Plastic Surgery Institute of Washington

What Plastic Surgery Institute of Washington does

Plastic Surgery Institute of Washington (PSIW) is a privately held, single-location plastic surgery and medical spa practice headquartered at 11210 Old Georgetown Road in North Bethesda, Maryland, serving the Washington D.C. metropolitan area (Bethesda, Rockville, Potomac, Silver Spring, McLean, Gaithersburg, and Washington D.C.). Founded in 2005, the practice is staffed by four board-certified plastic surgeons — Drs. Douglas Forman, Kathy Huang, Daniel Tran, and Roger Friedman — and operates a fully AAAASF-accredited outpatient surgery center with board-certified anesthesiologists on-site. It offers a comprehensive menu spanning face (facelift, deep plane facelift, rhinoplasty, revision rhinoplasty, eyelid surgery, brow lift, hair restoration, CO2 laser resurfacing), breast (augmentation, reduction, lift, reconstruction, revision, gynecomastia, Preservé™ augmentation), body (tummy tuck, liposuction, BBL, mommy makeover, brachioplasty, labiaplasty, Vaser liposuction, Avéli cellulite treatment), men's plastic surgery, and post-weight-loss body contouring, alongside a medical weight-loss program using GLP-1 medications.

The MedSpa at PSIW provides non-surgical aesthetic services — BOTOX, Juvederm and SkinVive fillers, HydraFacial MD, chemical peels, SkinPen and RF microneedling, IPL photofacial, GentleMax Pro laser hair removal, fractional/CO2 laser resurfacing, PRP/PRFM hair restoration, lymphatic massage, and the ( plated )™ Skin Science physician-exclusive skincare line with Renewosome™ exosome technology, retailed partly through a dedicated e-commerce storefront on brilliantconnections.com. Core technology is third-party medical aesthetic capital equipment integrated into clinical workflows; there is no proprietary software, AI platform, or in-house device development.

Revenue mechanics blend one-time surgical procedures (recognized at point of service) with recurring MedSpa treatments and a $235/month MedSpa Membership (6-month commitment, discounted BOTOX at $14/unit, 10% off services, $100 birthday credit, $75 referral credit), plus retail skincare product sales. Go-to-market is direct-to-consumer via the practice website (plasticsurgerynow.com), phone (301.359.6747), and online booking; marketing relies on physician reputation (Washingtonian Top Doctor every year since 2005, Newsweek, U.S. News & World Report, Bethesda Magazine 2025), before/after galleries, patient testimonials, and local SEO targeting the DC metro area. The practice is independently owned by its founding physicians with no disclosed parent company, institutional investment, subsidiaries, or M&A activity.

Name

Plastic Surgery Institute of Washington

Legal name

Plastic Surgery Institute of Washington

Website

https://plasticsurgerynow.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Plastic Surgery Institute of Washington is a privately held, single-location plastic surgery and MedSpa practice in North Bethesda, MD, serving the Washington D.C. metro area with four board-certified surgeons offering surgical, non-surgical, weight-loss, men's, and skincare services through direct-to-consumer consultations.

Ownership category

akta.pro rank

Product category

Cosmetic Surgery Services

NAICS

Offices of Physicians (except Mental Health Specialists) (621111), Freestanding Ambulatory Surgical and Emergency Centers (621493)

SIC

Services-Offices & Clinics Of Doctors Of Medicine (8011)

akta.pro primary industry

Plastics / Cosmetic & Dermatologic Surgery Centers (HLAFAIAK)

akta.pro secondary industry

Medical-Grade / Clinical Facials (Dermatology & Med Spa) (HSALADAN)

Keywords

• Plastic surgery services
• Cosmetic surgery practice
• Medical spa treatments
• Reconstructive surgery
• Non-surgical aesthetics

Headquarters

HQ city

Rockville

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Technology or R&D, Marketing or Sales

Revenue model

1. Surgical Procedures: One-time surgical procedures including breast augmentation, facelifts, rhinoplasty, tummy tucks, liposuction, and body contouring. Revenue recognized at point of service following surgical treatment.
2. MedSpa Services and Treatments: Non-surgical aesthetic treatments including BOTOX, dermal fillers, laser treatments, chemical peels, hydrafacials, and microneedling. Offered à la carte or as part of membership program.
3. MedSpa Membership Program: Monthly membership at $235 providing one monthly facial service, discounted BOTOX ($14/unit), and 10% off all services. Requires 6-month commitment.
4. Skincare Products: Retail skincare products including ( plated )™ Skin Science line and other medical-grade skincare products sold directly to patients.
5. Weight Loss Program: GLP-1 weight loss program and post-weight loss surgical procedures including body lifts and skin removal surgeries.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Plastic Surgery Institute of Washington is a private, accredited plastic surgery and medical spa practice providing cosmetic and reconstructive surgical procedures across Face, Breast, Body, and Weight Loss categories, alongside non-surgical MedSpa aesthetic treatments such as BOTOX, dermal fillers, laser therapies, HydraFacial, microneedling, and medical-grade skincare products. Services are delivered through a single, AAAASF-accredited outpatient surgery center in North Bethesda, MD, supported by board-certified plastic surgeons and anesthesiologists.

