Arturo Muñoz Meza MD, A Plastic Surgeon In Tijuana

A short visit with Dr. Arturo Muñoz Meza, a Guatemallan plastic surgeon practicing in Tijuana, Mexico.

Name: Dr. Arturo Muñoz Meza
Location: Tijuana, Mexico
Website: haimastemcelltherapy.com/
Facebook: Dr. Munoz

That’s Interesting: Dr. Munoz is a plastic surgeon at HAIMA Stem Cell Therapy Clinic which is located in Tijuana’s financial district; just 5 minutes from the international border of San Diego, CA.

Yes. In Mexico Stem Cell Treatment is currently being practiced at a clinical level; it is mandatory to have a license from the Health Department COFEPRIS (FDA in Mexico) This license allows the use of stem cell types beyond those approved in some western countries such as the United States, and some parts of Europe

Several years of education and training is involved to become a leader on the field. Can you share on how you started your career?

I was trained as a general surgeon in the Social Security General Trauma Center in Guatemala during the civil war. There was a large demand for medical services that time. That was the beginning of the acquisition of my expertise in the surgical arena. When I went to Mexico to complete my plastic surgery training, I was asked to stay and teach in the Resident Program by my mentor, Dr. Jose Guerrerosantos who is an all time recognized master in modern plastic surgery.

I was chosen by Dr. Guerrerosantos as his own Post-graduate fellow in Aesthetic and Cosmetic Surgery. This was considered to be a privilege in the Guadalajara University’s “Instituto De Cirugia Plastica y Reconstructiva de Jalisco”—an honor to be the master’s right hand.

Consequentially, I was exposed to the best plastic surgeons around the world, most of them are esteemed members of the American Society of Plastic and Reconstructive Surgery and the American Society of Aesthetic Plastic Surgery.

Why did you choose to specialize in aesthetic cosmetic surgery?

From what I remember during my younger years in school, I had exceptional A+ grades in Arts-drawing, sculpture and music. From then on, I felt that I needed to fulfill something in my life. When I started medical school, I wanted to be a Gynecologist so that I can advocate women’s health. But then, things changed when I was in my fourth year of General Surgery training. During a rotation in the Emergency Room, a patient came in with a chief complaint of cardiac arrest due to a gunshot wound. There were no vital signs so I had to proceed with a direct cardiac massage. In two minutes, we were in the Operating Room and I have successfully completed the anterior thoracotomy to access the pericardium and I found the right ventricle’s rupture and it took me seconds to set the suture. To cut the story short, my patient survived this!

The following day, I was asked by the Department Chief to report in his office. I admit that I was scared by the tone of his voice. The patient I treated wasn’t an ordinary citizen—he is an authority of the Police Department. I was a hero to my mates. After that, I was chosen as a candidate for the Cardiovascular Surgery Program.

I saw my patient again after 30 days for the revision of his scar. He brought me a thank you gift. I felt blessed. Before he left, he asked me a question:

“Can you please tell me why you left an ugly mark on my chest? Didn’t you promise that this will be removed?”

We just both laughed. I concluded my residency program with that in mind.

For some people, to live and be good looking is the same.

That’s where I began to look into plastic surgery. It is truly an art of giving the human body anatomical modifications to restore and rehabilitate until it is aesthetically pleasing.

Your practice is located inside HAIMA Stem Cell Therapy Clinic which is located just over the US border in Tijuana, literally five minutes from San Diego. Can you tell us more?

Several of us are business partners. We have a CEO who manages administrative issues and we have 80 attending doctors whose specialty range from Orthopedics to Neurosurgery.

Because of the geographical situation of Tijuana City, we are the first alternative choice of the American population in California as medical providers because of the cost and quality of our services. Before the crisis, this city was considered to be “Tiny Houston City” for medical services.

In my office, we have 3 nurses, 2 front desk assistants and 3 patient coordinators to run the consultation services. Before hiring them full time, we check their performance with a trial period to make sure that the're a fit.

I have a high compromise with my personal quality standards and try to radiate a persona that I’ve learned during the Guatemallan Civil War. It is something that the “Kaibiles”, the elite forces of the army, shout: “The possible is already done, the impossible is going to happen now.” It reminds me to do the best I can even without the latest ideal technological support and resources.

