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Ep.82: How to Start 2021 Strong

How to Start 2021 Strong

With such an uncertain and volatile past year, practices the world over have taken a financial hit, with many closing their doors. Don’t become another business casualty statistic, but learn what it will take to remain vigilant and prosper in the new year.

Get the tips to rise above the competition during this time of hidden opportunity.


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​➡️ Robert Singer, MD FACS – Former President, The Aesthetic Society
​➡️ Grant Stevens, MD FACS – Former President, ASAPS
➡️ E. Gaylon McCollough, MD FACS – Former President, AAFPRS, ABFPRS, AACS

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Beauty and the Biz

Episode 82: How To Start 2021 Strong

Catherine Maley, MBA:  

Hello, and welcome to Beauty and the Biz where we talk about the business and marketing side of plastic surgery. I’m your host, Catherine Maley, author of Your Aesthetic Practice: What Your Patients Are Saying, and consultant to plastic surgeons to get them more patients and more profits.  This episode is entitled how to start 2021 strong. Happy New Year, good riddance to 2020. 2021 is going to be better, l’m ready for a new beginning. There’s still tons of uncertainty going on with politics and government regulations and the economy but all we can do is keep on keeping on. A side note popped into my head ‘Keep on keeping on’ and I remember I had heard many, many years ago. I didn’t know from where I googled it but it turns out, it was Curtis Mayfield, from his Superfly album from the 70s. It’s time to move on to 2021 and we’ve got to do all we can to create a great year. We can’t hope it turns out great you have to create. I’d like to give you three top things I suggest doing to start 2021 strong.

And here’s the first one, stop watching the news. I got rid of my TV in the year 2000 when people still watch TV. I started my business in the year 2000 and I knew I was going to need all my focus, my effort, and my mental capacity to go towards growing this business, which was helping you plastic surgeons get more patients and profits. I didn’t want to waste any time on TV because I was obsessed with it. I found I was wasting much time focused on things I had no control over. I used to watch political shows; I love the stock market shows and I love the celebrity updated shows those were fantastic, but not good for me. The best thing I ever did was get rid of the television set, I got my time back and my optimistic attitude. I’m naturally optimistic but the bad news on TV was making me negative and paranoid. I had to quit if I was going to run my business but then, YouTube came along. Now’s available to distract me, but at least I can control much better. Stop watching the news and if you’re afraid you’re going to miss something, it been 21 years since I’ve had a television, I have missed nothing. If something important is happening, trust me, you’re going to know about it through your staff, your family, your friends, your neighbors, social media, anyone talking at the supermarket, anywhere you will hear it. I have never in all these years found I should have been more informed, I should be less informed. One thing I learned a long time ago was I should focus on things I can control. I can’t control all of this so why bother trying to?

Tip number two, start your day with gratitude. Many years ago, I heard this from Oprah and I thought if it’s good enough for her, it’s good enough for me. Every day, she writes three things she’s grateful for and I’ve done as well. But I have since evolved into five general things I’m grateful for. I repeat those every day. I ponder them every day because it helps me stay grateful. You cannot be fearful and grateful at the same time? The news and what’s going on is making everybody afraid of everything and I’d rather live in gratitude than in fear. If you’re interested, the five things I’m grateful for is my fulfilling livelihood, my abundant mindset, my fantastic health, except for my allergies are driving me nuts, my loving, healthy relationships, and then an appearance I’m proud of, which means, I take good care of myself and I stay in shape. The point is to train your mind to think of good things you want and not fill you up with all the fear and negativity you don’t want.

Tip number three, you want to work on your practice and not in your practice. The good news is most surgeons have been busy since Q4 of last year, and that’s fantastic. I hope it last, but if it doesn’t, it makes sense to clean house you can weather future storms. Meaning, spend smart to attract new patients, train staff to convert your new leads, and then clean up your processes to run more as well-oiled machine and less as a dysfunctional family. In most of the practices I go to, there is dysfunction going on for many different reasons. Successful profitable cosmetic practices, don’t happen by luck. I know you tend to look at your competitors and say they’re lucky, they’re in the place at the right time. Or they’re in the right geographic area. Honestly, it happens and they’re successful because they have a goal, they have a plan; they have a structure in place, they know what’s working and what’s not and they can address it sooner than later. When you can see your progress every day, you can see your staff is happy, you’re happy things are happening the way they’re supposed to. Isn’t it the greatest feeling, and it can happen for you too? Helping set yourself up for a fantastic 2021, I put together a free cosmetic practice growth booster kit for 2021. Now I included three tools to help you get the structure and clarity you’re looking for. Here’s the first thing, it’s the cosmetic patient attraction and conversion blueprint.

