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Pediatrician Dr. Michel Cohen in his Tribeca offices.

He wore jeans, introduced himself as Michel and rode his bike to house calls. Wooden toys were scattered about his loft-like office down on Harrison Street, which he opened in , and parents were often encouraged to pop in unscheduled.

The Branding Doctor: How Starry Pediatrician Michel Cohen Revived His Ailing Practice

He was a laissez faire alternative to the more clinical and formal uptown practices that catered to Manhattan helicopter parents. The rest of the city took notice. After appearing looking tousled but chic in a GQ fashion spread—an untucked Hawaiian shirt Paul Smith underneath a brown checkered suit Comme des Garcons and trademark dark horn-rimmed glasses Selima Optique —this paper dispatched a reporter downtown to investigate what the fuss was. Cohen, wanting him to write a gossipy tell-all about the life of a celebrity pediatrician, but Dr.

Even as Dr. Cohen, who had already opened satellite offices in Southampton and Brooklyn, became an oft-quoted expert, his actual practice was foundering.

Cohen says now, his English burnished with a purring French accent. When he opened the books, he found bills that were never even filed to the insurance companies. He instituted strict late and cancellation policies and created an electronic database that can provide parents with documents like school forms in half an hour.

Born and raised in Nice, France, Dr. Truth was, after medical school, Dr. Cohen had dreams of becoming a professional dancer. He studied modern dance including a stint at The Merce Cunningham Studio but by 30, he had to make a change and he returned to medicine, heading off to Africa to work at a dispensary for children, which is what first drew him to pediatrics. Eventually he returned to Nice, where he met his then-wife, an artist, and together the couple moved to New York where he entered a residency program at New York University and Long Island College Hospital.

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The couple had three daughters. Cohen says he was working at New York Downtown Hospital, when one day, he came upon Tribeca, with its open loft-spaces and rundown but quiet cobblestone streets. I am going to set up a practice. It was , and he rented a loft with a storefront on Harrison Street, he says, and moved in with his wife and three kids. He called his practice Tribeca Pediatrics. Medically, Dr. Cohen was a bit of an iconoclast. At that time it was a little out there.

He also does not recommend Vitamin D for newborns since, he says, most of his upper middle-class patients tend to have healthy diets, this despite the recommendation set by the American Academy of Pediatrics, the national association that sets guidelines for pediatric care and of which he is not a member. Cohen says. Though Dr. If expansion is a sign, Dr. Each office has a local feel: No office has more than two doctors, and each one has padded green European wallpaper, trendy wood toys nestled in the corners.

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