We give bonus's to our staff depending on the number of referrals that come in and the number of patients that decide to undergo surgery. For example, if we have 1-5 patients, they will have 5% of the total cost of services and treatments done. If we have 5-10 patients, they get 10% and if we have more than 10 patients, they get 15% per week.

Extra bonuses are given to our staff when we hear good comments from patients. They also get discounts on their own plastic or cosmetic surgery.

What IPL or laser technologies are you using?

I have SmartLipo which is a Nd Pulse Yag Laser, 1064nm WL,18W. It is expensive but this one’s a very useful state of the art tool for liposuction. We use this on selected body areas with limited adipose tissue like on the neck and waist. We also use this for axillary hyperhidrosis, lipomas and pseudogynecomastia. We also have Vaser for patients who have previously undergone more than 2 liposuction procedures. We have used the Microair machine in the past but it takes twice as much time in the Operating Room. Results are basically the same (or none at all) and patients reportedly had swelling, pain and numbness after the procedure.

You clinic is unusual in that it's inside a much larger clinic. How is it marketed?

Thankfully, word of mouth has been the most valuable resource for us. We always educate our patients with the procedures. I will never compromise quality over quantity. I take a number of patients I know I can handle daily. If I am saturated, I refer my patients to my colleagues. As much as possible, we try to be organized for our patient’s satisfaction.

We used to advertise in the Yellow Pages but that didn't pay off.

Personally I feel that my work is good enough to compete with the best. Patients feel that my services are also affordable when they evaluate the whole surgical experience.

The hospital has it’s own marketing program and we have commitments and policies in taking part to make it successful.

What is the most popular and profitable treatment in your clinic?

Sometimes, before we sleep,  I jokingly tell my wife “I am going to pray that everyday is “Lipo Day” because this particular procedure is in demand and very good in terms of outcomes. Basically, expenses are based in the O.R. charges and hospital rooms. Rhinoplasty is also perfect. We just need Lidocaine with Epinephrine, a couple of sutures, saline solution, nasal packs, antiseptics, micropore and external ferula.

We have good quality equipment and replace 1 or 2 pieces every year when we attend symposiums, congresses or meetings.

I left hair transplantation because it takes a considerable time of consultation and it requires me to train and supervise technicians as well. Honestly I don’t love this procedure enough to give this a substantial time in my practice.

I am a member of the Board of Specialists in Stem Cell Therapy. I am excited to offer this soon in our office.

What are the lessons you learned as a plastic surgeon? Can you share memorable moments?

Plastic surgery has given me a lot of experiences whether it be challenging, interesting or successful. But above all, the most fulfilling experience is observing the patient’s reaction when they look at the mirror for the first time to see the result.

On May 1997, I attended the ASAPS meeting in New York. I had the honor to meet many of my favorite authors like Jack H. Sheen and George C. Peck and took the courses with them. It felt great when I went back to Guadalajara and performed a reduction and balance rhinoplasty on Karla, an 18 year old who asked for rhinoplasty because she had a problem known as nose kyphosis. This is my most unforgettable experience, as this was my first rhinoplasty. 

After 4 weeks, I finally removed the patch and told her that it’s done. For me, the result was okay, a little swollen than normal. But I didn’t know what she was thinking and so I instructed her to look at the mirror on the next room to check her self. I couldn’t see her for a while and then suddenly I heard her crying. Jesus Christ!! I’m dead! I waited patiently for her to come back.

She looked at me and exclaimed “This is beautiful! All I can say is thank you!”.

For me, that is truly a gratifying experience.

What advice would you give to other physicians?

I think the best advice I can give to everyone in the cosmetic industry is to never perform anything that you are not trained for. If you are not qualified and naturally skillful, you are not the best option available for the patient. What people expect from plastic, aesthetic and cosmetic surgeons are natural, longlasting results and safe procedures. There is no one surgeon who is good at every procedure. He doesn’t exist. In time, he may develop his specialty. The procedure you do often which have exceptional results are highly recommended to your patients. Always do your best when performing a procedure because patients want to achieve perfection.

Avoid disasters in the cosmetic industry by eliminating greedy thoughts. As for myself, I don’t feel good with calf or gluteal implants, neither with hair transplantation. I am knowledgeable of those procedures but I am not passionate of these. When a patient asks for those, I usually refer them to an expert in order to eliminate the potential risks and fake unnatural results. I want to be honest to the patient. In this way, we can increase our credibility and gain the public’s confidence.

