Hello, and welcome to Beauty and the Biz where we talk about the business and marketing side of plastic surgery and how Sheila Barbarino, MD has practices in LA and Austin.
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 “Practices in LA and Austin. How? – with Sheila Barbarino, MD”.
When life throws you a curve ball, you have the choice to duck, run away or figure it out.
That’s what Sheila Barbarino, MD did. She figured it out.
Dr. Barbarino, a cosmetic surgeon of the face and body has a thriving practice in LA with celebrity clientele, lots of PR media opportunities and a great reputation as the go-to source for expert techniques for injectables, laser and aesthetic devices.
All was well until she experienced a pull to set up another practice in Austin, TX (you have to listen in to find out).
⬇️ Click below to hear “Practices in LA and Austin. How? – with Sheila Barbarino, MD”
This week’s Beauty and the Biz Podcast is my interview with Dr. Barbarino describing her journey from LA to Austin to worldwide lecturer, innovator and industry thought leader.
It’s quite a ride!
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Practices in LA and Austin. How? – with Sheila Barbarino, MD
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, as well as consultant to surgeons to get them more patients and more profits. Now I’m very excited about today’s guest.
It’s Dr. Sheila Barbarino with practices in LA and Austin. I just love saying her name. Barbarino and she’s a cosmetic surgeon of the face body, and she’s got offices in Southern California and Austin, Texas. We’re going to ask about that. Now, Dr. Sheila Barbarino is an industry thought leader. Innovator author of 15 papers, worldwide lecturer and trainer on expert techniques for injectables laser as well as aesthetic devices.
Now, Dr. Sheila Barbarino was born and raised in California and did her internship at New York Hospital and her residency in ophthalmology at New York Eye and Ear Infirmary. She then did a fellowship in general, full body, cosmetic plastic surgery at the Beverly Hills Surgical Group,, as well as a fellowship in facial plastic surgery at the Morro Institute.
Dr. Sheila Barbarino been a five time recipient of both the Compassionate Doctor Award, as well as the Patient’s Choice Award recipient of the Aesthetic Multi-Specialty Society Award, LA Magazine’s Super Doctor Southern California, RealSelf Verified Doctor, and the coveted Woman of Achievement Award for Lupus – LA.
So welcome to Beauty and the Biz, Dr. Sheila Barbarino as you discuss your practices in LA and Austin, it is a pleasure to have you.
Sheila Barbarino, MD: Thank you so much for having me. I’m so excited to be here.
Catherine Maley, MBA: All right, Dr. Sheila Barbarino. So I’d love to start with how you got to where you are with practices in LA and Austin. Because most little girls don’t grow up saying I want to be a surgeon. Then I want to be a facial surgeon. Then I want to be a facial plastic surgeon.
And then, Dr. Sheila Barbarino, I also want to go with the body. So just, can you give us a synopsis of your journey and how it relates to your practices in LA and Austin & thighs?
Sheila Barbarino, MD: Sure. So originally I did my medical school at Jefferson university and I knew I wanted to have women as my patients, as my patient base.
I really am a girls girl, a woman’s woman, you know? And so that really is, are the patients I really enjoy. And so I was, I thought I was going to go into OB GYN or something like that. And then I really got interested in Olo facial plastics because at Jefferson they have Will’s Eye Institute, which is the eye Institute and they had a wonderful oculoplastics team there.
And that’s when I was like, oh my gosh, this is what I want to do. So I went into ophthalmology and ocular facial plastics, which is my bread and butter, and that’s what I really love. And along with all the other things, but we’ll get into that. So after I finished my first fellowship in ocular facial plastics, you know, I came out and my patients are like, wait, so you only do bye.
So. Like eyes and like, I don’t understand. And I’m like, no, no, no. It’s like, it’s a really big deal. You know, like that’s a really important area. And you know, patients that were really happy with me were like, well, can you do other things, you know, can you, can you do life a section? Can you, and then I started to realize that, you know, maybe I would like to go a little bit below the neck and do other things.
And then I’m like, gosh, you know, that requires more training. So that’s what I went to Beverly Hills, you know, where else are you going to learn? Great body plastics. And so that’s why I did a whole body cosmetic. Body plastic surgery, fellowship. And that was a ton of fun. And I learned lots of things there, and I learned how to do lipo and fat transfer and all these other fun things.
And then I started really analyzing my techniques as a facial plastic surgeon. And I was like, gosh, you know, I want to learn from the best, I want to be an even better facial plastic surgeon, because I saw so many bad facelifts in Beverly Hills, you know, hopefully not for me, but you know, but I did believe that there’s got to be another.
Level of really knowing a really good face. And so I did an extra facial plastic surgery fellowship after, as my third fellowship. So over trained, but you know, I think that it has really given me a really strong foundation for everything I do, as far as injectables injectables. It’s, you know, people are always like, well, why do you still do injectables?
And I, I love my injectable practice. And the reason is, is because you really get to know your patients, you get to know their stories, you get to hear about their families. You get, hear, you know, kind of foster their journey. Their beauty journey in every step. So you, you start off with them when they first take their first sleep with you with Botox and injectables and lasers, and then later on, continue their journey with surgery.
So I really enjoy that aspect of my practice as well.
Catherine Maley, MBA: So, Dr. Sheila Barbarino, it sounds like your business model, in regards to your practices in LA and Austin is kind of like a one stop shop or women who want to not only get to the looks they want, but reserve the looks they have, or even renovate (at your practices in LA and Austin) or rejuvenate the looks they used to have. So –
Sheila Barbarino, MD: Yeah.
Catherine Maley, MBA: And, Dr. Sheila Barbarino, you’re doing that with surgical as well as nonsurgical and you’re going face and body at your practices in LA and Austin.
So, Dr. Sheila Barbarino , you’ve got all angles covered as a business with practices in LA and Austin. Has that been complicated because you need different skill sets, different staff, different processes. Sure. What about that part? Like, you know how you can go two different, you can go lot to different ways, but one way is pick a procedure, get good at it and, and put your, you know, flag in the stand.
And, Dr. Sheila Barbarino, this is going to be my procedure, or you go the way you’re doing it, which no I’m going to be everything to everybody (at your practices in LA and Austin), but for a specific patient target market. So which your strategy on that?
Sheila Barbarino, MD: So I can honestly say that. I certainly do like every other surgeon, I have my favorite surgeries that I like to perform.
And then there’s some surgeries that, you know, I, I know I can get a home run surgery surgical results on this patient. And then there’s some that I’m like, you know what, there’s someone that’s better in town that does this particular procedure that you need. And so I think that being a good surgeon is not only knowing.
You know how great of a surgeon you are, but also knowing that, you know, there are other procedures that you might be better at. And so I think that that’s really where I have kind of come into my own is I’ve really understood what I’m good at and kind of, you know, sent my patients to other surgeons, why I feel like that’s maybe not my best procedure or maybe I can’t achieve the result that they’re looking for, because it’s maybe more of a difficult case and not, you know, a home run slam dunk result.
