#WorldClass MD Special Edition - Dr. A. David Rahimi

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volution Business, Tech and More

Dr. Afshin David Rahimi

#WorldClass Doctor

Special Edition

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volution Business, Tech and More

Evolution Magazine | #WorldClass Special Edition

Published By Evolve Media Group Inc.

Evolve MEdia Group Inc. DARNELL G DAVIS - CEO Editor In Chief DONNIE BRYANT Photography EVOLUTION MAGAZINE Staff Editors DONNIE BRYANT TAREA WADLINGTON Graphic Designer EVOLUTION MAGAZINE

Evolution Contributors DONNIE BRYANT KATRINA STARZHYNSKAYA DEBI SILBER KEVIN WILSON DERICK JONES SLYVIA BROWDER

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featured articles

6 8 Lowercase Branding

Your Life, Your Plan - making the most of your future

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from the publisher Evolve Media is growing rapidly, and with great success comes great adversity. Over the past few months we have been working on “Team Development” and expanding our staff. The development of leadership skills are essential to the growth and health of any company – that includes yours.

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s we begin to head into a new season of life, I would like to walk with you into the new season of your business. I would like to leave you with four foundational stepping stones, answering this fundamental question: “How would you describe the perfect leader?”

You probably used words like control, insight, and poise in your description. The next question I want to ask is: “Is it possible that these qualities could actually hinder great leadership?” According to some leadership coaches, the answer is yes. So, in order to remain effective as a leader, it’s valuable for every leader to develop a repertoire of different leadership qualities.

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Stepping Stone #1 - Knowing When to Hold Them...

And When to Fold Them...

Stepping Stone #3 - Understand Your Own Strengths and Weaknesses

Ascertaining when to fight or when to let go is very important in laying a foundation in effective leadership. Often great people gain a position of influence but they fall into habit of micromanaging. The desire to control can be a leader’s largest temptation and can bankrupt your company if not properly dealt with.

Talk to most leaders and they will gladly tell you they have weaknesses. But most of them cannot tell you what they are. Most leaders don’t know their weaknesses because most leadership positions encourage managers to consider the weaknesses of others more than their own personal shortcomings. Knowing your own strengths and weaknesses will allow you to build a team that will support you and fill in the gaps.

Most control comes from fear: fear of the unknown and fear of the level of ability of those whom you lead. These fears will cripple your ability to make decisions that affect your business. For example, a business owner notices that a project is showing inherent weakness. However, instead of cutting his or her losses and moving forward, he or she begins to throw more resources towards it in hopes to MAKING it work. The end result is a frustrated staff and a financial loss.

Knowing when to hold and when to fold will do more than preserve sanity in the business environment; it will save money and allow growth simply because you stop paying attention to dead situations.

Stepping Stone #2- Consider Suggestions from Unlikely Sources Another trap leaders fall into is to assume they are the only ones within their organization with great ideas while overlooking the wealth of information available from their employees.

One of the worst things a business owner can do is to assume that their employees are incapable of making meaningful suggestions. Most problems that develop within your organization are experienced by those who are on the front line. These employees often see these issues with surprising clarity because they deal with them on a day to day basis.

Your team can be your greatest asset against problems and breakdowns. Listen to your employees and consider their insight. It could save you a lot of time and money.

Stepping Stone #4- Place The Right People in the Right Positions Your team plays a major part (if not the most important part) in how effective you are as a leader. The hardest part is getting to the point where you are able and willing to place the right people into key positions. As a business coach, I have seen companies with great business plans en route to total collapse because of failure to put the right people in the right place to carry out the plan.

Getting to know your employees individually and your team as an organic whole is essential to becoming an effective leader. It doesn’t make sense to have someone who is a great organizer working a sales position while your current administrator isn’t working out. You will never know that you are making this mistake unless you know your team. By taking the time to identify the right people for key positions, you can improve your company’s performance and eliminate the unnecessary cost of training people who don’t last.

Entire libraries have been filled with books written to help leaders be more effective. In my experience, many leaders want to learn the most advanced techniques while they’re still falling short in the basic fundamentals. These 4 stepping stones, if you really meditate on them and start to put them into practice, will create a strong foundation that will support an impressive organization.

Sincerely, Publisher Darnell G Davis CEO/ Evolve Media Group Inc. Publisher, www.evomag.co

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lower case branding Donnie Bryant

From branding consultants to howto books to home-study courses, there’s a lot of talk these days about branding. It’s a big business, and good brands can ensure the success of big businesses. That’s why everyone wants to get it right: Play this card right, they say, and your company will experience success like never before.

Let me get this out of the way: There is nothing wrong with branding. You absolutely should have a strong brand. In fact, you’re creating a brand whether you know it or not. You might as well be intentional about it and make a good one.

The point is this: My concern is that we’ll begin to focus on creating brands and messages rather than on doing great business. The customer should be “uppercase,” since they are who really matter. The business should be built around taking care of them.

The brand is “lowercase.” The brand doesn’t exist for its own pleasure; the brand is about the customer.

That said, there are important ways to establish or strengthen a company’s identity without forgetting a company’s main objectives.

What’s a Brand, Really?

A brand is simply the identity of a company, product or service as perceived by consumers. There are powerful brands like Nike. People around the world instantly recognize their logo,know their slogan by heart and value their products. In fact, it is the brand that gives the product its heightened perceived value.

Having shoes is nice; having Nikes is something special.