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

Richard D. Gentile, MD MBA, A Plastic Surgeon In Ohio

Our interview with Dr. Richard Gentile of Gentile Facial Plastic & Aesthetic Laser Center with three locations in Ohio.

Name:  Richard D. Gentile, M.D., M.B.A.
Location: Youngstown, Akron, and Cleveland, OH
Website: www.facialplastics.org

That’s interesting: Dr. Gentile is deemed as one of America’s Top Facial Plastic Surgeons by the Consumer’s Research Council of America. 

Profile: Graduate of Ohio State University, The University of Cincinnati College of Medicine and Baylor College of Medicine Residency Program. International lecturer and author of many publications including the 2011 Textbook “Neck Rejuvenation” published by Thieme. Dr. Gentile is a past member of the Executive Committee of the American Academy of Facial Plastic & Reconstructive Surgery and served as its Treasurer from 2004-2007.

How did you realize you were meant to practice cosmetic medicine?

As an undergraduate student I had the privilege of spending a week externship with a Plastic Surgeon in Columbus Ohio. It was really my first exposure to medicine and I was significantly influenced by the mentoring that occurred. During medical school I was equally influenced by head and neck cancer procedures and elected to pursue postgraduate residency studies encompassing both cosmetic head and neck and reconstructive surgery.

With three different locations in Ohio you must be busy. Can you describe how your clinics operate and how you staff them?

The Facial Plastic & Aesthetic Laser Center is a fully integrated aesthetic practice with a free standing state licensed and nationally accredited surgery center adjacent to it. There are satellite offices in Akron and Cleveland Ohio where consultation and minor surgery is offered. We are privileged to see patients from all regions of Ohio, Western New York, Western Pennsylvania and West Virginia. We also see patients from other states and foreign countries as well. A full service medical spa is located in the Boardman office and one of the largest private laser clinics with 20 different aesthetic lasers.

Our main office is not located in a large metropolitan area so staffing is sometimes a challenge. (Larger metro areas feature more cosmetic practices training staff who then have experience in medical spas or pastic surgery centers when they interview for new positions.)

Unless someone moves into our area we usually do not have the opportunity to hire experienced personnel so we have to train them on site. Another disadvantage is the smaller surgery centers need per diem or part time staffing patterns unless they operate five days a week and frequently it is difficult to find personnel who are interested in more limited schedules. Understanding these special needs allows us to zero in on those candidates who are interested in the employment opportunities we offer. We have several aestheticians, a cosmetic surgery coordinator who also assists our marketing efforts, two RN’s one exclusively dedicated to the surgery center and anesthesia staff who are retained from a national staffing firm. Our front office has a billing director and a receptionist.

What IPL or laser technologies are you using? What are your thoughts about the technologies you’re using now?

We have two Lumenis One platforms one in Boardman and one in Cleveland. They are equipped with IPL, Light Sheer laser hair removal diode laser and Nd:Yag. We also utilize three fractional lasers the Lumenis Ultra Pulse with deep FX , the Cynosure SmartSkin laser, and the Sciton Contour with ProFractional capabilities. We also utilize radiofreqency units for skin tightening with LumenisAluma and Pelleve. We frequently combine these modalities in multi-modality laser skin rejuvenation. The Cynosure Med Lite is one of our most frequently utilized lasers and is used for Tatoo removal, non ablative skin rejuvenation and dermal toning. A 532 nm diode laser is used for non-ablative treatment of vascular and pigmented lesions. Laser Lipolyis is a big part of our practice particularly in the head and neck and we developed many of the facial surgery protocols for laser assisted facelifting procedures or Smartlifting™ procedures.

Have your marketing efforts successfully increased the volume of patients coming in your clinic?

We use or have used virtually all media to market our practice and find particular success with internet based, social media, and seminars to educate the public about the procedures we offer. Being features on the websites of our technology partners also helps to let patients know about the services we offer.

Our favorite referral are those that come from a satisfied and happy patient sending their friends and family members to us and those make up about 50% of our new patients.

Are there particular treatments that have increased your profits dramatically?

