Sacha Obaid, M.D., is the founder of North Texas Plastic Surgery.
Scaling a business is both an art and a science. Whether you’re running a tech startup, a retail brand or a plastic surgery practice, the principles remain the same: You need to attract the right talent, leverage technology, build a customer-centric model and avoid settling for the status quo.
As an entrepreneur in the medical field, I’ve been able to build a thriving plastic surgery practice by challenging industry norms, continuously innovating and focusing on the patient experience.
The lessons I’ve learned apply far beyond the world of aesthetics. Here are the key strategies that have worked for me and can work for other business owners.
1. Hire and retain the right people by prioritizing lifestyle.
One of the biggest mistakes I’ve seen entrepreneurs make is believing that competitive salaries alone will attract and retain top talent. While financial incentives are important, today’s workforce prioritizes work-life balance just as much as compensation—if not more.
In my practice, we’ve built a hiring process that seeks out skilled professionals while also ensuring we create roles that align with their personal lives. Some effective strategies for accomplishing this are to emphasize a strong work-life balance to prevent burnout and improve job satisfaction, and provide clear growth opportunities to ensure employees see a future with you. Also, consider establishing an annual raise system tied to business goals instead of arbitrary or request-based raises.
When you invest in your team’s well-being, you can retain top talent while building a culture of motivation and productivity.
2. Leverage technology to scale efficiently.
Technology is the great equalizer in business. Today, companies can accomplish in minutes what used to take hours, days or even weeks. If you’re not leveraging tech to streamline operations and improve customer experience, you could be leaving money on the table.
For example, here’s how we’ve used technology to scale our practice:
• AI For Market Research: When considering expansion, we use AI to analyze potential locations. Within minutes, we can determine the best areas based on target demographics, competition and income levels—saving us from costly real estate mistakes.
• Automated And Secure Messaging: Instead of relying solely on in-person follow-ups, we implemented a HIPAA-compliant text messaging platform where patients can securely send post-surgical updates. This has improved our patient satisfaction while reducing unnecessary in-office visits.
• Social Media For Brand Awareness: Platforms like Instagram and YouTube allow us to educate potential patients, dispel myths and showcase results, all while generating organic leads. Entrepreneurs in any industry can benefit from this approach by creating valuable, educational content that builds trust and engagement.
Use technology to work smarter, not harder.
3. Make customer satisfaction your growth engine.
In addition to attracting new customers, an important part of scaling involves keeping the customers you already have and turning them into raving fans. I’ve noticed that too often, businesses chase aggressive marketing strategies while neglecting the customer experience.
For us, word-of-mouth marketing drives approximately 50% of our business. That’s because we focus on one key metric above all: patient satisfaction. If patients are happy with their results, they’ll tell their friends. And when they’re ecstatic, they’ll do your marketing for you.
To build a system like this, I suggest leaders constantly ask yourself and your team these three questions:
• Are customers not just satisfied but delighted with the experience?
• Is your product or service consistently exceeding expectations?
• Are you actively seeking feedback and implementing changes based on it?
If you can’t answer yes to all three, there’s work to be done. Your customers should be your most powerful marketing tool.
4. Commit to relentless improvement.
The moment you become satisfied with the status quo, your business could begin to stagnate. One of the biggest factors in our success has been a burning desire to always push for better results. In plastic surgery, results are everything. That’s why we constantly refine our techniques, invest in better tools and study the latest advancements.
Too often, entrepreneurs launch a product or service and believe they’ve “made it.” I’ve noticed the best businesses in any sector are the ones that evolve.
Never assume that what worked yesterday will work tomorrow.
5. Scale profitably by mastering financial discipline.
Growth is exciting, but scaling a business without a solid financial strategy can lead to disaster. Many businesses fail because they scale too quickly without a plan to sustain that growth.
One strategy we’ve implemented is maintaining profitable staffing and cost-of-goods ratios. By tracking these numbers carefully, we know exactly when to adjust prices, increase wages or cut costs. Similarly, when considering real estate investments for expansion, we follow this checklist:
• Buy only if we know we’ll be in the location for 10-plus years.
• Ensure rental income is a bonus, not a necessity
• Plan for long-term market fluctuations, not short-term gains.
A business that scales without financial discipline is often a business on borrowed time.
6. Listen to experts outside your industry.
A common mistake I’ve seen entrepreneurs make is believing they have to figure everything out on their own. When I first started my practice, I assumed that, as a surgeon, I had all the answers. I quickly learned that business success requires listening to smart people in other fields.
Instead, consider how marketing experts could help you refine your messaging and online presence. Financial advisors can guide you in structuring employee compensation. And tech specialists can help you implement automation for a better customer experience.
No matter what industry you’re in, there are experts who know things you don’t. Learning from them can accelerate your growth and help you avoid costly mistakes.
Scale your company the right way.
Scaling a business involves much more than simply increasing revenue—your goal should be to build something sustainable, profitable and fulfilling. Whether you’re in healthcare, tech, retail or another industry, I believe these principles hold true.
The transition from “owning a job” to “owning a business” is one of the most challenging but rewarding journeys an entrepreneur can take. But by focusing on these strategies, you’ll be well on your way to building a business that doesn’t just grow but thrives.
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