Dr. Sherman offers a warm welcome as he opens the door to his plastic surgery office located in the busy streets of New York City.

Name: John E. Sherman M.D., FACS
Location: Manhattan, NY (Upper East Side)
Website: nyplasticsurg.com

That's interesting:  Dr. Sherman was inducted into the Honor Legion of the New York Police Department. This honor was given to Dr. Sherman for his response to the World Trade Center attacks, in which he was injured. The Honor Legion is among the highest honors given by the New York Police Department. Dr. Sherman is an Honorary Surgeon for the NYPD as well as Surgeon for the Drug Enforcement Administration (DEA), New York Field Division. He's also an attending plastic surgeon at New York Presyterian Hospital, Weill Cornell Medical Center, Lenox Hill and Greenwich Hospitals.

Can you tell us a little bit about how you got started in cosmetic medicine?

After I finished my residency in general surgery financial interests directed me towards plastic and reconstructive surgery. In 1980, I joined one of the most established and recognized plastic surgeons in the world in his practice, where the focus was cosmetic surgery. I eventually started my own practice maintaining the focus on aesthetics surgery as well as the availability and care 24 hours a day, seven days a week.

You are situated at the heart of NYC. You must cater to a diverse population of patients.

My clinic is located across the street from the Metropolitan Museum of Art on Fifth Avenue. It's a fully credentialed office based surgery center accredited by the AAAASF, with board-certified anesthesiologist, and a full professional staff. Because of our location and our practice, patients come from all areas of the United States, and even more patients come from Europe and the Middle East.

What's your criteria when it comes to hiring your staff?

I'm fortunate in that the majority of my staff has been with me for many years. I have three employees (nurses and operative staff) who have been with me approaching 15 years. It is important that the staff reflects my philosophy about patient care, and more importantly they must interact and work well together.

You mentioned earlier that you are sought by patients throughout the world. How do you meet their expectations?

As a busy plastic surgeon my focus has been providing up to date procedures and care of patients.  As a board-certified plastic surgeon, I always looked at surgeons who performed plastic surgery who are not suitably trained. I learned early in my career to practice laser surgery with full commitment and devotion to the specialty. I also believe that if you have a limited availability of lasers you often make the patient conform to the laser you might have as opposed to having the proper laser that would help the patient. This can only be done by full-time laser physicians whom I refer my patients to. I do not offer IPL or lasers in my practice.

How do you reach out to your market?

We have an active web presence, but do not actively engage in social media, advertising, or internal programs.

We are active with PR and make real efforts there. Being seen has tremendous benefits and I've been quoted or interviewed in such magazines as Vogue, Elle, Good Housekeeping, Glamour, W, New York Magazine, the New York Times, and of course, Medical Spa MD.

The emergence of medspas made the competition very stiff. What advice can you give to physicians who just started in the business?

Be honest, avoid the concept of marketing as opposed to treating your patients and developing a broad-based reconstructive and cosmetic practice.

About:  As a native New Yorker, I completed my plastic surgery training at Cornell University Medical College, New York hospital and Memorial Sloan-Kettering Cancer Center. Since 1980, I have been in private practice with a focus on aesthetics surgery, as well as teaching at Cornell University medical College. As an aesthetic surgeon and think it is important not to lose touch with fundamentals of our specialty, and the basic principles and management of trauma and reconstruction. I have maintained us while working at the New York Presbyterian hospital. It is also gratifying to maintain a presence in the teaching program for our residents. I was awarded teacher of the year for our program last year.

This interview is part of a series of interviews of physicians running medical spas, laser clinics and cosmetic surgery centers. If you'd like to be interviewed, just contact us.