171: Exude Positive Energy with Nima Shemirani
09/01/23 • 22 min
Dr. Nima Shemirani is a Rhinoplasty and Facial Plastic Surgeon at Eos Rejuvenation – a medical office dedicated to all aspects of plastic surgery for the face. We discuss the problem with modern healthcare, how to get the most out of plastic surgery, and ways to exude positive energy in your business.
— Exude Positive Energy with Nima Shemirani
Our guest today is Dr. Nima Shemirani, the founder and CEO of EOS Rejuvenation, a leading rhinoplasty plastic surgery in Beverly Hills, California. Welcome to the show, Nima.
Good morning, Steve. Thank you for having me.
Absolutely. So I was very intrigued to have you come on the show because you have a special business which is actually a professional firm that you’re expanding into the business. And it’s quite rare to see doctors being able to leverage their expertise into beyond what they can do to involve other people to expand the business across potential multiple states. So what, why do you want to do this? What triggered your desire to become an entrepreneur?
It’s a great question. As a surgeon, we’re always worried about physical health. If anything were to happen to us or accidents and whatnot, one kind of motivating factor to expand my business is what if something were to happen to me where I can’t operate anymore? And I need to have a backup plan and that’s been one main driving force to help expand my business and bring on other surgeons and other providers. The second is just challenging yourself is one thing to move into a city like Beverly Hills and start your own practice, but then what’s next? Like, how do you grow from there and what can you do especially if you have a unique philosophy or a way you want to provide for your patients and an idea of the way you think medical care should be delivered? How can you expand that to more doctors to satisfy more patients and just improve the overall quality of medical care?
Okay, so that is what I’m really curious about. What is your framework for doing all that? Typically doctors, there is this concept that you have brains type of professional service where you have the star surgeon and everyone else is just a helper to make sure that they’re using their time the best, but essentially they are providing all the service. So what is your framework to go beyond that and to the quality of the service and the surgery at the same level or keep increasing it over time? There is a building a business around yourself. What is your framework for that?
Well, you know, I think when you look at all businesses who scale, they have systems in place and it starts off with an end of 1, which is myself and what processes we have and then documenting them and as you say, creating playbooks, but it’s essentially from how the initial phone call goes to how the patient is greeted at the door and the kind of setup that we have. So everything has been kind of like documented. So if there’s any turnover in staff, or if you want to scale, then you already have this framework to build upon and it just helps eliminate like that day to day, “What should we do next?” It’s almost like a little checklist that you can do so that you can provide a consistent experience for that patient.
So what is the idea of this experience? There’s this book about the experience economy that we are evolving from agricultural, industrial service economy. Now we are in the experience economy. And then we are going into the transformation economy. Almost like a plastic surgery. You are straddling the experience, the common and transformation economy. So tell me a little bit about how do you envision that and what is the experience that you’re trying to provide your patients?
First, it starts off with what are the problems with the modern health care experience. I’ve been to plenty of doctor’s offices and the furniture is shabby or it’s a little bit dirty, or they are so involved with their electronic medical record that they’re not even like looking at you or talking with you that they don’t know who you are. When you come in, you have to introduce yourself and it’s almost as if they’re not expecting you. And that’s what I would do to dissect a lot of those problems. And then when it came time for my practice, I would solve those problems for that person. So we’re a relatively lower volume, because we’re a higher end plastic surgery office. Patients are greeted at the door by their first name.
They’re offered things like coffee or wat...
Dr. Nima Shemirani is a Rhinoplasty and Facial Plastic Surgeon at Eos Rejuvenation – a medical office dedicated to all aspects of plastic surgery for the face. We discuss the problem with modern healthcare, how to get the most out of plastic surgery, and ways to exude positive energy in your business.
— Exude Positive Energy with Nima Shemirani
Our guest today is Dr. Nima Shemirani, the founder and CEO of EOS Rejuvenation, a leading rhinoplasty plastic surgery in Beverly Hills, California. Welcome to the show, Nima.
Good morning, Steve. Thank you for having me.
Absolutely. So I was very intrigued to have you come on the show because you have a special business which is actually a professional firm that you’re expanding into the business. And it’s quite rare to see doctors being able to leverage their expertise into beyond what they can do to involve other people to expand the business across potential multiple states. So what, why do you want to do this? What triggered your desire to become an entrepreneur?
It’s a great question. As a surgeon, we’re always worried about physical health. If anything were to happen to us or accidents and whatnot, one kind of motivating factor to expand my business is what if something were to happen to me where I can’t operate anymore? And I need to have a backup plan and that’s been one main driving force to help expand my business and bring on other surgeons and other providers. The second is just challenging yourself is one thing to move into a city like Beverly Hills and start your own practice, but then what’s next? Like, how do you grow from there and what can you do especially if you have a unique philosophy or a way you want to provide for your patients and an idea of the way you think medical care should be delivered? How can you expand that to more doctors to satisfy more patients and just improve the overall quality of medical care?
Okay, so that is what I’m really curious about. What is your framework for doing all that? Typically doctors, there is this concept that you have brains type of professional service where you have the star surgeon and everyone else is just a helper to make sure that they’re using their time the best, but essentially they are providing all the service. So what is your framework to go beyond that and to the quality of the service and the surgery at the same level or keep increasing it over time? There is a building a business around yourself. What is your framework for that?
Well, you know, I think when you look at all businesses who scale, they have systems in place and it starts off with an end of 1, which is myself and what processes we have and then documenting them and as you say, creating playbooks, but it’s essentially from how the initial phone call goes to how the patient is greeted at the door and the kind of setup that we have. So everything has been kind of like documented. So if there’s any turnover in staff, or if you want to scale, then you already have this framework to build upon and it just helps eliminate like that day to day, “What should we do next?” It’s almost like a little checklist that you can do so that you can provide a consistent experience for that patient.
