Scaling Safely: Plastic Surgery Network Balances Volume with Personalized Care

NEW ORLEANS, LA – October 29, 2025 – The plastic surgery landscape is evolving, and one company is making waves with its ambitious growth strategy and commitment to both high volume and patient-centric care. Amelia Aesthetics, a multi-location network specializing in breast, body, and facial procedures, recently presented data at the American Society of Plastic Surgeons (ASPS) Annual Meeting detailing its success in performing over 900 breast augmentations between 2022 and 2025.

The Rise of a Multi-Location Network

Founded in 2019, Amelia Aesthetics has quickly expanded its footprint to seven states – North Carolina, Missouri, Indiana, Texas, Florida, and Delaware – with locations in cities like Raleigh, St. Louis, and San Antonio. This rapid growth isn't accidental. The company employs a unique licensing model, offering support and infrastructure to independently owned practices adopting the Amelia Aesthetics brand. This allows for scalability without the direct capital expenditure typically associated with corporate-owned expansion.

“The approach allows surgeons to maintain autonomy while benefiting from a standardized, proven system,” explained one source familiar with the company’s structure. “It’s a win-win for both the surgeons and the patients.” This contrasts with traditional plastic surgery practices, which often operate as smaller, independent entities.

Technology and Streamlined Workflows: Balancing Volume and Personalization

Amelia Aesthetics’ success isn’t solely attributable to its business model. The company emphasizes a technology-driven approach to patient care, aiming to improve efficiency and enhance the patient experience. Central to this is a proprietary software system used for inventory management and billing. This allows practices to maintain optimal stock levels of implants and streamline administrative tasks, freeing up staff to focus on patient interactions.

Dr. Michelle Roughton, a leader within ASPS and a key figure at Amelia Aesthetics, highlighted the importance of technology in the company’s presentation. “We’ve implemented a system that allows us to provide a high level of personalized care even as we scale our operations,” she stated. The company's approach incorporates 11 specific patient touchpoints, spanning four months, from initial awareness to post-operative care. This structured journey, combined with digital resources like educational videos and a dedicated app called Bustmob Academy, aims to keep patients informed and engaged throughout the process.

One innovative aspect of their workflow is the practice of maintaining on-site implant inventory, ensuring surgeons have access to a wide range of sizes and brands without delays. They also emphasize the use of advanced surgical techniques aimed at reducing recovery times and improving patient outcomes.

Navigating a Competitive Landscape

The growth of Amelia Aesthetics reflects a broader trend in the plastic surgery industry – the rise of multi-location networks and consolidation. While independent practices continue to thrive, larger groups are gaining market share by offering convenience, standardized care, and a wider range of services.

“The market is becoming increasingly competitive,” said one industry analyst. “Patients are looking for practices they can trust and that offer a seamless experience.” Amelia Aesthetics differentiates itself by emphasizing transparency, providing upfront pricing information and educational resources to empower patients to make informed decisions. However, they are not alone in this space. Other regional and national plastic surgery groups, alongside established independent practices, compete for patients in this growing market.

Several factors contribute to the increasing demand for breast augmentation, including social media trends and a growing emphasis on body positivity. While demand is strong, practices must also navigate challenges such as rising costs and the need to attract and retain qualified staff. Amelia Aesthetics’ model, with its emphasis on efficiency and standardization, appears to be well-positioned to address these challenges.

Dr. Roughton’s leadership within ASPS further positions Amelia Aesthetics as a thought leader in the industry. Her involvement in shaping best practices and mentoring the next generation of plastic surgeons underscores the company’s commitment to quality and innovation. “Her influence extends beyond her practice,” said one colleague. “She's a strong advocate for patient safety and ethical practice.”

While financial details remain private, indicators suggest the company is performing well. The Evansville, Indiana location, which opened in Spring 2024, reportedly generated over a million dollars in revenue within its first six months, demonstrating the potential for rapid growth. The company’s investment in a 35,000-square-foot medical office building in Raleigh also highlights its long-term commitment to the market.