Business of Aesthetics Podcast Show
The Business of Aesthetics (BOA) podcast show continues to inspire and help our community of aesthetic doctors grow their practices. We bring outstanding leaders in Dermatology, Plastic Surgery, and Aesthetics together to not just achieve more but experience fulfillment in their practice.
info_outline
The Safety Culture: Moving Beyond "Buttonology" to Prevent Complications and Protect Profitability
01/06/2026
The Safety Culture: Moving Beyond "Buttonology" to Prevent Complications and Protect Profitability
In this episode, host Don Adeesha joins Tracey Mancuso, a certified medical laser safety officer and founder of Dermaroom, to define what a true "safety culture" looks like in a modern aesthetic practice. Tracey argues that safety is not merely about avoiding adverse events but is a comprehensive mindset that must begin from the very first patient phone call, warning against the rising danger of "buttonology" - where providers memorize device settings without understanding the underlying physics or tissue interaction. Tracey breaks down the critical flaws in "patchwork learning" derived from abbreviated weekend courses, explaining why holding a certificate does not automatically make one a specialist. She details how DermaRoom helps practitioners bridge the gap between basic manufacturer training and mastery, while also highlighting the vital importance of screening patients for psychological readiness during consultations. Finally, Tracey shares why turning away the wrong patient is a profitability strategy that protects the business from the high costs of bad reviews and complications. She outlines the necessity of robust medical directives and Standard Operating Procedures (SOPs) to ensure defensibility, urging owners to audit their training logs and commit to safety as the ultimate competitive advantage for 2026 and beyond.
/episode/index/show/businessofaestheticsorg/id/39625725
info_outline
Optimizing Entity Structure, Compensation, and Year-End Tax Strategy for 2026
12/30/2025
Optimizing Entity Structure, Compensation, and Year-End Tax Strategy for 2026
In this episode, host Don Adeesha joins Sean Duncan, founder of Chief Proactive Advisors, to distinguish between tax preparation and tax planning. Sean argues that relying solely on historical filing is a costly error, sharing how reactive financial structuring can waste tens of thousands in unnecessary taxes. Sean breaks down the math of entity selection, identifying the $50,000 net income threshold where switching to an S-Corp becomes viable. He highlights the hidden benefits of this structure, including ultra-low audit risk, and details a reasonable compensation methodology that satisfies the IRS without overpaying payroll taxes. Finally, Sean shares his "Big Three A's" framework for year-end reductions: Accelerate expenses, acquire Assets, and leverage Altruism. He warns against panic-buying unnecessary vehicles and urges owners to treat their CPA as a strategic partner, conducting mid-year reviews to actively architect wealth.
/episode/index/show/businessofaestheticsorg/id/39563065
info_outline
Why Hypergrowth is Outpacing Regulation and How to Scale Infrastructure Without Risking Your License
12/24/2025
Why Hypergrowth is Outpacing Regulation and How to Scale Infrastructure Without Risking Your License
In this episode of the Business of Aesthetics podcast, host Don Adeesha sits down with Paulina Riedler, CEO and co-founder of Spakinect, to talk about one of the biggest threats facing the fast-growing med spa industry: compliance gaps. The med spa industry is booming , adding over $1 billion each year , but many businesses are scaling faster than the rules can keep up. Paulina shares real stories from the field, including how skipping important steps like Good Faith Exams can cost a practice everything. You’ll learn why cutting corners might feel easier in the short term but ends up being costly in the long run. Paulina also explains how a virtual compliance model can unlock real profits, why standard operating procedures (SOPs) are key to safe scaling, and how private equity firms view compliance during acquisitions.If you're growing a practice or planning an exit, this episode is a must-listen. Don’t just scale fast, scale smart and safe.
