The White Coat Entrepreneur

Hosted by Edwin Williams, MD

Business Entrepreneurship Management Education

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May 2026

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About the show

Physicians have been sold out by the system, and there's no one teaching doctors the business of medicine. Physicians are uniquely set up to fail because, for one, they learn to do it all on their own. But as a small business-minded entrepreneur, Dr. Edwin Williams knows that there's a smarter, more effective way to succeed from the moment grad school is over to the opportunities that follow, like opening profit centers, a surgery center, and a practice. In this podcast, physician entrepreneurs (and future physician entrepreneurs or other professionals) can learn to think like a small business person, develop an organic culture, understand the importance of planning, and acquire with purpose, ultimately turning the road before them into a path to not only success but also happiness. To learn more about Dr. Williams check out his website: https://www.dredwinwilliams.com/podcast

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59 recent

May 29, 202644 min

From Fellowship to Private Practice: Dr. Matthew Urban on Building a Career from the Ground Up

In this episode of The White Coat Entrepreneur, I have my former fellow, Dr. Matthew Urban, for a candid conversation about training, mentorship, and what it really takes to launch a private facial plastic surgery practice straight out of fellowship.Dr. Urban shares how his interest in facial plastic surgery developed during residency through rhinoplasty and facial aesthetic cases. While he initially considered an academic career, his path shifted as he explored the business side of medicine and pursued training in healthcare administration and finance. During the fellowship, he began planning for private practice—building a pro forma, studying market demand, and evaluating feasibility in his target geography. That preparation ultimately helped him secure financing despite early rejections and uncertainty.A central theme of the conversation is risk, independence, and leadership. As I often share with fellows and young surgeons, success in building a practice doesn’t happen by chance; you have to have a roadmap and a path to guide your decisions early on. That principle is reflected throughout Matt’s journey as he made decisions during training and mapped out his goals.We also discuss early practice-building, referral development, physician outreach, call coverage, and earning trust one interaction at a time. Over time, those relationships became the foundation of his growth, along with a key shift in mindset around team-building and viewing staff as an investment rather than an expense.Now, early in his career, Dr. Urban reflects that while the path has been challenging, he would choose it again for the autonomy, control, and fulfillment it provides.For more information on Dr. Urban, click herehttps://urbanfacialplastics.com/matthew-urban-md/

April 3, 20261 hr 4 min

Everything You Need to Know About Private Equity: Winning Big—and Why Many Fall Short

In this episode of The White Coat Entrepreneur, I share a comprehensive look into private equity, what it is, how it works, and why so many physicians misunderstand both the opportunity and the risk.After years of studying private equity and now being deeply involved on the leadership side, I wanted to break this down in a way that’s honest, practical, and rooted in real-world experience, especially as it relates to aesthetic medicine. Private equity is not new, but its rapid expansion into our space is. And whether you’re considering it or not, it’s something every aesthetic provider needs to understand.What You'll Learn:PE basicsWhy aesthetics is boomingScalable vs. surgical modelsValue creationValuation driversCommon pitfallsLeadership mattersThe power of the right partner“Private equity is not something you dabble in, it’s harder than surgery, and the ones who do it well win big.”Private equity is not going away. It will continue to shape the future of aesthetic medicine, particularly in the non-surgical space where growth, scalability, and patient demand continue to rise. But this isn’t just a financial decision. It’s a decision about your team, your culture, and your legacy. At Alpha Aesthetic Partners, we’ve built our model around exactly that, partnering with best-in-class practices, investing in people, and creating long-term value through collaboration and clinical excellence.If you’re considering private equity, take the time to understand it, and more importantly, take the time to choose the right partner. Because at the end of the day, that’s what determines whether you win big, or come up short.

August 7, 202547 min

Leadership & Culture Is the Cornerstone—A Deeper Dive with Brian Hayes from Orion Strategic Consulting