Why is Coca-Cola so popular? How can Starbucks charge so much more for coffee than the competition and still have “enthusiastically satisfied” (Starbucks’ own words) customers during hard economic times? And more importantly, how can you start to do the same thing?

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Branding Rule #1: It’s Not About You. Sales and Marketing 101 teaches us that customers don’t want to buy drills; they want holes. Elmer Wheeler said, “Sell the sizzle, not the steak.” The same is true about building a brand.

You don’t create a world-class identity by trying to create a world-class identity.

Don’t focus on yourself or your business. Concentrate on the people you’re trying to influence. What do people desperately want? How can you give it to them? Can you associate your product with something that people already go crazy for?

Branding Rule #2: Admit Your Awesomeness.

Make the strongest statements you can about how your audience will benefit from buying from you. Why would you water down the truth about your awesomeness? If you follow

Branding Rule #3, you have a product or service that genuinely improves people’s lives. You have to get them to buy it for them to experience the improvement, though. You’re doing your prospects a serious disservice by downplaying the good you can do for them.

Never promise more than you can deliver, but don’t shoot yourself in the foot by under-promising either. If you don’t stand out as the best provider of what you sell, your customers might overlook you and buy from someone less committed to meeting their needs.

Don’t let that happen. It’s up to you to make the big promise.

Branding Rule #4: Do over-deliver.

Surprise your customers with how awesome their experience with your company, product or service is. If you promise that they’ll double their Mandarin vocabulary in 30 days by takingyour course, delight your patrons by tripling it.

When people get more than they ask for, they can’t wait to tell someone

about their experience, and your quest for worldrenown for your brand will take off. Commit to making a great product or giving a great service.

Don’t focus on getting what you can from your customers. If you want to be the next Mercedes-Benz, give 10 times more value than you plan to get back from your clients. You could probably make some good, fast money by shortchanging everyone and cutting corners on quality to maximize profits. However, you will never build a sustainable, respectable brand by doing business like that, and you will have traded in your integrity and good name for a quick buck.

Branding Rule #5: Make purposeful statements about who you are as a company.

Your brand is as much about how people identify with you as it is about who you actually are — maybe more.

Roy Williams wrote in one of his Monday Morning Memos, “Brands are identity reinforcement, just like art and architecture and music. Brands are a way of shouting ‘This is me!’”

There will never be one unified brand

identity; everyone will have their own interpretations of your company’s direction and message. In some cases, people may not come to the correct conclusions about your company.

Here are some thoughts to consider when drafting your brand messaging: • Always be truthful.

• Though you’re talking about yourself, you must identify with the customer.

• Tell them who you are and why it matters to them.

• Have one overall message: one thing you stand for, oppose, believe in or are working toward.

• Encourage interaction. Make your customers part of your “movement.”

• Never be boring. Be bold and unique.

• Find something only you can say, and say it.

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Your Life, Your Plan Crystal Buchan

How do you get to a point where you want something badly enough that you will change? It’s a simple, yet very important, question to ponder. So many times, people stay in a state of unrest where they don’t change, yet they constantly are mulling over the idea of moving on to a new job, eating healthier, exercising, spending more quality

time with family, and so it goes.…

Life can either take you by the hand, or you can take it by the hand.

I’m not saying in times of crisis that you will be taking life by the hand fully. But it is possible to take life by the hand in your day-today existence, and you should. If

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you are the captain of your ship, you’ll definitely be more prepared for when a crisis hits. What is a crisis? For every person, it is a little different. It could be a family emergency like your father having a heart attack, or it could appear as outwardly simple as not finding a babysitter when you are supposed to be at a party giving an honorary

speech. Life happens; it is how we deal with it!

foods maybe, or to quit working at a job you makes you numb.

Let’s talk about change. It is that time of year when people make resolutions, right? Change is the biggest shaker in anyone’s life!

But how, pray tell, do you get to a place where you will change?

Does it happen overnight? Is procrastination part of change itself? Can change be documented?

Is it an observable occurrence, or is it unobservable? I’d say both. There are reasons for people’s actions, and those reasons have had the power of thought behind them.

Lots and lots of thought can go into something before a change is noticeable.

Wouldn’t it be great to change sooner rather than later? Imagine getting out of that bad relationship a year earlier and then found Mr. or Mrs. Right!

For instance, I just started walking to work, choosing not to drive. A couple of months down the road, and hurray! Twenty pounds lighter!

Yet, let’s get back to the original question: how you get to that point where you do change. You actively choose to stop eating processed

Here is what I propose.

There are simple steps to get you to where you want to be. It is like Peter Drucker’s “managing by objectives”, but applied to managing your life!

Be clear on what you want and what changes you’ll need to make in your life. Write it all down.

Know why, when, and how you will take action. What are the obstacles?

Rewards? What resources will you need? What will your success look like?

as insufficient planning has the power to negate many New Years’ resolutions and personal goals.

Take action: put one step in front of the other, or link one positive thought to another on your way to changes for the better.

Last thought: put yourself 30 years ahead in your life and look back.

What did you do? Who did you help? Did you take chances and make positive changes? Were you the captain of your ship?

We all are unique and gifted. We all have a right to be on this planet and to help make a difference for ourselves and others. This New Years, be realistic, manage yourself, and take the next steps towards your better existence.

Can you make it a reality? (Ask others for support if necessary.)

Be honest with the time it will take,

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5 Simple Steps to Boost your Financial Health Paula Onysko Have you ever noticed there is a powerful connection between your financial and physical health?

When you have money flowing in your life, many other things flow, too. Conversely, financial stress can take a huge toll on your physical body. It’s also one of the top stressors in relationships and marriages.