/episode/index/show/businessofaestheticsorg/id/39524755
info_outline
The Laser Ceiling: Why 'Permanent Reduction' is No Longer Enough and How to Capture the Untreatable Market
12/16/2025
The Laser Ceiling: Why 'Permanent Reduction' is No Longer Enough and How to Capture the Untreatable Market
In this episode of the Business of Aesthetics Podcast, host Don Adeesha is joined by Alana Dzurek, Founder and CEO of Beverly Hills Hairfree, to challenge the limits of the industry's gold standard: laser hair removal. They discuss the "laser ceiling" the frustration practice owners face when turning away patients with gray, white, blonde, or red hair. Alana argues that as the patient demographic ages, this untreatable segment is growing and represents a massive leak in potential revenue for clinics relying solely on lasers. Alana introduces multi-probe galvanic electrolysis, a modernized technology that transforms the only FDA recognized method for permanent removal from a slow, tedious process into a high speed, scalable profit center. She breaks down the math, explaining how treating up to 5,700 follicles per hour allows clinics to generate significant revenue ($220/hour) with minimal consumables, effectively competing with laser room profitability while delivering the "permanent" results laser often promises but cannot legally guarantee. A critical part of the conversation focuses on safety and ethics, specifically the rise of Paradoxical Hypertrichosis, where laser stimulates dormant follicles to grow, particularly in patients with hormonal imbalances like PCOS. Alana contends that for facial and upper arm areas, electrolysis shouldn't just be an option, but a mandatory protocol to protect patients from worsening conditions. Finally, she advocates for a "Hybrid Protocol" using laser for bulk reduction and electrolysis to finish the final 20% or treat non candidates allowing clinics to capture the 50% of the market that laser misses and future proof their retention strategy.
/episode/index/show/businessofaestheticsorg/id/39421270
info_outline
Surviving Market Saturation: Strategic Pivots, CapEx Defense, and Smart Scaling in a High-Density Market
12/09/2025
Surviving Market Saturation: Strategic Pivots, CapEx Defense, and Smart Scaling in a High-Density Market
In this episode of the Business of Aesthetics Podcast, host Don Adeesha is joined by Rebecca Landriault, CEO of Apex Aesthetic Consulting, to tackle the reality of operating in a hyper-competitive, high-density market. As the industry shifts away from a "growth at all costs" mindset, Rebecca argues that 2026 will be defined by operational discipline and capital efficiency. She challenges owners to pivot from an "acquisition obsession" to a mastery of retention, warning that in a saturated landscape, differentiation comes not from the newest device, but from comprehensive, lifetime treatment planning. A major focus is identifying the "silent capacity killers" that cause revenue plateaus. Rebecca reveals that the bottleneck is rarely marketing, but often lies in underutilized providers and an untrained front desk unable to credential services. She provides a strict financial framework for staffing, advising that no new revenue-generating hires should be made until existing providers are generating 5x their payroll and are booked 80% of the time. Furthermore, she dissects the "napkin math" of capital equipment sales, urging owners to calculate true ROI based on existing patient volume rather than hypothetical growth before signing any lease. From a strategic perspective, Rebecca redefines the concept of scaling, asserting that "growth is not expansion, it is a duplication of excellence". She cautions against the financial collapse often caused by premature scaling, advising that a practice must achieve a 25% net profit margin and hold six months of cash reserves before considering a second location. Finally, she offers a compelling analogy for membership models, positioning the provider as the "dentist" and the membership as the "toothbrush," to ensure patients protect their investment in high-ticket regenerative procedures through consistent maintenance.
/episode/index/show/businessofaestheticsorg/id/39335855
info_outline
Maximizing Practice Growth with Next-Gen Injectables, Devices & Team Training
12/02/2025
Maximizing Practice Growth with Next-Gen Injectables, Devices & Team Training
In this episode of the Business of Aesthetics Podcast, host Don Adeesha convenes an expert panel featuring Plastic Surgeon Dr. Gregory Buford, Entrepreneur Tiffany DiGiuseppe, Marketing CEO Naren Arulrajah, and Aesthetic Nurse Sonya Ellis to decode the future of practice growth. The conversation tackles the critical challenge of distinguishing between profitable innovation and "shiny object syndrome." Dr. Buford warns against investing in fleeting "trends" (likening them to Beanie Babies) versus sustainable "trending" technologies. He introduces the powerful strategy of "pre-marketing", generating patient demand and a waitlist six weeks before a device is even purchased, to ensure immediate ROI and prevent expensive equipment from becoming a "coat hanger" in the device graveyard. On the operational and digital front, the discussion shifts to navigating the age of AI. Naren Arulrajah explains that while AI is transforming search, Google still prioritizes "human content" and authority (E-E-A-T) over AI-generated text. He urges owners to abandon vanity metrics like website visits in favor of hard ROI metrics, such as call volume and booking conversions, to survive the rise of "zero-click" searches. Complementing this, Tiffany DiGiuseppe argues that technology fails without culture. She outlines a blueprint for hiring based on core values rather than just clinical skills and retaining top talent through shared experiences and group bonuses that foster collective ownership of the practice's mission. Finally, Sonya Ellis provides a candid look at the changing clinical landscape, noting a significant 15-20% dip in traditional filler usage due to economic shifts. She argues that the future of profitability lies in the pivot toward "regenerative medicine", biostimulators, lasers, and functional health, driven by a patient desire to be "pretty on the inside and out". The panel also explores how to capitalize on the "Ozempic effect," which has surged demand for body tightening and hair restoration, and highlights the massive, underserved potential of the menopausal demographic as a key driver for future revenue.
