Izhak Musli: Shaping the Future of Aesthetic Practices

Izhak Musli, Co-Founder of The Aesthetic Success, is a leading figure in the aesthetic technology space, known for his extensive background in developing a few SaaS solutions in the industry and for his work with the 4S Summit. His passion for data analytics and business intelligence, combined with his deep understanding of the aesthetic industry, has driven him to create innovative solutions that empower practices to thrive.

In this exclusive interview with Izhak, we delve into his journey from data analytics to the forefront of the aesthetic technology industry. We also explore his vision for empowering practices and the transformative impact of the 4S Summit.

Question:

Izhak, you are a leading figure in the aesthetic technology space. What initially drew you to this industry and has kept you passionate about it?

Izhak Musli:

My passion began with data analytics and running businesses. I’ve always been around technology, and technology has a very close relationship with data. After operating and exiting a point-of-sale company, I realized the opportunity with the corporations that acquired us. While they did track data, they operated on historical data that was not relevant and wasn’t available to the entire company, in real-time.

At that point, I decided to take the initiative to create a business intelligence dashboard. A pivotal moment arrived during a conversation with my wife’s dad, a plastic surgeon. While discussing my work in data analytics, he suggested its potential applications within his field. I requested access to his practice’s sales and financial reports, only to discover they were scattered across servers and held by accountants, revealing a critical lack of readily accessible, actionable data.

That’s when I realized that plastic surgeons and aesthetic practices were ‘flying blind’ and making business decisions without data. Here was a fast-growing industry that either didn’t have access to data or any available data was very isolated.

It was clear to me that this industry needed data analytics and KPIs, not as an added benefit, but as a fundamental tool for success. This realization fueled my passion to bring these tools to aesthetic practices.

Question:

Can you tell us about some of the most exciting projects you’re currently working on that will shape the future of aesthetic practices?

Izhak Musli:

I’m one of the co-founders of the 4S Summit, together with Terri Ross and Dr. Renato Saltz. It’s been an incredible journey. Early on, I observed a significant imbalance in how aesthetic practices allocated their resources. While an overwhelming amount of focus and investment was directed toward acquiring new patients, the needs and potential of existing clients were often neglected. Even practices seeing hundreds of patients monthly frequently failed to cultivate these relationships, missing opportunities to encourage referrals and demonstrate appreciation for their loyalty. This observation led to the development of GetKudos.ai. This new platform is already demonstrating remarkable results, revealing that, on average, loyal patients generate four times more revenue than those who are not. This stark difference highlights the significant return on investment when prioritizing patient retention and satisfaction. The cost of acquiring new patients is substantial, making even small investments in nurturing existing relationships a strategically sound business decision.

Question:

Could you provide a concise overview of the 4S Summit and its key benefits?

Izhak Musli:

The 4S Summit is a highly practical, results-oriented workshop designed to elevate aesthetic practices. Over two and a half days, attendees and their teams gain actionable insights and tools across critical areas, from front-office optimization and building profitable treatment plans to financial analysis and process improvement. Participants leave equipped with tangible resources, clearly defined KPIs, and a focused set of implementable goals. Our emphasis on execution ensures attendees not only grasp the concepts but also understand how to apply them for immediate and lasting impact on their businesses.

Question:

Given that the 4S Summit emphasizes hands-on learning and immediate implementation, could you describe a specific example of how attendees will leave with actionable strategies they can implement immediately upon returning to their practices?

Izhak Musli:

The 4S Summit’s two-and-a-half-day program, with concurrent sessions in two rooms, encourages attendees to bring their teams. In Terri Ross’ room, participants learn essential front-office skills, from proper phone etiquette to practice credentialing. They practice these skills and develop their own credentials, ensuring their staff can make a strong first impression and set appropriate expectations from the initial phone call. This training extends to the treatment and consultation rooms, where attendees collaborate on building effective treatment plans. They explore various options, considering both patient needs and practice profitability. Participants leave with tangible resources: written treatment plans and credentialing documentation, all audited by Terri Ross for adherence to best practices.

My session focuses on empowering attendees to understand and leverage their financial data. Participants bring their profit and loss statements (P&Ls), which many struggle to analyze effectively. We review examples of well-structured P&Ls and then delve into analyzing their own, revealing the story behind the numbers, not just the bottom line. Beyond P&L analysis, we collaboratively define and document their core business processes, from initial phone contact to follow-up procedures, addressing various scenarios and “corner cases.” This process mapping essentially codifies the practice’s DNA. We then establish key performance indicators (KPIs) aligned with these processes, providing attendees with a clear starting point for data-driven decision-making. Finally, we focus on execution. Rather than overwhelming participants, we guide them in selecting three actionable goals to implement immediately upon returning to their practices. This targeted approach, combined with ample opportunity for questions and discussion, ensures attendees leave with the knowledge, confidence, and tangible resources—including P&L analyses and documented workflows—to drive meaningful change.

Question:

Can you share some insights into the unique value this summit brings to the aesthetic industry and how it’s helping practitioners thrive?

Izhak Musli:

The 4S Summit is unique because it focuses on practical application, not just theory. We provide hands-on training, covering everything from answering the phone to analyzing P&Ls. Attendees collaborate with each other and with experts like Dr. Renato Saltz, learning from real-world experiences and best practices. We help them connect with other experts in the field, build a community, and create a true network they can rely on. This comprehensive approach addresses all aspects of running a successful aesthetic practice.

Question:

You’ve mentioned your partnership with Dr. Renato Saltz and his work with ABAM and the non-profit, Image Reborn. How has Dr. Saltz’s leadership and work impacted the 4S Summit, and what lessons can other professionals learn from his example?

Izhak Musli:

Partnering with Dr. Saltz was one of the best things that happened for 4S Summit. He brings the perspective of an extremely successful plastic surgeon and med spa owner. He’s taken the course himself, bringing his staff twice, and seen its value firsthand. Beyond that, Dr. Saltz’s connections are unparalleled. He was past-president of two of the largest societies in the world of plastic surgeons, ASAPS (American Society for Aesthetic Plastic Surgery), now known as The Aesthetic Society, and ISAPS (International Society of Aesthetic Plastic Surgery). Much of his work is voluntary, driven by a desire to make a difference. One of his main passions is patient safety, and he’s created regulations and rules that help patients worldwide.

Dr. Saltz’s dedication to patient care is matched by his keen business acumen and commitment to lifelong learning. He embodies the principle that there’s no limit to professional growth, continuously seeking new knowledge and refining his skills, even as a highly successful surgeon. His passion project, ABAM (American-Brazilian Aesthetic Meeting), reflects this commitment. It’s a meeting with a clear mission: all profits support Image Reborn, a retreat program for breast cancer survivors. Dr. Saltz’s expertise in organizing impactful meetings, developing relevant programs, and creating exceptional experiences, combined with his deep surgical knowledge, makes his contributions to 4S Summit invaluable.

Question:

What’s one key takeaway you hope readers will remember about the 4S Summit?

Izhak Musli:

The biggest takeaway is that success in the aesthetic industry isn’t just about clinical skills; it’s about running a smart business. The 4S Summit empowers you to do just that. We equip you with the knowledge and tools to understand your financials, optimize your operations, and truly connect with your patients – both new and existing. It’s about building a sustainable, profitable practice by focusing on practical application and execution, not just theory.