We caught up with the brilliant and insightful Deborah Viano a few weeks ago and have shared our conversation below.
Deborah, looking forward to hearing all of your stories today. Setting up an independent practice is a daunting endeavor. Can you talk to us about what it was like for you – what were some of the main steps, challenges, etc.
Establishing my own practice really started after I was laid off from pharmaceutical sales. Instead of seeing that as a setback, I went back to school and became a nurse practitioner at 50 years old. That experience taught me resilience and reinforced that it’s never too late to pivot toward what you are truly meant to do in this life.
While still in school, I went ahead and opened my practice, Rejuve Health Plus, starting with medical aesthetics and later expanding into hormone optimization and a Direct Patient Care Model. I wanted to create a space focused on prevention, wellness, and meaningful patient relationships.
The biggest challenges were learning the business side, wearing multiple roles in the beginning, and making financial decisions before patient volume was established. Looking back, I would have delegated sooner and implemented memberships earlier because that is what provides stability and continuity of care.
My advice to anyone considering starting their own practice is to be clear on your purpose, build both clinical and business skills, and find a mentor who has already done what you’re trying to do. That’s actually why I’m developing a mentorship program called Built To Practice, so clinicians don’t have to figure everything out the hard way like I did.
What feels like a setback can become the catalyst for building something of your own. It’s never too late to start, but it is too late to keep waiting.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I am a nurse practitioner and founder of Rejuve Health Plus, a hybrid medical aesthetics and Direct Patient Care practice focused on prevention, hormone optimization and medical weight loss. My path into this industry wasn’t traditional, and that’s what shaped me. I went back to nurse practitioner school at 50 after being laid off, and instead of waiting until everything was perfect, I opened my practice while I was still a student. I built it from the ground up with faith, discipline, and a deep desire to create something that could change lives — including my own.
What sets me apart is that I don’t see patients as transactions. I see people who are tired, overlooked, and trying to find their way back to themselves. Whether it’s hormones, weight loss, aesthetics, or primary care, my goal is always the same: to help someone feel heard, supported, and confident again.
What I’m most proud of isn’t just the business, it’s the impact! I’ve created a space where patients feel safe and where other nurses and nurse practitioners can see what’s possible. That’s why mentorship is so important to me. I want others to know they don’t have to stay stuck or small.
If there’s one thing I want people to know about me and my brand, it’s that everything I do comes from experience, resilience, and heart. I know what it feels like to start over, and I’ve built my practice to help others transform — not just how they look, but how they live.
What’s been the most effective strategy for growing your clientele?
The most effective strategy for growing my clientele has been building trust through results and relationships. In a field where there are a lot of options, patients stay and refer others when they feel heard and when they see real, measurable outcomes. I focus on education, transparency, and creating individualized treatment plans rather than one-size-fits-all services.
I’ve also been very intentional about creating a comprehensive model of care. By offering hormone optimization, medical weight loss, aesthetics, and direct primary care under one umbrella, patients don’t have to go somewhere else to complete their care. That continuity builds loyalty and long-term relationships instead of one-time visits.
Another key factor has been consistency and showing up for my community, following up with patients, and maintaining a standard of care that people can rely on. Word-of-mouth has been my strongest growth driver because it comes from real patient experiences, and that kind of referral is invaluable.
Training and knowledge matter of course, but beyond that what do you think matters most in terms of succeeding in your field?
Beyond training and knowledge, I believe mindset and interpersonal skills are key to succeeding in this field. Being empathetic, building trust, and truly listening to clients allows you to connect on a deeper level. Also, persistence and adaptability are essential. Healthcare and wellness are constantly evolving, and those who can adjust, innovate, and maintain a strong work ethic tend to thrive.
Contact Info:
- Website: https://www.rejuvehealthplus.com
- Instagram: Rejuvehealthplus
- Facebook: Rejuve Health Plus
- Linkedin: Rejuve Health Plus
Image Credits
Sophia Alvarez
@sophialaurenphotography
And
@ld.creativeco