Startup Revolution: Dr. Babak Azizzadeh of Persana On How Their Emerging Startup is Changing the Game

An Interview With Dina Aletras

Authority Magazine

We don’t focus on the possibility of failure; instead, we channel our energy into working tirelessly with an incredible leadership team, cutting-edge technology experts, and a dedicated group of physicians. Our focus is on creating real change in the aesthetic health space. By surrounding ourselves with passionate, talented individuals who believe in our mission, and staying agile and innovative, we’re building something that truly addresses a need.

Startups are at the forefront of innovation, driving change across various industries with fresh ideas and cutting-edge technologies. These emerging companies are not only disrupting traditional markets but also creating new opportunities and transforming the way we live and work. What makes these startups successful, and what can we learn from their journeys? As a part of this series, I had the distinct pleasure of interviewing Dr. Azizzadeh.

Dr. Azizzadeh is the Co-Founder of Persana; Director of Center for Advanced Facial Plastic Surgery and Clinical Chief of Otolaryngology at Cedars-Sinai; Associate Clinical Professor of Surgery at UCLA.

He is an internationally recognized expert in facial plastic surgery. His work with plastic and reconstructive surgery has made his CENTER a destination not only for patients of facial plastic surgery, but also for patients in need of complex facial nerve procedures. Dr. Azizzadeh’s client list includes executives, dignitaries, celebrities, and even other physicians from around the world.

Dr. Azizzadeh has published numerous textbooks and peer-reviewed articles, received many honors and awards, as well as presented at the national and international level. Additionally, major media outlets have sought out Dr. Azizzadeh for his expertise in anti-aging treatments, landing him spots on The Oprah Winfrey Show, The Doctors, People Magazine, LA Times, New York Times, and many more.

About Persana

Persana is the trusted resource for connecting patients to best-in-class aesthetic physicians. The platform facilitates on-demand connections through live video calls, direct messages, and in-person appointments, enabling seamless access from the privacy of one’s home. Persana’s proprietary matching process immediately and intelligently pairs those seeking care with the doctor best suited for their specific procedures, preferences, and resources. Persana believes that finding the right provider results in safer and superior outcomes.

Every Persana physician is selected and vetted by Persana’s advisory board, a group of highly experienced medical and aesthetic practitioners. Persana physicians each hold valid state medical licenses, are board-certified in their respective medical specialties, and are judged by the Persana advisory board to be highly distinguished, including for excellent aesthetic taste and reputation. Doctors never pay to be on the platform; entrance is by excellence only.

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Can you tell us a story about what brought you to this specific career path?

Persana was created to solve the major challenges consumers face when navigating aesthetic treatments — surgical and non-invasive. The traditional process is often overwhelming, with complicated scheduling, lengthy wait times, and limited access to top-tier physicians. Patients are frustrated by the long delays in securing consultations with leading specialists and the difficulty in finding trusted referrals. Persana reimagines this experience by dramatically shortening the research and evaluation process — potentially to less than 60 minutes — offering real-time access to world-class aesthetic experts right at your fingertips. It provides a discreet and convenient solution, allowing users to connect with qualified specialists from the privacy of their homes. Through the Persana network of verified physicians, consumers are matched with doctors who not only excel in their specialties but regularly perform the exact procedures they seek. Additionally, Persana cuts through the clutter of sensationalized and unreliable information on social media, offering clear, unbiased, and scientifically grounded resources crafted by experts for anyone exploring aesthetic options. By filling this critical gap, Persana transforms access to elite care in the aesthetic field.

Can you share the most interesting story that happened to you since you began at your company?

One of the most interesting moments since we launched the beta version of Persana was the overwhelming response we received from colleagues and industry leaders. They reached out, expressing how innovative and essential our platform was for the aesthetic space. We didn’t anticipate such a strong, positive reaction to our vision of offering unbiased information and seamless omnichannel communication between consumers and physicians. It reinforced our mission to provide real-time access to excellence in aesthetic health and become the trusted, impartial resource patients need to make informed decisions about cosmetic treatments. The personalized experience Persana delivers truly resonated, showing the deep need for this kind of service in our industry.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

So far, we haven’t had any major mistakes or funny mishaps since starting Persana — though we know there will be plenty of pivots and challenges ahead. We’re fully aware that mistakes are part of the process, but we’ve been trying hard to anticipate potential issues and react quickly when needed. It’s been more of a learning journey where preparation and agility have kept us on track, and we’re ready to tackle whatever comes our way with the same mindset!

