In a recent episode of the Beauty and the Biz Podcast, host Catherine Maley sat down with Janice Pastorek, BSN, RN, to pull back the curtain on how she and her husband, world-renowned facial plastic surgeon Dr. Norman Pastorek, built what many consider the ultimate facial plastic surgery practice.
In an era where most practitioners feel chained to Instagram and TikTok, is it actually possible to grow a world-class aesthetic practice without posting a single Reel?
According to Janice Pastorek, BSN, RN, the answer is a resounding yes.
In a recent episode of the Beauty and the Biz podcast, host Catherine Maley sat down with Janice to discuss her 40-year journey alongside her husband, world-renowned facial plastic surgeon Dr. Norman Pastorek. Together, they built one of Manhattan’s most prestigious practices on Park Avenue.
Now, as the practice evolves, Janice is sharing the "secret sauce" behind their longevity, their pivot into wellness, and why they don’t need a digital marketing budget to stay fully booked.
While many practices focus solely on the "outside" (lasers, fillers, and surgery), Janice Pastorek has mastered the art of combining aesthetics with wellness.
She discusses how her research into cutting-edge technology and homeopathic approaches allows her to treat the patient as a whole. By focusing on how a patient feels on the inside, the aesthetic results on the outside become more sustainable and natural. This holistic approach creates a level of patient loyalty that "quick-fix" medspas simply can't replicate.
One of the most shocking takeaways from the interview is that Janice doesn’t rely on social media or traditional advertising.
The Strategy:
Hyper-Personalization: Every patient receives a bespoke experience that makes them feel like the only person in the room.
Expertise as Marketing: Janice’s deep knowledge of skin health and wellness technology makes her a trusted authority.
The Referral Loop: When you deliver results that make people feel "healthy and happy," they become your best advocates. Janice’s clientele comes from around the world based purely on reputation and direct referrals.
After 43 years of surgical excellence, Dr. Norman Pastorek recently semi-retired. Janice shares insights into how they managed this transition, shifting the focus of the practice toward non-surgical wellness and skin rejuvenation.
For many practitioners, the idea of "stepping back" is terrifying. Janice’s approach shows that by building a robust non-surgical wing with returning patients, a practice can remain vibrant and profitable even as the lead surgeon’s hours change.
Janice is known for her relentless pursuit of the best technology. However, she doesn't just buy the latest "trendy" machine. She looks for specific combinations of aesthetic and wellness tools that work synergistically.
In the podcast, she emphasizes that staying at the top of the Manhattan market requires a commitment to ongoing research and an refusal to settle for "good enough" results.
Want to hear the full breakdown of how Janice and Dr. Pastorek built their Park Avenue legacy? You can watch the full episode of Beauty and the Biz here on YouTube.