The key to success is to know what your customer wants before they do. For proof, just ask Dr. Pradeep K. Sinha, our Man of the Moment.
Twenty years ago, Dr. Pradeep K. Sinha moved to Atlanta, officially ending stints of travel that spanned from his home in Cincinnati to training in Los Angeles and, finally, to the boot-camp-like 2,000-bed Detroit Medical Center. “If you can come out of there having handled it,” Dr. Sinha says in hindsight, “then private practice is a piece of cake.”
Atlanta, at the time, held a mix of qualities, Sinha recalls, and seemed like the ideal place to make that private-practice dream a reality: the Olympics had shined a spotlight on the city; the rapid growth at the time made it a bit easier for a brand-new doctor to carve out a niche for himself in an otherwise hypercompetitive field; and for a guy with a newborn daughter and a mortgage on the horizon, the cost of living didn’t hurt either.
The rest, as they say, is history. Today, the thousands of patients who have walked through the doors of the Atlanta Institute for Facial Aesthetic Surgery regard Sinha as a “specialist’s specialist”—double-board certification in otolaryngology, head and neck surgery, as well as facial and plastic reconstructive surgery, makes him more than qualified to perform hundreds of individual procedures, but, today, his attentions dwell on only a small handful, with an emphasis on the nose, both inside and out.
“When I was first starting in the ’90s, my real passion was not only on making the nose look good, but in making it work well,” Sinha says. “I focused on general face-and-neck work as well, but soon found people were giving my name out.
The choice was clear: Sinha would have to hire a second doctor to keep up with demand. “Turns out,” Sinha says, “this doctor was really good as well. Then we hired another doctor, and he was really good. Before long, I ended up with some exceptional partners, and I was eventually able to really focus my work on the areas I had become an expert in.”
Ten thousand procedures later, it seems like a pretty cut-and-dried way to build a practice: Build your reputation; rack up a list of satisfied clients; add professionals; and grow. But for Sinha, that was only a part of it. Two decades ago, Sinha recalls, a plastic surgeon was precisely that—a surgeon. Lasers and injectables were jobs that belonged to other professionals. Sinha was among the first to marry all the available cosmetic modalities under one umbrella.
Botox didn’t hit the mainstream until the early 2000s, but Sinha’s practice was using it as early as the late ’90s. He was the first MD in the U.S. to perform laser hair removal on all skin colors too. He pioneered fractional lasering techniques that improved results and minimized healing time—revolutionary ideas back then. The list goes on.
With such a track record comes a reputation that stands for itself—though his practice isn’t going to be finished growing anytime soon. “The past two decades have been incredible, and I couldn’t imagine a job I could love more—why would I want to slow down?”
Photography by: Patrick Heagney