What are some of the most interesting or exciting projects you are working on now?

I’m fortunate to be involved in several exciting projects right now. In addition to my private surgical practice, I’m deeply engaged in entrepreneurial ventures like Persana, where I have been so fortunate to collaborate with some of the world’s most talented dermatologists and plastic surgeons developing a groundbreaking platform for aesthetic health. I’m also a board member of MACRO Trials, where we’re building the technology that supports life-saving FDA clinical trials — a project that has the potential to transform countless lives. Perhaps most touching of all, through the Global Smile Foundation, I’ve been helping to establish facial nerve centers in developing countries like Ecuador and Peru. It’s been an incredibly heartwarming journey, seeing firsthand how access to care can change lives and knowing that our work is making a real difference for people who need it most.

You are a successful leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?

Empathy has played a key role, especially in my medical practice and philanthropic work. When working with patients or setting up facial nerve centers in developing countries, understanding the needs and emotions of others has been critical in providing meaningful care and creating positive outcomes.

Adaptability and curiosity has been essential in my career, from teaching residents in my fellowship program to developing new ventures like Persana. The ability to pivot quickly and respond to new challenges has allowed me to stay at the forefront of both medicine and entrepreneurship, ensuring growth and progress in everything I do.

Resilience has helped me navigate the inevitable challenges of entrepreneurship and medicine. For example, when I started Persana, there were moments where we faced unexpected hurdles, but staying focused and pushing through those obstacles allowed us to build a stronger platform.

What was the initial inspiration behind your startup, and how did you turn that idea into a reality?

The idea for our startup had been on my mind for a while, but I felt the technology wasn’t quite ready. The COVID-19 pandemic and the rise of virtual services like Zoom changed that, making people more comfortable with and expectant of immediate access to services online. I presented this concept to Initiate Ventures & Studio, who were enthusiastic about it. We then assembled a team to develop the technology and branding. Recognizing the importance of medical expertise, we also formed a multispecialty advisory board of well-respected aesthetic physicians from key fields like dermatology, plastic surgery, facial plastic surgery, oculoplastic surgery, and hair restoration. This included renowned doctors such as Guy Massry, Rod Rohrich, Mary Lupo, Ben Talei, Doris Day, and others. Their excitement and involvement helped turn our initial idea into a reality, combining technological innovation with top-tier medical expertise in aesthetic healthcare.

Can you describe a significant challenge your startup faced and how your team overcame it?

With any startup, you are met with challenges on the daily. You are so close to the product and it makes so much sense to you, but when it comes to sharing it with the world you have to make sure it makes sense.

What strategies have you found most effective in scaling your startup and reaching a wider audience?

The most important strategy in scaling has been building a talented, passionate team that shares the vision and commitment to the project. With the right people in place, we’ve been able to work collaboratively, harnessing everyone’s strengths to drive the company forward. Clear communication, a shared sense of purpose, and a relentless dedication to the mission have been key in overcoming challenges and reaching a wider audience. Ultimately, it’s about aligning passion with a strong work ethic, which allows everything else to fall into place.

How do you foster innovation within your company to stay ahead of the competition?

Persana is still an early start-up and we are more of a disrupter by changing the way the consumer connects with physicians and starts their personal aesthetic journey. The merging of aesthetic health and technology is incredibly fascinating!

More than four out of five startups fail. What have you done to break out from that pattern, and be successful when so many others have not?

We don’t focus on the possibility of failure; instead, we channel our energy into working tirelessly with an incredible leadership team, cutting-edge technology experts, and a dedicated group of physicians. Our focus is on creating real change in the aesthetic health space. By surrounding ourselves with passionate, talented individuals who believe in our mission, and staying agile and innovative, we’re building something that truly addresses a need.

Because of the role you play, you are a person of great influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be?

If I could inspire a movement that brings the most good to the greatest number of people, it would focus on both micro and macro levels of impact, and it all starts with leading by example. I believe that rolling up my sleeves and participating in medical missions — providing life-changing surgical procedures to individuals who otherwise wouldn’t have access to care — is the best way to inspire real, impactful change. On a micro level, these hands-on experiences are deeply fulfilling and demonstrate how personal efforts can transform lives. On a macro level, these on the ground missions provide inspiration for programs that can have broader impact. By scaling our efforts, expanding access, developing new programs and teaching local surgeons, we can create a ripple effect. Empowering more healthcare providers not only amplifies our reach but also builds a sustainable model, allowing us to touch countless lives across the globe.

This was really meaningful! Thank you so much for your time.