Dr. Briggs E. Cook is a Board Certified Plastic Surgeon with specialties in eye and facial plastic surgery. He received his Doctor of Medicine degree in 1995 from Johns Hopkins University School of Medicine.
He also completed internships and fellowships at the Mayo Clinic and the University of Wisconsin-Madison. A native of North Carolina, Dr. Briggs E. Cook is the founder and current Medical Director of Pure Facial Plastic Surgery and MedSpa in Huntersville, N.C.
1) Please tell us about yourself and/or your business?
I’m a plastic surgeon with specialties in cosmetic facial surgery, eye and facial plastic and reconstructive surgery. On the business side, I founded Pure Facial Surgery and MedSpa in Huntersville North Carolina. This is where I treat different aesthetic issues using surgical and non-surgical means.
Aside from providing conventional procedures such as dermaplaning, brow lifts, and laser hair removals, we specialize in restorative operations such as skin cancer repair and related procedures. I am also a husband and a father to 5 beautiful children who are my pride and joy.
2) What inspired you to start your company?
I have always wanted a practice where I can utilize my surgical skills and make the biggest difference in the lives of my patients. So when it was time to open my own practice, I didn’t want to limit our procedures to conventional cosmetic surgery.
There had to be an area where we helped people who needed this kind of surgery the most and that meant offering restorative and reconstructive solutions for those who had undergone serious illness or traumatic injuries. This way we can restore appearance, self-image and contribute to overall recovery.
3) How long have you been in business?
I have been practicing in this field for over 20 years. I opened my practice in 2012 so the clinic has been in business for more than 5 years now.
4) What are some of the challenges you face in your industry?
PThe biggest challenge was putting together a team that can help me deliver the best kind of service to my patients. I handpicked each member because I want each member to have the same vision as I do. Although I have managed to create this kind of team, it took me years to do so and the process to get where I am today with my current team was no easy feat.
Many of my colleagues are faced with this same challenges as well as my friends who own businesses in different industries. The “people” side of the business is something we’re all working on and getting better at as time progresses.
5) How do you overcome those challenges?
I overcame these challenges by being careful about who I picked to be on my team. I studied their backgrounds, did my due diligence and made sure that they were the right fit for the job. Beyond being qualified, personality is a big component. Will a candidate perform well with myself, current team, as well as patients? The type of compatibility is really important given the nature of the services we’re providing.
6) Favorite motivational quote?
“Develop a passion for learning, and you will never cease to grow” is one of my favorites.
7) One thing that you are most proud of?
The thing that I am most proud of is my family, of course. Being a surgeon with an active practice, it can be hard to focus on anything else. I prioritize my wife and kids, despite the pressures of this business, because my kids are my legacy and my wife is my life partner.
As you may know, my twins were diagnosed with PANDAS (Pediatric Autoimmune Neuropsychiatric Disorder Associated with Strep.) Seeing them thrive in a loving, secure and supportive environment, despite the challenges posed by this condition makes me proud.
8) What inspires you?
I’m a family-oriented person so the main thing that inspires me is my family. Of course, my patients also inspire me to learn more, challenge myself more, and to do better so I can provide the utmost quality of care.
9) What’s your favorite book?
“Who Moved My Cheese” by Dr. Spencer Johnson. This is a very insightful book especially for professionals who want to learn more about adapting to challenging work/life situations. It’s also a very easy read.
10) How do you balance business and home life?
I think I manage to do this by blocking certain times for family and for my practice. I make sure I spend quality time with my wife and kids in the morning. The weekends are also spent with family. The rest of the week is spent on my practice and helping patients.
11) What does a typical day look like for you?
I always start my day with family, no matter how packed my schedule is. I wake up at 6:00 AM or earlier, enjoy breakfast with the family and then take the kids to school. I usually reach the practice at 9:00 AM or earlier, and I focus on patients and procedures once I’m there.
I deliberately schedule my day with stress reduction in mind as I make sure that my schedule is not packed back-to-back with client consults. I set aside ample time for each client so I can concentrate on giving what he or she needs without the need to hurry on to the next appointment. This results in relaxed and comfortable patients which also extends my myself and team.
12) One thing you’d like to achieve that you have not done yet?
Recently, I have started working with local and federal legislators in coming up with legislation that supports children with PANDAS. I would consider this a great achievement if we eventually pass and enforce this law.
13) Most desired vacation destination?
Anywhere where the entire family can be active outdoors.
14) What are your future goals for yourself and/or your business?
My goal for my business would be to continue to be a leading provider of innovative reconstructive and cosmetic treatments. We have done this the first time when the clinic became the first in the Charlotte and Huntersville areas to offer QuickLift® Face Lift. We aim to introduce similar innovations as they become available in the future.
15) If you had to give new business owners any advice, what would they be?
See roadblocks and challenges as opportunities for learning. Opening up a business requires perseverance and to do this, you have to start looking at roadblocks as learning opportunities, rather than things that are blocking the path to your dreams. Roadblocks are stepping stones, not hindrances and the sooner you can embrace that mindset, the more successful you’ll be.