Right About Now with Ryan Alford

What’s up, everyone!

Back when I started my career in marketing, I made the classic rookie mistake: saying yes to everything. Every pitch, every meeting, every opportunity felt like the one. But most were distractions. That lesson came full circle in this episode with Dr. Deepak Dugar.

Dr. Dugar is the scarless rhinoplasty surgeon in Beverly Hills. He’s built a practice that functions like a luxury brand—high-ticket, highly selective, and high-performing. This episode was a masterclass in vision, discipline, and brand precision.

Here’s how he became the Hermes of plastic surgery.

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🔥 Here’s What We Hit

Riches Are in the Niches

Dr. Dugar didn’t try to be everything to everyone. He focused on one thing: scarless nose jobs. And he got really, really good at it.

Your Move: Pick one thing and obsess over it. Mastery builds brand power faster than variety ever will.

Luxury Is a Filter, Not a Feature

Want a consultation? It’s $500 upfront. No refunds. Not because of greed—because exclusivity signals value. It also filters out clients who don’t align with the premium experience.

Your Move: Set boundaries that reflect the value you deliver. Stop chasing bad leads. Start attracting the right ones.

Compete Up, Not Down

Dr. Dugar never aimed to be better than the average surgeon. He chose the top 3 globally and made them his benchmark. That mindset raised his game.

Your Move: Identify the best in your space and rise to their level. Don’t compare sideways—look up.

Be It to Make Them See It

Every scent, every touchpoint, every visual in Dr. Dugar’s office screams luxury. Even before you meet him, you feel the brand.

Your Move: Align your brand visuals, voice, and experience with the level of excellence you aspire to.

Socializing Is the New Marketing

He didn’t rely on ad budgets. He went to the right dinners, joined elite clubs, and created real relationships. People talk about what they love—and his name spread organically.

Your Move: Get offline. Show up where your people gather. Relationships > reach.

🤝 Connect with Dr. Dugar

Want to charge more? Get better. Want to attract the right clients? Be the right business. This episode is your permission slip to level up and lean into luxury.

🌐 Website: scarlessnose.com

📱 Socials: Instagram | Facebook | Twitter

Send him a DM—his team tries to respond to every one!