So what is the idea of this experience? There’s this book about the experience economy that we are evolving from agricultural, industrial service economy. Now we are in the experience economy. And then we are going into the transformation economy. Almost like a plastic surgery. You are straddling the experience, the common and transformation economy. So tell me a little bit about how do you envision that and what is the experience that you’re trying to provide your patients?
First, it starts off with what are the problems with the modern health care experience. I’ve been to plenty of doctor’s offices and the furniture is shabby or it’s a little bit dirty, or they are so involved with their electronic medical record that they’re not even like looking at you or talking with you that they don’t know who you are. When you come in, you have to introduce yourself and it’s almost as if they’re not expecting you. And that’s what I would do to dissect a lot of those problems. And then when it came time for my practice, I would solve those problems for that person. So we’re a relatively lower volume, because we’re a higher end plastic surgery office. Patients are greeted at the door by their first name.
They’re offered things like coffee or wat...
Previous Episode
170: Build a VA-Run Company with Joe Rare
https://youtu.be/4A8uNsYVMGk
Joe Rare is the Owner and CEO of Level 9 Virtual, a first-in-class virtual assistants service provider on a mission to give business owners freedom of time and money through outsourcing. We discuss the future of work in an age of virtual assistants, the best places to find trained VAs, and how to build your own VA team.
— Build a VA-Run Company with Joe Rare
Our Joe Rare, owner and CEO of Level9 Virtual, a business that gives business owners the freedom of time and money through outsourcing. Joe, welcome to the show.
Thank you for having me. I appreciate it.
I’m very excited to have you. You are offering a service and are an expert in a topic that I think is trending right now, which is outsourcing to virtual assistants overseas and how it allows people to scale their business in a much more lower risk and economical way. So I’m very, very curious about that. But before we plunge in, I’d like to hear your story. How did you fall into this business, how did you find this business, and how did you become kind of an VA outsourcing entrepreneur, if I may call you that?
I got into outsourcing through a lot of people, I think through Tim Ferriss’ book, Four-Hour Workweek. I evaluated that and read it cover to cover multiple times, sat down and actually I built a business from that model. And I actually went page by page and actually built an e-commerce business directly from that specific business model. And part of that was I used virtual assistants to do fulfillment, to run ads for us, and basically everything on the back end. And so that was kind of my first taste into, oh, you can run a business that is run by virtual assistants. So I had, at that time, I think I ended up with five VAs that were actually servicing the business.
I didn’t have to work a whole lot. It didn’t grow to be a huge business by any means, but it was a fun e-commerce business. They gave me a lot of time in my mid-20s to run around and travel and see some things. And then ever since then, I’ve continued to keep virtual assistants working for me, with me, in each thing that I was doing. And then I got into marketing because we were pretty good at marketing with the e-com business. And so we continued from there and we continued on and had success with the marketing side and the VAs were great at fulfillment and servicing that. And one day, one of my ops managers, she came and she said, you should actually build a VA company.
And I said, well, I don’t know if I wanna do that. And she said, we can run it. And so sure enough, I said, all right, let’s go ahead and do it. And then we started servicing, basically, most of our marketing clients. We just serviced them and provided VAs for them. And that was really successful. Then we took on a few clients here and there. And then when I relaunched one of my agencies after it failed, I realized that I had a really, really good model and I could grow the VA company. And so that exploded and grew. So that’s like the cliff’s nose version.
Okay, so this podcasts is all about frameworks, management blueprints. So what is the framework for establishing a VA run company? What does it look like?
So for me, the way that I’ve been able to do it, and we’ve done this multiple times. So for me, I can say that this works. It’s not luck. We start off first things first with a utility player. We call it a get shit done VA. And this is the person that’s gonna take all of the monotonous tasks off your plate, checking your email, appointments, scheduling appointments, just admin work. Hey, we need to give access to somebody for this set of documents. We need this sent over to an attorney or whoever.
Whatever those tedious tasks are that we all have, everybody has them if you’re running a business. They’re just stuff. Those can be done by a virtual assistant. 95% of it can always be done by a VA. So that’s the first thing that we get off our plate because it creates mental clarity. So that’s the first thing. The next thing is if you look at your business, you need business. You need clients, you need customers. So how do you do that? Well, you can run ads, you can do prospecting, you can do network, you can do cold outreach, all of that stuff. We chose prospecting. We chose cold outreach prospecting, and the goal was for the prospecting VA that we put in place to initiate a dialogue so that I could step in and take over that conversation.
We start off first things first with a utility player. We call it...
Next Episode
176: Apply Radical Transparency with Daniel Todd
Daniel Todd is the CEO and Founder of Influence Mobile, a company that builds products that reward people for everyday activities. We discuss ways to apply radical transparency to your business, how to become more industrious as an entrepreneur, and the benefits of being more transparent with your team.
Time Stamps
[00:55] Daniel's entrepreneurial journey
[03:18] How to navigate the dark times in your business
[05:47] Understanding the Transparency Framework
[10:01] Using transparency to manage risk in your business
[12:14] Why you shouldn’t take everybody’s advice
[15:32] Learned helplessness versus learned industriousness
[18:35] The power of focusing on solutions
[23:21] How transparent should you be with your team?
[26:40] The long-term benefits of being transparent in your business
[30:06] Parting thoughts
Links and Resources
Steve and Greg Cleary's Book: Pinnacle: Five Principles that Take Your Business to the Top of the Mountain
Work with Steve - Stevepreda.com
The Great Depression: America 1929-1941 by Robert S. McElvaine
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