And, you know, as a female, as a VA, female and very aesthetic female, you know, I want the best outcome, whether it’s me or it’s my patient or my family member or my best friend. And so I think that that’s ultimately, you know, my true intention for every single patient that I see and that I think kind of gives me a little bit of an edge because I think.
Most doctors don’t take it as personal as I do, you know, because I look at them and I’m like, gosh, if I were them, this is what I really want to see on myself. And can I get that result for this patient if I can’t then I’m certainly not the doctor for them, you know? And, and that’s okay. You know, I think that they’ll appreciate me even more if you know, the honesty is there and the sincerity is there and you know, my intention is for them to be the most beautiful version of themselves, you know, who doesn’t want to be that, you know, every single day.
Catherine Maley, MBA: So, Dr. Sheila Barbarino, is the goal in regards to your practices in LA and Austin, versus a one, you know, a one… What’s it? One and done?
Sheila Barbarino, MD: One and hundred percent. I think that, that I have my entire practice has. Rested on the last patient I’ve seen. I can honestly say that, you know, in California, when I first started my practice, you know, that first patient has still been with me, you know, to this day.
And it’s really important to me. And everyone says, you know, oh, going back and forth between Austin and LA you know, that must be tough. And it really isn’t, especially when I get a catch up and see my patients and see, you know, what’s happened with their families and what’s happened with their lives and, you know, really been on board with their beauty journey.
I think that my patients have followed me from, you know practice to, you know, different practice locations and all of these things, they’ve been super loyal and I feel the same way about them. And like you said, a patient for life is really the goal. You know, I always say whether we do something today, tomorrow, next year, or never, you know, I like to make a beauty plan for the next, you know, 10, 20 years until I retire until we both retire rich, you know?
And I think that that’s, you know, ultimately that’s what I really want in a patient. So, you know, if they are one of those, you know patients that do in Austin, believe it, or not more than LA, I see a lot of these patients that kind of doctor shop and talk hop from one doctor than next. You know, they’re unhappy one little thing and then they hop to the next and then something else happens instead of going back to the doctor and giving them the chance to correct that.
Procedure, you know, we’re not mind readers. If the doctor really wasn’t clear or wasn’t familiar with your, you know, muscle, you know, structure or everything, you know, all of these things, you know, come into account when you’re treating a patient. So you really have to take all these things into account.
And if you haven’t known the patient for too long, or if you haven’t had this patient for years and years and years, you don’t know what this patient’s expecting as far as an outcome. So if you work together, just like, you know, I always joke around that work kind of overpriced hairdressers, you know, because really, you know, when I look at your hair, your hair is beautiful, but you have a very different hair type than I do.
Right. So, you know, if I were to go to your hair person and say kind of do the same thing that Katherine has, you know, I doubt that they’re going to give me you know, a look of oh yeah, no problem. Right. And they shouldn’t. Right. They need to know what my aesthetic goal is. And that’s what I think I really want patients and other doctors to really take away from this is that, you know, really understanding your patient’s aesthetic goals is I think the most important part of the consult then, you know understanding that they have, you know, a timeline that they need to get ready for or understanding that they didn’t like this surgeon.
You know, when people say. I don’t like what this provider did for me. What I like to do is I like to ask what they didn’t like, because I think that it’s so quickly, especially all of us that know each other in the business so quickly, we’re like, oh, I know what they do. I know why you didn’t like what they did.
I can see it a mile away. You really want to know what there’s so many times that, you know, I’m looking at someone’s duck lips that are like the most ridiculous thing that I’ve ever seen in my life. And they’re like, oh, I didn’t like the filler that this, you know, provider gave me. And I’m like, well, I can see why I’m in those lips.
Just smack me in the face, on the way in, you know? But then when talking the patient, they’re like, oh no, I love my lips. It’s cheeks that I didn’t like. And you’re like, what, what are you talking about? Yeah. So, you know, to really get to know what your patients, you know, like and what they don’t like in, in learning from, you know, past mistakes and things like that, that really does help.
Catherine Maley, MBA: Well, Dr. Sheila Barbarino, from a patient’s perspective, even at practices in LA and Austin, I love going to the same provider, because number one, if I’m comfortable, I will complain directly. I won’t leave. I, because I, I like that person and we have a nice relationship. One of the reasons they’re leaving is because they don’t think. Anything’s going to happen, you know, that’s good.
So they might as well start over with someone else (even at practices in LA and Austin), but as a very busy professional, I’m not dying to run all over town and create, I just want my, like, just like my hairstylist, my hair is this long because I go to somebody who understands that .
I don’t want short hair, you know? And I come back very regularly for the last, what, 25 years.
And she gives me what I want. I know what’s I expect I get what I expect. And I’ll tell you, I think in today’s world, this Uber competitiveness the more relationships you have of that, that solid relationship, where that patient wouldn’t go anywhere else, but with you, I mean, that’s just priceless,
Sheila Barbarino, MD: Priceless.Yeah. I would rather have 10 of those every day than 25 new ones. I mean, really those, you know, it’s quality, not quantity. And I, I always, you know, joke around with my staff, you know, that’s, if we have. You know especially during these times that like, you know, people are getting sick, you know people are traveling, you know they didn’t make their flight, whatever the case is.
And we have these unexpected cancellations and we always joke around, we always say quality, not quantity, right. So we can make the day a very fiscally successful day, you know, off, you know, even the smallest amount of patients. Because if you take the time and, you know, imagine. Kathryn, when you go to your provider, if all of a sudden they have an extra hour to spend with you and you’re like, well, you know what, why don’t we finally do all those things that we were talk about doing?
And I never really, you know, blocked out the time or you were always running a little bit late. Right. And you can spend that time to like really do all those things or plan for the future of what you’re going to do for those things, which is, you know, important quality time that, you know, often we don’t are, we’re not fortunate enough to get in our day, you know, mm-hmm
Catherine Maley, MBA: So, Dr. Sheila Barbarino, regarding the business side of things and how it relates to your practices in LA and Austin, I don’t know if you have a D.D. or what, but you are in two locations, not only do you offer a lot of procedures, but you’re in two locations now I’m also in California, Northern California.
And I used to have a rental property and a love life in Austin, Texas. I know it quite well. I know that area very well. It’s super competitive now. It feels like the whole world ended up in Austin. So not only have you chosen once tough location, but you also have LA. Which is the other huge competitive location.
So, what is your thought process at your practices in LA and Austin? How are, how did you end up starting another practice? And then how do you manage two practices that you’re at half the time?
Sheila Barbarino, MD: So, it wasn’t a conscious choice of going into another market that was so competitive that you can’t even breathe. It’s I actually think Austin is become more crowded than LA because of it being a smaller town.
LA is much more spread out. And, but I think that Austin is such a small town. I mean, there are. On my one street, I think there are like 27 providers that do exactly what I do, which is –
Catherine Maley, MBA: I know your street very well in Austin, Dr. Sheila Barbarino. And I thought, oh dear, she’s playing a bigger game boy. Cause that’s it’s and they’re heavy hitters there. They’re not just, you know, I mean they’re solid, you know?