/episode/index/show/businessofaestheticsorg/id/39235590
info_outline
Compliance Outlook: RF Microneedling, Compounded Drugs, and the FDA’s New Enforcement Priorities
11/25/2025
Compliance Outlook: RF Microneedling, Compounded Drugs, and the FDA’s New Enforcement Priorities
In this episode of the Business of Aesthetics Podcast, host Don Adeesha is joined by Sara Shikhman and Samara Bell of Langea Law to discuss the seismic shift in the regulatory landscape as we approach 2026. With the FDA moving from a reactive stance to proactive enforcement, the attorneys explain why compliance can no longer be an afterthought, specifically highlighting the new federal scrutiny on RF microneedling devices and compounded GLP-1 medications. Sara and Samara break down the dangerous misconception that popular treatments like RF microneedling are merely "cosmetic add-ons". They clarify that these are medical procedures requiring strict medical oversight and scope of practice, warning that the recent wave of FDA warning letters is a direct result of thousands of patient complaints regarding burns and scarring. They urge practice owners to abandon "one-size-fits-all" consent forms and manufacturer-provided protocols, advocating instead for procedure-specific legal documentation to protect against liability. From a business perspective, the conversation frames compliance as a critical driver of valuation. Samara warns that in the world of mergers and acquisitions, buyers are increasingly walking away from "fixer-upper" practices with poor legal structures or unlicensed activity. The duo provides actionable advice on fortifying supply chains for biologics and hiring the correct talent, arguing that the cost difference between hiring an RN versus an esthetician is a small price to pay to avoid catastrophic legal exposure and ensure a "turnkey" exit.
/episode/index/show/businessofaestheticsorg/id/39165005
info_outline
From Artisan to Architect: Building a Purpose-Driven Aesthetic Brand That’s Built to Last
11/18/2025
From Artisan to Architect: Building a Purpose-Driven Aesthetic Brand That’s Built to Last
In this episode of the Business of Aesthetics Podcast, host Don Adeesha sits down with Morgan Curry, CEO and founder of Refine Aesthetics, to explore the pivotal transition every founder must face: evolving from a solo "artisan" to a scalable "architect". A former cardiac ICU nurse, Morgan shares her journey of rebuilding her career in a new city where she knew no one, transforming her practice into a trusted name in natural, regenerative aesthetics. She challenges the common founder trap of thinking "it's easier if I do it myself," arguing instead that true growth begins when you codify your personal authenticity into systems that allow your brand’s soul to thrive without your presence in every room. A key focus of the conversation is Morgan’s counterintuitive approach to leadership and retention. Rather than fearing that training staff will lead them to leave, she views deep mentorship as the ultimate retention strategy, noting that "people don't leave when you pour into them". She details how she operates with transparency to turn employees into collaborators and hires for shared values and personality over just resume credentials. Morgan also breaks down her "education over sales" philosophy, explaining how using storytelling to lower patient guards and focusing on restoration rather than alteration builds implicit trust, allowing her to command loyalty in a conservative market without ever feeling "salesy". Looking ahead, Morgan discusses the industry's shift away from "filler-heavy" approaches toward regenerative aesthetics and functional medicine, which requires "intentionality" and deep education. She advises practice owners to "nail down their niche" and invest heavily in their team to pivot effectively for the future. The episode serves as a masterclass for any aesthetic leader ready to stop relying on personal grit and start building a business designed to endure.
