Today we’d like to introduce you to Joseph Laterza.
Hi Joseph, please kick things off for us with an introduction to yourself and your story.
We’re Drs. Francesco and Joseph Laterza, co-founders of LaterzaMD Aesthetic Center in Greenville, SC. Both of us are board-certified physicians, Francesco in Internal Medicine and Joseph in Family Medicine, and we opened our practice in 2024 with a clear purpose: to create a safe, inclusive, and high-quality aesthetic space for everyone, especially those in the LGBTQ+ and other marginalized communities. As a gay married couple in medicine, we understand firsthand the gaps in care and the discomfort many patients face when seeking services that should feel empowering. We wanted to change that.
LaterzaMD is physician-led, results-driven, and deeply rooted in trust and education. From filler and toxin to laser resurfacing and advanced skincare, we provide personalized treatments without pressure or judgment. We take pride in serving a diverse clientele, including many transgender and nonbinary patients, and believe that aesthetic care should be affirming, respectful, and accessible. Our clinic reflects our relationship, our values, and our commitment to making every person who walks through our doors feel safe, seen, and celebrated.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Like any new business, especially one started from scratch, there were plenty of challenges. We built everything ourselves, from securing financing and finding the right space to learning the ins and outs of branding, marketing, and operations. As two physicians still working in clinical roles, balancing our hospital and family medicine careers while launching a business was no small task. But perhaps the biggest challenge has been carving out space in an industry that hasn’t always welcomed diversity. We’re proud to be building something that reflects who we are, but that also means pushing against norms and expectations, both in aesthetics and in business. It’s taken grit, sacrifice, and a lot of faith in our shared vision.
We’ve been impressed with LaterzaMD Aesthetic Center, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
At LaterzaMD, all treatments are physician-performed with a focus on safety, precision, and personalization. We specialize in facial balancing with dermal fillers, neuromodulators (like Botox or Jeuveau), Sculptra for collagen stimulation, IPL for pigment and redness, CO2 and ResurFX laser resurfacing, non-surgical facelifts using Trilift’s RF microneedling and muscle stimulation technology, and more. Every plan is built through a medical lens, with a deep understanding of anatomy, aging physiology, and individual goals. What truly sets us apart is our commitment to transparency, something often missing in the aesthetics space. We proudly list all of our pricing on our website so patients know exactly what to expect before ever stepping through our doors. There are no hidden costs or high-pressure tactics, just honest, results-driven care delivered with integrity and respect.
Any advice for finding a mentor or networking in general?
We didn’t have a single mentor guiding us, but we leaned heavily on the skills we developed during medical training to navigate the world of entrepreneurship. Medical school teaches you how to learn quickly, think critically, solve complex problems, and stay calm under pressure, all of which translated directly into building our business. Instead of figuring it all out alone, we took a systematic approach: attending seminars, going to conferences, and seeking guidance from experts in marketing, law, finance, and branding. We treated the process like another kind of residency, one focused on business rather than clinical care. That mindset, paired with our shared determination, helped us build LaterzaMD with intention and resilience, even without a traditional mentor.
Contact Info:
- Website: https://www.LaterzaMD.com
- Instagram: https://www.instagram.com/laterzamd
- Facebook: https://www.facebook.com/laterzaMD/