The state of your finances is often a reflection of your inner self-worth or confidence. The higher your self-worth, the more attention you pay to how you treat both your body and bank account. The

lower your self-worth, the more your body or bank account get ignored or abused.

The good news is neither holds grudges, meaning you can change your reality beginning today. As you empower a new relationship with money, you can bring tremendous peace and healing into your body.

For the next two weeks, track everything you spend. Write down the item and amount in a small book you take everywhere.

Capture every purchase – from the latte and muffin, to groceries, gifts, utilities and more. Total the amount to identify your daily spending. Then circle items that you didn’t need and add them up daily as well.

Let’s get started with 5 simple After two weeks, reflect on your steps to boost your financial spending.

Are you surprised how much you spend? Did you health in 2015. purchase things you didn’t need STEP 1 Track Your Spending or value? Are you spending money you don’t have? Or are

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you pleased and empowered choice to begin. Choose a with your purchases? repayment amount that feels doable and start paying down the STEP 2 Align your Spending with debt that has the highest interest your Values rate. Increase the repayment amount over time as you get a Using the information gained better handle on your spending. from Step 1, get clear on how you I recommend setting up an want to spend your money going automatic monthly payment forward. Often times we are so you aren’t tempted to skip a spending money to fill voids in payment. With every payment, our lives instead of using money acknowledge yourself for taking to create more peace, fun and control of your finances. freedom.

STEP 4 Empower Your Savings Remember, you likely worked hard for your money. Align your Even if you have debt to repay, spending with your top values – also begin saving for the future. whatever is most important to The amount will depend on you. your income, basic expenses and debt levels. That’s okay. You First ensure your basic needs are are strengthening your savings met. After that, address any debt habit and saying, “I am worthy of repayments and begin saving consciously building my wealth.” (see Steps 3 and 4). Then the fun So begin today, with even a begins. What passions do you small monthly amount. You’ll be have? Maybe travel is important, surprised at how quickly small or creative self-expression. How amounts add up. about extra money for your wellness, including nourishing There are many savings vehicles organic food? As you invest in – saving accounts, mutual funds, what’s important, something stocks, bonds and more – each magical happens.

More with a different rate of return. If all abundance flows your way. the options overwhelm you, ask a financial advisor, or start with STEP 3 Build a Debt Repayment an online saving account such as Plan www.tangerine.ca that you can set up at no cost. The point is, Some people have shame around start saving and keep saving. their debt. Yet, debt simply reflects past spending habits. STEP 5 Claim your Worth It says nothing about what’s possible going forward. You Whether you are self-employed choose that! or contribute as an employee, I invite you to claim and grow your Begin repaying your debt sense of worth. Your soul came immediately, even if it’s $10 a here to expand and live the riches month. The amount is not as this life has to offer. And you have important as the conscious gifts that are incredibly valuable

to others. Don’t sell yourself short.

Perhaps it’s time to raise your rates or, if you are an employee, ask for a raise.

Imagine the good you can do in your life and the world with more money. The more money flow coming in, the sooner you can care for your basic needs, repay debt, grow your savings, and fuel your passions.

And that is a beautiful world to live in.

Paula Onysko is a success coach and business strategist with 11 years of experience as a thriving entrepreneur.

She works privately with women business leaders to ensure they are well-supported and aligned as they make their impact in their business, bank account and the world.

Visit www.paulaonysko.com for more mindset and momentum to fuel your money flow.

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John O’Keefe John O’Keefe is the CEO of ITelagen, which he founded in 2005. His primary roles in the company center on sales and strategy. He has a degree in Civil and Structural Engineering from the State University of New York at Buffalo. After graduation, John worked as an engineer for about 10 months before working has a technical analyst, writing reviews for software and platforms.

Soon afterward, he started his first business.

His early years were spent in the heyday of the dot. com industry. His focus was on support automation, which used specific software licensed to ISPs to reduce the number of support calls and increased efficiency in providing support. At its heart, ITelagen is still an IT company that leverages value in its service to make providing support better, faster, and cheaper. It brings enterprise-level support to medical practices.

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Today, ITelagen focuses on healthcare, electronic medical records (EMR), and data center facilities, essentially becoming the IT department for medical practices.

Unlike other sectors that enjoyed a gradual transition into technology, recent government drivers for EMR have slammed the healthcare industry into the 21st Century. This suddenly created a huge market demand for sophistication from an IT perspective to manage infrastructure and EMR. Approximately 15% of ITelagen’s clientele consists of small to medium-sized traditional businesses. However, the lion’s share of work and new contracts is dedicated to healthcare.

When asked what makes the support team at ITelagen so successful, Mr. O’Keefe believes it is due to a couple of things: support automation and the employees. Clients often say, “The infrastructure available is what makes us

successful.” Mr. O’Keefe firmly believes the key to the company’s service is the employees. He emphasized that quality is vital and the company tries to create an enjoyable and happy environment for the staff, stating, “We pride ourselves on very low employee attrition and turnover.”

O’Keefe’s vision for the future of ITelagen is promising due to the focus on organic growth and acquisitions.

ITelagen had its first round of acquisitions in 2012, with another set for 2015. Specifically, O’Keefe’s team will look at the verticals in the EMR base and diversifying those platforms.

