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Booked Out 2 Years — with Jerry Chidester, MD (Ep. 217)

Hello, and welcome to Beauty and the Biz where we talk about the business and marketing side of plastic surgery, and how Doctor Jerry Chidester is booked out 2 years.

I’m your host, Catherine Maley, author of Your Aesthetic Practice – What your patients are saying, as well as consultant to plastic surgeons, to get them more patients and more profits.

Now, today’s episode is called “Booked Out 2 Years — with Jerry Chidester, MD”.

It’s common for cosmetic practices to grow slowly. The surgeon needs time to get their footing and try different things to see what works to attract patients and build a reputation and following.

And sometimes, that slow burn ignites and creates unforeseen demand and unexpected growth.

⬇️ Click below to hear “Booked Out 2 Years — with Jerry Chidester, MD”

That’s what happened to my latest Beauty and the Biz Podcast guest Dr. Jerry Chidester (known by his patients as Dr. Chiddy)  is a board-certified plastic surgeon in solo practice in Salt Lake City, Utah, and is booked out 2 years.

In a very short time, Dr. Chidester has over 50K IG followers, a 2-year wait list, 208 google reviews at 4.9 rating, associates and already did one build-out, with big plans to expand even more — all while being 2 years booked out.

And, on the personal front, he is raising 3 kids with his wife Mindee (also his high school sweetheart) who is helping him grow their empire.

Listen in as he explains how he’s doing it. Even though he makes it look easy now, he is really a 10-year overnight success 😉

75000 Sq Ft with 5 ORs & Booked Out 2 Years — with Jerry Chidester, MD


Booked Out 2 Years — with Jerry Chidester, MD

Catherine Maley, MBA: Hello, everyone, and welcome to Beauty and the Biz, where we talk about the business and marketing side of plastic surgery and how Doctor Jerry Chidester is booked out 2 years. I’m your host, Catherine Maley, author of “Your aesthetic practice — What your patients are saying”, as well as consultant to plastic surgeons to get them more patients and more profits.

And I’m very excited about today’s guest who’s booked out 2 years. He’s very unusual, very different than like the normal say. So, today’s guest is Dr. Jerry Chidester, who’s a board-certified plastic surgeon in Salt Lake City, Utah. Now, he performs plastic and reconstructive surgeries for the hand, body, and face in his accredited Quad ASF surgical facility.

Now, in a very short time, Dr. Chidester has over 50,000 Instagram followers and a very long waiting list. And it wasn’t easy. So, we’re going to talk about how he got there already. And then on a personal front, I just love this. He married his high school sweetheart, Mindy, and she’s super involved. I feel like I know her because I’ve watched so, much of their social media.

He’s very authentic about that. And on top of everything that he’s doing right now, He’s also raising three children who are absolutely adorable and look just like him. And he’s building this empire with being booked out 2 years that we’re going to talk about.

So, Dr. Chidester, thank you so, much for coming on Beauty and the Biz. It’s a pleasure to have you.

Jerry Chidester, MD: Thank you so, much for having me. I’m glad we got to connect again. And that was finally worked out for both of us.

Catherine Maley, MBA: Yeah, it’s been like over a year. We’ve been trying to do this. So, let’s just start with your name. Who thought this was a good idea to call you “Chidester”. I struggled with that name. When they were coming over on the boat, couldn’t they have simplified it or what? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Is there a… Yeah, it’s English. So, it comes from Chichester, you know, like the Manchester, Lancaster. So, Chichester, England, it’s a city. It’s a yachting town. I’ve never been there. I’ve heard it’s nice. But yeah, I think when they came through, you know Ellis Island, they just thought, Hey, I’ll just turn the CH to a D.

So, it became Chidester and stuck ever since. And you know, some people say Chydester, Chydster. I have so, many misspellings. It’s unreal.

Catherine Maley, MBA: Well, so, you were smart enough. Who decided to start calling you Dr. Chiddy because that was brilliant. That I can say easily. And I’m sure that’s what your patients are saying.

Who, how, who thought of that? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Yeah, it actually goes back to high school. So, I had a friend, you know, the, the old show, “Chitty-Chitty Bang-Bang”. So, my friends called me Chiddy and I honestly, I didn’t love that name when I was in high school. I didn’t like it, but yeah, after, you know, finding, having patience and no one could say my last name or spell it kind of, I brought that back.

I was like, let’s go by Chiddy. Cause I had a friend who was trying to help me rebrand when I was. You know, updating my Instagram, he said, we need a name that like sticks for people, you know, and he was trying to say like Utah surgeon, and we found all these different names, but really wanted to just brand it for myself.

And so, we went with Dr. Chiddy. So…

Catherine Maley, MBA: I’m so, glad you did that because I, we can all say Chiddy. We cannot say “Chidister”.

Jerry Chidester, MD: I don’t even call myself that now. I forget that that’s my first last name.

Catherine Maley, MBA: So, this was super interesting. I normally ask you, so, how did you get interested in plastic surgery? And somehow as a kid, you were in Saudi Arabia. How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

So, tell us that story. How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Yeah. My dad’s a dentist. He retired last year. He’s a general dentist. And when I was little, I think I was about six or seven years old. I have three younger sisters. So, I’m the oldest of four kids. My mom’s from Thailand, you know, so, we had lived in Thailand for a little bit.

 My dad’s from Salt Lake city, so, he had opened a practice here in Utah, but he wanted to be. A little adventurous, try something new. So, in the late 80s, he took a job with the royal family in Saudi Arabia. So, we all moved there. Again, I was like six or seven. I lived there for most of my childhood. I came back when I was in middle school, but I love that experience.

I went to international school. All my friends were from, you know, all over the world. So, I think early on, I just was exposed to a lot of different cultures, religions, you know, backgrounds, ideas, beliefs. And, and I grew up on this hospital compound. So, all I like. All I saw was this hospital. My friends, parents were all doctors.

And so, kind of groomed me, I think, to think that that’s what I wanted to be. It was a doctor, you know.

Catherine Maley, MBA: That’s amazing. I really believe that all of us, especially Americans need to travel abroad to get a bigger perspective and understand the pros and cons and appreciate. more what they have quite frankly.

 So, let’s talk about your journey to private practice because first of all, you don’t look old enough to be a surgeon, quite frankly. And then I found out you had a 14-year-old. So, that really threw me off. So, so, I’m just getting older because now everyone’s starting to look a lot younger, but it sounds like you were in LA. How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Like where did you go? Where was your fellowship? And then how did you end up back in Salt Lake City? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Yeah. So, my wife and I went to high school together in Utah, just to go back a little bit. And her family’s here. My family’s here. I did undergraduate and medical school studies up at the university of Utah.

So, actually, you know, initially I thought we were going to stay in Utah, but as you know, the residency match for, you know, plastic surgery residency, there’s not a lot of programs around the country. It’s very competitive. So, we ended up going, one of my top places was Loma Linda in Southern California.

So, I did six years of my plastic surgery training integrated plastics in Loma Linda. And then at that time I thought I really wanted to stay in academics. I wanted to do upper extremity and hand reconstructive surgery and I still love it. But yeah, I ended up doing a fellowship, my number one pick for fellowship at USC. So, it’s actually orthopedic hand.

an upper extremity fellowship. So, we moved to LA from Loma Linda. So, we just went west about 60 miles. And so, I was there for a year and we lived in South Pasadena. We loved it. And I actually had several job offers in Southern California. And actually, we were intending on staying there. And I thought I saw myself as a just full-on hand surgeon initially.

Catherine Maley, MBA: Like you were going to stay in reconstructive? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Yeah, that’s, that was my plan originally. And as I was in fellowship training, my mom called me, you know, my mom’s very persuasive, you know, she’s a short Asian Thai lady. And she’s like, Jerry, so, you have to at least try to look for a job in Utah. Cause I wasn’t even looking.

And I said, okay, mom, for you, I will look. She’s like, well one of your friends, actually, Dr. Howland, who you mentioned earlier he was at a practice here and, and they were looking to add a surgeon. He’s like, so, she’s like, would you at least interview with him? Cause he had gone to my mom’s restaurant.

I was like, hey, see if Jerry, I knew, I knew Nick. And so, she’s like, hey, see if he would want to come out and interview. And so, at the same time, one of my other friends from medical school had called me and said, Hey, I have a friend here. He’s in Salt Lake. He’s looking to hire a plastic surgeon. And so, I had those two offers or, you know, opportunities.

And so, I said, look, let’s at least look, you know, we were, we were planning on staying in California. And I came out on one day, interviewed at both places. And I just, I really felt like we needed to be back here and it just worked. Did you have kids yet? Yeah. So, we had our, our son, I think I was almost, we were almost 20.

I was 20 years old. We had our son we were in medical school. So, I was in my third year. So, he was born like right when I started my third year was where we go to all the rotations. So, he’s born in July. He just had his 14th birthday. And then our daughter who’s 12, she was born in my fourth year of medical school.

 And then we foster adopted our youngest. So, he’s six. So, we were in LA when we adopted him. So, he just had, we had something called McKay Day. His name is McKay. He had McKay Day yesterday. It was our five-year kind of anniversary for adopting him. So, we kind of celebrated yesterday. But yeah, so, that’s how we have our three kids.