Sheila Barbarino, MD: Yeah, yeah. Yeah. Well, I’ll, I’ll be honest. I’ll I can honestly say that. I think there are good and bad providers in Austin. I haven’t seen as many, I feel like in LA if you’re not really good, you kind of get kind of creamed. I don’t know what other word to say.
Like, you know, you kind of put yourself out of business here. I don’t think that that’s the case. I think that there are, I’ve seen horrible, horrible, horrible providers, and I’ve seen really, really good providers. So I think it’s kind of runs the gamut. So it’s, it’s different, but the reason why I came here was my husband came home.
I don’t know how many years ago now and said, you know as you know, a lot of the bigger companies have moved out of California because if you employ over, I think it’s 150 workers, but my husband was like, he employs probably about 400 and he’s like, I’ve got to move my company. He’s just like Toyota and Lexus and everybody else out of the state of California, because it became so employee friendly that you couldn’t even run a business.
And so he’s like, we’re going to Nevada, Texas, or Florida. And I was so busy in my LA practice that I was like, well, I’m not going anywhere. I’m super busy. I’m good. You go, you go, do you? Yeah. He bought two, 300,000 square foot buildings here in Texas and. We, he kind of went back and forth for about a year.
And then he was like, you know what? I need you to, you know, kind of my son and I to move there. And I’m like, oh my God. I’m like, well, I, you know, you’re an entrepreneur, like I’m a doctor. We don’t like just pick up and like move, you know? And I was already established doctor in LA and I was like, I don’t want to start over.
It’s hard work. And he was like, no, it’s going to be great. And then, you know, one by one, like I said, the first year, you know, you’re kind of sitting around whistling Dixie and then, you know, those. Few patients start telling other patients what was really nice was originally actually, when I first got here Austin was producing a lot of HBO and NBC and ABC and Netflix stuff.
And they were giving a lot of incentives to those companies. And so a lot of my, you know a, B, C, E D E, whatever actresses and actors from LA were actually seeing me here which was kind of really fun and nice, you know, and they were driving a lot of business to me, which was really, I was really grateful.
And you know, like you said, you know, one happy patient can drive so many patients and, and to see you. And I think that, like you said, if they have a good relationship with you and they’re like, you know, I like normally what you do, but I hated the way you did my lips. This is not what I wanted. And you’re like, no problem.
You know? And I think that, like you said, you grow together and you figure out what your, you know, beauty recipe is or what you want to look like, what you want to feel like. And then once the provider and you come to that kind of understanding, then, you know, just like a good hairs is just like a good, you know, personal stylist.
So once they know your style, then we can really bring out the, the best version of you in every way. You know, every time like you said, I attend all these conferences. I go home thinking of like, oh my gosh, this product is perfect for that one patient that I didn’t know what to use on her. And I wasn’t really sure if this was, you know, she wanted something more long lasting and then I go home and I’m like, I figured it out.
I I’ve got a solution come on in. Let’s try to work on it, you know? And I think that one thing that my patients really do appreciate is that. I’m always willing to try new and different things and really grow and You know, keep up with all the changes in aesthetics. I mean, that’s, I think the best part about being an aesthetics is that it is, there’s always something new that people are coming out with that are in that’s innovative and you know, is really pushing the aesthetic bar.
Right. And that’s what we all want to do. And so I think that that’s why I become so engaged with the meetings and my colleagues, because I think that we can all really help each other just become better and better and better. And I think that, that’s why I do it. You know, I think that there’s, yes, there’s always going to be a lot of crappy, you know equipment that comes through products that come through and as we share.
You know our experiences with them that we won’t make those mistakes with our patients. We won’t have to buy that crappy equipment that, you know, we thought would be so great and, and, you know practice changing in our, our, you know each individual practice. But if we go to the meetings and we try the modality and we talk to you and you’re like, you know what, that’s just not a good investment.
You it’s, it’s not the, return’s just not there. I think that’s super helpful for all of, so, you know, all of don’t have to keep making the same mistakes before we had these amazing platforms to share ours.
Catherine Maley, MBA: Dr. Sheila Barbarino , I’m still hung up on that and how you’ve gotten so good at your practices in LA and Austin, because I know what it takes to run one office. To run two offices, are you duplicating everything or are you more in Austin? And now you’re just slipping over to LA to do some injectables? How is that working between your practices in LA and Austin?
Sheila Barbarino, MD: So I do three weeks in Austin and one week in LA and I, I would like to make it sound like it’s easy, but it’s not easy.
You know, none of it is easy. I, I would love it to be easy and some days are easier than others, but, you know so I have one EMR that kind of covers both. I have, you know an EMR for here in Austin, Texas, and one in LA, but they both connect. So at any point I can always pull my file from LA or Austin, wherever I am.
And like you said, I, I do attend many other conferences, so I do kind of need that kind of remote satellite. So I make sure that my Austin office manager or my Elliot. Office manager are very good friends and that they’re very good touch. I think that one thing that I’ve really implemented especially during COVID that I had time to sit down and write like my practices and procedures, so that if I were to, you know, God forbid, you know, die or, or whatever it is, you know, everybody could actually follow what needs to be done every single day, including seeing the patients, including you know, pre-op them for surgery, post-op them for surgery.
So they just have to look through the surgical book or the daily practices book, you know, and it goes, as far as, you know, my husband jokes around, he’s like, do you think it’s a little degrading to write, you know, turn on the light, turn on the music. And I’m like, no, no, they’ll never miss it. Right. I mean I don’t know about you, but you know, I think the reason why.
I’m a good surgeon and I am a good provider. It’s because every single time I see every single patient, I do have a mental checklist, including how old is this patient? Does this patient smoke? You know, what’s the demographic of this patient? Is she, what skin type is this patient? You know, I go through a mental checklist and I, I want the reason why I did such a silly, you know, turn on the lights, turn on the music, turn on the, the TV, you know make sure everything’s clean is so that they, it starts to become autopilot.
You know, that, that autopilot checklist. And that’s why, when I’m looking at somebody in clearing room for surgery, you know, I never, no matter how tired I am, no matter what’s going on, whether my I’m sick, the kid’s sick, you know people are quitting or being fired or whatever the case is. When you have that, that mental checklist, you’re never going to forget it because it’s the same thing you do every single time, all the time.
Catherine Maley, MBA: Well, Dr. Sheila Barbarino, when you take the time to figure out these processes on everything at your practices in LA and Austin, and actually document them with checklists and we go so far as to documenting them with videos. So we call it the how to video library and it’s to do our business because there is nothing worse than having that one staff person who thinks they’re indispensable because they’ve set themselves up for that because you allowed it and we’ve all made that mistake –
Sheila Barbarino, MD: Enabled it. Yes.
Catherine Maley, MBA: And then when it happens, Dr. Sheila Barbarino, you’re like, are you kidding me? I don’t know what to do without this person. I don’t want to be in that vulnerable position anymore. And so many practices are set up (even those practices in LA and Austin For sideways, things like that to happen. I just, I’ve gotten to be really serious about how do you do what you’re doing and get it on video because you can walk out the door or get hit by a bus or quit or whatever I need to know. What are, what are you doing here?