The future of the medicine hinges on adaptation to implementing technology while letting go of the decades-old administrative practices. In terms of what can change in the next 10 to 15 years, Mr. O’Keefe

explains that part of the challenge is generational. The majority of physicians practicing today didn’t start off with computers. In fact, healthcare is often the last industry to adopt technology. Seasoned physicians still prefer the tools like Dragon dictation software because it harkens to the past practices of relying on administrative assistants. It is now common in the legal and financial sectors for professionals to type their own letters, bypassing the need for administrative support.

However, today’s medical school graduates embrace the current technology and have little trouble with adaptation to current regulatory standards. In turn, this acceptance of technology trends will make it easier to foster future innovation.

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Brady Granier COO and Director of BioCorRx, Inc.

Brady Granier is the COO and Director of BioCorRx, Inc. Mr. Granier’s background in Nursing and Marketing has enhanced his impact in widespread treatment of substance abuse. Brady recently sat down with Katrina Starzhynskaya to discuss the exciting advances in his company.

The Start Fresh Program is a revolutionary two-part addiction treatment created by BioCorRx. When a patient wishes to treat their addiction to drugs or alcohol, they will first receive a Naltrexone implant and then participate in a one-on-one coaching program to address the psychological issues of drug addiction and develop strategies to use during times of temptation. While there are many implants on the market to treat addiction, the Naltrexone implant is the longest lasting, extending from six months to one year, depending on the patient’s unique metabolism.

Naltrexone was approved by the Food and Drug Administration 30 years ago for the treatment of addiction to opiates. Ten years later, it was also approved for treating alcohol addiction. What

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makes the BioCorRx implant unique is that since it is surgically implanted into the abdomen, it takes away the dimension of daily compliance that oral substance abuse medication entails.

Other implants last only two to three months, requiring additional surgeries. The reality is that patients simply do not desire multiple surgeries as part of their treatment.

Additionally, the Naltrexone implant offered by BioCorRx is 100% biodegradable, similar to stitches that dissolve over time. There is no need to have the implant removed.

If someone were to start the treatment process, the implant procedure itself takes 20 to 30 minutes, depending on the surgeon, clinic location, and techniques used. Ideally, the implant takes a half-day during the week or even be performed on a weekend.

The implant provides the patient a window of time to address the issues behind their addiction. Patients will then enter the coaching phase of the program for six to eight months.

Coaching needs vary among program participants and may require additional counselling services. The highest success rates are seen when patients complete the entire program.

Once the implant dissolves and drug or alcohol triggers hit, the patient needs to access the tools and strategies learned in the coaching program. Studies have indicated that the brain will start to rewire itself between three to six months after commencing addiction treatment.

BioCorRx is in the process of mass-producing the Start Fresh Program so it is accessible to more people across the country.

One year ago, there was one clinic in Santa Ana, California using the Start Fresh Program. Today, there are 10 locations across the country in major cities and transportation hubs.

The ultimate vision of BioCorRx is widespread distribution of the Start Fresh Program so that patients can access a clinic within a one-hour flight or drive.

Addiction treatment is not only a health issue, but also one of privacy. A major advantage the Start Fresh Program offers to patients is that it is an entirely outpatient treatment model. Many people with a career face two problems while seeking addiction treatment. First, their position may be in jeopardy if they take a leave of absence for 30, 60, or 90-day inpatient programs. Secondly, management and coworkers can usually figure out the reason behind such a leave. Patients undergoing addiction treatment have enough to manage without additional stress from disclosing medical issues in the workplace.

If a patient lives across the country and cannot travel for faceto-face coaching or counseling, it is possible to complete these sessions over Skype. While not the ideal situation, this remains an option. However, the greatest opportunity for impact happens when a patient can attend coaching sessions in person.

how do we define success in the world of addiction treatment?

While some people define it as lifetime sobriety, the consensus is that success is achieved at the one-year point. If it has been a year or two since the end of treatment, there is a general decline in the likelihood of a former patient maintaining regular contact. Once a patient attains and maintains their sobriety, they move on with their lives.

BioCorRx is a publicly traded company under the ticker symbol BICX. The company recently opened a new treatment facility in Oklahoma City. Additionally, BioCorRx announced the inclusion of three healthcare marketing experts to their team.

John Ohanesian is best known for his expertise with Bosley, Ron Corvino built and sold several companies over the years, and Joe Volpe has an extensive history working with corporate call centers. This sophisticated team and will use their knowledge and marketing success to create a management company to direct treatment clinics across the country.

When people say that the Start Fresh Program is life changing, it gives Mr. Granier and the team at BioCorRx the motivation to help others. Enhancing the business end of the company will enhance visibility of the Fresh Start Program, increase the speed of opening new locations, and creating further accessibility to patients. Unfortunately, addiction is a large problem. However, it is the ultimate goal of BioCorRx to put itself out of business.

The success of addiction treatment is to avoid having repeat business. While the cost of the Start Fresh Program varies by clinic, their treatment method is efficient. Most addicts who come to the program have usually already spent significantly more money and time with other treatment methods. For more information about the program, please visit www. startfreshprogram.com. You may visit bicxcorp.com for corporate details.

While the Start Fresh Program is very successful, the Naltrexone implant itself is not a silver bullet. Success rates are very subjective and rely on data received from individual clinics.

BioCorRx does not have access to patient records or contact information. However, routine status interviews between the clinic and patient are performed at six-month intervals. For those who complete the Start Fresh Program and remain engaged with their clinic, the success rate is 85% to 90%.

Communication between patients and their clinic is imperative.