Catherine Maley, MBA: Oh my gosh. All right. What year did you get back to Utah? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: I came here, I’ve been here five years now, so, August of 2018 I started private practice. So, it’s been almost five years.

Catherine Maley, MBA: So, you literally came back to Utah and you didn’t join those other practices, you decided to go out on your own? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: No, I actually did.

So, when I first came, I joined one of, Two practices. I joined a facial plastic surgeon. I was there for about a year and a half. So, at that time I was doing handed a lot of hand surgery, a lot of recon traumas, I was building my aesthetic practice, but I was also trying to build that aesthetic practice.

So, I kind of shifted gears from what I was planning in Los Angeles to when I came here, I knew I wanted to do private practice aesthetics, but I was still doing recon and hand. So, I had this kind of bipolar dual practice. I had a lot of friends, one of my friends in Arizona, Dr. Olson, Josh Olson. He’s like, there’s no way you’re going to be able to maintain both.

And I was like, watch me. I’m one of those people. I was like, I’m going to show you. And he was right. I couldn’t do it. I couldn’t take call at night. You know, I’d come in, I’d be up all-night doing hand trauma. And then I roll in for my scheduled mommy makeover at 6 30 AM. And I just, I felt like I was. not giving 100% to all my patients.

And I just, I never want that to be the case. And so, I had to make that hard decision to really just shift to aesthetic practice. But I did start with a facial plastic surgeon in 2018. And so, I was there until I did all my boards collections. I became board certified. And then I started my practice Jerry Chidester MD in January of 2020.

So, like two months before COVID, I had no idea that was going to happen, but we just went on our own. It was very scary because we had no money. We had nothing. And then that happened. So, that was really, really scary.

Catherine Maley, MBA: So, did you run back to recon or did you stay focused on your medic or what did you do? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: No, I, well, I kind of did both still.

So, I started doing some breast reconstruction. I hadn’t done a ton. I was doing some, but I started doing some for local hospital because they had lost their reconstructive plastic surgeon. So, I was doing some and then I did take, I was still taking hand call at the time. But at that point my practice was starting to grow, you know, social media, I’ve been doing it for almost two years.

And I’d started to build this internal referral network through social media and a lot of patients kind of referring. And so, we were already kind of, you know, going up and then during COVID, you know, we had to shut our doors obviously for six weeks, couldn’t operate. So, I was taking call at that time, but you know, I made the hard decision and we had six employees.

It was me and then our six employees and I luckily got a PPP loan. And so, I approached all of them. I said, look, we cannot shut down. It’s a lot of the other offices furloughed their employees and just were shut down for six weeks, took a vacation. I told them, look, I can’t do that. We won’t open our doors again.

I don’t have the funds. And so, I got that loan and I paid everybody and we did virtual consults during that time. Cause people wanted to still be seen and, you know, wanted to do it. They just couldn’t come in. And we did a virtual grand opening in April, right at the beginning of April. And that day we booked 50 surgeries on one day.

And that —

Catherine Maley, MBA: Whoa, so, you’re on zoom doing this? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Yes. Yes. So, where are you at facing? Well, we have we have simplest so, we could do video HIPAA compliant, you know video chat. At that time though, you’re allowed to pretty much do anything faced and we did, we did simplest, but 50 people to show up.

Catherine Maley, MBA: What did you do? A webinar, like a patient educational event? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: So, what happened was people had, I’d already seen a bunch of people. So, a lot of them are even hand booked. And so, we had said, okay, if you put, you know, 500 down, we’ll put another 500 towards surgery. And then I still had to see them in person. So, I literally, once we opened it, we had them all come back in and I saw them all in person.

 But yeah, and I was, It was awesome. And so, it really helped one to help me realize like, okay, like people are not at that time, weren’t afraid of, you know, the economy and that’s obviously changed quite a bit, but I mean, lucky for us because I don’t think we would have stayed open, you know, had that not happened, so…

Catherine Maley, MBA: So, you enjoyed that post COVID surge. That was insane. How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Yeah, honestly, it hasn’t let up. It’s, it’s different, but it’s still, like I said, it’s very, very busy. You know, there’s no summers, there’s no winters, it’s all busy.

Catherine Maley, MBA: Now, I hear you have a really long waiting list. Like, how long is it? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: You know, I used to hate talking about it because, you know, it made me.

feel like one either I was a very inefficient surgeon or a lot of people do tell me that either you don’t operate enough or you don’t charge enough, you know, and I, so, I’ve raised my prices. I, I still want to be an accessible surgeon. I don’t want to be that person that’s charging and that’s fine if they want to do that, but I don’t charge 150,000 for my makeover.

I want to be reasonable. You know, my patients are, are, you know, our demographic here of, you know, people that are doing well, but I don’t want to just, you know, gouge people. So, you know, I would say our prices are fair. I, I, I operate four to five days a week, you know, we do a lot of cases every month, but yeah, it’s, it’s a two years out for surgery.

 But I don’t book out. So, like, you know, I, I like want to have a life and not burn out. It’s all about balance. And so, last year was the first year I actually took off a week, a quarter because, you know, my coordinator was like, you’re going to burn out and you’re going to do no surgeries if you don’t, you know, take a break.

And so, it’s been nice, like for our family, you know, we block in time for a spring break or fall break and we do trips. I tried the first year in 2021, the first time I took a week off, I tried to stay local and I ended up in the office every day. I was seeing patients and that was a whole, that was one of my weeks of the year.

And so, we made a decision. We have to be out of town. We take time off. But yeah, even with that, you know, I think it’s important to take time off, especially, you know, if you’re a new practice, whatever, once you get to that point, we can do it. I think it’s really important because you’re going to burn out.

 But yeah, we operate long days a lot of days and I love it. I’m just very passionate about it. And so, I just enjoy seeing, you know, what the things that we can do as plastic surgeons to really help people. So, it’s amazing for sure.

Catherine Maley, MBA: So, on your Instagram, it looks like you did a build out of your current office. How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Like, did you already have an office and a build and a surgery center and then you moved and built that out? Or what was that first construction that you were doing? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Okay, yeah, so, kind of how it went. You know, I left that original practice and I actually leased a small, very small space. It was like maybe 1300 square feet from another plastic surgeon in the, in a building here locally.

 And so, very small office had a few clinic rooms. But then we grew pretty quickly. So, I ended up leasing more space from him. We kind of doubled our space. And then I brought on another surgeon. I have an associate surgeon that works with me. So, that was in 2021. And we kept growing and then we ran out of space there and we wanted to open a med spot at that point.

And then, and in that building, I was, And they already had a medical spa, you know, I wanted to be nice. I don’t want to open another competing spa in the same building. So, we decided to then move, you know, it’s a hard decision because at all at the same time, we’re building a building. I have a few partners we’re building.

 It’s a, it’s like 75,000 square feet. It’s four stories. We’re going to occupy the lower level. So, 20,000 square feet for the ORs, like five ORs, it’s going to be an accredited surgery center. And then 20,000 for the clinic and spa. And then the other two floors are our partners. They do other things, but so, we were building that, but then we were outgrowing our small space.

So, we ended up moving to another space currently, where we lease month to month. We opened a spa, more space, and we’re already outgrowing that. We added another surge as there’s three of us now. So, luckily, I kept my original space. So, we have kind of two spaces in the works and then our main space. So, eventually we’ll all move to the mothership, which will hopefully be done next April, May.

 But yeah, in terms of the OR, I currently, I work at an accredited facility, but I don’t own that one. I, I, I, you know, red space or how far away is it from your office? Well, it’s still it’s in the same building that my original office was in. I just go downstairs. So, it’s just down the street from our current office.

Catherine Maley, MBA: So, they’re not for those of you who are interested in looking at this empire that he’s building. You need to go to his Instagram. I think it’s Dr. Chiddy, you know, at Dr. Chiddy. The thing is massive. So, let’s back up on that one. So, there were some partners. What do you mean by partners who own who’s going to own this thing and who’s going to manage it? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Yeah, so, there’s me there’s another group, this Capital Financial Group, so, they’re one of the main owners, the landowner, the location is beautiful, you know, the southern end of Salt Lake Valley, it’s up on this mountain, and it overlooks, it overlooks currently a prison, but the prison’s being torn out, they’re planning on building a city, another city right there, they’re kind of, Salt Lake’s trying to do this, like, Twin Cities thing where you have Salt Lake downtown, and then on the opposite end of the valley is this new city.

So, we’re kind of right above that new location but the landowner, he’s one of the main owners because, you know, for years people had approached him about building on this plot and he refused it. So, for whatever reason, he was excited to be a part of this project.

Catherine Maley, MBA: Why did you get that? Because that’s an opportunity.

Your views are amazing. There’re huge snow cap mountains. How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: I definitely credit. Well, actually one of my friends from high school. So, it’s interesting here, you know, it’s all like a very small community. When I had left my original practice in 2019, 2020, I contacted one of my, I saw his name, my friend, he’s a commercial real estate agent and works with the project management company.

 It’s called thrive and his name’s Greg Goff. And I said, I called Greg, I saw his name on the billboards, like Greg, I need your help. And you might remember me from high school, but I’m looking to lease some space. And eventually I want to build a space. And so, he helped me find some space in South Jordan where we’re currently out.

