Chasing profit could be the biggest mistake when building your clinic

What is driving your aesthetic clinic business? Do you have a passion for your patients and clinical work, or is it all about the profit?

In this blog, Dr Tim Pearce shares the first half of a podcast with Sham Al Zahabi, a Middle Eastern aesthetic clinic owner and Cambridge cellular scientist who defied prejudice and shattered stereotypes as the daughter of celebrity singer Assala. Sham has built a thriving clinic empire in Egypt and Qatar, establishing herself as a longevity scientist, entrepreneur, and business leader.

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Why did a scientist open an Aesthetic clinic business?

Sham Al Zahabi is first and foremost a scientist, a chemist trained in England. Whilst studying material chemistry at Cambridge, where a team were growing skin in the lab and performing different experiments on collagen to observe ageing from a cellular and biochemistry level, she realised that she had a passion for skin and anti-ageing. Combined with her love and admiration for her mother – the celebrity and singer, Assala – she opened an aesthetic clinic, Dao Derma on her return to Egypt.

Sham’s approach to her aesthetic business has been heavily influenced by her relationship with her mother, who, with a life in the limelight, fears ageing. Rather than focusing solely on profit, Sham is driven by a mission to help her mother, and others like her, maintain a high quality of life and happiness as they age; and this guides her strategic decisions.

Sham explained that she wants to find the answer to the question, how can we slow down ageing on a cellular level?

This is at the core of her life’s research, her daily work and her postgraduate studies – how to slow down the biological ageing of cells so we can look younger for longer. Her clinical practice is based on scientific principles with the latest industry innovations to deliver the best available skin treatments to all patients.

What is more important than profit in an Aesthetic clinic business?

Dr Tim was keen to understand how Sham’s alternative approach, not driven by money, was demonstrable in her everyday clinical practice.

Unlike many of her peers and critics, Sham prioritises a holistic approach to aesthetics by integrating dermatology and nutrition into her practice, despite pressure when initially starting her business from those who encouraged her to focus solely on more profitable aesthetic treatments like dermal fillers and botulinum toxin. She believes that understanding and treating underlying skin conditions is essential for comprehensive patient care, even if it is not as financially rewarding.

Prioritising patient safety and effective treatments over profit means that, for example, Sham chose to develop and use Platelet-Rich Fibrin (PRF) for under-eye, tear trough treatments instead of the more commonplace, and perhaps riskier use of dermal fillers, despite lower overall profits for her business.

She explained how she is adopting more time-consuming but safer practices with the clinicians within her team, like ultrasound-guided injections, Accuvein (vein finder) guidance, and thermal camera equipment when carrying out treatments. She emphasised the importance of delivering the best and safest care, even if it takes more time in appointments and reduces the clinic revenue.

Dr Tim summarised that many of her clinical decisions are run through the framework of whether she would want it for her mother, to which Sham agreed. He highlighted the importance of this consideration noting that it is very easy to get distracted by price or revenue, thinking about clinic throughput, and forgetting about the value you bring to people.

Managing the haters when opening an Aesthetic clinic business

Sham went on to explain that her biggest challenge was overcoming others’ perception of her as a public figure and the medical field’s prejudices (she is ‘only’ a scientist) so she could prove that, despite being a celebrity’s daughter, she was serious about her goals, a credible scientist, and committed to building a reputable, scientifically driven aesthetic clinic rather than a commercial enterprise solely to attract other celebrities.

Over time and with much hard work, she achieved it and changed widespread perceptions; she believes the truth always stands out. Now, industry peers regularly attend her training events and scientific meetings and want to be part of her training academy.

The cynicism Sham experienced surrounding her motivation for opening a cosmetic clinic and the assumption that her success came easily due to her fame (and that of her mother) led to high expectations and much scrutiny which added immense pressure to her business journey, forcing her to work tirelessly to meet the grade and prove herself.

Celebrity clinic without celebrity prices

Her mother’s fame was an advantage, she admits, and a lot of celebrities did come to her clinic, but Sham maintains that you need a fundamental ethos with a strong core for the clinic to continue to survive and be successful after any initial fanfare. Many people did not understand that her business offered average pricing, in contrast to competitors with above-market priced treatments that only celebrities can afford.

“I don’t want to only serve the very rich and the very wealthy. I want to be able to serve as many women as possible that are in need of that service, that need to be taken care of holistically and especially middle-class (Egyptian) women that are working and raising their children and multitasking.”

Sham now regards many of her patients as akin to family based on the relationships she has built over time. She loves that her work has allowed her to develop beautiful bonds of love, trust and giving with so many of her patients.

Dr Tim highlighted that he is often asked for a top tip by those starting their aesthetic businesses – knowing that they are seeking insight on a practical technique or method – but he warns them that his top tip is to love your patients, that way you will make the right decisions, build the right systems, and you choose the right treatments.

Self-reflection is a tool you should embrace

Dr Tim concluded the first half of this podcast round-up by highlighting the importance of being self-reflective, making sure you are always on the path towards your goal(s), focused upon your aims rather than being distracted by the progress or criticisms of those to the left and right of you – much like a child in a race who risks losing his winning place by looking at others instead of focusing on the finish line. By staying true to your mission and values, rather than comparing yourself to others, you will achieve greater success and find deeper fulfilment in your business and life.

Sham also emphasised the importance of developing a thick skin – something she learnt from her mother – especially as a woman in a male-dominated industry, to avoid being demotivated by criticism or personal attacks.

By staying focused on her mission and not being distracted by competitors or haters, Sham has successfully expanded her business, branching out into other locations within the Middle East, crediting her perseverance and drive to maintain credibility.

You can watch the full podcast with Dr Tim Pearce and Sham Al Zahabi below. Look out for our next blog rounding up the second half of their conversation.

If you have any questions or discussion points on longevity or aesthetics, you can find Dr Tim Pearce on Instagram.

The Profinity membership is your gateway to transforming your clinic from a focus on purely aesthetics to offering holistic anti-ageing solutions for your patients as a wellness centre. Join the waitlist to secure your spot Dr Tim Pearce’s Profinity Membership reopens.

Aesthetics Mastery Show

The Framework for Building a Clinic Empire “Chasing Profit Could Be Your Biggest Mistake”

Dr Tim says:

“In this episode, I sit down with Sham AlZahabi, a Middle Eastern Aesthetic Clinic Owner and Cambridge Cellular Scientist, who defied prejudice and shattered stereotypes as the daughter of celebrity singer Assala. Sham has built a thriving clinic empire in Egypt and Qatar, establishing herself as a longevity scientist, entrepreneur, and business leader. You’ll discover how she succeeded in the competitive aesthetics industry despite doubters, why surrounding yourself with the right team is crucial to avoiding workplace toxicity, and why chasing profit could be the very thing holding you back— (and what you SHOULD be focusing on instead).”

Watch the full Aesthetics Mastery Show here.

Viewers have added their suggestions including:

@judyboyce334

“Sham gave me my insight into how to articulate why I’m becoming an aesthetic nurse. Love you Tim been following you and love all of your videos.”

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Dr Tim Pearce eLearning

Dr Tim Pearce MBChB BSc (Hons) MRCGP founded his eLearning concept in 2016 in order to provide readily accessible BOTOX® and dermal filler online courses for fellow Medical Aesthetics practitioners. His objective was to raise standards within the industry – a principle which remains just as relevant today.

Our exclusive video-led courses are designed to build confidence, knowledge and technique at every stage, working from foundation level to advanced treatments and management of complications.

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