While many patients wish to maintain their privacy, it is vital to complete their program to maintain sobriety. Nevertheless,

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ldClass Doctors www.evomag.co

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DR. CLAY COCKERELL Dermatologist and Dermatopathologist

Dr. Clay J. Cockerell is the former president of the American Academy of Dermatology. As a dermatopathologist located in Dallas, Texas, his practice offers diagnostic excellence and acclaimed service in the evaluation of skin disorders. His practice focuses on medical dermatology, skin cancer, melanoma, skin rashes, inflammatory skin diseases, and microscopic diagnostics. In this issue, Dr. Cockerell answers questions about common skin concerns and conditions from a prevention and treatment perspective.

So many people experience dry skin during the winter. Can you offer some tips to ensure overall skin health?

Winter usually brings low air humidity. When you combine that with artificial heat, dry skin is a natural consequence, especially in older populations.

People will develop dermatitis (also known as winter eczema or asteatotic dermatitis). Simple methods to counter dry skin include bathing or showering less and using a mild, oil-based soap.

Applying moisturizer after bathing and during the day is also helpful. Sometimes people do not like the greasy feel of some products. However, the 20 Evolution Magazine | #WorldClass Special Edition

greasier the substance is, the better it will generally work. Also, products that contain lactic acid are beneficial to treating dry skin.

What advice can you give for eczema care?

Atopic dermatitis has no cure, other than topical treatments, corticosteroids, and avoiding dryness.

People who suffer from eczema need to be mindful of the possibility of secondary staph infections and further aggravation of the lesions. Bleach baths and products containing bleach work well with individuals prone to infection of their eczema breakouts because they provide a direct antiinflammatory action. Some cases of secondary infection require careful consideration for antibiotic treatment.

Aside from using sunscreen, what are the best practices for preventing skin cancers and melanomas?

Data has proven that daily use of sunscreen, including the low SPF brands, will prevent skin cancer. Wearing protective clothing such as broad-brimmed hats and long-sleeved shirts is

also important. Try to avoid peak sun exposure times during the hours of 11:00 a.m. and 1:00 p.m. You have recommended the skin care product line from CLN. Is it specifically for your patients or can What is your input on the recent controversy about anyone use it? the chemicals found in sunscreens?

I would recommend this product for anyone.

There is concern about organic products like CLN body wash has sodium hypochlorite, which PABA may be carcinogenic. It has been studied works in a similar manner as the bleach baths I in the laboratory setting, however, it has not been mentioned earlier. This ingredient reduces the proven. The data on those studies is not very growth of bacteria. Other products in the CLN good. Titanium dioxide and zinc oxide are non- line include a face wash, shampoo for conditions carcinogenic. The consensus is that inorganic like folliculitis and dandruff, and a sports wash.

The sports wash is helpful in preventing fungal sunscreens are safe for use. infections in athletes who frequent the gym, locker Do you recommend any antioxidants or substances room, and come in contact with equipment prone to collecting bacteria. to prevent the incidence of cancer?

One antioxidant suggested to help prevent cancer is Polypodium leucotomos, made by Ferndale.

Topical antioxidants are currently unproven to be effective. www.evomag.co

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equipment often reveal organisms such as staph.

In terms of prevention, it would be a good idea to use CLN product in the shower after you finish working out. An indirect benefit of using the CLN product line relates to prevention and treatment in that you may be able to decrease the amount of antibiotic consumption while treating a skin infection.

What is your opinion on antibiotics? Are they useful for treating infections or are they overused?

There is no question that antibiotics have been over-prescribed. Penicillin and cephalosporins are no longer effective in treating many of the infectious diseases in circulation. Medical professionals are not entirely to blame in this situation. In fact, the food industry has a long history of using antibiotics in the animals that eventually end up on our dinner table.

What is the solution for avoiding unnecessary ingestion of antibiotics?

Where can we purchase the CLN products?

Products can be directly purchased at www.cln. com, Drugstore.com, Amazon, and at various local drugstores. They can also check with their doctor to see if their office carries the line.

You mentioned specific settings where athletes are prone to contracting infections. What are the dangers of using sports equipment that is not cleaned on a regular basis?

Even though people who regularly use the gym are instructed to wipe down any piece of equipment they use, many people do not. Cultures taken from 22 Evolution Magazine | #WorldClass Special Edition

We need to educate the population that they should not be demanding antibiotics for every little thing. When people get a sore throat, many times they seek out an antibiotic from their doctor.

Unfortunately, they are dealing with a virus, so the antibiotic will not treat their original complaint.

Our government is trying to address the problem and there is a big push by the CDC and the FDA to overcome overuse of antibiotics. People need to understand that it is not in our society’s best interest and keep their eyes on the long game.

For further information, you may contact Dr. Cockerell through his website at www.dermpath. com.

www.dermpath.com.

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Dr. Afshin

Rahimi Dr. Afshin Rahimi does not consider himself particularly bright or intelligent. In fact, when he came to the United States he took a class in English as a Second Language (ESL) and failed. He is however very driven, perhaps the secret to his success as a dermatologist and cosmetic surgeon. Dr. Rahimi is originally from Iran. He and their family moved to Europe in the 70s where they stayed for over a decade.

He then moved to the United States in 1985. He graduated with a Bachelor of Science degree in Microbiology from the University

of California, Los Angeles (UCLA) in 1990. He also pursued a medical degree at the George Washington University School of Medicine and graduated in 1994.

Looking at his success today, it is hard to imagine he once delivered pizza and sold shoes in downtown Los Angeles. He calls his story a typical immigrant story, but perhaps he is just being moderate.