At, and then I kind of talked to him about. building my own building. And so, he gave me two options. He said, I’m going to take you to this place. It’s smaller. And he took us to a plot of land is very beautiful. And we could have had our own building, just, you know, freestanding building. And then he’s like, but I have to show you another location.

So, he took me up to the hill where we were building is now. And he took me out on there. stood there and I just looked out and I just like, I have to be here. Like there, I’m like, this is where I need to be just had that feeling, you know you know, Brigham young, you know, Brigham young, he’s the one that came and settled for the Mormons, you know, into the Salt Lake Valley when he came and he saw the valley, he came, he said, this is the place, you know, I kind of felt like, this is the place like for our practice.

And so, I was like, I’m going to do whatever it takes. So, I’m really excited to be in this location because I just felt it’s very iconic. I feel like, you know, what we’re trying to build as a brand and as a company is something very unique and special. And I think the location for one is going to reflect that in terms of being a location that’s just very inviting and opening for all people.

Whether you’re a plastic surgeon, you want to learn more if you’re an esthetician, if you’re an injector, you know, we really want to bring all these walks of life together to really kind of learn and grow from each other. And that’s kind of our plan. And that’re my associate’s plans as they become partners.

And we all see that together. And so, it’s been really nice to, to have that vision.

Catherine Maley, MBA: The 75,000 square feet. How many of those feet are you going to take? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: So, we’re occupying like just over half, like 40,000 square feet.

Catherine Maley, MBA: And then who’s, who else is going to be in there? Is it going to be like plastic surgery, like a center, a training center? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Yeah. So, our, our main level will be that it’s, it’s a clinic where it has a lot of. So, things that, you know, even like laser trainings, research and all that stuff, the lower level is a surgery center. So, that’s a five OR suite. And then there’s other space too, that we can utilize for other things. And then upstairs is a financial group.

And then on the top level is actually more of like there’s office space and then a reception center. So, it’s kind of a draw because the low, the view is amazing. So, it’s really going to bring a lot of, you know, all walks of life. But and then we have a pad out front. We’re building like a 18,000 square foot building.

That’s going to be more medical. So, like, you know. Cosmetic dentistry, possibly a pharmacy and some other things that are kind of associated with what we do.

Catherine Maley, MBA: So, okay. So, is this private equity money? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: No, it’s land development people. I mean, I put, you know, one thing I did, one thing I’ve, I’ve learned is I put all of my money back into my business.

My I sat down with a really good, another good friend from high school. He’s Lieutenant Colonel in the army, but he does a lot of leadership training and he started his own company that he consults on. So, he and I created our own company to consult on plastic surgeons trying to do something similar.

So, we worked together on that, but he helped me really establish a culture for our business. And I think that was really, really important to really from the beginning set a vision, you know, mission statement, obviously, but really set up the culture for our business. And we sat down and made a roadmap.

We said, you know, at one year, three-year, five-year, 10 year, where do we see our business? And I had seen, you know, my vision was a gift. Five years into practice to start to look into having our own building and everything was really accelerated, you know, like, you know, we started doing that at two years.

 And so, it was really, I recommend for a lot of plastic surgeons to like do that. I think it’s really important. Anytime I consult with other plastic surgeons, I say, you know, really write these things down, even your personal life. Like I wrote down personal goals, wrote down when my kids are graduating and, you know, call it all these things just to really map it out.

Cause it’s, it’s going to be there. You just have to map it out. But I think once you kind of grasp that you’re kind of able to do these things you know, piecemeal a step at a time. And so, yeah, that’s the vision I had back then with him. And, and I’ve just kind of seen that carry through the last, but you know, three years.

Catherine Maley, MBA: The pivotal point is you having zero money to 75,000 square feet with huge grandiose plans.

In less than two years. Like, how did that happen? Do you think it’s just hanging around with big thinkers and it makes you think bigger? Did you always think like that? Where is that big mindset coming from? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Yeah, so, oh, sorry, what I was going to say, and a second ago too, I’m going to answer that. I saved all my money.

So, everything I brought into the business, all that, all the two year wait, all the surgery, I saved. And that’s what I put towards the building for our part. But yeah, I think as… As you surround yourself, like, as I did, you know, starting to talk to people that you’re like minded or way more advanced and more knowledgeable than me to like, just try to soak up something from them is, was key.

Like I said, so, hanging out with one of my friends who’s leadership and I’ve, and I’ve done podcasts with other people locally who are just these entrepreneurs just. amazing, successful people and like picking their brains and learning from them. You know, one thing I’ve learned as a plastic surgeon, I’m not a businessman.

I do not know what I’m doing. I don’t have an MBA. I, you know, there are surgeons that do, I don’t. And so, I don’t, I don’t pretend to know what I’m doing in that aspect. So, I really rely on people who are much more intelligent than me at what they do. You know, to help guide me because and I’ve seen people and surgeons who think they can do all of it, you know, that, you know, sometimes you have an ego and you just think, oh, I’m, I’m smart.

I can do surgery. Well, I can do business. No, honestly, I don’t think it’s that way at all. You know, I feel like I’m very you know, Say blessed to be able to have hands to do surgery. But I, again, I really rely on people that know what they’re doing. And so, I think my vision grew, you know, I had done that original kind of vision board in the beginning during COVID, but as I saw things happening, it really like opened my mind and I said, wow, like I can do more than this.

And then as I brought on, you know, Dr. Garlick, my first associate, soon to be partner you know, he had big visions too, and that helped, you know, it’s like very synergistic to have people around you that have other ideas that can build on each other. And then our new associate, Dr. Brian Pifer, who’s similar, he has an MBA actually, so, he’s very…

He’s very diverse in these things. So, finding people that are like minded and have other friends that I’m working with it’s just been amazing for me to see, you know, the potential that I have, but also our employees and kind of the vision opening it up.

Catherine Maley, MBA: I’ve spent some time in Utah and I don’t, I think there’s something in the water because there are so, many entrepreneurs there. How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

And, and also you live clean, you know, like everyone’s out partying and you guys are working. I honestly, like I used to a million years ago, I used to work for the Silicon Valley with a startup and all the call centers were in Utah because they were the only people who showed up when they were supposed to, they did a great job.

They were a good, friendly, friendliest people I’ve ever met. And I I’m fascinated by that religion, by the way, that, that is so, interesting. How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: It really is very You know, the religion, the culture are very, you know, much alike here. And I think, you know, if you look at like the state flag, it has a beehive on it and bees and, you know, kind of the symbol of the state was like, you know, busy, busy, busy bees, working bees, you know, like, and I think everyone here, there is that kind of industrial, like, you know, put your, you know, put your head to the grind or the whatever the term is, you know, put your head down.

But yeah, and I think that’s what I grew up with. I saw my, my dad was that way. He’s a hard worker. My mom very much so. She owns a Thai restaurant here and she’s been doing that for 17 years. She’s, you know, in her upper 60s and she’s every day there, you know, she’s working 60 hours a week still. And so, I feel like a lot of that work ethic came, you know, from my parents and I started working when I was 16.

I never did not have a job. I worked in some of those call centers you talked about locally when I was in college. Yeah, and I really think so. And like you said, the clean living and all that. So, I think a lot, you know, I tell a lot of my friends, this really is like a very special place because there’s a lot of young, healthy people, well-educated you know, with education comes, you know, pretty decent jobs.

 Again, they’re not, they don’t have a lot of expense. We’ll have a lot of expendable income because they’re not using it on, you know, like they’re not gambling or other things. And so, they’re doing surgery and it’s a very, very unique place for sure.

Catherine Maley, MBA: Although I have noticed you guys like tattoos. Have you noticed that? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: I don’t have any, but I, I like tattoos. Yeah, there’s a lot of tattoos, a lot of good tattoo artists locally too.

Catherine Maley, MBA: Yeah. That’s so, interesting because I thought, huh, maybe that is their little kryptonite. You know, I’m going to get a tattoo. How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: I can’t decide on one that I like enough that I would get on my body, but you know.

It’s so, darn permanent, you know? Yeah.

Catherine Maley, MBA: Yeah. So, all right. So, back to the surgeons that you’re bringing on board, you’re, it sounds like you have more plans to grow here. Are you, are you trying to fill this place with a lot of surgeons as in you’re going to be the owner, or are you trying to build this kind of partnership where you buy in and exit later? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

What’s your plan there with other surgeons?

Jerry Chidester, MD: Yeah, you know, it’s interesting. This is also kind of evolved as I’ve been in practice because when I got out of that original business relationship, you know, it can be very traumatizing when you leave a relationship and it just doesn’t end well which that one unfortunately did not.

I learned a lot, but I was not looking for any partners and I thought, you know, for the rest of my life, like my wife’s going to be, you know, by my side, you know, I trust her and we’re going to work together. But as, yeah. You know, as I kind of opened up and kind of saw our potential because we’re trying to figure out how do we, you know, we have a two year wait list.

I can’t do all these surgeries. You can’t do 1200 people, you know, there’s going to be five years out. So, I kind of opened my mind and be like, okay, I have to find someone I trust, you know, that I can work with, but eventually be a partner because I also don’t see a relationship with another surgeon or surgeons where we don’t all have equal amount of say, you know, and I felt that’s something I learned in my first place.