Sheila Barbarino, MD: yeah, no, I think that’s amazing. I think that that’s so key, you know, I didn’t like you I’ve been held by the throat by many people that I’ve hired and then, you know, they have their secret passwords and their secret notebook that, you know, you’re like, well, I don’t even know how to, you know, check of my medical licenses up to date without, you know, her checking it, you know?
And it’s so freeing to you know, you obviously always want to keep those people that are loyal to you know, close at hand, but unfortunately, like you said, you know, there is sometimes people get a little too big for their britches and you know you don’t ever want anybody to. Not stay humble and appreciative of the practice.
And I do think that, you know, you don’t want to be held by the throat. You don’t want to ever feel like this person a week today. We can’t practice seeing patients unless this person shows up. You know, I don’t, I’ve, I’ve been there. I had actually I, I had a, an ma that she, you know, is, was lovely and she does a great job, but she really, you know, said to me, you know, that you know, people like me, you know, are very hard to find.
And I agree with her, you know, but one morning, you know, she really, you know, got a little too big for her riches and I, we, I was operating and she’s like, you know, just finish the surgery. And I said, you know, I’m not. I’m not going to finish the surgery because it’s not safe for the patient. It’s not because I don’t want to finish the surgery.
The patient was had really high blood pressure that was not controlled and it wasn’t being controlled by the medication and everything we did it just, you know, and she was like, well just go back in there and just finish it. I know you can do it. You know? And I said, again, I’m not canceling the surgery because I don’t want to do it.
It’s because it’s not safe. You know? And she said, well, I don’t like the, the way you’re talking to me. I’m going to go home today. And why don’t you call me when you want me to come back? And I said, you know I’m going to need you to leave your key, you know? And I, I really loved her. I, I love her still, you know, and we’ve made amend since then, but you know, you can’t have somebody that in a stressful, it’s already a stressful situation.
Right. You know, I wanted to perform the surgery. I wanted this patient to be happy. There’s no, although. Anesthesia’s there, you know, patient’s there, you know, the driver’s there, everybody’s counting on me to complete the surgery, but it’s not safe, you know? And it’s not her call and she should have supported, you know, the decision, but instead that’s, that’s when you’re going to walk out on me, you know, so, you know, I, I don’t ever want to feel like being held by the throat ever again.
You know, it’s, it’s, it’s a tough feeling and I think putting policies and procedures in place, you know, even if, you know, like you said, when I walk away, I can give somebody a binder and say, listen, this is what you need to learn. I’ll be back in a week and then let’s start from there. And I think that, that, there’s so many times that when I hire new people, they’re like Dr.
B what do I do with this? And I’m like, check the binder, check the binder. And the reason why I do that is not lazy that I don’t teach it’s self-reliant and be able to look it up.
Catherine Maley, MBA: I hear you. I hear you loud and clear and how this impacts your practices in LA and Austin, Dr. Sheila Barbarino.
A long time ago, a mentor friend of mine said, it’s not if a, a staff person goes bad, it’s when, and I thought that is so negative.
I thought that is just, but look at how quickly it can change.
Like you loved your Aunt Mae. It just takes one emotional moment. And it’s like, what the heck happened? You know, Dr. Sheila Barbarino?
Sheila Barbarino, MD: And I still love her. Yeah. But like, you know, I certainly can’t have her, you know, acting like that. Right. Cause it’s just, you know, I was already like I don’t think I can finish this, you know, because in my mind it’s like, can I do this surgery?
Can I do, can I just, is this guy going to stop bleeding enough for me to just get in there and do, and then it’s like, no, he’s not. Is it, you know? And then, you know, at that point. In my mind, I just had to start going down that road of like, okay, you know, we need to just take a breath. Let’s let me close him up.
We’ll bring him back. There’s always another day, you know? And instead of having, you know, a fatal complication that, you know, God forbid he stroke out, God forbid he bleed out. God forbid he has a retro balm where hematoma, I mean, any of these things can happen and that’s truly devastating. Right? So for me to like, you know, waste an afternoon is not that bad.
Catherine Maley, MBA: Well, and, and following your own intuition is everything, especially at your practices in LA and Austin.
I think women are better at that anyway than men, Dr. Sheila Barbarino. But, Every surgeon asked when they’ve had like a catastrophic thing happen to them, like a lawsuit or a death or something they always say the same thing I thought I could handle (even for practices in LA and Austin). I just thought I could handle it. and I, and I turns out I couldn’t it.
So I think, listen to yourself, you know, listen to your, you know, that other secret mind of your saying this doesn’t feel right anyway. Now that –
Sheila Barbarino, MD: That, that is a big thing that you, that you highlighted that I think that if I can tell my colleagues, one thing is listen to your intuition more. Cause I, every time I have I’m like, oh my God, that was so much worse than I thought mm-hmm there was a patient that I was going to do surgery on and I looked at his labs and I’m like, you know, these don’t look right.
And I called his oncologist and he said, he’s been in remission for years. Like, and this guy was really quite nasty and he is. Oh, I thought you, you were a big, you know, deal, blah, blah, blah. Like don’t tell me you’re going to, you know, get all wimpy on me about, and I’m like, well, no, I’m just trying to be safe and blah, blah, blah.
And, you know, I said, you know, I just don’t feel good about these labs. And he said, oh, it’s just a side effect of one of the medications. It’s, he’ll be fine. He just had surgery last week on its carpal tunnel, blah, blah, blah. And you know, I, I, he was so nasty. And so like, you know, taunting, you know, oh, you can’t handle it.
It’s just a little eyelid surgery. And I was like, Ugh, what, how condescending? And then I looked at his labs again and I said, you know what? I don’t, I don’t want to do this today. This is not, this doesn’t feel right. And I, I said, you know what and I called his, the doctor’s office and said, you know what, give him some, you know I V I G and, and, you know, then we will reassess and maybe I’ll bring him back next week.
And he saw him back in the office and apparently he had come out of remission. He had full blown yeah, CLL again. And it was like, I’m like this guy, if I brought him back, he would’ve never stopped bleeding. And so, you know, there are so many times that I’m. You know, I mean, when I got back to the office and everyone’s like, oh, how did Mr.
Soandso do? And I’m like, Ugh, I actually decide not to do it. And this doesn’t happen often, just because I’m telling you about these two isolated, you know, you have to remember I’m in a surgeon for what, 16 years, 17 years. And you know, these are just isolated incidents that I’m like, God, I’m so glad I listened to like my gut and decided not to do that. You know?
Catherine Maley, MBA: All right, Dr. Sheila Barbarino. So let’s switch over to the more fun side. The marketing side of having your practices in LA and Austin. I like that one the best because you can control that better.
Sheila Barbarino, MD: You’re, you’re in the person to go from this, your wheel. I love it. So from you, for sure.