/episode/index/show/businessofaestheticsorg/id/39080450
info_outline
When Social Media Shuts You Down: How Plastic Surgeons Can Thrive Despite Stricter Ad & Content Rules
11/10/2025
When Social Media Shuts You Down: How Plastic Surgeons Can Thrive Despite Stricter Ad & Content Rules
In this episode of the Business of Aesthetics Podcast, host Don Adeesha is joined by Naren Arulrajah, CEO of Ekwa Marketing and a veteran strategist for over 500 healthcare practices. The discussion tackles a critical and growing threat: what happens when social media shuts you down?. With platforms like Instagram and Facebook tightening rules on before-and-after photos and cosmetic surgery ads, many plastic surgeons are seeing their primary marketing channel unravel overnight. Naren provides an essential blueprint for building resilience and "digital sovereignty", ensuring a practice can thrive long-term without being at the mercy of sudden policy changes. Naren breaks down the critical difference between the passive mindset of a social media user—who is just "flipping channels" and the active, high-intent mindset of a patient using Google to find a doctor. He argues that over-relying on ads is a costly mistake, revealing that ad-driven leads are 18 times less serious than leads from organic search and that practices relying on ads spend 10 times more money. The core solution is a long-term strategy focused on Search Engine Optimization (SEO), owning your website, and building unshakable trust through a consistent flow of patient reviews. Finally, Naren reframes SEO and reputation management not as "extra work" but as a foundational business asset. He explains that while this strategy takes time to build, it saves 90% of marketing costs long-term and attracts higher-quality patients who trust the doctor before they even walk in the door. This organic foundation of trust and visibility, he reveals, adds "at least a few hundred thousand dollars" to the value of a practice, making it the essential strategy for any surgeon who is in it for the long game.
/episode/index/show/businessofaestheticsorg/id/38975980
info_outline
Building Enterprise Value in the New Age of Consolidation and the Millennial Consumer
11/04/2025
Building Enterprise Value in the New Age of Consolidation and the Millennial Consumer
In this episode of the Business of Aesthetics Podcast, host Don Adeesha is joined by Audrey Neff, Chief Marketing Officer at Aviva Aesthetics, to discuss a critical industry paradox: why, in a booming $25.3 billion market, do so few practices build sustainable, scalable value? Audrey lays out a blueprint for long-term success, arguing that the practices that win will be those who master generational behavior, patient experience, and recurring revenue. She identifies major industry shifts, including the intersection of wellness with functional medicine and the acceleration of private equity consolidation, which is forcing owners to think strategically about their exit from day one. A major focus is on the rise of the millennial consumer, now the largest demographic in aesthetics. Audrey explains that this group values human interaction and experiences above all else, and studies show they will pay more for a provider they trust. This makes "experience-driven marketing" the new invisible engine for growth. She provides actionable strategies for building this trust online, where millennials conduct their research, emphasizing the need to dominate Google Reviews (aiming for "triple digits") and Instagram, a platform used by 83% of millennials to research aesthetic providers. From a business perspective, Audrey advises owners to "begin with the end in mind" and operate "as if it were for sale" from the start. She warns against selling too early out of fear, noting that in a valuation, "culture is everything" because aesthetics is a human-to-human business, a nuance many investors miss. She also identifies a massive "profit leak" in most practices: retail. She urges owners to target 15-20% of gross revenue from retail, up from the common 2-5%, framing it not as being "pushy" but as a critical tool for delivering better clinical results, which in turn creates happier, more loyal patients. Finally, Audrey looks to the future, predicting that as competition increases and treatments become commoditized, differentiation is paramount. She reminds listeners, "competition only exists if you're doing the same thing as everybody else." Her key takeaway for all practitioners is to "put the noise on mute" to ignore the social media drama and "shiny new toys" and instead focus with intensity on what is happening inside their own business, with their own patients, and with their own team.