Product overview

Plastic Surgery Institute of Washington is a multi-service plastic surgery and medical spa practice offering surgical procedures across Face, Breast, Body, and Weight Loss categories, along with non-surgical MedSpa treatments. The practice operates The MedSpa at PSIW providing aesthetic treatments including BOTOX, Dermal Fillers (Juvederm collection), HydraFacial MD, laser treatments (CO2 Resurfacing, IPL, Laser Hair Removal via GentleMax Pro®), Microneedling, Radiofrequency Microneedling, Chemical Peels, PRP Hair Restoration, and Lymphatic Massage. The practice also offers physician-exclusive skincare products including ( plated )™ Skin Science line. A MedSpa Membership program provides ongoing access to facial services and discounted treatments.

Differentiator

Problem solved

Functional benefit

Brands

• Medspa at PSIW: A luxury medspa offering aesthetic treatments including BOTOX, dermal fillers, HydraFacial, laser treatments, chemical peels, and skin rejuvenation procedures.

Products and services

• Face Surgical Procedures Facial rejuvenation and enhancement surgeries including Brow Lift, Ear Surgery (Otoplasty), Eyelid Surgery, Facelift, Deep Plane Facelift, Hair Restoration, Revision Rhinoplasty, Rhinoplasty, and CO2 Laser Skin Resurfacing, delivered by board-certified plastic surgeons.
• Breast Surgical Procedures Comprehensive breast surgery services including Breast Augmentation, Preservé™ Breast Augmentation, Breast Augmentation with Lift, Breast Asymmetry correction, Breast Lift, Breast Reconstruction, Breast Reduction, Breast Revision, and Gynecomastia treatment.
• Body Surgical Procedures Body contouring and enhancement surgeries including Brachioplasty (Arm Lift), Brazilian Butt Lift, Labiaplasty, Liposuction, Mommy Makeover, Tummy Tuck, Vaser Liposuction, and Avéli Cellulite Treatment.
• Weight Loss Procedures

Segments8 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Four partnerships are on record, tiered minor.

• American Society of Plastic SurgeonsminorOthersProfessional membership organization providing board-certified plastic surgeons with resources, continuing education, and professional standards. Membership signifies adherence to high professional and ethical standards in plastic surgery practice.
• The American Society for Aesthetic Plastic SurgeryminorOthersProfessional organization dedicated to aesthetic plastic surgery education, research, and patient safety. Membership connects surgeons with the latest techniques and best practices in cosmetic surgery.
• American Board of Plastic SurgeryminorOthersThe certifying board for plastic surgeons in the United States. Board certification ensures surgeons have met rigorous training and examination standards in plastic surgery.
• Castle ConnollyminorOthersPhysician-led directory recognizing top doctors across medical specialties through peer nomination and rigorous screening process.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Ideal Image: Large national medspa chain focused on laser hair removal, BOTOX, fillers, and body treatments. Comparable as a scaled medspa competitor entering the D.C. metro market and competing for non-surgical patient share.
• SkinSpirit: National medical spa chain with locations across major U.S. metros offering BOTOX, fillers, laser, and skincare. Comparable on the medspa/MedSpa membership revenue stream and represents scale competition for non-surgical services.
• Johns Hopkins Cosmetic Center: Academic medical center offering cosmetic surgery in the Baltimore/D.C. corridor. Comparable service line but backed by a broad health system rather than an independent private practice brand.
• Cleveland Clinic Cosmetic & Plastic Surgery Center: Large academic health system offering cosmetic surgery within a hospital system. Comparable in service scope but operates as a broad incumbent with hospital-based delivery rather than a private luxury practice.

Direct peers

• Long Island Plastic Surgical Group (LIPSG): Multi-surgeon, multi-location cosmetic and reconstructive surgery group on Long Island. Comparable full-service surgical + medspa model with multiple board-certified plastic surgeons under one brand.
• The Naderi Center for Plastic Surgery & Dermatology: Chevy Chase, MD facial plastic surgery and dermatology practice serving the Bethesda/D.C. corridor. Comparable specialty focus, surgeon-brand marketing, and premium pricing strategy.
• Austin-Weston Center for Cosmetic Surgery: Long-established multi-surgeon cosmetic surgery practice in Reston, VA serving the D.C. metro. Directly comparable as a full-service surgical + medspa offering with a similar regional, physician-led brand model.
• West End Plastic Surgery: Washington, D.C. cosmetic surgery practice offering surgical and non-surgical aesthetic services to the same D.C. metro patient pool with a similar multi-channel luxury positioning.
• Bitar Cosmetic Surgery Institute: Fairfax, VA-based cosmetic surgery institute with comparable surgical and medspa services targeting the same Northern Virginia / D.C. metro affluent demographic.
• Bruno|Brown Plastic Surgery: Multi-surgeon plastic surgery practice in Chevy Chase, MD operating in the same D.C. suburb cluster. Closely comparable in scope (face, breast, body, medspa) and target patient demographic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/dcplasticsurg
• LinkedInlinkedin.com/company/the-plastic-surgery-institute-of-washington

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Plastic Surgery Institute of Washington