And so, I think my, my mindset, it really is like. I want to be equal with other people that are like minded and make those decisions together. So, in bringing on the two searches I have you know, how we’ve written things up is, yeah, they have the opportunity to become a full partner. And, you know, I, I want to be on a level where I can step away for a week and I can trust them and they’re going to run the business, you know Just as well as I could.

And so, I don’t see myself being superior to anybody. I don’t even see myself being superior to my employees, quite honestly, as my teammates. I own the place, sure, and the, you know, the risk is on me, but, you know, no one’s better than each other. And, you know, there is the mentality of, like, everyone’s expendable.

And I don’t like that at all. I think if you’re hiring people that you feel are expendable, then I think you’re doing something That’s probably not the best thing for your business. So, you know, when we hire, I look at it as like this, like in medical school, it’s really hard to get into, but once you’re in, they do everything to keep you there.

Like literally they’ll do everything right. Law school. It’s like, come on in, pay us money, but we don’t care if you stick around or fail. We really don’t care. Right. There’s kind of these. Two trains of thought in terms of education. And I feel that way for business. I think you can look at your employees as expendable, but if you look through that lens, you will view them differently.

You will treat them differently and they see that and they won’t value your business and your vision as much. And so, my mentality has been, you know, I do my best to keep our employees. And so, early on, we try to do everything we can to vet those. people that we bring on because, you know, it’s like a family and we’re going to bring people in.

We’ll make sure that we’re all, you know, like minded, you know, at least on a level where we can get along. You don’t have to like think the same, but you know, culturally we fit.

Catherine Maley, MBA: I completely agree. I think your area is different though because of the Mormonism because, or do you have to be a Mormon to work for you? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Oh, no, no, religion is not. No, no, no, not that way. Culture like, like, more like, like, like hardworking or like, you know, being honest and we have, we have all our cultural statements on our wall, you know, it’s like, you know, honest and open thinking, you know, accepting positive and reinforcement and feedback, you know, those types of cultures, not like, you know, you have to be more, okay.

 You can be whatever you want. I mean, I grew up in Saudi Arabia. I was the only Mormon. I had all Muslim and, you know, Hindi friends. So, yeah. Yeah. Yeah. No, I like the diversity in that way for sure.

Catherine Maley, MBA: The staffing issue has become a pretty big issue post COVID. And so, I don’t know if it’s the chicken or the egg, but a lot of surgeons are now very gun shy about making these employees friends and family, you know, it because they’ve, they’re getting burned.

And then, then you say, well, it was at your attitude. Was it, was it the employee’s attitude? And now you’re, you’re marred by that. Like, I don’t know, but it’s become much more of a challenge. Have you noticed that? Or. Yeah. Or your workforce there has? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: I mean, yeah, I think just in any area there’s going to be some turnover, you know, and, and I think what we’ve noticed more so, as people want to get more education and so, sometimes that education leads them, you know, they have to go back to school full time, you know, so.

We have medical assistants who want to become nurses and then become nurse practitioners. And so, I, I’ve seen that growth happen with some of our people in clinic, you know on the esthetician side in the spa. Yeah. I mean, there’s definitely, I just see that, you know, locally it was a lot of turnover and a lot of I mean called incest, but people moving around, you know, and I think that’s part of, like you said, just the business in general.

 But I think we actually have a pretty good, a really good retention rate, but again, it’s. You can’t control everybody’s attitudes and you know like you try to find people that match the culture and system that you’re, you know, you’re kind of trying to build together but it’s hard you know it’s work and I agree I think whatever it was since COVID or, you know, the different demographics of people working I’m not sure what it is but Yeah, some people just aren’t as invested in wanting to work.

It’s, it’s, it’s weird, you know, like for example, we’re trying to hire another medical assistant and, you know, two people from indeed just don’t even show up for an interview, like how, how do you just not show for an interview that you scheduled, I don’t get it. I’m, I’m always surprised by that.

Catherine Maley, MBA: I often do like a FaceTime with people first before we, you know, we don’t need to get that far.

Let me just see if you can show up for that, you know, and I’m just so, surprised how many no shows there.

Jerry Chidester, MD: I almost didn’t show up for your this though! So, I’m just kidding.

Catherine Maley, MBA: I don’t dig it personally anymore.

Jerry Chidester, MD: I was on the freeway.

Catherine Maley, MBA: But in your world on doesn’t the staff have to dance? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: I mean, yeah, that, that technically is a requirement.

It’s an unspoken requirement, but no, we’re actually originally when I, some of the front desk that I hired, you know, well, it wasn’t required, but I said, Hey, come in this Tik TOK, you know, we were doing it as a front desk dance and I wasn’t as busy back then, you know, so, I don’t get as much opportunity to do that now, but yeah, that’s…

Catherine Maley, MBA: Let’s talk more about that in a minute, but I, it just seems to me.

It was just knowing you like you better know how to dance if you work there because you’re going to be it helps, you’re going to be. How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Yeah, you’re going to be called in.

Catherine Maley, MBA: So, the, so, the staff tips, how are you keeping them motivated, are you doing it with money with events with first with thanks so, much team. How are you doing? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Yeah, honestly, we’ve tried all of it. I’m sure a lot of other surgeons have too, you know, and I think it evolves because your team evolves, right, not just the people that are in it, but the size of the team. And so, things change, you know, early on, like we would do these are really nice, you know, dinners, like, you know, really nice restaurant for the holidays.

And then also in your team is now 60 people with their spouse and you’re like, okay, well, we probably can’t do as nice want to do it nicely. But you know, you said the change a little bit right so, I think team size changes some of those dynamics I think the interaction between employees change but yeah, we’ve always tried we’ve tried financial incentives you say hey, all right, if we book this number of surges month you guys get this actual cash bonus, you know we tried individuals we’ve tried team bonuses.

We, you know, we’ve tried. Everything. And so, it constantly changes. I don’t think there’s a right answer for all of it again, because what we do today is not the same as what we did even last year. So, yeah, currently, and the needs change. So, like, you know, my books, I’ve closed my books a year and a half ago.

So, before we used to give incentive if you booked a surgery, you know, a consult, great, but guess what? I’m not booking consults. So, we had to change that. So, now it’s like, okay, if people book, if you get someone that wants to see Dr. Chidester, Dr. Chiddy, over to see Dr. Pfeiffer, Dr. Garlick. Great, you get a bonus on front desk.

So, we’ve had to change, you know, incentives. And so, we do that. Yeah, we definitely do, you know, all the perks. So, like on the spa side, you know, they get, you know, discounts on products, but also on injections. We have injection days. Our nurse injector will do that. They have VIP friends and family. So, their friends and family will come and get spa perks.

 You know on the surgery side, you know, certain things that we can do safely and ethically. And then yeah, we do, we try to show our appreciation, whether it’s a get together, a gathering, you know, once in a while. We were trying to get to go to see this Barbie movie and rent out a movie theater, but the Cinemark doesn’t do it anymore.

But yeah, so, we’re trying different things to, to do that team building. But you know, in an environment where it’s outside of work and where we can say, look, and you know, some people give you the advice of you should never be Your friends with your employees. And I’ll be honest, like I can say we’re, we are a family, but I do try to maintain a professional relationship with them.

But at the day, like I’m a, I feel like I’m a soft heart person. Like, again, I don’t see myself better than them. We’re a team and we’re a family. And so, that’s, that’s how I treat my staff and it seems to work.

Catherine Maley, MBA: Oh, good for you. The biggest mistake, just give me one big mistake you have made because you have grown so, fast.

Well, give me one. That’s cost you time, money or sleepless nights. How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: I mean, I would say, you know, putting a lot of money into like build out. So, like in a space that’s not yours to renovate, I mean, like our first space, I guess it was a very small space, you know, 12–1300 square feet, but, you know, it used to be like a neurology office.

It smelled like nerves and feet. And so, we really had to change that vibe, you know, and some of my first patients still to this day, it kind of teased me like, I remember when you had all the nerve thing because I shared the space with us and he was a great. Great neurologist. But yeah, like just, you know, so, we built it out to try and make it our space, but then a year and a half later we’re moving, you know, and so, like, okay, that, you know, 75,000, a hundred thousand dollars you put into a leased space.

Well, guess what? Some other person’s using that now. The return of investment that I don’t know, right. It probably wasn’t so, good. So, that’s one thing. And so, on our new space, we moved to, I really reduced the amount that we put into it because we knew we were building our own building, which is going to cost a lot more.

So, we try to keep it very clean and simple. Make it look like it’s ours, but, you know, be very careful on what you spend because it’s just not worth it, you know in the end another big mistake is just rushing to buy. Medical devices, you know, like you get so, hyped up, you go to these conferences and they’re like, Oh man, it’s the best laser.

It’s the best this and that. And really like stepping back and saying, looking at the numbers, like really, you should look at it from a business perspective, you know, and there’s some really good companies out there that you can consult with that have service. I can tell you like; you know, how much did you make off this device?

Per hour, you know, like who are you going to pay to do this? What space are you going to put this in? How much do you need to make to make it worth it? And is it worth it? And so, there are companies that can do that if you don’t know how to calculate that yourself, but that was a hard lesson to learn. You know, we’ve, we’ve bought some devices and I’m sure everybody’s done this where we then turn around and had to sell it or, you know, or it doesn’t work or whatever it is.

