A proponent of ‘natural’ cosmetic surgery, Alex has performed thousands of cosmetic procedures during his career.
He explains: “People’s understanding of and attitudes towards cosmetic surgery are changing for sure and these are in line with people living longer, and that’s a result of being more aware of the benefits of exercise and healthy eating, monitoring fitness and nutrition.
“We’re seeing an increase in people having non-surgical treatments, such as botox, fillers, peels and specialist facial treatments, and these are now overtaking surgical procedures although breast enhancements and face lifts are still very popular.
“People have different needs and desires and, while cosmetic surgery is a high-end purchase, they are more aware of what they want to achieve.
“In the past, cosmetic corrections were something of a mystery, but now anyone can Google, find a solution for themselves and better understand the procedure they might require.
“Add to this better access to finance and cosmetic surgery is no longer the preserve of the rich and famous that it once was.”
Alex moved into cosmetic surgery having trained and qualified as a doctor in the 1980s and following ten years working in the NHS post-qualification. He set up his private clinic at the St John and St Elizabeth Hospital in St John’s Wood and now employs 12 people.
Taking on the right people at the start of his venture meant that he was guided well and able to build his clinic into the success it is today: “The business side of the clinic is totally different to running the medical side, so it was important to find the right people to manage the logistics and accounts side for me.
“At the start, I employed an ex-banker and a former City PA to help me so that I could focus on the surgical procedures. I also instructed McBrides with John Eldridge as my key contact until his retirement and now I’m helped by Nick Paterno.”
Alex has no regrets about his decision to branch out on his own and says there’s nothing he would change from a business perspective if he were afforded the opportunity of a machine to go back in time.
“The best business advice is to keep it sane. Don’t overextend yourself and don’t run faster than you can. Surround yourself with good advisers and you’ll never have any regrets. If something doesn’t work out, move on!”
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