Catherine Maley, MBA: So, Dr. Sheila Barbarino, regarding differentiating when it comes your practices in LA and Austin, you have differentiated yourself in a couple ways.
Number one, I mean, you’re, you’re using your womanness as you should, because it comes across as very caring, but I mean, women just must love you. And I love that.
You’re the girl’s girl, you know, you’re really pretty, but you’re still really natural and normal and yeah, most patients actually don’t want to go to a Barbie doll, especially for practices in LA and Austin, you know, like you can’t look…
There’s a patient for everybody, but especially Austin. It’s much more natural there.
Sheila Barbarino, MD: Yeah. So that’s great, you know, you know, the market . Yeah. Have you noticed a big difference between the demographics of the. A hundred percent. I mean, people, you know, it’s, you know what I think it’s really funny is you, every once in a while I get these like, you know, 60 year old patients that have not done anything and they come in there and, you know, they have everything going on and they’re like, I know you’re going to say I don’t need anything.
And they have, you know, gray hair and I’m like, Oh, honey. I, I don’t know if you’ve read the reviews, but I’m not going to say that but, you know, I, I think that I, I, you know, I, I think it’s interesting that you’re saying that, you know, using my womanness, but, you know, I don’t, I don’t think of it like that. I really think that in my, my male colleague is, can attest, you know, I think my most engaging conversations with all of them are probably about the business, because I think I love talking about aesthetics and that, you know, but I mean, I, you know, I really don’t have them too common with them.
I really ha I was raised by my single mom and you know, so I really feel good when I make other people feel good and beautiful and you know, and like I said, you know, even. You know, when I was deciding what kind of doctor I wanted to be, I knew I wanted to be a woman’s, you know, doctor, because I think that that’s, you know, naturally what I gravitate towards, but I do believe in women empowerment, I do think it’s important to support other surgeons within our field that are female.
I think it, it. I God bless. We have the amazing male surgeons in the field as well, but I think it must be really tough for them. I don’t know how they do it, because I think that, you know, when I wake up in the morning and I see my jowls and I see, you know, my, my eyebrows and I’m like, gosh, I would just look so much better if it was just up here, you know, I don’t know how you know, anybody could have that perspective unless they, they really do not only empathize with a problem, but sympathize with a problem.
Catherine Maley, MBA: I hear you Dr. Sheila Barbarino. Yeah, it’s just, I just Guarantee, I’m just positive that your patients open up to you more on the emotional side of why they want this versus keeping it clinical, in regards to your practices in LA and Austin, because you actually can’t bond with somebody when they’re staying surfaced, you know, you need to share feelings.
So, I mean, I would just use that as much as possible, but another way you differentiate. you definitely have some guts.
I’m watching your thread rhinos.
Sheila Barbarino, MD: Oh, God.
Catherine Maley, MBA: Holy cow, Dr. Sheila Barbarino. At your practices in LA and Austin , like what just, can you explain that? And did you make that up or? I never had seen that before.
Sheila Barbarino, MD: It’s very cool. Right. So in my face my facial Plastic surgery, fellowships. I learned how to do rhinos. I have to tell you, it’s probably not my favorite surgery to do.
It’s because it’s exact opposite of everything I’ve ever learned to, to do surgically. So, you know, all of my surgeries are very meticulous and very soft and very precise and rhinos I think are very aggressive and very. Pounding and, and rearranging and very aggressive with the tissue. And I’m just never really like that.
But I think that when, when I did do rhinos, I don’t do them anymore. I didn’t enjoy them the way I enjoy my other surgeries, because I, I had such great outcomes, you know, and I think that I had great outcomes with rhinos, except it just takes so much longer to get there. Number one, and number two, you know, the nose constantly changes as we age three things continue to grow on our face.
Our ears are Chan in our noses. And so, it’s a constantly evolving thing. And I, I also am someone that does appreciate. Different beauty, not just the Barbie beauty or, you know, stereotypical beauty. I think that I appreciate, you know, very strong noses. I appreciate curve noses. I appreciate all those different kinds of noses.
So sometimes when be positions would come in and they’re like, I don’t like this. And I’m like, gosh, I think it looks really good on your face, you know? And I understand that everybody there’s something about everybody that they don’t like. I feel like noses are one of those things that, you know, I I’m looking at the dad and the mom that are there with the kid for the rhino.
And I’m like, gosh, you guys all have this nose. It’s so adorable that you guys all share this one feature and it’s beautiful. And when I started doing threads you know, we, we did the liquid rhinos with the filler and, you know, obviously there’s the high risk of the complications such as blindness and ischemia.
It’s very high in that area. And so I thought, well, gosh, you know threads don’t have that particular side effect or possible complication. And so what’s really nice is that some people, you know, when they have the wider nose and they just need a little bit of elevation, you can. Kind of tent up this sleeve that we use in surgery with the thread and it kind of tents it up as well as putting them down here to rotate the nose, which is actually beautiful.
It’s a beautiful result and it’s so instant and quick, and there’s very little swelling. Patients really love it. And I actually love it too, because you know, even I’ve done so many liquid rhinos and even when I do them now, I still I’m like, okay, let’s do this. Let’s, you know, there’s always a case of, you know, small case of blindness and vascular ischemia when we do this area, you know, and I tell every patient that, but still, you know, there’s always that part of me in the back of my mind that says that this can be a complication with this procedure.
And when I do the nose with the threads, that isn’t a question that’s not even in, in my mind when I’m doing that, which is great.
Catherine Maley, MBA: But, Dr. Sheila Barbarino, if you’re watching this thread rhino & thighs procedures on Instagram from your practices in LA and Austin, on your videos, it looks so Dangerous. I mean, I, I just, I thought, oh dear God, that’s, there’s no way, like, you’re putting that needle all the way through their nose.
I’m just thinking what could go wrong with that?
Sheila Barbarino, MD: No, it’s actually fairly safe. What, you know, as long as you know what you’re doing, of course, you know, every, every single procedure can be dangerous. If you don’t know what you’re doing. However, I’m using a cannula that, you know, I put at the tip of the nose and I’m putting it all the way through here.
It’s fairly relatively safe. And like I said, once you get patients numb, it really doesn’t hurt. And, you know, with the, the liquid rhinos, you often have a little bit of swelling and bruising just like you would with any other filler, but with the threads, because I’m only putting numbing down here and down here, it really doesn’t have much swelling and bruising at all.
It’s so funny that you say that it looks so crazy. Because the first time my, my husband he was drinking coffee in the morning and he opened up to Instagram to, to see me going in and doing a nose thread. And he’s like, like spits it all out. He’s like that stuff shouldn’t be on the, and I said, well, you know what?
I think really demonstrates. How you know, it doesn’t hurt and how, how much change you can really impact you can really make on the nose with, in, in what I do it in five minutes or less, maybe 10.
Catherine Maley, MBA: So, Dr. Sheila Barbarino. So, for your practices in LA and Austin, you have, see how you have all different things. You have the rhino, you know, then I also saw a thigh lift, you know, with the threads.