Our services are divided about 50-50 between surgical services and the other office based non surgical services including neurotoxins (Botox), dermal fillers and laser procedures. Among our surgical procedures 90% are facial plastic & reconstructive in nature but primarily cosmetic and not as much reconstructive surgery as previously.

A small percentage of our practice revenue comes from skin care products and related sales.

What lessons have you learned in your practice that you can pass on to those who have just started their medical spa?

Listen to your patients. I think it is important that they are not always in your office so that you can give them the result you think they should have. They are there to hear about how you can best help them achieve the result they are interested in. The closer you come to achieving their goals the more satisfied and happy they will be. Learn from the unhappy patients so that it can help you to either modify your approach or better select patients so as to not try to please the difficult to please patients.

It has been a great privilege to practice Facial Plastic & Reconstructive surgery for nearly 25 years and the greatest development from early practice to later practice is the accumulation of wisdom from the early years of practice. When first starting in practice you sometimes carefully walk into the exam rooms of post op patients not quite sure what the result is going to be like or whether there will be complications. 25 years later you pretty much know what to expect and the kinds of results that will be achieved. We are always innovating and trying to add modifications to our techniques that will enhance our patients post- operative results. So while we are getting closer all the time our practice continually strives to obtain the best surgical and non surgical results available anywhere.

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.

Interview: Anthony Youn, MD, FACS

Medspa MD's interview with Dr. Anthony Youn, MD, FACS, a plastic surgeon and author practicing in Michigan.

Physician: Dr. Anthony Youn, MD, FACS
Location: Troy, Michigan
Website: www.dryoun.com
That's interesting: Dr. Youn has been named one of the top three plastic surgeons in the United States by askmen.com and the only Michigan plastic surgeon named as a Top Doctor by U.S. News and World Report.

Profile: I am a board-certified plastic surgeon in private practice in Troy, Michigan. I am a member of the American Society of Plastic Surgeons, the American Society for Aesthetic Plastic Surgery, and an Assistant Professor of Surgery at Oakland University / William Beaumont School of Medicine.

Can you tell us a little bit about your background and how you got started as a plastic surgeon?

My first taste of plastic surgery was when I underwent major reconstructive surgery to my jaw in the summer between high school and college.  Prior to this surgery, my mandible was so large it was twice the size of Jay Leno’s and dubbed “Jawzilla.” At the time I hoped that this surgery would transform me, a skinny Asian American nerd with no nerve, no game, and no clue, into an Adonis: A ladies’ man.  Unfortunately, this surgery started a four-year dating drought, and didn’t really teach me that changing your appearance could change your life until much, much later.

My real introduction to plastic surgery came in the form of an eight-month-old boy who was mauled by a raccoon. His face was literally eaten off. The moment I saw the plastic surgeon make plans to reconstruct this poor child’s face, I was hooked. I describe this scene in great detail in my book.

I completed my plastic surgery residency at Michigan State University in Grand Rapids, a fellowship in aesthetic plastic surgery in Beverly Hills, and stared my private practice in Metro Detroit.

Can you tell us more about your practice and how it's organized?

Youn Plastic Surgery, PLLC is a private practice plastic surgery clinic. I have six employees: a receptionist, a patient coordinator/scheduler, a medical assistant, two aestheticians, a nurse injector, and myself. The office inhabits 4000 sq feet on the 12^th floor of the tallest high rise building in Metro Detroit. We offer a full range of surgical and non-surgical plastic surgery treatments, including laser treatments, injections, cosmetic and reconstructive plastic surgery.

Staff compensation is often a question for docs. How do you handle that?

All of my employees are paid hourly, with no pre-set incentives or commission. Full time employees get full benefits, including health insurance, 401K, and profit-sharing. I work with a practice management company to help with payroll and other employment issues.

What are your thoughts about the IPL and cosmetic lasers that you’re using in your clinic?

Due to my frequent media appearances, I often have new technology come through my office, usually for limited periods of time. I frequently present the newest laser and light-based technology for several television programs, and have partnered with various companies who supply them to me on a trial basis. That being said, I also own several ‘workhorse’ devices that are used on a daily basis.  I have the Cynosure Cynergy laser, which combines pulse dye and Nd-YAG lasers in one, and the Syneron eLight with Refirme, hair removal, and skin rejuvenation treatment heads. My office also uses the Dermosonic device for the temporary reduction of cellulite and a microdermabrasion machine as well.