/episode/index/show/businessofaestheticsorg/id/38906150
info_outline
Unlocking Success with an Entrepreneurial Mindset with Dr. Gregory Buford
10/28/2025
Unlocking Success with an Entrepreneurial Mindset with Dr. Gregory Buford
In this episode of the Business of Aesthetics Podcast, host Adeesha is joined by Dr. Gregory Buford, a nationally recognized board-certified plastic surgeon, author, and speaker known for his forward-thinking business strategy and entrepreneurial approach to practice management. The discussion, titled "The Entrepreneurial Edge in Aesthetic Medicine," tackles a critical vulnerability in the industry: the fact that most highly-trained medical professionals are never taught how to actually run a business. Dr. Buford warns that in a field changing at a "logarithmic" pace, a static, "business as usual" approach is a recipe for failure, and provides an essential blueprint for why cultivating an entrepreneurial mindset is the single most critical factor for success in the modern aesthetics market. Dr. Buford defines this essential mindset as a "constant strival for growth, change, and evolution" that "never accepts the word no". He outlines practical strategies for sharpening this skill, emphasizing "constant education" not just in medicine, but voraciously across disparate fields like philosophy, art, and business to develop the ability to "think out of the box". He explains that entrepreneurs must be receptive, know how to pivot, and actively create opportunities rather than waiting for them. This relentless drive for learning is captured in his core belief, which he once shared with a patient: "The day that in any profession that you think you know it all, hang up your hat because you don't". From a practice management perspective, Dr. Buford identifies professional relationships as one of the most "underappreciated aspects" of success, noting "it's not about always what you know, it's who you know". He shares his strategy for building this network by "paying it forward" and offers a key negotiation tactic from his time at Kellogg: always "leave a few crumbs behind for your opponent", as it's a small world and you will likely work with them again. Looking to the future, he demystifies AI, advising practitioners to use it as an "assistant" to augment their work, not a "crutch" that replaces critical thinking. Finally, Dr. Buford tackles the biggest hurdle for high-achievers: the fear of failure. He reframes failure not as an endpoint, but as a "call to action and... a pivot point", revealing that his own biggest early mistake was "the arrogance of thinking that I could do it all by myself". He makes a powerful case that true success comes from humility, the ability to "ask for help", and the wisdom to "put your ego on the shelf". His key takeaway is that in the rapidly evolving world of aesthetics, the greatest risk isn't failing, but becoming complacent.
/episode/index/show/businessofaestheticsorg/id/38807965
info_outline
Beyond Blind Injections: How Dr. Delobaux's SMART BBL is Redefining Safety and Liability
10/21/2025
Beyond Blind Injections: How Dr. Delobaux's SMART BBL is Redefining Safety and Liability
In this episode of the Business of Aesthetics Podcast, host Don Adeesha is joined by Dr. Alexis Delobaux, a world-renowned plastic surgeon, pioneer in high-definition body contouring, and the creator of the groundbreaking SMART BBL. The discussion, titled "Beyond Blind Injections: How Dr. Delobaux's SMART BBL is Redefining Safety and Liability," tackles the immense patient safety and liability risks associated with one of the industry's most in-demand procedures, the Brazilian Butt Lift. Dr. Delobaux provides an essential blueprint for how pioneering a new standard of care isn't just about offering what's popular, but about pioneering what's safe. Dr. Delobaux details the specific anatomical dangers of the traditional "blind" BBL, explaining how the risk of a fatal pulmonary fat embolism (PFE) comes from accidentally injecting fat into the large veins within and below the gluteal muscle. He shares the story of how a patient's question about safety sparked his journey to find a solution. The answer was the SMART BBL, a revolutionary technique that uses real-time ultrasound to transform the procedure from a tactile, feel-based surgery into a precise, visually-guided, and data-driven one. This shift allows surgeons to see every anatomical layer, ensuring fat is placed exclusively in the safe subcutaneous space and never in the muscle. Beyond preventing catastrophic complications, Dr. Delobaux explains how this visual precision leads to superior aesthetic outcomes, including better fat survival, symmetry, and contour regularity by targeting specific deep compartments. From a business perspective, adopting this technique is presented as essential for future-proofing a practice. Dr. Delobaux discusses how the state of Florida now mandates ultrasound for BBLs, signaling a new legal standard of care that significantly impacts a clinic's liability and enhances patient trust during the informed consent process. Finally, Dr. Delobaux addresses the resistance to new technology within the surgical community and outlines the manageable learning curve for mastering the ultrasound-guided technique. His key takeaway for all practitioners is an unwavering focus on "Safety, safety, safety". He makes a powerful case that when technology exists to lower the risk of an aesthetic procedure, there is an ethical obligation to adopt it, because no patient should risk their life for the sake of beautification.