 There’s another, I think. The mistake that I’ve made. I mean, yes, it’s a financial mistake. Was it like, did it hurt our business? I mean, not really, but yeah, I mean, that could have been put towards other things, you know.

Catherine Maley, MBA: So, I just gave a talk on that in Boston this past weekend and it was all the things to consider.

And what happens is you’re at that meeting and your friend says, and he’s probably trying to justify him buying it said, Oh my God, I love this machine. It’s a money maker for me. And then you’re like, really? Okay. And my first thought is. Who’s going to run the thing and where are the patients going to come from?

Has anyone even thought about the marketing side of this? It’s not going to happen on its own. Who’s got a plan to make sure this thing stays busy. And then everybody claims the salesperson. And frankly, it’s, it’s you abruptly jumping to the, to that shiny object thing. Don’t we all, doesn’t it feel so, good when you look at a machine and say, oh my God.

This is going to change everything, you know, get a nurse injector or a nurse or an esthetician. She’s going to run it. I don’t have to deal with it. This thing is going to be amazing. And it never is, you know, it just, it just never is. But we always bite that apple. Don’t we? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: You’re right. So, that’s great.

Yeah. So, but there are so, many, I wish I would’ve listened to your talk, right?

Catherine Maley, MBA: I should, I should have taped it because, well, actually, you know what, I’ll do a blog post on it or a video because there’s so, many things to consider, but I won’t go into that now. But anyway, just let me go back to staff for a second.

Are you actually managing staff or did you hire a COO or an HR who, like, how many people are we talking about that are going to be working in this? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Yeah. So, currently, you know, between our spa and our clinic, we have almost, I think we have 35 employees, so, three surgeons, 35 employees. You know, we anticipate for the surgery center alone, that’s probably going to be 50 to 75 staff additional.

We don’t even have them yet, you know, we haven’t hired them. And then in our new spa clinic, you know, probably at least doubling, if not more. So, yeah, we’re looking at, you know, from the three companies between the clinic, the spa. And the surgeon are probably 150 employees. So, yeah, in terms of scaling, yeah, we’re looking at that now.

And so, we’ve already tried, you already laid the foundation. So, I think, again, one thing besides culture is like really setting up an organizational chart of your business and like who reports to who, and, you know, even though we write all these things down and, you know, we have a title, like Sam, the founder and my wife’s the practice administrator, and we have an office manager and a spa director, you know, we have all these titles and we have leads and we have, you know, the breakdowns in clinic and spa.

People still wonder, like, who do I report to? You know, it’s like, inevitable. But, you know, we have all that mapped out. We do have HR. We don’t have in house HR. We have a wonderful person that’s kind of on a retainer. We worked with her for several years now. She’s wonderful. And we are actually currently in the process of trying to find executive director slash, you know, practice administrator or COO in that capacity.

 And so, that my wife can kind of step forward. You know lateral more towards the spa, which is what she wants to do. And so, you know even, and I’ve talked about this with my associates, my partners, you know, like having your spouse be kind of your equivalent, you know, in the business, like if you’re the CEO and she’s COO, you know, it can be a little like.

Unnerving for them, you know, cause they’re like, well, she’s always going to side with him. I’ll tell you right now, my wife does it. Like she probably sides with me like 20% of the time, but no, I mean, I was very conscious of that. And so, we, we’ve tried to lay plans and a roadmap to say, okay, you know, she’s going to kind of transition over into the spas, what she wants to do, what she’s, you know, has training and stuff to do.

And as we bring on other people who have. background in running these things on a much bigger scale. So, we’re actually, like next week we have interviews with practice administrators. We have like four people. And so, yeah, we’ve been working on this to grow, but it’s all timing, you know, because like, I don’t want to bring on people too soon.

And so, you know, it’s a lot. It’s a lot. Aside from doing search, like my job, I’m a, I’m a technician. I literally. Operate like I said, four to five days a week, you know, 60 hours a week. And then I have to go run a business in the background, you know, multiple businesses, you know, I run a side of a software after this time I have a, I have a software company.

I started with a couple of people. I have to do that, you know, and, yeah, I have a turro business that I run, you know, with a person I have, so, I don’t know, I think I have a really severe ADHD that I can control, but I have a lot going on.

Catherine Maley, MBA: Yeah, Lord your wife has been wonderful, like she, has that been just fantastic to have her part of this rather than not know anything about it? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Honestly, yeah, I mean it, you know, it was very scary to me like when I left the first practice, I never saw myself for one being in private practice, I thought I was going to be a hand surgeon at a hospital right where I can go in, do surgery, go home, go enjoy my life. Instead, and then I was like, okay, well join a private practice with someone who knows how to run this, I’ll just do surgery.

But then when it’s like, okay, it’s my own business, I have to run this thing, I can’t run into the ground, and I have to do surgery, it was so, nice to have her step up and be like, hey, I’m here with you. I’m going to be by your side. We’re going to do this together and it’ll make me a little emotional, but she’s amazing.

Yeah, she’s I would say of all people I’ve seen grow. You know, I think of myself through residency and even through this business, I would say I’ve seen her grow exponentially just professionally. intellectually emotional intelligence. She’s just grown so, much in the last few years. And I mean, she’s like a boss woman and it’s awesome and people respect her.

She is just a powerhouse.

Catherine Maley, MBA: And it’s so, cool to see that you can even watch it in Instagram. You can see how pro she’s gotten, you know and she’s just so, behind you, like, boy, having that kind of support system must be very nice. So, congratulations because she’s been with you when you were like nothing, you know, and yeah, you jumped.

I just want to understand. How did you jump like this? I mean you went from zero to a hundred in like about a year. Like how felt like that? Are you doing that? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: I don’t know. I think you know; I think a lot of people I got a lot of hate for it actually, you know, from even a lot of like colleagues because they’re like, you know, clown, you know, he’s doing TOK and, and I think at that time has made a little ahead of the curve.

And maybe no one’s ever going to be dancing. You know, I don’t dance in surgery. I think that’s, you know, not safe, but you know, I think personality wise, like I tell people, it’s like, look, you know, there’s plastic surgeons out there who are sculptors and they’re amazing artists, you know, and they showcase their work and they’ll post it, you know, I’m not, I’m not a sculptor, but I’m a dancer.

Like for me, my. My form of like expression me is to dance, you know, and I love, and I’ve loved that since I was in high school, I break danced, you can go watch my high school videos. I used to make videos when I was younger. And so, for me, tick tock was just like made for me when, you know, and unfortunately it happened when I was almost 40, but so, for me, I was so, passionate about it, you know, I’m just trying to be myself, but also educate.

And so, I think it really helped me break down a lot of boundaries for patients, but I think for other surgeons, it was very like. Unattractive to them and very scary. And so, I got a lot of hate and I, and I still do. I don’t, I don’t care at this point, but I have a lot of people now and I speak at ASPS.

I’m speaking again about social media. I speak every year about it. It’s been three years in a row. I’m on panels for that. I go to different like GAC. I went to that and I spoke about social media and that’s where we met. And so, but yeah, I think, you know, one thing I just talked to people about and advise is look, be yourself, like whatever that is, you know because your patients want to see a human side of you.

 And it’s hard sometimes to let that boundary down a little bit. Not boundary. I’d say that barrier because, you know, we try to be very professional and, and I agree, there’s always like a line of like, okay, where am I professional or am I not? But I think, you know, it’s really evolving. And I think a lot of people are seeing that now.

And I see people doing Tik TOKs that, you know, the year before that were, You know, blasting me on Instagram for doing Tik Toks and now they’re doing them. And guess what? I’m happy for you. Like I’m not saying how I told you. So, I think it’s great that you can be yourself and, and do that. So, that, that’s why I think it just grew so, quickly because nobody was really doing it at that time.

And it just kind of caught on, you know, Would here’s what I have noticed. If you’re good at it, do it. If you’re not get somebody to help you look good at it because. You just happen to innately, this is your thing, you know, it just is your thing. Your Instagram is amazing.

Catherine Maley, MBA: I actually don’t do TikTok because they keep, my 15-year-old niece keeps getting blasted for breast augs and that pisses me off.

So, I’m boycotting it. But Instagram is our, usually our place to be. What’s your demographic though? You seem to, of course, skew to the younger patient, the more body patient, is that true? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Yeah, I think my practice really has, you know evolved and kind of niched down to really like, like I said, female 20 mid-twenties to like mid-forties, maybe early fifties female.

 A lot of them are moms. They’ve had multiple kids, you know yeah, mainly breast body and contouring body contouring. And I don’t do much face anymore. You know, our new associate brought on, he does a lot of face. We did that intentionally. I just, and I think it’s because I started out, you know, at a place where I was working with a facial plastic surgeon, so, I already kind of niched myself down because I was doing hand, I was doing breast body and stuff, cause he didn’t do that.

And so, I just kind of, my referrals came that way and I just kept doing it. I love it. I love doing that. And so, I just kind of stuck to that.

Catherine Maley, MBA: Well, again, you’re in the middle of Utah. How many children does everybody have? Like you can’t be in the header market, you know, I would be the tummy tuck king. As a matter of fact, you are. How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

What do you call it? Not —

Jerry Chidester, MD: “Mommy takeover”.