There are not many people who have achieved what he has. His personality demands him to constantly improve himself which

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has contributed immensely to his increasing popularity and success as a dermatologist and cosmetic surgeon in the U.S. Dr. Rahimi understands sacrifice.

What he has become is a direct result of unending commitment and sacrifice. He spent 15 years in college, medical school, fellowship and internship. He had to give up certain things to pursue his passion. He however would not change anything if he was to do it all over again: his hard work has paid off. Today, Dr. Afshin Rahimi

is the co-director of the Beverly Hills Cosmetic Surgery Fellowship Program. He is the author of Please Don’t Die Trying to Become Beautiful, a book that exposes the risks involved in the use of general anesthesia in plastic and cosmetic surgeries. He is the founder of Forever Young, a company he says works to make people look and feel beautiful inside and out.

Most doctors use chemical peels to deal with acne. Dr. Rahimi says, “Chemical peels don’t work well for acne scarring because a chemical peel just removes a layer of skin evenly everywhere. So, the skin looks more refreshed, the color is better and the pores are tighter but the scars are still there. CO2 laser is the gold standard for treatment of acne scarring.”

“Whenever you hear horror stories in the news about cosmetic surgery, almost always it’s about (general) anesthesia,” the surgeon says, “When people don’t wake up (after surgery), they don’t wake up.” He is a strong advocate for local anesthesia and mild sedation. According to Dr. Rahimi, even in the best most capable hands, there is a small but real risk of a patient having an allergic reaction to anesthetics.

In his practice, he uses local anesthesia. He numbs the area he is doing the procedure, keeps the patient comfortable and talks to them through the procedure in what he refers to as talkesthesia. He has created YouTube videos to show how he does his procedures without using general anesthesia.

People with darker skins are more delicate and get scars a little easier than the lighter skinned. Dr. Rahimi uses micro-fractional CO2 laser. When he gets a patient with acne scarring, he puts a program together to be followed to improve acne scarring even for dark skinned people. These procedures usually

Afshin Rahimi is also popular for his acne scarring treatment, especially for darker skinned people. More than half of Los Angeles residents have a darker skin color. He has concentrated on providing solutions for this demographic. Typically, some of his patients would have tried other acne solutions without the right results.

take around one and a half hours. He keeps his surgeries between one and two hours because longer surgeries are more prone to something going wrong.

In his practice, cutting surgeries are avoided as much as possible.

Instead, surgeons at Forever Young do combinations of three or four modalities to tighten up the face during facelifts in what Dr. Rahimi calls ‘Quadrafecta’. Quadrafecta involves borrowing the best of four different surgical modalities in an effort to get better results than what would be achieved using a single modality. Every patient’s treatment is tailored to their requirements.

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Some of the people that have inspired Dr. Rahimi include Dr. Mark Lebwohl, Dr. Niels Krejci , Dr. James Fulton, Dr Norman Shealy and the late Dr. Richard Aronsohn, who founded the American Board of cosmetic surgery. Going into the future, Dr. Rahimi sees cutting surgery becoming a thing of the past.

He tells young people to only pursue medicine if they are passionate about it. He notes the journey takes long and requires consistent sacrifice. Someone with no passion for medicine would be worn out before they are through with the process. With passion, the process of becoming is just as enjoyable as the end result.

He also says more men are going for cosmetic surgeries and the trend will definitely continue. He expects more discoveries in future that would show doctors how to direct the body to ‘heal itself ’. He hopes to continue offering his patients cutting edge, safe and effective state of the art cosmetic and dermatology services.

His wife is a pharmacist and has always been supportive of his endeavors. They have three children. While it is challenging to keep up with all he has to do and his family, he does his best to find time to spend with his wife and kids.

He is enjoying the American dream and gets emotional talking about

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it. “(The) U.S. is the most amazing place on earth… because if you work hard, you can do anything you want,” he says.

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30 Evolution Magazine | #WorldClass Special Edition

Dr. Helen

Colen

When Dr. Cohen entered the medical field, it was during a pivotal time in diagnosis and treatment options. She was interested in providing care for patients with breast cancer. At the time, mammography and MRI were in their infancy, so many of her patients didn’t receive treatment until the cancer was diagnosed at later stages. Reconstructive surgery was a challenge due to the typically larger resections performed. At this point, microsurgery and reconstructive surgery were The field of medicine appealed to fledgling treatment options.

Helen because it was a universal field with myriad options to specialize Dr. Cohen specialized in general and forge a reputation. Doctors have reconstructive and cosmetic the ability to achieve something surgery of the face, limbs, and positive and help their patients post-menopausal female anatomy. every single day. What appealed Over time, Dr. Cohen grew to to her most was the implicit trust appreciate how people suffer and relationships she built with her psychologically from deformed patients. When she went home at or otherwise abnormal physical the end of the day, she knew she was features, and she knew she could doing something important. help them achieve a better quality of life. Additionally, Dr. Cohen Dr. Helen Colen is a successful plastic surgeon in New York City.

She immigrated to the United States from Poland in 1963. Dr. Cohen was accepted to NYU and Harvard Medical School; however, she chose NYU, as it offered a full scholarship.

She has over 30 years’ experience in her field and has specialized in microsurgery since 1982. Dr. Cohen proved herself successful as both a doctor and mother, despite attitudes toward women who chose to forego traditional roles.

found that cosmetic surgery offered better working hours so she could devote more time to her family.

