The Surgeonista: How Authentic Branding Attracts the Right Patients, Featuring Dr. Gina Maccarone, EP 224
Starting your own medical practice can feel like stepping into an entirely different profession—because in many ways, it is. Dr. Gina Maccarone, a cosmetic surgeon and owner of The Surgeonista in Cincinnati, knows this tension well. After years in general surgery and trauma care, she made the leap to cosmetic surgery and private practice ownership, discovering that clinical confidence doesn't automatically translate to business confidence. But she's building a thriving practice anyway—one that's grounded in authenticity, strategic use of technology, and the courage to say no.
In this episode, we explore what it really means to build a brand that reflects who you are, not who you think you should be. Gina shares how her background in art and fashion influences her surgical approach, why listening to patients is her competitive advantage, and how she's structured her practice to stay lean and profitable without sacrificing quality of care. Whether you're considering practice ownership or looking to refine your current operations, Gina's insights on branding, patient expectations, and business delegation offer a refreshing perspective on building a profitable medical practice without burnout.
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Key Takeaways
Authentic branding attracts the right patients: Being yourself—even if it means wearing pink and embracing a fashion-forward identity—creates genuine connections with patients who are the right fit for your practice
Saying "no" to patients is actually a green flag: It demonstrates that you're prioritizing patient safety and realistic outcomes over revenue
Technology and contractors can replace expensive overhead: AI booking systems and outsourced support allow you to maintain quality while keeping costs manageable
Clinical expertise doesn't equal business expertise: Acknowledging this gap and surrounding yourself with trusted advisors is essential for sustainable practice growth
Observing what you don't want is valuable: Learning from previous employment experiences—both positive and negative—can inform how you structure your own practice
Why is authentic branding important for medical practices? Authentic branding helps attract patients who align with your values and approach to care. When you show up as yourself—whether that's embracing a pink color palette or being transparent about your clinical philosophy—you create trust and connection with the people who are genuinely the right fit for your practice.
How can practice owners manage realistic patient expectations in cosmetic surgery? Dr. Maccarone emphasizes spending significant time in pre-surgery consultations discussing what's actually achievable. She educates patients about existing asymmetries and helps them understand that perfection isn't always possible when underlying structures vary. This thorough preparation leads to higher patient satisfaction.
What technology can help reduce overhead in a small practice? AI-powered appointment booking systems can handle consultations 24/7, allowing patients to schedule at their convenience without requiring live staff. Dr. Maccarone reports waking up to find patients booked consultations in the middle of the night—work happening while she sleeps.
How do you know when to say no to a patient? If a patient wants something unrealistic, if the expectations don't align with what's achievable, or if the interpersonal dynamic doesn't feel right, saying no protects both you and the patient. It's a sign of professionalism and commitment to appropriate care.
Episode Highlights
Dr. Maccarone's transition from general surgery and trauma care to cosmetic surgery, and why the technical aspects feel "easier" than other surgical subspecialties
The origin story of "The Surgeonista" brand and how pink became a signature element of the practice identity
Why managing patient expectations around asymmetry is one of the most challenging aspects of cosmetic surgery
How observing what she didn't like in previous employment helped Dr. Maccarone design her own practice differently
The role of trusted advisors (including family members with business expertise) in navigating the scary parts of practice ownership
Using AI for 24/7 appointment booking and contractors for operational tasks to keep overhead low
Why giving up control is particularly difficult for physicians—and why it's necessary for business growth
The importance of surrounding yourself with people who have already put in their 10,000 hours on the business side
Memorable Quotes
"If a surgeon tells you no, it's a green flag because it means that they're there for your best interests."
"Somewhere along the line I heard that if you brand and you are yourself, that will bring in the right people."
"The scariest thing I've ever done is starting my own business."
"Giving up that control is not our talent." (On physicians learning to delegate)
"I just wish I had been my own boss sooner... You're investing in yourself. You're depending on yourself, and you're the most reliable person you know."
Internal Linking Opportunities
Time management and delegation: Connect to episodes discussing how practice owners can reclaim time through strategic delegation and systems (relevant when discussing contractors and AI)
Managing patient expectations: Link to content about communication strategies and setting boundaries in patient relationships
Practice ownership journey: Reference episodes about transitioning from employed physician to practice owner and navigating that mindset shift
Dr. Gina Maccarone's journey reminds us that building a successful practice starts with clarity about who you are and what you stand for. Her willingness to embrace authentic branding, invest in technology, and say no when necessary has created a sustainable cosmetic surgery practice that reflects her values. If you're considering practice ownership or looking to refine your current operations, remember that you don't have to have all the business answers—you just need to surround yourself with people who do, stay true to your clinical mission, and trust that being yourself will attract the right patients.
Ready to build a practice that works for you? Visit PracticeSuccess.co for resources on time leadership, strategic planning, and sustainable practice growth.
Bio:
Dr. Gina Maccarone is a triple board-certified cosmetic surgeon and owner of The Surgeonista in Cincinnati, Ohio. After completing her general surgery residency at Good Samaritan Hospital and training in Surgical Critical Care at the University of Cincinnati Medical Center, she practiced general surgery for 13 years before pursuing fellowship training in cosmetic surgery. A University of Notre Dame graduate, Dr. Maccarone combines her background in trauma and critical care with her passion for art and aesthetics to help patients present their best selves through meticulous surgical techniques. Her approach focuses on enhancing natural features and building patient confidence rather than radical transformation.
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