I had the honor of having my dear friend Brian Hayes, founder and president of Orion Strategic Consulting, on The White Coat Entrepreneur podcast. If you haven’t listened to Part 1: The Aesthetic Edge - How to Scale Up Your Practice from a Seasoned Professional. I highly recommend starting there.In this episode, we dive deeper into the topics of leadership and culture, exploring what it truly means to lead in the world of medicine. Leadership isn’t just about having a title; it’s about mindset, structure, and the responsibility that comes with guiding others.“It’s not easy to make the shift from management to leadership,” Brian shared. “But the difference is everything. As a leader, you put the team first.”Leadership challenges aren’t solved overnight. They begin with a mindset. Ask yourself:What kind of leader do I want to be?What impact do I want to have?What kind of culture do I want to create?Think about the best leader you've had… and the worst.That contrast often reveals the blueprint for the kind of leader we want to become.This episode is filled with takeaways for physicians and business owners who want to lead with purpose, consistency, and heart. From hiring for culture to checking in with your team regularly, it's the small, intentional steps that create a supportive environment.As Brian said, “It’s worth it putting the work in for great leaders. Good leaders will attract leaders.” Whether you're leading a team, running a practice, or just beginning your journey, this conversation will inspire you to lead with clarity and purpose. To learn more or get in touch with Brian Hayes, click the link below. https://www.thehunterorion.com/about-us

June 16, 202544 min

Behind the Numbers: How to Grow and Scale your Medical Spa from a CFO’s Perspective

I had the pleasure of interviewing Christin Trujillo, entrepreneur, finance expert, and author of Med Spa Profitability, a book I’ve personally read and highly recommend. Christin’s story is both inspiring and instructive. After years in the finance world, she launched her own business called Maven Financial Partners. She shares her journey from corporate finance to becoming a CFO for hire. Today, she works with medical spas and entrepreneurs across the country. Her mission is to help business owners get their operations in order, to scale smartly, and prepare for a future exit or sale.As she mentioned, "any business worth having is worth planning your succession—otherwise, it’s a lifestyle.” That insight alone is worth sitting with, especially for those who are so focused on growth that they haven’t considered what comes next.What I appreciated most in our conversation was her honesty. She doesn’t just offer highlights, she shares the real challenges, obstacles, and growing pains that come with scaling a business in medical aesthetics. Her advice is grounded in experience and her passion for helping others succeed. Whether you are just starting, in the middle of growing your practice, or thinking ahead to the future of your business, Christin brings clarity to the process and helps make financial strategy feel less overwhelming and more empowering.To learn more or get in touch with Christin Trujillo, explore the links below:Blog Post: https://www.dredwinwilliams.com/post/behind-the-numbers-how-to-grow-and-scale-your-medical-spa-from-a-cfo-s-perspectiveAbout Christin: https://www.mavenfp.com/team/christin-trujilloTo purchase her book: https://www.amazon.com/Med-Spa-Profitability-Profitable-Doing/dp/B0DVCC9T9GContact Maven Financial Partners: https://www.mavenfp.com/contact-us

April 25, 202550 min

The Art of Growth: Dr. James Marotta’s Insights on Building a Practice

In this episode, I had a conversation with Dr. James Marotta, who is a dual board-certified facial plastic surgeon based in Long Island, NY.  He shares his journey from being a newly trained surgeon to starting his practice.“It takes discipline and hard work, but I knew I wanted to go for it.”With training from Columbia, SUNY Stony Brook, and Yale, Dr. Marotta brings many great points on entrepreneurship, resilience, and leadership. Mistakes made, lessons learned, and the importance of hiring the right people"Five Stage Hiring Process" - how culture alignment is critical to scaling your practice Insights on the med spa industry and skin rejuvenation markets The mindset shit from “perfection” to “progress” in the early stages of opening your practice Whether you're just starting to build your practice or looking to scale it, this episode is filled with insights on leadership, growth, and building from scratch.Tune in now to discover what it takes. For more information on Dr. Marotta, click here:https://marottamd.com/about-us/dr-james-marotta/

April 23, 202545 min

Scaling with Purpose: Daniel Davis on Private Equity Partnerships at Thurston Group

In this episode of The White Coat Entrepreneur, I had the honor and privilege of having a conversation with Daniel Davis, who is a managing partner at Thurston Group. He is a Marine Corps Veteran, and seasoned private equity professional with over 12 years of experience focused on growth equity investments in the healthcare sector. From his early days as an infantry officer serving three combat tours to leading investments in companies, such as Smile Doctors, U.S. Endo Partners, and more. Mr. Davis brings a strategic perspective to partnerships and private equity. Here are some key points discussed: Understanding what private equity is within the industry The Thurston “playbook” focuses on financials, operations, data-driven decisions, and analyticsEmerging trends in the $19 billion med spa sector that continues to grow at a 15% annual growth rate per yearImportance of using EBITDA to measure growth for partners and when it’s time to go to marketClinical excellence must remain at the forefront of healthcareThe importance of adding value and having a clear “theme.” In our case, this is Alpha and the med spa industry Why picking the right partner is the most critical decision “At the end of the day, it’s all about the partnership because that will continue to feed upon itself to get to where it should be. At Thurston Group, our strategy is to partner with the best.”Tune in to this episode and discover how the right PE partner can help you scale with purpose, integrity, and impact.More information on Daniel Davis: https://www.thurstongroup.com/bio/daniel-f.-davis