During the decades that span Dr. Cohen’s career, she has embraced the technological advances in medicine. She is able to assist her patients with the earlier diagnostic methods, advancements in anesthesia, and increased safety protocols. On the other end of the spectrum, Dr. Cohen has to put up with the increased administrative overhead and regulatory demands doctors must follow. The incredible amount of paperwork affects the amount of time she once had available for building patient relationships and providing care.

Balance between career and family is not lost on Dr. Cohen. She found it extremely difficult to navigate the attitudes toward women and mothers who sought out a career.

Other women even looked upon her as if she were strange because www.evomag.co 31

of her chosen path. Nevertheless, Dr. Colen felt she could maintain a marriage, family, and career at the same time. She learned that she had to wear different hats for each area of her life. If Dr. Colen was in her office, she couldn’t think about her family; the same principle applied when she was at home.

Helen knew there were children raised in single-parent households who were happy and well adjusted, so the end result was also possible for her children. At the outset, she didn’t know if her children would be fine with her career choices. Time has vindicated Dr. Colen and her grown children are thriving. Her daughter followed in her footsteps as a plastic surgeon and has three children of her own. Her son is a successful businessperson on Wall Street.

Looking back, Dr. Colen would have done things slightly differently.

While she is highly satisfied with her career, she missed having more time off and enjoying more of a social life.

If she had to do it over, Dr. Colen isn’t sure if she would have chosen the same path, but could easily imagine taking more of a typical 9 to 5 job in the medical field. When she looks at younger doctors today, Dr. Colen believes they have a harder time building patient relationships and questions their job satisfaction.

Further, Dr. Colen believes that success with blending business and family depends on a woman’s personality. She concedes that if female professionals want children and spend an appropriate amount of time with them, traditional workdays are a better fit. This arrangement will provide for lower stress levels at work and a clearer

head when with the kids. That said, Dr. Colen asserts that women shouldn’t limit themselves but go for what they want in their chosen field. This way, a woman creates the option of putting herself out there, even if she later decides to cut back or revise her career plans.

I t is very important to Dr. Colen to have a competitive medical practice, but the key is in the doctor-patient relationship. Like any business, you must take very good care of your customers or patients. Her aim is to provide her patients with the best practices and provide a smooth surgery and recovery period. Dr. Colen knows that doctors are not gods; they are human beings who must be honest with their patients and try their best. She states that professionals also must be open to adapting with the changes to one’s given field. Updated training, continuing education, and learning are all vital to maintaining the path to success.

Finally, Dr. Colen believes there is more to life than success. Striking the right balance and time commitments between career, family, and friends is what counts. Dr. Colen feels very lucky that she’s had healthy children and a supportive husband, as other career-minded women do not have that luxury.

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34 Evolution Magazine | #WorldClass Special Edition

Dr. Raj Kanodia Dr. Raj Kanodia is a leading plastic surgeon in Beverly Hills, California and specializes in noses and injections.

His reputation for enhancing beauty brings patients from across the globe and spans generations. Dr. Kanodia has 34 years of experience in his field and demonstrates a vast appreciation of beauty in all forms. During his career, Dr. Kanodia has performed over 7,000 nose enhancements, injects about 60 patients every week, and teaches at several conferences each year.

How did you decide to become a plastic surgeon when you were in medical school?

Dr. Kanodia: It is an interesting story. I am very obsessed with beauty.

When something is artistically beautiful and pleasant, it evokes an emotion inside when you look at a flower or face. I choose my patients based on how I can enhance their existing beauty. A person’s face is like a good painting where I can do

tiny bumps or tips to improve the work done. A major benefit of my artwork. technique is that it does not leave telltale scars.

Did you have role models to study these techniques?

How did you learn this different type of procedure?

Dr. Kanodia: I prefer to use the term master. One of the Dr. Kanodia: Interestingly, the professors I knew in medical technique I use was performed all school was Dr. Medney Tardy, the time until 25 years ago. What an expert in his field. I also did a I am doing now is nothing new. fellowship with Dr. Parkes. During Back then, one of my colleagues this time, he did 250 noses every said that it was difficult to teach year and I was able to observe closed rhinoplasty and the how a master’s hands move. learning curve among doctors was very difficult. Because of this, What is your specialty? the technique changed so that outside incisions were made and Dr. Kanodia: My expertise is in the skin was peeled back, which noses and injections. The thing was much easier to learn and about noses is that most plastic perform. surgeons worldwide perform what is called an open rhinoplasty, In my opinion, open rhinoplasty where they do reconstruction should only be reserved for with an outside incision.

I people who suffer serious injuries distinguish my technique by doing or for patients who require the work from inside the nose to reconstruction of the nose after enhance the structure. I subtly two or three previous rhinoplasties. enhance the nose so that it does not appear as if a patient has had Additionally, plastic surgeons www.evomag.co

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that do the open procedure look at the structure of the nose once they make the incision. They feel obligated to do more work than may be necessary. When that happens, the procedure takes much longer and more trauma is inflicted to the tissue.

The key phrase I like to use is just a little. Most of the people who come to me like the nose they have. The art is to refine what they have, not drastically change it. I use finesse when sculpting the existing structure, instead of cutting on the outside or using grafts. I find it unacceptable to inflict a scar on a patient.

The wisdom is if you take a beautiful patient, it’s much like taking a Rembrandt painting and doing tiny touch-ups. There are no standard rules of beauty, like with geometry.

How long is the healing period?

Dr. Kanodia: It is good if a patient can take six days off from work. I make sure to ice my patients before starting any work.

Less cuts also means less trauma, so they will heal faster and better. Patients don’t want to be stuck healing for four weeks.

