There can be benefits and drawbacks in being aligned with a big, established brand. The surgeons who would form West County wanted to find a way to leverage the strength of their parent Washington University brand, without the drawbacks of being associated with a teaching hospital. The bottom line: Women in St. Louis want Hollywood glamour, and they don't want to chance that a medical student will be involved with their facelift. We developed a best-of-both-worlds brand to overcome any misperceptions.