Sheila Barbarino, MD: Yep.
Catherine Maley, MBA: And, Dr. Sheila Barbarino, and like, how do you, how do you market your practices in LA and Austin?
Everyone’s everywhere because you have different age groups. I’m, I’m going to think of the genders now because they would love that the men would love that at your practices in LA and Austin as well as the women.
Sheila Barbarino, MD: So, oh, they do, they do love it. And men, men love believe it or not.
Men loved the jawline, the jawline I really thought was more of a female procedure because you know, all of us need, you know, balancing and all of us, but men and we all hate this, what woman doesn’t like this area. Right. And, but men, it makes them look very masculine and leaner and they love it.
It really makes the biggest difference in their face. And so how do I market for it? I mean, you know, I think that if you do good work and you know, people will come, I try every once in a while. I, you know, obviously listen to you. I I’m a big fan. That’s why I’m so honored to be part of this podcast. So, you know I think that, you know, I’m mainly a.
You know, primarily a face person, but I, I love my lipo. I love doing my BBL. Like you said, you know oftentimes when patients are so happy with all of this, they’re like, well, what can we do now with this? And what can we do with this? And like you said, I think that patients, when they really get to trust you.
And they really understand your aesthetic and what you are willing to do. I think that’s when they’re like, well, let’s look at my button now. Let’s look, let’s look at my knees, you know? And I think that it keeps me innovative too, because I’m like, well, I, I don’t know, what can we do about that? You know?
And like I said, as a, a vain woman myself, I’m like, gosh, my arms are getting flabby. My, the back of my hands do look Vaya and old, you know, what can we do about that? And so I think that, you know, part of my journey is keeping all of us looking young, including myself. So, you know, is self-interest a little bit, you know, do I want to be the best at what I do?
Of course I do. You know, and do I want to get the best results? Yes. And I want to be able to, you know, share it with my patients, you know? And I think that that’s and as far as like actual dollars in marketing, I think that everyone, you know, I, I don’t really do that much. I do some real self. I do some occasional ads in, in local papers or ma magazines that I’ll see.
But only once in a while. You know, I, I actually have a question for you. I think that more and more, a lot of these things are becoming paid. Like awards paid advertising and it, people are falling for it left and right. And part of me is like, kind of feels unethical about paying for being the best plastic surgeon in, you know, Austin, Texas, and yep.
People come in all the time and they’re like, oh, so and so down the street, they’re the best, you know, Austin’s best. And I’m like, you know, they paid for that and it’s like 20,000. They offered the same thing. But I do, I don’t say that to them obviously. But how do you feel about.
Catherine Maley, MBA: There’s reality when it comes to practices in LA and Austin, Dr. Sheila Barbarino. And then there’s morals, you know, and you have to decide what your values are, especially when it comes to practices in LA and Austin, or New York for that matter.
If you really do think you are the best, you can’t say that and you need a third party to say it, and that’s where the pay to play comes in. So I, I just know a really good marketer can, can out outspend somebody, outsmart somebody else. Who’s not willing to market. If you, I don’t know if you can rest on your laurels as much in today’s world with all the fanfare going on and yeah, the influencers there’s so much coming at us that you really do start saying, oh, you’re the best good.
I can stop looking. You know, I, so. You just have to, you have to, you know, figure that out. Like, what are you willing? How far are you willing to go?
But like, let’s say for example, social media you can have a ton of people on there saying how great you are and you do the best at your practices in LA and Austin, but I would make it so authentic. I would really choose from the people who already know, like, and trust you.
They’re already coming to you at your practices in LA and Austin. Hopefully they’re an influencer. And I know in LA there’s a guy, I won’t say who it’s, but right on his patient intake form, like the third question. How many followers do you have?
And, he only selects those who have, A certain amount of followers. And then he literally works with them and says, you know what I’m and they have an agreement I’m going to do great work for you, and you’re going to share it to the world.
So you have to just decide how far you’re willing to go with that.
Sheila Barbarino, MD: That’s interesting. Yeah. Do you think that it’s, it’s worth working with influencers and that type of you know, medium?
Catherine Maley, MBA: I think it could be such a double-edged sword. Everyone’s really happy at the beginning when the agreement just started and there’s, it can always go sideways.
So like everything else in life there’s such duality to that they can be your worst, you know, your worst nightmare, your best friend. So that’s why I like to go internal anyone organically, anyone who already loves you and they happen to. Be somebody, you know, that’s terrific, but I would just be so careful with boundaries.
Because a lot of them like the influencers, they want an awful lot for nothing. And I just think, I just think we’re getting smarter as a consumer and it just, you know, when it feels funny, you can,
I, you can usually feel like a paid ad. You know, you can feel the difference in that. So, I would always say first start organically, just hang around with the patients who already know you, who also have friends right here.
Like, you know, like, why not stay in Austin? Like you don’t need, you don’t need influencer in New York if you’re over here. Yes. This doesn’t make any sense to me just because, and it just because Kim Kardashian, I pretty sure consumers all know Kim Kardashian is paid now at this pointing.
Sheila Barbarino, MD: She doesn’t do anything she gets paid.
Catherine Maley, MBA Right. Yeah. Yeah. And so, a lot of, unless yeah.
Sheila Barbarino, MD: Paid ad.
Catherine Maley, MBA: Regarding social media, when it comes to your practices in LA and Austin, Dr. Sheila Barbarino, would you say that’s one of your biggest marketing channels?
For finding new patients for your practices in LA and Austin. Where are your new patients?
Sheila Barbarino, MD: You know, word of mouth is my biggest for sure. I, you know, I can honestly say that. It’s so funny because I always talk to my husband about getting better SEO, but people find me on the internet pretty quickly.
I think Instagram does drive business, especially in Austin. There’s, you know, it’s a very techy town as you know. And so they do find me there. Oftentimes they’ll follow my friends from, you know, because everyone’s moving here. Right. So you know, they used to see, oh, you know, I think another my colleagues recommend patients.
I think that’s a really big compliment and you know, like I just had a patient that moved from New Jersey and one of the providers that I knew there said, oh if you want someone there go to, you know, Dr. Barno and she’s been. I love her. She’s like one of my favorite patients. She’s a who, but, you know, I think that that’s my strongest.
I, I, I’m always looking for different ways to market. I just, you know, the geotargeting I’ve been trying, I think that’s working well you know, with, but you can only do like one kind of thing at a time. So like we did salt facial, we’re doing our new laser. You know, I, I hardly doubt that surgery sold like that.
so I don’t know. You know, we’re, we tried to do a virtual event, which was very successful, you know, I think, you know, it’s a whole new world out there for marketing, so, you know, I’m still kind of navigating my way too.
Catherine Maley, MBA: Well, Dr. Sheila Barbarino you’re doing a good job at your practices in LA and Austin with your Instagram lives, you know?
Sheila Barbarino, MD: Thank you.
Catherine Maley, MBA: And you’re willing to do that at your practices in LA and Austin, Dr. Sheila Barbarino.
