Q&A with Dr. Shruti Tannan
Dr. Shruti Tannan is a board-certified plastic and reconstructive surgeon at Tannan Plastic Surgery in Raleigh, NC. She helps women and men overcome challenges associated with aging, past trauma, changes in weight and skin, pregnancy and breastfeeding. She has extensive experience as an educator, clinical researcher, and surgeon of plastic and cosmetic surgery.
Can you tell our readers about your background?
I am a board-certified plastic surgeon with additional training and certification in hand surgery. This means more than 10 years of medical and surgical training went into honing my craft.
As a mother, I can relate to the plight of many of my female patients, trying to regain their pre-pregnancy body while also staying true to who they are.
As a surgeon, I understand the hustle and bustle of everyday life as a working mom and wife. This experience influences my approach to patients and plastic surgery.
What inspired you to start your business?
I started my own practice in Raleigh, North Carolina to be closer to my family and to serve patients in the Triangle (in Raleigh, Durham, Chapel Hill and Cary). Currently, the Triangle has only has two other female plastic surgeons in private practice. More than 85% of plastic surgery patients are female, but only 15% of plastic surgeons are female.
Having my own practice allows me to provide an experienced female surgeon’s perspective, which can make all the difference in the world. I understand the pressures society places on women and I am passionate about empowering women to take control.
Where is your business based?
Tannan’s patients come from literally all over the United States, including most recently Texas, Georgia, South Carolina, Virginia, and of course North Carolina.
How did you start your business? What were the first steps you took?
After practicing academic medicine for years, I realized that entrepreneurship was right for me, so I made a decision to start my own private practice. First, I scoped out a business plan that included market research, financial planning and other key criteria to evaluate a new venture. Next, I discussed the opportunity with my family and mentors to make sure this made sense from all angles. Finally, I took a leap of faith!
What has been the most effective way of raising awareness for your business?
It has been a very fulfilling combination of providing exceptional patient care, being available to my patients, and working with a dedicated team of women in our clinic and operating room. Community outreach and online marketing, such as blogging, social media and advertising, have been very effective as well. Most importantly, we rely on ourpatients who happily spread the word for us.
What have been your biggest challenges and how did you overcome them?
Business issues arise despite even the best planning. One of the biggest challenges I faced was learning a variety of skills outside of the medical discipline, such as accounting, legal, sales and marketing. I try to make sure I am prepared for all possible scenarios. To do that, I leverage my network of surgeons and business mentors for guidance. Usually a balanced approach tempered with patience helps me overcome hurdles along the way.
How do you stay focused?
That’s easy – I love my job! I love being my own boss and being responsible for my own success. They say having a business is like having another baby, and I find myself treating this business like my own offspring. It needs regular attention and serious thought about future direction, while also cultivating love in all aspects of the brand.
How do you differentiate your business from the competition?
My unique perspective as a female board-certified plastic surgeon with fellowship training in hand surgery defines me. Furthermore, at Tannan Plastic Surgery, we provide a safe space for patients to feel comfortable sharing very personal thoughts about their bodies.
Whether we are discussing surgical procedures like breast augmentation, a Mommy Makeover or facelift, or non-invasive treatments like Botox, fillers or skin care, we empower patients to make a change that restores confidence in their own skin.
What has been your most effective marketing strategy to grow your business?
My most effective marketing strategy has been to use my own voice in all my copy, whether it is on my website, through social media, guest blogging or interviews. The message is consistent in its honesty, openness, and integrity.
What's your best piece of advice for aspiring and new entrepreneurs?
Although running your own business is a lot of work, it is profoundly rewarding if your core business fulfills you. There will be fear and doubt in the early stages. Stay true to yourself, be persistent and be patient!
What's your favorite app, blog, and book? Why?
I love Instagram. It’s a great way to engage with people as a businesswoman, a surgeon and a mother. It allows me to express every facet of who I am.
I love Neil Patel’s blog on social media tactics as well. He has great tips on ways we entrepreneurs can improve our social footprint.
My favorite book related to my work is “Lovability: How to Build a Business That People Love and Be Happy Doing It” by Brian de Haaff. That book resonates with my own approach to my business and clientele.
What's your favorite business tool or resource? Why?
The most important thing business owners need to know about their business is the numbers. Xero is a very useful accounting tool that enhances my efficiency and financial planning. I use it for a variety of tasks, including general bookkeeping, reporting, and forecasting.
Who is your business role model? Why?
My mentors at the Hand Center of San Antonio. I admire Dr. David Green and his team of surgeons who, like me, hold themselves to the highest ethical and surgical standards while being down to earth and approachable to all who walk through their doors. They balance business and people sense beautifully!
What do you have planned for the next six months?
As our surgical practice continues to be successful, we recently launched a new skincare line to help patients enhance their skin care and beauty regimens. The ZO Skin Health line is a physician-guided protocol that can be tailored for different skin types and problems, ranging from preventing the fine lines associated with aging, to treating them once they’ve set in.
In parallel, I continue to look for new ways to grow the business and expand our services to folks in the greater Triangle area. When people look for the best plastic surgeon in Raleigh, our goal is for them to look no further than Tannan Plastic Surgery.
How can our readers connect with you?
At our website www.tannanmd.com and on social on Facebook, Instagram, Twitter and YouTube!
YouTube:Tannan Plastic Surgery Channel