After more than fifteen years working alongside plastic surgeons around the world, I’ve seen a recurring pattern: brilliant professionals, deeply committed to excellence, who feel trapped in practices that don’t reflect the value of their expertise.

In some cases, they struggle to attract a consistent flow of patients. In others, their schedules are full—but their bank accounts aren’t.

And for many, the only way they know to grow is by working longer hours and seeing more patients, an effort that often leads to exhaustion. A kind of exhaustion they’ve come to normalize, as if it were an inevitable part of their profession.

For decades, surgeons were taught that success was a direct consequence of technical mastery. But in today’s world, surgical skills alone are no longer enough.

In today’s world, it’s not the most skilled who succeed—it’s the surgeons who design and implement the best strategies.

Your practice is a business. But no one ever taught you how to run it.

The real game lies in how you turn all your sacrifice, all your experience, and all those years of dedication into tangible results for yourself.

The growth of your business is directly correlated to how much time, energy, and money you choose to invest in managing it.

The good news? If you’ve come this far without consciously managing it, I can assure you that learning how to do it will change your life, because every day that goes by without learning how to manage your practice costs you money and years of life.

We are standing before a unique opportunity. Never in the history of marketing has it been so easy to attract patients.

In the past, physicians depended on institutions, colleagues, or insurance companies to be seen, hoping that word of mouth would eventually work in their favor. Today, social media allows you to reach thousands of potential patients instantly. And the number of followers doesn’t matter anymore—a single reel can reach more people than an account with millions of followers. For free.

Even if your practice is doing well today, you can quickly become obsolete if you don’t adapt to the new patients of this era.

The question is, “Are you taking advantage of this opportunity?”

I urge you to take content creation seriously. The most valuable resource today is attention, and attention lives on the phone. Is it fair that after all those years of study, you have to record videos? No. But if you don’t, you’re letting a massive opportunity slip away.

But growth doesn´t depend exclusively on attracting more patients. That’s only part of the equation. Before investing in ads, it’s essential to optimize the business model.

Without this foundation, every marketing investment becomes an expense.

When surgeons start measuring and optimizing their conversion rates, their average ticket, and their acquisition cost per patient, everything changes.

The greatest growth doesn’t come from working harder, but from working smarter.

I’ve witnessed remarkable transformations when surgeons begin to see their practices as scalable businesses. They go from reacting to leading. From depending on chance to relying on systems.

In the end, growth is not about having more patients; it’s about building a model that gives you freedom: financial, emotional, and professional.

Business is a numbers game. Growth comes from tracking progress, implementing changes, measuring results, and making adjustments constantly.

Only when you know and control your numbers can you truly dedicate yourself 100% to being a surgeon.

Analyzing data enables you to make more informed decisions.

Often, we think we can’t afford to invest in things like delegation or marketing simply because we don’t know our numbers.

I invite you to make peace with your numbers—because numbers enable dreams.

Paz Martorell
Medical Marketing & Practice Management Expert
Helping surgeons build profitable, patient-centered, high-performance practices.

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