The Certified Aesthetic Practice Program (CAPP) was launched in Spring 2022 as a collaboration between Informa Medical Aesthetics – the leading global producer of events, educational resources, and networking platforms for medical aesthetic professionals– and Dr. Paul Nassif of NassifMD®, a renowned facial plastic and reconstructive surgeon, professor at USC (Los Angeles, Calif.) and UCLA (Los Angeles), and entrepreneur who operates successful businesses and brands worldwide.
Designed to bridge the gap between medical school education and the practical business knowledge necessary to build and maintain a successful medical practice, this 12-part, multi-tiered course will cover topics such as branding, marketing, fi nance, accounting, capital investments, customer experience, human resources and compliance. The modules are scheduled according to what happens chronologically when building a practice – but are also available singly or on-demand for those just needing a refresher course in a particular area.
CAPP is open to anyone in medical aesthetics: residents, newcomers transitioning into medical aesthetics, staff at a medical aesthetic practice, or experienced practice owners who want to grow or improve their business knowledge.
We recently interviewed Dr. Nassif to get his take on the CAPP program, the partnership, and what he, as a physician, hopes to accomplish through this new type of education program for the medical aesthetic community.
TAG: CAPP is pretty unique in that it takes you through just about every step of building or running a practice. But you have typically taught medical procedures and techniques. How did you and Informa arrive at this concept?
During The Aesthetic Show in 2021, I was speaking with Erin Velardo and Eileen Baird from Informa about where the gaps in education lie for practitioners and how I came to build my practice. I half-jokingly said, “medical school certainly did not prepare me for how to start and build a practice. Thank God I have a degree in finance too!” At this point, the conversation turned more serious about the comparable educational programs that tend to assume the basics are covered. So, we thought, why not start our own program where the basics, not offered elsewhere, really are covered, in depth? Since most doctors and healthcare professionals may not also have a business/finance background like me, it could be a more compelling and engaging way to share real-world knowledge and experience – and set our community up for success.
TAG: There are a lot of courses and education offerings around the country focused on practice management. How does CAPP differ?
Each CAPP module is led by real-world thought leaders who have had their own successes in their relevant category, which I believe makes for much more engaging and meaningful content. We are bringing in experts for each topic covered.
TAG: Dr. Nassif, you are a real-life story of going from waiting tables to becoming the world-renowned facial plastic and reconstructive surgeon and general businessperson you are today. Can you expand on this?
Many people do not know I waited tables starting in high school and continued while pursuing my finance degree at USC. At one point, I was the manager of a restaurant on the Sunset Strip that all the celebrities frequented. I opened my own restaurant in 1987 and immediately afterward was accepted to medical school in Chicago. I had to transfer to USC Medical School to keep running the restaurant!
Of course, I eventually built my practice, a surgery center, and my skincare business, but I also invest and provide guidance to businesses in the restaurant arena.
TAG: What are the top 3 subjects being covered in CAPP that you wish you knew when you were starting out? And why?
First would be Money Matters – Most doctors do not have a finance degree and are not prepared for the major financial investments, decisions and management required to build a practice. In some cases, doctors can be taken advantage of. This is a hugely important module.
Next would be Mastering Marketing – I was not prepared at all for this. Who knew this would become a major part of running a practice? There is so much more to digital marketing than anyone realizes. I am excited that these sessions will be held in person at The Aesthetic Show, also.
Lastly, I’d say Incorporating Retail into the Practice – every practice needs a means of passive income, and retail takes care of that. The office still makes money without you.
TAG: Is there anything you would have done differently in retrospect?
I don’t think so… I think my life has turned out well!
TAG: What are your hopes for how CAPP will impact the business of running a medical aesthetic practice?
I hope people come away with real-world knowledge from the team of experts who have “been there, done that – and know how to do it better”, and can share what they learned from their mistakes along the way.
This one-of-a-kind program features a faculty of astute subject matter experts.
The full CAPP program includes in-person and online modules, available both live and on-demand, that will catapult you, your team, and your practice to the next level.
The following modules will be held in person on July 7, 2022, during The Aesthetic Show’s preshow education program:
Module 4: Mastering Marketing – The Foundation
Module 5: Mastering Marketing – Assess, Adjust, Advance
Module 6: Creating the Patient Experience to Build Loyalty