Who has time for any of that?

What is your second passion?

Dr. Kanodia: My second area of expertise is in designing the contour of the face.

About 15 or 20 years ago, Botox and safe fillers became popular. Fillers such as Juvederm and Restylane are safe because they are reversible and the body recognizes them as natural substances, unlike silicone. Fillers and Botox are like using different paints; you have to be an artist to use them correctly and effectively.

Injection is a very artistic endeavor; it is enhancing what God gave us. The thing with using injectables is that you do not want to freeze the face. If you go to the 36 Evolution Magazine | #WorldClass Special Edition

wrong doctor, it is like getting a $2.00 painting from Kmart.

Many people do not realize the difference in the quality of injectors.

Anybody can inject filler, but the aritst makes the difference. Do you inject close to the skin or closer to the bone? Do you want duck lips or sensuality?

Fat supports several layers of the skin in the face. That fat starts to dissipate with age and regular exercise. You can notice the concave surfaces in someone who is thin or recently lost a lot of weight. Restoration makes it look like the face has not lost weight with the rest of the body.

The first course of treatment is 1 cc of filler. A patient can come back in a couple of months for reevaluation and further restoration, if warranted.

Do people skip facelifts if they can actually train someone not to be so expressive that it results have great injections? in damage.

Dr. Kanodia: Yes. Injections and Botox help combat the downward Have you found any common pull of gravity to prevent the need trend for young people wanting for facelifts. I have many patients alterations? who do not want facelifts in their forties but may reserve the Dr. Kanodia: Very beautiful girls option for later in their sixties. come into my office and I make You can also combine a facelift sure to compliment them. They with injections. Facelifts pull the typically want refinement, not skin, so two to three weeks after change. Again, I see my work as the procedure, I supplement with restoring Rembrandts. fillers.

Some people still want a facelift in their forties. It really depends You are an example of great on the patient. The wisdom is success. How do you define it not to wait until the age of 50 for yourself and address it for to start thinking about getting current medical students? work done. It is best to consult with an artistic doctor in your Dr. Kanodia: Life is a journey and twenties or thirties. Some people you need a vision and goal for naturally have more intense facial the future. I learned early on to expressions and Botox injections put a smile on peoples’ www.evomag.co

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You are a very busy professional.

Do you have time to take care of yourself or have any daily rituals to stay healthy?

faces. That is what I accomplish through my work by enhancing the confidence of my patients.

People come back to me years later and say, “I’m so glad I did that procedure with you.” Actually, some of my former patients bring their older teenagers to see me.

You also have a product line.

Can you tell us more about that?

homeopathic ingredients, while the Amla line contains amla fruit as the main ingredient, known scientifically as Emblica Officianalis.

I consulted with German and Indian Ayurvedic doctors to develop this line of products.

There is extensive information about the amla fruit in scientific literature. Indians have used this Dr. Kanodia: My product lines fruit as a food and as a paste are Amla and Ayur-medic and for over 5,000 years. Two of my they offer 30 different products. products are a moisturizing cream The Ayur-Medic line contains and a morning pill to help detoxify ayurvedic herbs, Western, and the body. The beauty of the amla fruit is that it promotes beauty 38 Evolution Magazine | #WorldClass Specialinside Editionand out.

Dr. Kanodia: One of my definitions of becoming and remaining successful is that you have to take care of yourself.

We all make mistakes in our life journey. We take care of our family, home, patients, and then neglect ourselves, especially when we become successful and stay busy. When you do not take care of yourself, you are not in the best position to give the most to your clients or patients.

I work out seven days a week and have four different trainers for Pilates, Yoga, weightlifting, and flexibility. Our bodies lose flexibility and our bones get hard

as we age. I realized that while Botox and injections are good, exercise is what makes us great.

It is also about maintaining positive health -- not just good health. Positive health means thinking ahead and preventing future damage.

You cannot substitute positive health with anything, no matter how rich, beautiful, or healthy you are.

In the same breath, you also have to eat right and put the best fuel in your machine, such as water, greens, salads, fresh fish, and fine organic foods, while avoiding chemicals, soda, sugars, and fats.

You can have a few carbs but maximize the amount of green, leafy vegetables. I grow most of my fruit and vegetables in a huge garden and spend about 15

hours a week planting, pruning, shaping, and propagating plants.

I also work with fragrances and rare plants. The amazing fragrance of the Champa flowers in my office is what patients smell when they first arrive. Not only is it a beautiful scent but it also relaxes my patients.

Physical wellness is working out, while nutritional wellness is eating the right foods. Total mind, spirit, and body wellness is vital. If your spirit is unhealthy, it shows in your skin and eyes, no matter how much work you have done. Having a relationship with God gives comfort during stressful times. Where you derive your strength from works as an insurance policy on how you deal with the ups and downs in life.

How many hours of sleep do you get?

Dr. Kanodia: The hours vary between six to nine hours a night, depending on what I have scheduled the following day. I like my sleep and try to get eight hours the night before surgery, which is twice a week. It is unfortunate that sleep is not a priority in our high-intensity world.

Life is a journey and you need a vision and goal for the future. I learned early on to put a smile on peoples’ faces. That is what I accomplish through my work by enhancing the confidence of my patients. People come back to me years later and say, “I’m so glad I did that procedure with you.” Actually, some of my former patients bring their older teenagers to see me.

That is what makes him #WorldClass!

For further information on Dr. Kanodia, his practice or his product lines, please visit www. drkanodia.com.

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