Dr Ariel N. Rad’s path into facial plastic surgery was shaped early by discipline, patience, and a respect for detail. After completing his medical training and residency at Johns Hopkins, he immersed himself in microvascular reconstructive surgery, working with patients recovering from cancer. That experience left a lasting mark. It taught him that form and function are inseparable, and that real change takes time, care, and precision.
In 2014, Dr Rad and his wife, dermatologist Dr Noëlle Sherber, co-founded SHERBER+RAD in downtown Washington, D.C. Their goal was not growth for growth’s sake. Instead, they focused on building a calm, integrated practice where dermatology, facial surgery, and science-based skincare worked together. Every detail was intentional, from private patient cabanas to a care model built on long-term thinking.
Over the years, Dr Rad refined his focus on deep-plane and endoscopic facelift surgery. He has now performed more than 3,000 facelifts, known for results that look natural and never forced. His philosophy is simple: respect the anatomy and avoid shortcuts.
Rather than following trends, he prioritises safety, evidence, and honest guidance. His practice has grown quietly through word of mouth, reflecting trust built over time.
Today, Dr Rad continues to shape his field through consistency and restraint. His work reflects the belief that excellence is not dramatic. It is steady, thoughtful, and built one decision at a time.
What is your typical day, and how do you make it productive?
My day starts early and predictably. I review surgical plans before the office opens, usually with a notebook rather than a screen. Surgery days are structured and focused. Clinic days are slower by design. I block time for thinking, not just doing. Productivity for me comes from reducing noise, not adding tasks.
How do you bring ideas to life?
I pressure-test them. I sit with ideas longer than most people. If something still makes sense after weeks of reflection and discussion with my team, it earns the right to exist. Most ideas fail quietly before they ever reach a patient.
What’s one trend that excites you?
A renewed interest in restraint. More patients are asking for subtlety and longevity rather than dramatic change. That shift feels healthy for the industry.
What is one habit that helps you be productive?
Writing things down by hand. It slows my thinking and forces clarity.
What advice would you give your younger self?
Stop trying to prove yourself so quickly. Skill compounds with time, not urgency.
Tell us something you believe almost nobody agrees with you on?
That saying no to patients is a form of care. Many people see it as lost opportunity. I see it as responsibility.
What is the one thing you repeatedly do and recommend everyone else do?
Ask “why” one more time before committing to a decision.
When you feel overwhelmed or unfocused, what do you do?
I step away from screens and review anatomy texts. Returning to fundamentals recentres me.
What is one strategy that has helped you grow your business or advance in your career?
Integration. Building a practice where dermatology and surgery work together eliminated inefficiencies and improved outcomes. Collaboration became the strategy.
What is one failure in your career, how did you overcome it, and what lessons did you take away from it?
Early on, I tried to offer too much. The quality suffered. Narrowing my focus was uncomfortable but necessary. Depth always beats breadth.
What is one business idea you’re willing to give away to our readers?
Design patient experiences around calm, not speed. Faster is rarely better in healthcare.
What is one piece of software that helps you be productive? How do you use it?
A simple digital calendar with strict time blocking. No complex systems.
Do you have a favorite book or podcast you’ve gotten a ton of value from and why?
Anatomy texts. They never become outdated.
What’s a movie or series you recently enjoyed and why?
Quiet documentaries. I appreciate stories that unfold slowly.
Key learnings
- Long-term success is built through restraint, not speed.
- Saying no can be a strategic and ethical advantage.
- Integration across disciplines improves outcomes and clarity.
- Returning to fundamentals creates focus during uncertainty.
- Thoughtful systems matter more than complex ones.