Catherine Maley, MBA: Oh my God. How cute is that? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Like, I just like the idea of empowering a woman, you know, it’s like we’re taking our bodies back. We’re taking back what was ours, you know, like it really was kind of given up to their kids for the last decade or whatever.

Catherine Maley, MBA: So, who thought of that? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: I did.

Catherine Maley, MBA: Mommy takeover. I’m a marketer. I eat, sleep and drink marketing and never dawned on me to call it “mommy takeover”.

Jerry Chidester, MD: What’s your mommy makeover? I was like, oh, it kind of bugged me. You know, I mean, her granny, granny game changer, daddy do over. But I was like, you know, I’m not there. I get that. There’s a lot of women that have not had kids.

And so, I’m still, I wish I could come up with a term that’s just like, Hey, let’s kind of fix everything head to toe that you’re wanting to get back. You know, most of my patients aren’t looking to be extreme. I think most plastic surgeons are that way. Patients want, Either restored, you know, volume in their breasts because they’ve lost it after kids or they’re wanting to just feel more confident for whatever that is.

You know, it’s not like people are wanting extreme stuff all the time. Yeah.

Catherine Maley, MBA: Yeah. And what about your other thing that you trademarked the “SoMe”? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: SoMe, yeah. So, that came it’s called the SoMe breast aug.

Jerry Chidester, MD: Yeah, so, it started, it’s kind of two parts. It started where I was, I was evolving the way I was doing breast augmentation where I was doing more, what’s called composite breast augmentation, where you’re, you have implants, you have fat grafting, you have a lift and then you have, you know, internal bra or some type of mesh material to support the weight of the implant.

So, it’s a lot of different components. That’s called composite breast augmentation. And I hated saying that to patients, okay, we’re going to do a composite breast. I’m like, what is that? You know? And so, I told my wife, she’s like, that sounds so, lame. And so, we try, I’m like, how can I like shorten that down?

And, and so, you know, we’re talking and then we’re also talking like, you know, doing “befores and afters” for social media, I was like, okay, like, you know, how do you ask a patient professionally, you know, bring in a bra that will look good. So, that when we do before and after it, like it’s very consistent, it’s clean looking, it’s not, you know, like, you know, a ratted toward torn bra, you know?

And so, my wife’s like, My wife came up, she said, call it SoMe. because SoMe stands for social media. She’s like, come up, like call it a SoMe bra. Like tell them to wear a bra that they would be willing to post on social media. I was like, oh. And then I thought it’s kind of double meaning like SoMe for the breast augmentation part is more like, you know, a customized, like, this is so, me.

Like this is, yeah, that’s how I saw it. This is, Yeah, so, it kind of has double meaning. And so, then, then I, you know, we, we invented a bra that’s a post-surgical bra. So, that’s another business we have. But so, that’s called the SoMe bra. And again, it’s very customizable. Like it’s adjustable everywhere for a post-surgical breast patient.

 Cause I, you know, I had tried tons of different surgical bra brands and just didn’t love them. And so, I mean, these aren’t perfect, but I think they work really well. Patients have liked them. So…

Catherine Maley, MBA: Yeah. How did you end up with 209 reviews at a rating of 4. 9 in such a short amount of time? Is there a process, a secret, you’re bribing them? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

How are you getting that?

Jerry Chidester, MD: No, I wish. Yeah, yeah. I know some places like you go get free ice cream if you give them a review. Right. But we don’t do that. So, no you know, I think when a patient is in that moment when they, they look in the mirror or, you know, they come for their follow up and they’re just super happy, like if that’s a moment to capture and say, Hey, like, would you be willing to share this with other people?

And so, you know, we don’t corner them or trap them, but we say, Hey, and we send it to them right then and there. So, I think one, one thing we’ve learned is you really have to send that link to that Google review, like while they’re in office. Or even say, Hey, we have an iPad. If you’re willing to do that, you don’t force them to do it.

But yeah, I mean, that, that’s it. And, and I think yeah, unfortunately there’s that one. I know why there’s the, the made of 4. 9, but you know.

Catherine Maley, MBA: It’s fine. It’s also a good opportunity. So, much more authentic to be that than 5. 0.

Jerry Chidester, MD: Yeah. Yeah. I love the 4. 9.

Catherine Maley, MBA: Don’t let that bother you at all.

Jerry Chidester, MD: No, it doesn’t. And I think, you know, it’s in the response to these as well.

That’s just as important, you know, the way you respond to Negative feedback, but I think any feedback is good feedback. It doesn’t mean it’s negative or positive. It’s that it’s an opportunity to grow because we’re definitely not perfect and there’s growing pains with any business or practice. And I think you always learn from something, you know, whether it’s your mistakes or your shortcomings or your oversize, you know. So, you’re right about the timing.

Catherine Maley, MBA: It’s about the timing because a lot of the surgeons say, well I asked, I catch them at their three months and I say by three months, she’s so, used to this. She’s not ecstatic anymore. She’s just, you know, she loves it, but not like she did when she first had it done.

So, I think timing is everything. I also think it’s helpful for the doctor to ask. I think you’ll get a yes way more often than others. The thing that confuses me, I keep hearing different things about it. Okay. Can they do it in their office on your office on their cell phone or is this IP address an issue? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: So, I’ve heard like with RealSelf it is, I it still is because RealSelf, my understanding is they do look at that and Google might as well. I don’t know about Google, but I do know with RealSelf that that was an issue and so. Yeah, sometimes we’ll say, we’re going to send you a review. And so, when they leave the office, they can, they can do it.

But you know, your chances, unfortunately of them filling it out, go like plummet because they move on with their life. It’s not like they don’t do that, but they’re not in that same emotional state, you know, where it’s like, I’m feeling it like, Oh man, this is all, I’m glad I did this, you know, like. So, yeah, I don’t know what the right answer is.

I mean and some, you know, for a while, Google wasn’t even reviewing and posting them during COVID. Like, I think they were short staffed. And so, they weren’t vetting these reviews. And so, a lot of reviews never got posted. I think for a lot of people and they were doing that to protect businesses, my understanding, you know, if you looked like my, my mom’s business with restaurants, you know, they struggled, they couldn’t keep employees.

And so, service was very poor. It was a lot of just takeout, you know, where Uber eats. or whatever. And so, they got really bad reviews for service, wasn’t the food quality, it was a service. And so, I think Google did that to protect businesses during that time. That’s a good point. Yeah. And I know they did that, but I think that’s since done, gone and done.

But there’s other, you know, there’s Yelp. Utah does not use Yelp very much, but like in California, Yelp is a huge thing, you know. And so, there’s, yeah, a bunch of Google reviews you know, real self, you know, you talked about, I mean, your own website, you can, you know, can, you kind of conglomerate all the reviews together as well.

 I think in the end, you know, the whole point of getting reviews though, it’s, it’s really, you know, it’s one tool for a patient to decide if they want to come to you for surgery, right? Because, just because someone has a lot of reviews, five stars, it really doesn’t mean anything if you walk in the door and like, I didn’t have a good experience there.

And so, I think, you know, our goal as a business and the culture is really like, you know, you want to give that from the minute they either call or walk in the door till they leave. You know, just that level of experience, like, wow, that was amazing. I want to go back there, you know, and, and or that surgeon, I really connected with them.

It’s really about the connection. Cause you got a million reviews, you can have all your friends and family gone to that surgeon, but you may not connect with them. You know, people, and I say that online, I’m like, look, You know, it’s, it’s actually kind of, I have to share this with you. I got a, I had posted some reels the other day that I did on Instagram and someone, another surgeon, not in my state was trying, I could tell they were trying to send my, my reels to another person, you know, because, and it was a comment about that reels.

And it was not very nice. It was like, Oh, I’m OMG. I’m so, embarrassed for him. You know, and I was very nice in my reply and she didn’t, I don’t think she realized, well, then she realized it came to me and tried to correct it and said, Oh, that was not meant for you. Wrong person. And like, I’ve been doing Instagram for a while.

I know who that was intended for. It was intended for somebody else, but it was about me, but I was very nice. I said, look, like, you know what, sometimes my stuff isn’t for everyone and it may not be for you and that’s fine. Like. You’ll find people that are drawn to you and I’ll find people that are drawn to me and that’s okay, you know so, I try to be nice about my reply But yeah, like everyone has their thing and patients have their thing.

Catherine Maley, MBA: So, I have my own fan club and then the fan club and the doctors, yeah, the doctors do the same thing to me. And I think, come on, don’t you have something better to do than, you know, comment on my copy. You don’t like what I write. Like, come on. But you know what? If you’re playing a bigger game, it’s just part of it and it’s no big deal.

Yeah. I wouldn’t worry about it at swag. You are just Mr. Entrepreneur. So, of course you have a shopping cart and you have t-shirts and the bras and the t-shirts are hysterical. How, how did that all happen? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Yeah, I had a lot of people actually messaged me and say, Hey, like, I would love it if you made a shirt.

I had patients, I would have patients literally make shirts the day of surgery and say, like. You know, I don’t sell these shirts, but they say like Chiddy’s Titties or something, you know, I’m like, Oh, to me, that’s a little vulgar, you know, I thought it was funny. I bought the domain name cause I didn’t want anybody else to buy it, but I don’t use it.

