New Beaches holistic medicine practice offers both integrative and aesthetic medicine


A new medical practice offering both integrative and aesthetic medicine is now open in the Beaches community, and it claims its approach is the first of its kind in the Greater Jacksonville area.

Located next to the Hampton Inn on Marsh Landing Parkway, OBI BioAesthetic Institute held its soft opening Nov. 27 and is holding its grand opening in the spring.  

The practice prides itself in “bridging the inside with the out,” offering integrative therapies and services like detoxification programs and stress-management techniques to address the underlying factors of symptoms, as well as aesthetic treatments like dermal fillers and BOTOX™ to improve unwanted physical changes. OBI BioAesthetic Institute also offers personalized bioidentical hormone replacement therapy to provide the support the body needs to aid in hormone restoration and balance.

With 58 years of combined experience in plastic surgery, aesthetic medicine and integrative medicine, Gerrie Obi (MSN, ARNP, AGPCNP-BC, CPSN) and Jenifer Scott George (MSN, ARNP, FNP-BC, ABAAHP) lead the practice, with Missy Hadley serving as the practice director and expert on treatment products. The team, which is soon to welcome an aesthetician, conducts its work in a private and calm atmosphere that features peaceful music and a running waterfall that soothes the soul.

The practice is a sister location of Jacksonville Plastic Surgery & MedSpa, which specializes in surgical treatments. OBI BioAesthetic Institute, meanwhile, specializes in integrative and non-surgical treatments.

Gerrie Obi said the practice’s holistic, concierge-type approach, which comes from Europe, makes it unlike a traditional med spa.

“When a patient comes in, we’re not just going to fill him/her up with filler or BOTOX™,” she said. “We want to get their medical history, and we may pick up something that’s actually causing the skin condition or premature aging … make them healthy as well as look good.”

Obi said patients at many med spas dictate the treatment they receive, instead of the provider doing so, which can lead to the incorrect treatment being conducted. That’s not the case at their practice, she said.

“We’re medical providers, and we’re providing medical treatments, even though they’re aesthetic and they’re elective,” said Obi. “There can be complications because I’ve seen them … so we’re very strict on getting a medical history.”

Scott George said they are partners with their patients, acting on behalf of their ultimate wellbeing. Medical assessments and consultations help the practice understand patients’ medical history and devise a plan that will keep them healthy long-term. According to the practice’s website, “plans may be comprised of skin health regimes (such as ZO Skin Health, HydraFacial), neuromodulators (such as Botox, Xeomin, Dysport), fillers (such as Juvederm, Radiesse, Restylane) and body contouring treatments (such as CoolSculpting).”

“If there’s an understanding as to why this treatment plan is being recommended, then our patients are going be more compliant, which is going to breed results, which is going to be a happier, healthier patient,” said Scott George. “If we can get them feeling better on the inside, what we do on the outside is just going to magnify their natural beauty.”

Located at 1300 Marsh Landing Parkway (Suite 104) in Jacksonville Beach, OBI BioAesthetic Institute is open Monday to Friday from 9 a.m. to 5 p.m. The practice takes both appointments and walk-ins. Visit for more information. Call (904) 273-5454 to book an appointment.

“Us all being aging women in the office … we can embrace what we’re offering personally,” said Scott George. “We want to offer that to the ladies in our community. We really are inviting the ladies in the community and the young ladies too who may think they have concerns and questions.”