ’s

talk a little about “Sweeps” and the “New

Pilot Season” and MONEY. “Sweeps” is that

time of year when TV shows are being

rated on the size of their audience. The

bigger the audience, the more popular

the show becomes, equals higher advertising

revenues for the station or network.

More advertising revenue equals fatte

paychecks for the media executives. The

same goes for “New Pilot Season”. If a new

“Pilot” show can garner vast numbers of

viewers, the more likely the networks will sign

up for more production of that particular

show. Why? Because they can show

advertisers the ratings for that segment and

persuade them to advertise around future

shows. Again, more MONEY goes to the

executive production team.

What this brings together are two

completely different agendas on the part

of the physician being interviewed and

the media production team creating the

segment or show. Even when you are

working with a producer or reporter that

you have had a good past experience

with, how do you know if their agenda is

to report accurately and conservatively, or

if it has changed and has become more

sensational and ratings driven?

In general, a good rule of thumb is; if

the producer or reporter is asking you for

anything that seems to be sensational,

rather than plain old dramatic, for the

benefit of telling your story, that is a warning

sign of TV Going Bad.

Even though you may not have any media

experience, if your gut feeling tells you

that the media opportunity is asking you

to respond or participate in a manner that

you would not normally feel appropriate …

this is TV Going Bad.

When other guests or talent on a show are

so extreme that it feels like a freak show …

this is TV Going Bad.

Hiring an experienced professional

publicist is certainly one way to make

sure that you get the best out of your

media opportunities. If you do not have

a publicist, then I recommend the book

Lights! Camera! Action! The POWER of PR

(order at www.theprofessionalimage.com)

as a great overall guide to understanding

the media. After all, you have worked

hard to build your reputation as a doctor,

you don’t want one to find yourself as part

of the cast of TV Going Bad.

Past issue contributers to BIG Medicine Magazine™ attorney Rick Lundblade and Beverly Hills Therapist Carla Lundblade with Giles Raine at a celebration dinner in Newport Beach, CA.

As a medical media specialist, Giles is an expert in explaining complex scientific and medical concepts that will enable producers and editors to accurately and clearly “tell your story” to readers and viewers nationwide. With over 30 years of PR and Branding experience Giles knows how to give the media what they need to produce a great show, interview or news story, has made him an important resource for many producers, writers and editors worldwide.


TIRED OF SEEING DOCTORS LESS QUALIFIED THAN YOU ON TV?

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