Most surgeons aren’t, they’re not comfortable. You look very natural and comfortable and entertaining, so that has to be working well for you.
My only issue, Dr. Sheila Barbarino, is the reach is good, but it’s so at that point you’re just trying to bring. You know, that’s quantity versus quality because you’ll get a, a, an array of, of leads, but somebody’s got to get through those because I don’t call them leads yet.
I call them inquiries. These people are far, far away.
You know, they love you, but the, when it gets down to it, how do I work with you? Like, I have to fly. I have to stay at a hotel.
Sheila Barbarino, MD: I have to have a big screen and automobiles. Yeah. How do I, how do they get to me? Yeah. And what does that mean, monetarily?
Is it like you said, is it a one hit wonder kind of patient that kind of comes in? We do everything and they leave. I have had those patients from Instagram. You’re correct. And I, I, I can honestly say those are, I think they’re my least favorite kind of patients, because I want to see their follow up. I want to see how happy they are. If they’re happy, if they’re not happy, I don’t care.
I want to see them after their procedure and it’s too far for them to go. Right.
Catherine Maley, MBA: Mm-hmm. But, Dr. Sheila Barbarino, it’s good for your ego when you have a whole bunch of people following you and seeing your practices in LA and Austin. I get that, like, you know, when you guys work really hard to become surgeons and it’s so nice that you’re appreciated and your skill is acknowledged, especially for practices in LA and Austin.
I totally get that. And then I become their business person. OK, wait a second. Where’s the real money coming from, like follow the money. But, but do what you’re doing.
Do you have any idea how much time you’re spending on social media to promote your practices in LA and Austin, Dr. Sheila Barbarino? Cause that’s one of my issues is it takes you to do it because you’re the personality.
And then I think, you know, could you be doing something else? Two hours a day. You know, that’s more, I don’t know, I don’t know what the answer is, but what’s it for you?
Sheila Barbarino, MD: So I actually just did a social media panel with Steve, Diane and Kay. Dage at VCs. I, I don’t know if you saw it or not. No, but it was, it was great.
It was really interesting. And I probably have the least followers out of all of them and you know, A while ago I asked Kate Dage and she’s awesome. She’s a good friend. And I’m like, how many hours do you spend doing your social media day? Cause I was just kind of getting going. And that was probably about three, three years ago, me three and a half years ago.
And I’m like, you know, just so I know, like how much time a day I should really invest in this. And she’s like, like three hours a day and I’m like, that’s a lot of time. And honestly, to me, that’s too much time for me to do that, you know, and I’m busy enough, so I I’m not doing that. So I limit it to one hour a day.
Mm-hmm I consistently like, you know, like right now, you know, before we started, you know, I always take the opportunity to take a picture to post on my story. You know, or some video for later or whatever the case is, because I do think that, you know, patients really like to see what you’re doing every single day.
And I. When I originally kind of hired people to manage it. Now I manage it myself. Mm-hmm you know, someday I think I might revisit that again, but I’ve just had such poor experiences with people that have managed my social media. It’s just, it’s not authentic. It’s not me. It’s just a whole hot mess.
But. You know, I think that, you know, one of the things that they’ve always said is that they don’t, that patients only want to see like the practice and what you’re doing in the practice. And I don’t think that’s true at all. I think patients want to know that, you know, I have a family life. They want to know that I have friends.
They want to know that I, you know, go on vacation every once in a while. They want to know that I’m engaging with my colleagues, you know, such as you, they want to know that you know, I’m at the meetings front and center, you know, learning all the new technology and hearing about all the things that they want to have done to themselves.
And so I think that that. You know, it’s, it’s different than what originally social media started as, and I think it’s evolved into this, you know, kind of reality series of your, their own, you know, patients come in and they’re like, oh, I feel like I know you because you know, I, I follow you on Instagram and I’ve seen you talk on Instagram and you know, oh, I’ve seen you and your son on Instagram and stuff like that.
And I think that, that, like you said, kind of brings up personal approach. Right. And whatever. Means you connect with your patient, you know, that can open the door for them to be comfortable with you and say, listen, I’ve got this area that I hate. Can I show it to you? You know, this is what I don’t like about myself, you know?
Cause like you said, that is a very personal conversation, you know, it’s, it’s how you feel about yourself. It’s how you feel about how you look. Right. So I think that, you know, to have that kind of introduction of, you know, like, you know, a very friendly, warm introduction that you kind of get insight. And I think that, I hope that when patients do, you know, look me up on social media and they Google me and all that, I hope they do read the reviews because I do think when I look at some of my colleagues that have.
Everyone’s going to have one or two bad reviews, for sure. It’s that’s normal. Everyone’s going to have an exceptional review. Everyone’s going to have a poor one, you know, but on average I would say most of the reviews are pretty right on wouldn’t you agree?
Catherine Maley, MBA: Mm-hmm and so, and I would, and I would listen to them.
We know some of them are Looney birds, but a lot of times there’s truth in what they’re saying I really would take them seriously. And the ones that are the nut jobs, it’s fine. Like you, you can almost tell like when they’re rambling. Yeah. But, But most of the time they’re trying to tell you something, you know, I, I, I would, I would listen.
Sheila Barbarino, MD: Great. So one of the things that my colleagues always asked, they would say, how do you, are you ever afraid that patients feel like you’re upselling them? You know, when they’re in the practice. Cause you know, you’re like you came in for one syringe and you’re a hot mess. Like we’ve got to, like, you know, do break this up in stages and all that.
And then a lot of my reviews is, you know, Kind of honesty is the best policy. And you know, if you’re, if you’re one of those people that, you know, you think you’re going to tell Dr. Barbera what she’s going to do, you got your, you got that wrong. You know, I, I think that, you know, again, just like a high price hairdresser, I’m not going to go in and say, you know, I’m, I’m a medium, dark brown, not a black.
And I don’t like it to be, you know, I think that’s their job, you know, that’s what they studied. You know, this is what we studied. And so I want to tell them, I want them to tell me what bothers them, but I’m going to tell them what I’m going to use, how I’m going to treat it and kind of give them, you know, a couple options.
But if they don’t like my options, I’m probably not their doctor. Right. So, you know, I think that patients, when they do read the reviews and they do understand that, you know, I am going to kind of go through a whole gamut. I only do it. The first consult, the, the first consultation, I kind of feel. I want to kind of run through all the things that are going to make them look more rejuvenated and more youthful, you know?
Cause then we’ve discussed everything just because on top of everything, patients sometimes don’t know what they need. Right. And sometimes they don’t know what you can treat.
Catherine Maley, MBA: Oh, I, as a patient, Dr. Sheila Barbarino, I’ve often I heard them say it all the time. What do I need? Like I want to look better. What would you recommend? I mean, that’s the perfect segue into, let me tell you all the things I would do to get you where you want to.
You know. Yeah. I’ve see nothing wrong with that.