Now, this is the roadmap of clarity you need to run a successful multi-million dollar practice. In today’s competitive world, you need all the leverage you can get and you can’t be great at attracting new leads, but then awful at converting them. Or you can’t be great at converting patients, but then awful at retaining those same patients. The more you fine-tune all the steps to success, the more money you’ll make, it’s simple. For example, many cosmetic practices were built from one marketing channel. For years, plastic surgeons could count on their TV ad, or their Google AdWords campaign to be their main pipeline for new patient leads. But that’s dried up because of many reasons, especially the technological advancements. Everybody has gotten more advanced with their marketing. They’re all jumping on board and that’s making it harder to stand out when you’re trying to attract new patients. Marketing is now heading toward being about small gains. No more huge, quick hits here, it’s much more slight gains. The same thing is going to happen with your marketing efforts, there’s going to be a big shift from practices trying to find the holy grail of marketing, to working on improving each area of their marketing and converting lead process.

You need to fine-tune your lead generation, then your conversion, then your follow-up, then your retention strategies to make every dollar spent on advertising count.  You will now compete in these small gains by improving the steps in your processes and includes your customer service. That’s what you’ll have to shift your mindset to win today and beyond, setting yourself up to win. I’m sharing my coveted cosmetic patient attraction and conversion blueprint with you. I suggest getting together as a team and reviewing each step in the patient experience. Brainstorm how you can make the experience with you better, faster, more efficient, less painful, friendlier, and plain more fun. You can download this PDF by going to Also in the cosmetic practice growth booster kit for 2021 I’ve included a nine-point practice assessment.  Here’s the question, do you know why some practice crush it and others limp along? The nine-point assessment gives you an answer and it’s not because they were lucky, or because they were in the right place at the time, or because they married money. It’s because they do the right things, make the biggest difference, and do them consistently. 

I want you to download this is also free for you, it’s the nine-point practice assessment at Check off what you do now and what you could do to leverage up and win. It’s going to take more than a website redesign, I know everybody wants to do, they want to throw some money at the problem, find a company to redesign their website, and they think that’s going to take care of everything. You are painfully aware it doesn’t take care of everything. First, you find this new company who promises them the world; they take up to six months to put together the darn new website; you go through hell trying to get it up and running. And then you’re unhappy with the results because it takes a long time for Google to catch up with things. You’re usually disappointed in what to do. You find a new company, and you redo your website. Again, I promise you it’s not, the website is fantastic, and you need a good one. But I wouldn’t keep doing it over and over. There are way more things you should do.

Lastly, to help start strong this year, with the cosmetic practice growth booster kit for 2021, I included a 30-minute strategy call with me personally. If you want more clarity and growth, professionally trained staff who know how to convert callers and consults and streamlines processes save you a ton of time and money, then we should talk. Since the year 2000, I’ve been working with cosmetic practices of all shapes and sizes, with 21 years of perspective and insights to share with you. A typical plastic surgeon is frustrated regularly because the responsibilities they have for being a great surgeon are not enough anymore. Do you realize, you have to become a great leader, a great manager of people, a great business owner as a great surgeon? That is a lot to handle and I felt for you and I’m here on the sidelines, helping you with the business side so you can stick to the surgical side. For you to run your practice, a profitable business versus a job you’ve created for yourself, together, we can figure out what’s missing. 

You can go from pain to profits in less time and with fewer headaches, please, I have been there and done and I can make your life easier. Go to and you can get your own free cosmetic practice growth booster kit. Now there’s this thing that says money loves clarity, use these tools to gain clarity and set yourself up for success this year. I hope you have a killer 2021 and of course we’ll be talking all year and subscribe to Beauty and the Biz if you haven’t. I would appreciate a review if you feel compelled. I’m always open to your opinion or questions you can leave me a message at or you can always DM me on Instagram at CatherineMaleyMBA. Thanks much and happy New Year.

Picture of Catherine Maley

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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