/episode/index/show/businessofaestheticsorg/id/38723755
info_outline
Breaking the Regenerative Plateau: How Clinics Can Differentiate, Diversify, and Scale Beyond Bio-Stimulators in 2026
10/14/2025
Breaking the Regenerative Plateau: How Clinics Can Differentiate, Diversify, and Scale Beyond Bio-Stimulators in 2026
In this episode of the Business of Aesthetics Podcast, host Adeesha Pemananda is joined by Dr. Shino Bay Aguilera, a world-renowned dual board-certified cosmetic dermatologist and a pioneer in bioregenerative techniques and the number one provider of Sculptra aesthetics in the U.S. The discussion, titled "Breaking the Regenerative Plateau: How Clinics Can Differentiate, Diversify, and Scale Beyond Biostimulators in 2026," provides a visionary roadmap for clinics looking to move past traditional biostimulation and into the future of cellular longevity and orchestration. Dr. Shino Bay emphasizes that the next wave of aesthetics isn't about adding more biostimulators; it's about activating the body's own cellular intelligence through orthomolecular signaling, like polyrevitalizing micronutrients, to improve tissue structure and function. He explains the difference between these micronutrients and PRP, detailing how combining them with traditional biostimulators like Sculptra or Radiesse can amplify results, leading to a total rejuvenation of the dermis's structure and function. He shares his practice's financial success, showing a massive return on investment from integrating these inexpensive micronutrients. To stand out in a crowded regenerative space, Dr. Shino Bay advises clinics to educate and elevate their patients' understanding, positioning the body as an ecosystem, not a canvas. He urges practitioners to adopt a philosophy of achieving true bio-restoration—not just external rejuvenation, by integrating functional aesthetic medicine principles like orthomolecular diagnostics, mitochondrial optimization, and hormonal balance into a unified, evidence-based system. Finally, he provides strategic advice on scaling, focusing on diversity through depth, not volume. He covers the financial, operational (investing in full-team training), and regulatory obstacles, stressing the need for compliance, transparency, and partnering with credible, ethical suppliers. Dr. Shino Bay’s key takeaway is that every cell is a conscious, living entity that needs nutrition, protection, and hydration; when practitioners deliver this locally, they amplify all other treatment results.
/episode/index/show/businessofaestheticsorg/id/38575575
info_outline
Optimizing Outcomes and Maximizing Revenue with Next-Gen Long-Lasting Injectables
10/07/2025
Optimizing Outcomes and Maximizing Revenue with Next-Gen Long-Lasting Injectables
In this episode of the Business of Aesthetics podcast, host Adeesha leads an expert panel: Rebecca Landiault (Apex Aesthetic Consulting), Sean Duncan (CPA and Strategist), Naren Arulrajah (Aesthetic Marketing Strategist), and Amy Ingle (Aesthetic Consultant) to deliver a full-spectrum guide on Optimizing and Maximizing Revenue with Next-Gen, Long-Lasting Injectables. The discussion begins with Rebecca Landiault detailing the necessity of "lifetime treatment planning" and stacking modalities (injectables with energy devices) to secure superior clinical outcomes, while emphasizing the use of robust patient financing to overcome initial budget objections. Financial strategist Sean Duncan reveals powerful sales psychology by explaining The Decoy Effect a technique for framing treatment choices to make high-value plans more appealing. He also stresses the critical importance of collaborating with legal and financial experts to select the proper business entity for major tax savings and asset protection. Marketing expert Naren Arulrajah breaks down the most effective promotion strategies, focusing on creating authentic before-and-after content and positioning the provider as a subject matter expert on social media (Instagram and TikTok). He then instructs practices on how to set up dedicated tracking mechanisms to accurately measure marketing ROI, CPA, and LTV. Finally, Amy Ingle addresses the common operational pitfalls of launching new products, including managing expensive inventory, blocking appropriate time for comprehensive consultations in the EMR, and ensuring full team education. She concludes with strategies for value-based pricing and structuring patient loyalty programs, like the "cash and stash" concept, to drive long-term retention. This episode provides a complete, actionable roadmap spanning clinical, financial, operational, and marketing strategies to future-proof your aesthetics practice.