Sound's like you're fortunate in that you're really busy which leads to the next question: How are you marketing your practice?

I’m fortunate that the only advertising I purchase is the maintenance of my three websites:dryoun.com, celebcosmeticsurgery.com, and institchesbook.com.  I’m often featured in local and national media, which has given me a significant amount of exposure. In the past I’ve used many sources of advertising, including newspapers, local magazines, internet SEO, local TV and radio, all with varying results. I find that internal advertising using Constant Contact (email software) has been our most effective means of getting the word out. The yellow pages is the one media source I recommend other providers not waste their money on.

I recently went on a book tour to promote my book which included articles in several magazines and newspapers, including Plastic Surgery Practice and Plastic Surgery News.  This exposure has been really valuable for my practice.

What treatments or services are most profitable for you?

No question, Surgery. The vast majority of the profits of my practice come from surgery. Although approximately 25-30% of the gross practice revenue stems from non-surgical treatments, approximately 60-70% of this revenue goes to supply costs, like Botox vials, Restylane syringes, and laser maintenance costs. 

Plastic surgeons, like all doctors in cosmetic medicine, usually have some interesting patient stories to tell. Do you have one that really stands out?

As a plastic surgeon, I often encounter patients whom I suspect suffer from Body Dymorphic Disorder, or BDD. Typically, I encourage them to seek counseling and avoid plastic surgery. Unfortunately, most BDD patients don’t believe they have the disorder and refuse to see a therapist. I remember a patient I’ll call “Jane.”

Jane was a librarian in her mid-forties who consulted me for eyelid surgery. It didn’t take long for me to diagnose her with BDD.

“So what would you like to talk about today?” I asked her.

“Don’t act like you don’t know, Dr. Youn. I see you staring at my eyes.  Just like everyone who comes into the library. They pretend to read books or go through the card catalogue, but the moment I look away they stare at me. I catch them doing it all the time. I need you to fix my hideous eyes.”

“What’s wrong with them?  I think they look fine.”

“Don’t patronize me. You know what’s wrong with them! I’ll pay you five thousand dollar cash to fix them. I hear you’re the best. I want you to make them perfect.”

I spent an hour trying to convince Jane that she didn’t need surgery and that she should seek professional counseling instead. She wouldn’t listen.  She became increasingly agitated. Finally she said if I didn’t operate on her, she would take a scalpel and perform the surgery on herself in my office right then! 

Cue creepy horror film music here.

I would never operate on Jane, who clearly seemed mentally imbalanced. But I wanted to say no to her as tactfully as possible. I pulled out my trump card. When things get ugly, I go to the one excuse that always defuses a situation, guaranteed to reject a patient for surgery without making her upset. 

Sadly, it’s the same excuse countless women used on me during high school and college.

“Jane, it’s not you, it’s me. I’m not ready to do your surgery. I don’t think I’m a skilled enough surgeon to make you happy.

“Really?”

“Yes. Jane, I’m not good enough for you.”

Don’t laugh. She bought it.    

Any final words of advice for other physicians running their own clinic?

I think the best advice I can give is this: When you are done with work, do things you enjoy.  As physicians, we are accustomed to delayed gratification. It’s always a challenge for us to find balance in our lives. I currently split my time between my family, my work, and writing. We’ve each undergone over 23 years of schooling to become practicing physicians, and now is the time to enjoy the fruits of our labor. Find moments of happiness in your work and at home. I think the turtle in Kung Fu Panda said it best, “Today is the present, and that’s why it’s a gift.”

About: Dr. Youn is the author of a plastic surgery tell-all, In Stitches, recently published by Simon and Schuster and  a regular contributor to CNN.com, MSNBC.com, and USA Today.  Dr. Youn has been featured on the Rachael Ray Show, Good Morning America, the Dr. Oz Show, the CBS Early Show, and many others.

Dr. Youn has authored or co-authored several papers and scientific manuscripts on plastic surgery, including such procedures as the Volumetric Facelift and Facial Reshaping. In addition, throughout his career he has conducted scientific research on a variety of topics, extending from cosmetic surgery, to laser treatments, to reconstructive trauma surgery, to HIV medications.  He is a member of the Editorial Advisory Board for Plastic Surgery Practice Magazine and has lectured throughout the country.

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.