In this episode of Analyzing Healthcare, host Roy Bejarano sits down with Anthony Milonas, CEO of Ascend Aesthetic Partners, to discuss the evolution of plastic surgery, medical aesthetics, and healthcare leadership in the private equity-backed MSO space. As one of the largest national plastic surgery and aesthetic medicine platforms, Ascend Aesthetic is transforming the industry through physician-led growth, data-driven decision-making, and patient-focused innovations.

Anthony shares healthcare industry insights on operational excellence, patient acquisition strategies, digital marketing innovations, physician recruitment, and AI in healthcare. He also explores the synergy between Med Spa and plastic surgery services, the importance of patient engagement, and how Ascend is reshaping the future of aesthetic healthcare through strategic partnerships and technology.

• [00:00] Introduction to the podcast and guest, Anthony Milonas, CEO of Ascend Aesthetic Partners
• [02:00] The journey from healthcare distribution to leading a national plastic surgery MSO
• [06:30] Why private equity is fueling the transformation of plastic surgery and Med Spa practices
• [12:00] Patient demographics: Understanding the 35-65 age group and the rise of younger Med Spa clients
• [18:00] The role of data analytics, AI, and digital marketing in scaling aesthetic healthcare
• [24:30] Why traditional plastic surgery practices struggle with marketing and how Ascend is fixing it
• [30:00] Med Spa and Plastic Surgery: Are patient acquisition costs decreasing with integrated services?
• [40:00] Recruiting challenges in plastic surgery: How Ascend is attracting top surgeons with partnership models
• [50:00] AI, predictive analytics, and the future of patient experience and healthcare trends in aesthetics
• [1:00:00] Looking ahead: Where is the plastic surgery and Med Spa industry heading in the next 5 years?

• Plastic Surgery is Entering a New Era of Consolidation. With private equity investment and physician-led MSOs, the industry is shifting from independent practices to scalable, tech-enabled platforms.
• Data & AI Will Define the Future of Aesthetics. Advanced analytics, AI, and predictive modeling will drive marketing, patient engagement, and clinical decision-making for plastic surgery and Med Spa businesses.
• The Synergy Between Plastic Surgery & Med Spa is Powerful. While anecdotal evidence suggests cross-referrals reduce patient acquisition costs, Ascend Aesthetic is working on data-driven proof to quantify the impact.
• Recruitment & Retention in Plastic Surgery Requires a New Model. Competitive compensation, student loan support, and clear partnership pathways are key to attracting top talent in aesthetic medicine.

Resources:

Website: https://www.ascendaestheticpartners.com/

LinkedIn: https://www.linkedin.com/in/anthony1care/

About the Guest:

Anthony Milonas is the CEO of Ascend Aesthetics Partners, a company involved in the aesthetics industry, particularly focusing on medical aesthetics and skincare. Ascend Aesthetics Partners partners with practices in the aesthetic sector to help them grow and optimize their operations. Under Milonas's leadership, the company seeks to leverage expertise and resources to enhance service offerings and operational efficiency for its network of medical aesthetic practices.

Milonas has extensive experience in leadership roles, particularly in areas like healthcare and business development. His background includes working in senior positions in various healthcare-related