— Brooke Bermingham, Business Advisor
No One Taught Me How to Run the Business
No one ever teaches you how to grow a successful medical aesthetics practice.
At least, no one taught me.
When Dr. O’Mahony asked me to help lead the business side of his practice, I was excited—and, if I’m honest, a little intimidated. I wasn’t a physician or a clinician. I was a practice leader who suddenly found herself responsible for helping grow a business that impacted patients, providers, and an entire team.
I loved our practice. I believed in our mission. I wanted to help build something extraordinary.
What I didn’t realize was that passion, hard work, and great patient care weren’t enough by themselves.
Like many practice managers and medical spa leaders, I wore every hat imaginable. Some days I was solving team challenges, helping with marketing, reviewing financial reports, supporting providers, handling patient concerns, improving operations, putting out fires, and trying to keep everyone focused on the same goals. By the time I left each evening, I was exhausted.
Yet I often found myself asking one question.
The Missing Piece Was Business Education
If you’re a practice owner, physician, office manager, or medspa leader, you’ve probably asked yourself that same question.
The truth is that we invested heavily in clinical education because that’s what healthcare professionals do. Our providers continually improved their skills, learned new procedures, and stayed ahead of industry trends. But one day I realized something that seems so obvious now.
That realization changed everything.
The more conferences I attended, the more frustrated I became. Every speaker had another great idea. One talked about marketing. Another focused-on leadership. Someone else taught consultations, memberships, retail, or financial management. Every presentation offered some value, but when I returned to the practice, I found myself trying to connect ideas that had never been designed to work together.
We would implement one idea, see some improvement, then another challenge would appear.
We worked incredibly hard, but we were constantly reacting instead of intentionally building the clinic.
I remember driving home one evening after another busy day and saying something out loud.
Discovering a Proven Business Model
I wasn’t looking for another seminar. I wasn’t looking for another quick fix. I was looking for a proven business model.
During that search, I was introduced to Dori Soukup and MedSpa Biz University.
What immediately stood out wasn’t just Dori’s experience. It was the fact that she had created a complete and proven effective business model specifically for medical aesthetics and wellness practices.
For the first time, someone wasn’t teaching isolated strategies.
Turning Education Into Implementation
One of the best decisions we ever made was investing in our entire leadership team, not just one person. We stepped away from simply working in the business and intentionally learned how to work on the business.
We started where every patient journey begins, with Guest Relations. We learned how to manage, lead, and convert them into consultations, create exceptional first impressions, improve communication, and deliver a consistent patient experience from the very first interaction.
From there, we strengthened the consultation process so providers could educate patients with greater confidence and help them make informed decisions about their treatment plans. We learned to understand our financial reports instead of simply reviewing them. We established meaningful KPIs, implemented performance-based compensation, strengthened leadership, improved accountability, and created systems that allowed every department to work together toward the same vision.
We didn’t try to become a different practice overnight. We simply committed to becoming a little better every week.
- We implemented one system.
- Practiced it.
- Measured it.
- Improved it.
- Celebrated the wins.
- Then moved to the next opportunity.
The Transformation and the Results
As our team grew in confidence, our patients noticed the difference too. They experienced greater consistency, stronger communication, and a culture where everyone was focused on helping them achieve the best possible outcome. Our meetings became more productive. Our decisions became easier because they were based on measurable data instead of assumptions. Instead of every department operating independently, our team became united around one common vision and goals.
Looking back, I can honestly say the turning point wasn’t one marketing campaign, one new technology, or one brilliant idea.
The moment we stopped collecting ideas and committed to one proven business model was the moment everything changed.
Today, we’ve helped build a practice generating more than $3 million in annual revenue, and we’re on track to exceed $4 million while serving more than 500 active memberships.
Those accomplishments make me proud.
But they aren’t what I’m most grateful for. I’m grateful for the confidence that comes from having a plan. I’m grateful that our team understands not only what they do, but why they do it. I’m grateful that we no longer rely on guesswork.
Most of all, I’m grateful that Dr. O’Mahony believed enough in me to trust me with the responsibility of helping to lead the clinic. That trust challenged me to become a stronger leader than I ever imagined, and it taught me that great practices aren’t built by one person. They’re built by teams who share a vision, follow proven systems, and commit to continuous improvement together.
Why I Joined MD Business Advisors
Something else happened that I never expected.
The more I experienced the MedSpa Biz University business model, the more convinced I became that every practice owner and practice leader deserved access to this kind of business education.
I believed in it so strongly that I made one of the biggest career decisions of my life.
Not because I was looking for another job, but because I wanted to help other practices avoid the trial and error that I experienced. I wanted to help physicians, practice owners, office managers, and leadership teams discover that there is a proven path to building a successful medical aesthetics practice, and no one must figure it out alone.
That’s why I’m sharing my story today. Not because I’m trying to sell you a program.
I’m sharing it because I wish someone had shared it with me years ago.
For too long, I believed that if I simply worked harder, everything else would eventually fall into place. I didn’t realize there was an easier path, a path built on business education, implementation, accountability, coaching, and proven systems.
The truth is no one teaches us how to build a thriving practice.
We’re expected to learn through trial and error.
It doesn’t have to be that way.
Clinical education teaches us how to care for patients.
Business education teaches us how to build a practice that can continue caring for patients and changing lives for years to come.
A Blueprint for Building the Business Behind the Medicine
That’s what MedSpa Biz University gave me.
Not just more knowledge.
A proven business model.
The confidence to lead.
The tools to grow an entire team.
And a clear path toward building the kind of practice we had always envisioned.
If my story sounds familiar, I’d love to invite you to take the next step.
Then, if you’d like to see the complete business operating system behind our success, I invite you to schedule a complimentary MedSpa Biz University Tour. You’ll discover how practices across the country are using these same systems to improve leadership, strengthen their teams, increase patient retention, build recurring revenue, and create sustainable growth.
I also encourage you to watch Dori Soukup’s interview with Dr. O’Mahony, where he shares his perspective on why investing in business education became one of the most important decisions he made for the future of our practice.
If there’s one lesson, I hope you take away from my journey, it’s this:
Great practices aren’t built by chance.
They’re built by leaders who invest in learning the business as passionately as they invest in learning the medicine.
Today, when people ask me what made the biggest difference in our practice, my answer surprises them.
It wasn’t another device.
It wasn’t another marketing campaign.
It wasn’t another promotion.
It was learning how to build the business behind the medicine.
That changed everything.
And it just might change everything for you, too.
Liked this? Share it!
Want to learn more about MedSpa Biz University,
reserve your tour today.