April 11, 202552 min

Private Equity in Aesthetic Medicine: Key Insights with Stuart Smith

“Where deals fall through, is when there is a failure to integrate.”In this episode, I had the pleasure of speaking with Stuart Smith, who has over 25 years of experience in investment banking, private equity, and mergers & acquisitions. Stuart brings strategic insights to the conversation for anyone considering private equity. Not only does he have a passion for helping business owners, but also being there as support to navigate complex transitions. Our conversation evolved on the growing role of private equity in the aesthetic space, and Stuart shares his framework: “Three Basic Food Groups” that every business owner should consider and be able to answer these questions below.  Is the business ready for a transition?  Do you have the right advisors?  Can you handle the deal? Whether you’re thinking about scaling, selling, or partnering, this episode is a must-listen. Personally, I found Stuart as well as other colleagues to be extremely helpful during my own transition. I look forward to sharing this episode with you. For more information or to learn more, Stuart is available and can be reached via email. sasmith.rd@gmail.com 

February 17, 202552 min

The Entrepreneurial Journey: Navigating Confidence & Challenges as a Young Facial Plastic Surgeon

"There are things you do in the beginning—short-term losses for long-term gain."In this episode, I had the pleasure of speaking with Dr. Lindsey Pennington, who shares her inspiring journey of founding her practice in Shreveport, Louisiana, in 2017. As a facial plastic surgeon, Dr. Pennington took the bold leap into entrepreneurship, building her business from the ground up.Dr. Pennington wanted control over her patient experience, even making house calls early on to provide personalized care. She discusses the grit it takes to start a practice, including hiring mistakes and firing employees who didn’t align with her vision. “The credentials after their name don’t mean as much as the person.”In addition to growing her clinic, Dr. Pennington leveraged social media to expand her reach, posting skincare routine videos with SkinCeuticals products on TikTok during the pandemic to boost her presence and engagement.Starting a practice takes grit, there are no shortcuts. You have to put your boots on the ground and go for it. As someone who has done this, I can attest.Tune in for a great episode full of valuable learning opportunities! To learn more on Dr. Lindsay Pennington: https://penningtonfacialplastics.com/

December 19, 202449 min

The Business of Beauty: How to Grow, Lead, and Succeed in Aesthetics

In this episode, I interviewed one of my equity partners with Alpha, Michelle Doran, a Board-Certified Nurse Practitioner, co-founder of RN Esthetics, and National Trainer for Allergan Medical Aesthetics. From her early days as a surgical nurse to becoming a leader in the aesthetics industry, Michelle shares how she took a leap of faith, hustled her way to success, and built a thriving practice with three locations.Michelle opens up about the learning curves she faced, the support that helped her along the way, and the invaluable lessons she’s learned about balancing patient care with running a business. Discover her unique approach to building patient loyalty without relying on discounts, fostering a strong team culture, and navigating the challenges of business ownership as a provider.This episode is filled with actionable insights and inspiration. It's a must-listen for aesthetic providers and entrepreneurs looking to grow their practice and impact. As Michelle says, “You can’t grow a business if you’re not actually in the business.”Tune in and get ready to be inspired - click the subscribe button and join the community of listeners!

October 14, 202456 min

Building an Empire: An Orthodontist’s $2.4 Billion Success Story

In this inspiring episode of The White Coat Entrepreneur, I chat with Dr. Dana Fender, the co-founder of Smile Doctors. From humble beginnings to a staggering $2.4 billion valuation across more than 450 locations, Dr. Fender's journey showcases the power of ambition and strategic partnerships.He reflects on the importance of gratitude and humility, sharing lessons learned during his rapid growth alongside Thurston Group. Dr. Fender emphasizes pushing beyond limits, stating, “Anything that pushes you further than you thought you could go—at whatever level that is”—is essential for success. Smile Doctors had a mission and a vision and that has always been “loving other people first and straightening teeth second."You won’t want to miss this insightful conversation and discover how challenges can lead to transformative outcomes. I feel grateful to call Dr. Fender a friend of mine. Don’t miss out! For more information on Dr. Dana Fender: https://smiledoctors.com/about/