 But no, so, I had patients coming in making their own t-shirts and so, I thought, well, we can make our own. And so, you know, we, we made, this is got Chiddy’s or Chiddy Committee or something, you know, just kind of basic stuff. And then we had the bra and so, we created an online shop really for that.

And, you know, I. We now what we do is a lot of we just give our patients, you know, cause they’ve been waiting. Some patient waited two years to be seen for consult. So, we try to give them some stuff. They’ve been waiting. This is appreciation like, Hey, here’s a shirt. Here’s one of our custom bags. Here’s a gift card to our spa.

Thank you for waiting. Cause you could have gone anywhere else in the last two years. You could be healed two years ago and you know, you’re ready for your implant exchange at this point. So, we appreciate people for waiting. And so, we try to, yeah. You know, give get back to them too.

Catherine Maley, MBA: And if you just wanted my two cents the t-shirts are cute But I would actually do some form fitting tank tops for the girls who really want to show off what you gave them And they’ll you know, keep them clean But those would be a big and then have that post op goodie bag where they get that for free the gift card to the spa absolutely once you’ve had surgery you need to go to non-surgical and keep everything in good shape and in that, I would also put the referral card, you know, a couple of referrals.

 But I think you would get a lot of play out of that.

Jerry Chidester, MD: I love that. Yeah. We’ve talked about tank tops. I haven’t done it, but I really, I hear that from you. I think I will do it now. So…

Catherine Maley, MBA: But there’s like cool ones, you know, like a nice quality tank top, like they would really wear that. And I’m thinking I’m envisioning black on the one of those t-shirts says.

Chicago, which is Chicago. Al Hadid?

Jerry Chidester, MD: Al Hada, yeah.

Catherine Maley, MBA: What’s all that about? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Yeah, yeah, so, I think it says like Chicago, Al Hada, maybe Los Angeles. Los Angeles, yes. Yeah. And Bangkok.

Yeah. So, those are all places that like I lived. It’s more of an insight thing. My staff thought it was the dumbest-shirt ever, but I’m like, I don’t know.

Catherine Maley, MBA: You were literally going to franchise to those places and I thought you’ve got to be kidding.

Jerry Chidester, MD: Yeah, I had people ask me that. Are you going there? I’m like, no. Okay. Yeah.

Catherine Maley, MBA: Well, I thought you were going to go back to your roots, like Saudi Arabia and like, you know, go help them because —

Jerry Chidester, MD: I’ve actually, I’ve looked into that actually going back there.

Catherine Maley, MBA: I’ve talked to some folks in Saudi Arabia. They’re all of that. They’re busy. They are. They care about this as much as we all do. And under that they at home, they say they don’t wear this. They have pajama parties and the girls wear their. Panties and bras and show off what they have. And there’s a lot going on and the men, the men love hair.

They love their restoration. Who knew? Cause they’re wearing turbans. I think people are so funny.

Yeah. Anyway, I think there’s a market there for you.

Jerry Chidester, MD: For sure.

Catherine Maley, MBA: So, we’re going to wrap it up now. Is there any advice you would give anybody else who’s thinking about not even playing this big game that you are, but just jumping a bit, just jumping from, let’s say insurance.

I’m assuming you don’t do insurance anymore? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: No, I haven’t for a couple of years. Yeah.

Catherine Maley, MBA: I mean, is there any advice there to, like, if you want to make that jump or make that move or go out on your own or do a build out any. How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Yeah. So, I think, you know, when it comes to like, yeah, if someone’s looking to evolve their practice, if they’re, let’s say you’re doing all insurance and you’re thinking of doing aesthetic surgery, or at least more maybe than you’re doing currently I think first off, you know, it’s really hard to break into because people will say, well, I want to see your aesthetic work, like show me your breast augmentations and maybe I don’t do a lot, but I think the best way for those patients is, is, yeah.

They have family and people that are all the time, right, like you may have done an amazing breast cancer reconstruction on a patient and they probably aesthetically look amazing and they’re going to have family or maybe they themselves want an aesthetic procedure. So, a lot of people, I think, start with their actual insurance patients and then, you know, kind of bring them into the aesthetic realm, but then also referrals from their family members.

So, I remember because when I started, even my hand patients, you know, like they were coming in. To a spa and they’re doing their ham, but they’re like, Hey, like asking about Botox or other services. And so, that really was kind of the gateway. So, I think depending on the environment you’re in, like if you’re in just a strictly insurance-based office, you know, I think looking at how that arrangement is set up so, that you can either.

Bridge that over to the aesthetic side, whether it’s like your actual physical office space changing, or like I said, you know, getting those referrals and kind of seeking those out more because they’re there. But you’re going to have to have some base of aesthetic work before, you know, it’s like me rhinoplasty.

People are like, well, I want to see your rhinoplasty. Well, I haven’t done any. How am I supposed to show you? I’ve done like three, you know, and they’re like, well, you’ve only done three, you know? So, that’s why I’m like, I just don’t want to get into that. And so, but if you really want to do something, you’re passionate about it, or you want to, you know, kind of shift laterally.

 Yeah, I think it definitely takes, you have to. Like I said, you have to make some kind of change in your practice, like with how you do it within your practice. And, and I, but I would say, you know, cause I have friends that I’ve helped and kind of consulted with. Like I said, I consult who have done that recently, you know, they shifted from strictly insurance over to the aesthetic.

And I think a big part of that is really utilizing social media. You know, a lot of times people that are insurance or hospital-based hospitals won’t let them post those cases or ensure, you know, whatever system they’re under. And so, you kind of get in this trap where you can’t use any of that. So, everything you’re posting is very educational.

non patient based. And so, I think transitioning to that in social media you know, it’s, it’s a little bit hard, but it’s very doable. And so, I think doing that is really important. And so, if you start out, you don’t cases post educational stuff, talk about it though. Talk about breast augmentation. You, you know, you, you may not have a bunch of cases to show, but you can explain.

Explain, you know, the differences between subfascial, submuscular, subglondular. You can do educational content and build that rapport. It just takes consistency and time. That’s, you know, I, I started with nothing. I started with zero followers. Everybody starts with zero followers, you know, at least one, my mom and my, my wife.

So, two, you know, you can have two followers, but you’re going to have to build it from there. So, everybody has to do it. You know, set the start.

Catherine Maley, MBA: Sure. Who’s the creative genius behind you? Is it you, is it your wife? Because your Instagram, it’s really creative. Like, it’s so, creative. Very, very entertaining. How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

I stayed on much longer than I wanted to, and I just got sucked in. So, wait, who, who is the brain behind that? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: I, well, I’m not going to claim being the brain, but I do run my own social media page. I have the whole time. I’m pretty I kind of cling onto it because it is my personality that’s coming through.

But a lot of the ideas, whether I’m, you know, I do my homework, I do my homework on Tik TOK, Instagram, and I look to see what trends are or how I can turn that for, you know, plastic something, or it just might be my own idea. But I also, my wife has a lot of good ideas. I will give her full credit. She has some awesome ideas and she’ll send me stuff all the time.

Like, Hey, Jerry, do this, but do this. Or I’ll say, Hey, I’ll say I have this audio. I want to use Mindy. I’m like, how can I put that to plastics? And she’ll be like, she’ll just tell me right away. You know, I’m like, Oh my gosh, it’s genius. So, I definitely give her a lot of credit. But I have a social media manager.

She’s great. Alyssa, she’ll send me stuff all the time. My employees, my medical assistants and staff, they have ideas. And so, we’ve kind of created this culture of, it’s almost like, Hey, if you have something fun, let’s do it and we’ll do it together. Or if you have an idea, let’s do it. And I’ll give you credit.

You know, like I’m not the type of person to just try and take credit for things. Like. I think credit needs to go where it’s due. And you know, whether someone filmed something, someone had the idea, someone took a photo, I mean, like in everything we do, like we should credit those people. And so, I think because of that culture, you know, everyone’s willing to share and do that.

So, I think that’s, you know, I give credit to everybody around me, honestly.

Catherine Maley, MBA: Well, I think it’s great team building the, the social media. It gets everybody involved and you, and you hear everyone’s input and your staff has a lot of creative ideas. So, good for you. Yeah. Last question, tell us something that we don’t know about you. How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

That’s interesting. Although you are already super interesting. There is one thing though. You went to Tokyo. Are you a pain in the neck to go on vacation with? Cause you’re filming everything. Are you one of those people? Like, would you just put the darn thing down camera down and let’s…

Jerry Chidester, MD: I, you know, I, I like to be in the moment, but like there, like for me, like, even like when I wake up and I see a sunrise, like, I feel like I like to take it in, but I also like to capture it on a video or photo.

So, I can like reflect on that someday in the future. And for me, like Tokyo, for example, was a childhood dream. I’ve always wanted to go there. And so, there’s certain moments where it’s like, yeah, I definitely want a video of that. But then there’s times where it’s like, nope, phone’s away. And we’re just going to enjoy the moment.

 You know, a lot of my life, it’s. photography and video, like whether it’s Tik Tok, Instagram, whether it’s, you know, plastic surgery, I mean, I’m taking photos before and afters, you know, and then photos of my kids and family. So, I think it’s just the culture I’ve been in, but yeah, my wife would say it’s very annoying to go to dinner with me because I have to take photos of all the food before anyone can eat.

