Katherine Birchenough Women in Business Award 2026

Katherine Birchenough

OptimalSelf MD

MD/Owner

Greenville

Dr. Katherine Birchenough is the founder of OptimalSelf MD, a concierge wellness and aesthetics practice in Greenville, South Carolina. She specializes in hormone optimization, metabolic health, and functional medicine, using a personalized, root-cause approach to help patients achieve lasting health. By combining advanced diagnostics with innovative therapies, she addresses the underlying drivers of fatigue, weight gain, and aging, helping patients look, feel, and perform at their best at every stage of life.

How do you define leadership?

Leadership is the ability to see what’s possible before others do and to make decisions with conviction, even when they’re uncomfortable. It means holding a higher standard while focusing on developing people, not just managing outcomes. Leadership is about creating an environment where others are empowered to perform at their best and grow into their full potential.

What makes you an effective leader? (Your greatest strength)

My greatest strength as a leader is my willingness to take a backseat and let my team shine.

Is there a mentor who has meant a lot to you in your career?

I've had a few great mentors along the way that have helped me clarify my mission. Recently, one of my most trusted ones helped me re-brand my business and take it to the next level. I hope to make as much of an impact on others as they have for me.

What is your greatest fear, and how do you manage fear?

My greatest fear is losing the momentum I've built. Settling for "good enough" or becoming complacent could lead to that, so I'm exceptionally driven. Fear does not consume me, however. Managing it is not difficult. It holds me accountable.

What’s the best advice you have received in business that you wish to pass on to our readers?

If you haven't failed at something, you're not trying hard enough and you're missing a good opportunity for growth. Take that chance!

What would you say is your greatest professional accomplishment to date?

Growing my business from nothing to where it is now in less than 10 years is my biggest accomplishment. I started my private practice out of my house, and now I have a big fancy office downtown with my husband as a partner, and we're consistently growing by 20 percent a year. I'm also proud to be able to provide full benefits and a 401(k) plan for my staff.

What one thing have you learned that has served you well over the years?

Never take things at face value, because there is always more to the story. Don't mistake appearance for truth.

If there is one thing you could go back and do differently what would it be?

If I could go back and start over, I would have hired a business coach in the very beginning!