Sheila Barbarino, MD: Yeah. So that’s why, that’s why. And, you know, and I say, like I said, let’s, you know, whether we do something today, tomorrow next extra never let’s make a plan for the future, you know? And, you know I, I like to call it a Barbarino buffet cause you know, I want them to kind of pick and choose and tell me what ideas that they liked, because I understand that, you know, maybe their temples, aren’t a concern and maybe we’ll table that for another day.
But I do think that’s one of the biggest things that can rejuvenate the upper part of the face and the entire face in general. So, you know, when they, they get into more of a groove with me, then they understand. To kind of, let me kind of do my thing and, and, you know, as a surgeon, I think, or as a provider, that’s I think the biggest honor is when my, my staff always complains, because they’re always like, well, we don’t, we just don’t some people we just don’t know, even know how much time to give you, because we don’t know what they’re going to get done.
They don’t know what they’re going to get done. You know, they just, they, they know they’re coming me and this is their budget. And, you know, they want you to tell them what they’re going to do. And, you know, that’s, I think the most fun patient. And I think that’s where I hit the best results because they kind of let me do my thing and show them what I can bring them, like the nose thing.
I mean, obviously most patients don’t come in and they’re like, sign me up for that crazy nose thing that looks like it’s painful and it looks crazy. And that’s what I want, you know, but some patients they’re like, you know, I know I don’t want a nose job, but I do. It does bother me about how. This area is on my face.
Is there anything we can do that doesn’t have a ton of downtime, you know, and you know, the next thing you know, I’m in there, you know, with my cannula, giving them you know thread rhino. So, you know, I think threads and a lot of the newer things and modalities that I do. I think that as a surgeon, I kind of held back a lot of that.
Initially when I moved to Austin, because I was like, I don’t, you know, I’m a surgeon I want to operate. And in LA I’m more known as a surgeon. And I think when, like you said, Austin, you know, people, don’t, some don’t even dye their hair here. I mean, it is a very natural place. Some patients are never going to make it there.
They’re never going to want surgery. They’re never going to have surgery. So I think that’s when I really started exploring those you know, non-invasive options that I thought were really important for me to adapt.
Catherine Maley, MBA: So we’re going to wrap it up now on with these topics covering your practices in LA and Austin, but tell me, Dr. Sheila Barbarino, how did you learn. Where where’s your drive coming from?
Did you have great mentors? That sounds like your mom might have been helpful to that. Like where’s this drive because I have to tell you, I thought I was everywhere.
You are everywhere. Like you are at all the conferences and you’re an industry thought leader and innovator at your practices in LA and Austin.
You’re a speaker and you write the papers and, and, and you’re in two offices.
And then on top of that, you have a husband and a child. And I think, how are you doing this time? Time tips or time management tips.
Sheila Barbarino, MD: So I, I do so part of me, I, I do feel so. Blessed and honored that I would get asked to do these podcasts with, you know, people like you. I feel like it’s such an awesome honor and blessing to be asked to go to these meetings.
So I feel like I don’t want to turn that down because I do enjoy that. I, I, I love it. And I do, I do love what we do. So you know, that part is easy. Being spread thin at work is easy. it is not hard at all, but you know, when it does come to, you know, being I mean I think tonight we’re having a play date, so I’m consolidating all the people that I’ve wanted to have a play date with for like the last two weeks into one night.
So it’s going to be like a really big play date. So, you know, obviously time management is an issue, but I think that if you’re really focused on whatever you’re doing at that one moment of time, Then you can do it really well. So if I’m speaking to you, I’m really focused on speaking to you. You know, then when we get off, I’m going to be in play, play date mode, I’m going to get the house ready for the play date, you know?
And then, you know, when I go to the conference, I’m fully focused and engaged in that conference or when I’m in a room with a patient or if I’m in the operating room, you know? So I think that what people do wrong when they multitask is I feel like they try to do everything all the same time. So when you try to do everything all at the same time, that’s when you forget this and that and this and that.
But if you’re like, okay, I’m now in the operating room, what do I need to get done? And then, okay, now I’m out of the operating room now, what am I doing? You know, right now I’m talking, you know, to Catherine on, on a podcast, you know, this is what I’m focused on, you know? So I think that that’s why you can do everything really well.
If you just focus on that one moment, whatever you’re doing. Does that help? Yeah. Well, you’re, you’re crushing it. So keep doing.
Catherine Maley, MBA: Yeah. And my last question Dr. Sheila Barbarino is, or it’s not a question, it’s your request. Tell us something that we don’t know about you and it’s not anywhere on Instagram and something that doesn’t have anything to do with the cities of LA or Austin.
Sheila Barbarino, MD: Oh, my gosh, that’s a hard one to come up with out of nowhere.
I’m sure you guys can gather this from Instagram. I have fear of missing out and I never want to miss out on anything. So I think that that gives me a lot of energy. So when I wake up in the morning, I feel like I don’t want to sleep all day because I don’t want to miss out on something. Awesome. And so, you know, I think I’ve been really blessed to be surround myself with really good people and good friends and colleagues and patients that have supported me and like I don’t want to miss out.
Like I want to, I want to have, you know, an amazing practice. I want to have, you know, a practice in LA in Austin and I don’t want to miss out on seeing my patients, you know, grow up in LA. So I don’t want to give that up because I love them and I don’t want to miss out on being here in Austin. So like I said, I, I think.
Is obvious, but I also, you know have other interests besides medicine. I like to write papers, like you said. And I think it’s easy to kind of incorporate all the things that, you know, we, we like into our practice. Like I always joke around that. If I wasn’t going to be a plastic surgeon, I probably would’ve been makeup artist.
Cause I really love makeup. And I feel like that’s basically kind of what we do. Right. A super overpriced makeover. Right. right. it lasts longer. Yeah. It lasts a little longer and it it’s, you cannot wear makeup or wear makeup and still a great, so that’s, you know, I think that, I think that transformative bit of what people like about makeup is the same kind of thing that we like about plastic surgery and injectables and noninvasive, you know, it’s that extra elevation of looking.
You know, prettier feeling prettier being more confident. And so I think that, you know, when I, I do my makeup or when I do somebody’s face, I kind of take that element to everything.
Catherine Maley, MBA: Mm-hmm so would you please give us your website in case anybody wants to get a hold of you to discuss your innovative techniques at your practices in LA and Austin? What would that be? Please?
Come in. www.BarbarinoSurgicalArts.com. I’ll be waiting for you and please follow me @BarbarinoSurgicalArts on Instagram and Facebook. I would love to see you guys there. Thank you so much. I really appreciate your time. Thank you. You are awesome. Like I said, you’re one of those people that growing up in the industry, I’m always like, oh my gosh, I need to learn everything that she has to say.
Cause you’re amazing.
Catherine Maley, MBA: Thank you. Okay. Thanks everybody. We are going to wrap it up now for Beauty and the Biz and how Sheila Barbarino has made a name for herself at her her practices in LA and Austin.
And if you have any questions or feedback for me, you can go ahead and leave them at my website at www.CatherineMaley.com, 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.
-End transcript for the “Practices in LA and Austin. How? – with Sheila Barbarino, MD” Podcast.
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