So, yeah, it’s probably pretty annoying. All right. So, tell us something we don’t know. I made the decision when I was young to, to work, you know, so, I had this, I, when I was in high school, I kind of mentioned earlier, I worked all through high school when I was young. And I think that’s really what it, I think it brought me to where I am today because of that decision I made.

And maybe I’d be in a similar position or maybe better. I don’t know, you know, had I made another decision, but when I was in high school, I made the conscious decision to work. At a job and I carried that job all the way through high school and I really think that helped me build work ethic. I think I learned a lot about myself, what I was capable of and learning to work as a team, but I also, you know, on the other side, I played sports.

I played basketball and I played soccer and I, and I tried out for soccer and made the team, but then I literally like pretty much quit that to go work and I always. I don’t know if I regretted that because I, I don’t know if that would’ve built me differently, you know, in terms of like team play and all those things.

But I think that’s something about me that a lot of people don’t know because I really chose like that over sports, which a lot of people do the other, and I think, but I think it made me who I am today. The other thing that I’ll tell you that no, not a lot of people know about is I mentioned earlier I like to make vi I used to make music videos with my friends.

I used to make NSYNC, Backstreet Boys, you know, you name it. No, I used to make music videos. Where can we see your work? Oh, no. Well, I actually tried to convert it from VHS, you know, and it was just such poor quality. It didn’t work out very well, but maybe someday I’ll find someone who knows how to restore it and I’ll put them out there, but you don’t want to see those.

Catherine Maley, MBA: Good for you. I just can’t get over how fast you have grown. I, in all the years I’ve been doing this, I would say you win on the fast track. You know, yeah. And I’m going to say a lot of this is you’re hanging with the right people who got you thinking big early. You also had a great upgrade upbringing, like watching mom and dad work their butts off, I think is just, you know, priceless. How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

 But then hanging with some people who think bigger. I think anyway, that’s how I look at it. Like when I, when you grew up in a little world, I grew up in a very myopic sub suburb in Chicago. And I mean, my mind was blown when I moved from there and went, Whoa, look at what else can I do? You know, I think some of it is that, you know, just…

Jerry Chidester, MD: Yeah, I really, I think a lot of, like you said, I think definitely surrounding myself with those people, but I think I learned to surround myself with those people living in Saudi Arabia, you know, and living, like you mentioned, living outside of here, because like I said, it becomes very myopic when you’re in your small town or, you know, just living, you know, in that city and going to the same school and the same people.

 But I also look at it as like, I look back a lot of those people that I grew up with in high school. I, you know, I’ve leaned on today, you know, and so, it’s interesting to think you look back at life, like, you know, people, I think, come into your life at a certain time for a certain reason, and then they leave, but it doesn’t mean they don’t come back later, you know, and so, I think, you know, in the end, it’s like, Every interaction with any person you come across.

And this is something I learned in high school early on. Luckily, is that every situation with a human being is like an opportunity to be kind and nice to them. Because I think if you, if you build your relationships in a negative way. Like if you always, I think in my opinion, there’s always two ways to treat people.

You can be very nice to them or not nice to them. And I think if you constantly do the not nice thing to people, builds up this reputation that you don’t even know about, or the way you treat people where that will carry with you eventually, you don’t want to call it karma or whatever you want to call it.

It definitely comes back to you. But I think on the opposite, if you are nice to people, even if you don’t know them, you know, I remember I go on medical school interviews and I would be nice to every single person. Didn’t matter. I don’t care if anybody saw me or not. Just nice to everybody. You know I think it really comes back to you in the end because I think the way you treat people is how people end up treating you.

And, and I think with that attitude that’s probably the biggest piece of advice I can have for anybody. Like you can start today. If you haven’t been doing that past, start it. Just be nice to people, like treat people like a human being. It sounds so, basic, but we don’t do that a lot of times, you know.

Catherine Maley, MBA: I have a quote that I have to look at every day because I happen to be, I wish I was as kind hearted as you are. I am impatient. I’m an Irish Catholic redhead and it’s pain in the neck. But the quote is life or God, I can’t remember, but God will give you what you are, not what you want. And I thought, isn’t that the truth?

Like, where are you going? You know, are you going to get there the hard way? You’re going to go the easier way. And so, true. Anyway, I’m going to let you go. It has been an absolute pleasure. I will be watching your success. I don’t know how much bigger you can go, but we’ll, we’ll see, obviously. Yeah. So, do you want somebody, if somebody was dying to get ahold of you and chat, are you open to that?

And if so, how would they do it?

Jerry Chidester, MD: Yeah, I honestly, I have surgeons probably two, three times a week, reach out to me, whether it’s social media or whatever outlet I’m always open to talking to people, whether they’re looking for advice about anything, whether it’s social media, running a business or any plastic surgery techniques, I’m always open to, they can get ahold of me probably Instagram is my easiest.

@drchiddy just DM me. I checked that probably more than anything. And then I’m happy to give you my number through that. And then I’m happy to text and call you.

Catherine Maley, MBA: Okay. I forgot to ask, how much time do you spend on Instagram and TikTok? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: I look through my, yeah, I look at my data. You know, like I said, I probably operate around 60 plus hours a week.

And I, and I, then I run a business and I spend probably 20 to 30 hours a week on Instagram and social media. Whether that’s creating reels, creating content or answering questions or researching, you know, it’s, it’s a. Full time job in itself.

Catherine Maley, MBA: Wait. So, was that 90 to 100 hours a week? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Oh, yeah.

Catherine Maley, MBA: How many hours a night do you sleep? How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: I get like five to six hours.

Catherine Maley, MBA: Oh, dear God.

Jerry Chidester, MD: Yeah. Like, well, I’m like, I’m wide awake. So, I’m very passionate about life. You know, I’m awake. I’m ready to go. Yeah. I mean, residency, you know, you work a hundred plus hours a week. So, I think I just never really, Turn that down. You know, honestly, I kind of came to practice and just kept, kept that. I mean —

Catherine Maley, MBA: Well, everybody, you heard it here. Did you want to know how you get fast? You know, success, do what he’s doing, you know, 90 to a hundred hours.

Jerry Chidester, MD: You may not want to do that. Maybe it won’t be as fast, but that’s okay. It can be. So, we all have our own growth curves. It’s all, and you know, they’re all relative.

Catherine Maley, MBA: It’s fine. Right? And you might slow down later, like maybe now, you know? Because I know some surgeons who are working their butts off now because they want to exit at 45, you know?

Yeah. So, it just depends on who you are. I, I always say just know thyself. You know, just know who you are. How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

Jerry Chidester, MD: Yeah. I had a five year, I, I told myself I would go a hundred plus percent for five years and I’m.

Getting close to that. So, yeah, and I’m, I mean, you know, I maintain that, but yeah, I know. I feel good. I feel like I’m at a good pace. And I think like I said, you know, you have to have those breaks. Like when it comes, like last week I did a full week of social media break. I just, I’m like, I need a break. I know when I’m kind of at my point and I just need to be with, you know, my family and just break that.

And so, you know, I think it’s important to have those breaks built in.

Catherine Maley, MBA: Oh my gosh, good for you. I just love all the tips and the pearls you just gave out. It’s, it’s so, helpful because you make it look so, easy. And like everything else in life, it’s the easier it looks, the harder work that went in the back end to make that happen. How did or does this impact your ability not to be just booked out, but to be booked out 2 years?

So, congratulations. I will see you again, I’m sure at a meeting.

Everybody that’s going to wrap it up for us today, a Beauty and the Biz and this episode on Dr. Chidester being booked out 2 years.

If you’ve got any questions or feedback for Dr. Chidester, you can reach out to his website at,

A big thanks to Dr. Chidester for sharing his recipe for success on being booked out 2 years.

And if you have any questions or feedback for me, you can go ahead and leave them at my website at, or you can certainly DM me on Instagram @CatherineMaleyMBA.

If you’ve enjoyed this episode on Beauty and the Biz, please head over to Apple Podcasts and give me a review and subscribe to Beauty and the Biz so, you don’t miss any episodes. And of course, please share this with your staff and colleagues.

And we will talk to you again soon. Take care.

The fastest way to success is to model other successful surgeons who have what you want, but you can only see their results, not the path they took to get there.

So, you continue to jump from one thing to another, hoping to find something that will work for you too, but it rarely does. So, try this shortcut instead. It’s guaranteed to move you forward. I compiled my intellectual property to grow cosmetic revenues, everything I’ve gleaned over the years into one playbook of the most successful practices and what they do to win.

Go to and let’s grow your cosmetic revenue.

-End transcript for “Booked Out 2 Years — with Jerry Chidester, MD”.

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Catherine Maley

Catherine is a business/marketing consultant to plastic surgeons. She speaks at medical conferences all over the world on practice building, marketing and the business side of plastic surgery. Get a Free Copy of her popular book, Your Aesthetic Practice: What Your Patients Are Saying View Author Profile.


Beauty and the Biz is for Plastic Surgeons who know they don’t know everything and are open to discovering the pearls to grow and scale a sellable asset when they’re ready to exit.

Listen in as Catherine interviews surgeons who talk about the business and marketing side of plastic surgery and listen to Catherine’s pearls from consulting with plastic surgeons since Year 2000.



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