Vahe Tirakyan

Vahe Tirakyan is the founder and CEO of MD Logica, the Beverly Hills agency that handles both halves of a plastic surgery practice's growth: the marketing that brings patients in, and the sales and operations that turn them into booked procedures.

He teaches both sides at plastic surgery and aesthetics meetings around the world.

From the front desk to founder

But he wasn't supposed to be doing any of this.

The original plan was pre-med, then plastic surgery. Then he took a job inside a practice... and kept going.

He answered phones at the front desk. He became a patient coordinator, then a practice manager, then a corporate operations manager and director of marketing. He built call centers for practices and staffed them himself. Some of those practices he joined when they were barely open.

Along the way, he heard the same story from some very famous surgeons. The surgery wasn't the hard part. Running the business was.

Med school doesn't teach marketing, sales, or how to build a team. So most surgeons figure it out alone, or hand it to a manager who's learning on the job.

In 2018, Vahe started MD Logica to fix that from both sides.

That inside view is still the difference. He's worked nearly every seat in a practice, from the phones to the manager's office. So when leads aren't turning into patients, he doesn't have to guess where they're slipping away.

Since founding MD Logica, he's worked with some of the best-known names in plastic surgery and aesthetics, and helped several practitioners build their practices from the ground up into multi-million-dollar businesses.

Medicine, run like a luxury brand

Vahe studied business administration at Pepperdine University and luxury brand management at ESSEC Business School in Paris, with brands such as Van Cleef & Arpels, Chaumet, LVMH, and the Ritz Paris.

Why would a plastic surgery guy study jewelry houses and five-star hotels? Because elective aesthetics is medicine, but it's also hospitality. The practices that win tend to run like a high-end hospitality brand.

That's the standard he holds every practice to.

Teaching both sides of the business

He's regular faculty at the meetings where plastic surgeons learn the business side of practice, including The Aesthetic MEET, the American Academy of Cosmetic Surgery, the Global Aesthetics Conference, AMWC, and The Aesthetic Show. He's lectured at international conferences such as IMCAS World Congress in Paris and AMWC Asia in Taipei, and has been invited to speak at meetings across Asia, Europe, Latin America, and the Middle East.

Most speakers cover marketing or operations. Vahe covers both, because patients don't care where one ends and the other begins.

In his hands-on workshops and focus sessions, he shows surgeons how Google and AI search decide which practice gets recommended. Then he shows them what their own website is quietly doing to help or hurt.

Then he follows the patient past the click. Why do great consults still walk out without booking? How do the best coordinators close without sounding like a car lot? And which numbers tell an owner the practice is actually growing, not just busy?

He was also faculty for the Certified Aesthetic Practice Program, the business certification Informa Medical Aesthetics created with Dr. Paul Nassif. And he writes for MedEsthetics and The Aesthetic Guide.

More leads are nice. More patients is the point.