/episode/index/show/businessofaestheticsorg/id/38498010
info_outline
Why Can’t Gen Z and Millennials Find the Dermatologist They Need?
09/30/2025
Why Can’t Gen Z and Millennials Find the Dermatologist They Need?
In this episode of the Business of Aesthetics podcast, host Adeesha sits down with Naren Arulrajah, CEO of Ekwa Marketing, to tackle a crucial challenge for dermatologists: "Why Can't Gen Z and Millennials Find the Dermatologist They Need?" Despite high demand, Naren reveals the common marketing mistakes that limit a practice's visibility to this digitally-savvy generation. He exposes the two primary errors practices make—neglecting the high-value aesthetic patient base and relying on expensive, untrusted paid advertising over sustainable organic growth (SEO). Drawing on his 18 years of experience, Naren provides the essential "correct map" for dermatologists looking to future-proof their business. He details the importance of optimizing for the patient's buyer's journey (find, like, trust) through mobile-friendly communication, authentic case studies, and strong Google reviews. He also explains how to establish personal authority and use credentials to gain a competitive edge in the age of AI search tools like Google AI Overview. This episode offers the strategic guidance needed to attract, engage, and convert the next generation of aesthetic patients.
/episode/index/show/businessofaestheticsorg/id/38407600
info_outline
Scaling Smart from one Location to a Thriving Membership Model
09/23/2025
Scaling Smart from one Location to a Thriving Membership Model
In this episode of the Business of Aesthetics podcast, host Michael Walker sits down with Dominique Waples Truffle, an accomplished practice owner who successfully grew her business from a single location to a thriving multi-location operation with over 1,200 membership patients. Together, they discuss "Scaling Smart, From One Location to a Thriving Membership Model." Dominique shares the biggest challenges she faced during her expansion, particularly the "terrifying" mental block of letting go of control when moving from one to two locations. She emphasizes the importance of intentional systems, processes, and a strong culture centered on employee experience to maintain the personal touch that patients love. Dominique also provides insight into her successful membership model, explaining how it creates predictable revenue for the practice and a sense of belonging for patients. For any aesthetics professional looking to expand their practice, this episode offers an invaluable guide to achieving sustainable growth through a focus on team empowerment, culture, and a smart, scalable business model.
/episode/index/show/businessofaestheticsorg/id/38323485
info_outline
Growing and Scaling Without Overwhelming
09/16/2025
Growing and Scaling Without Overwhelming
In this episode of the Business of Aesthetics podcast, host Michael Walker sits down with Anita Layne, a seasoned aesthetics industry leader with nearly two decades of experience , to discuss the crucial topic of "Growing and Scaling Without Overwhelm". Anita shares practical strategies for managing business growth without burnout, sacrificing service standards, or losing your peace of mind. She introduces her core philosophy of simplifying operations before attempting to scale and explains how to get clear on both operational and emotional capacity to make your vision manageable. Throughout the conversation, Anita provides actionable advice on nurturing client relationships in the digital age through "tech-assisted touch" , adding new revenue streams like wellness products that enhance client outcomes , and creating predictable income through her "4R" framework: reviews, referrals, rebooks, and retail. For any med spa owner or aesthetics professional looking to expand their practice strategically, this episode offers an invaluable guide to achieving sustainable growth while maintaining a healthy business culture and work-life balance.
/episode/index/show/businessofaestheticsorg/id/38233905
info_outline
Scaling the Modern Plastic Surgery Practice: Business, Branding, and Beyond
09/09/2025
Scaling the Modern Plastic Surgery Practice: Business, Branding, and Beyond
In this powerful episode of the Business of Aesthetics podcast, host Lester is joined by a panel of industry titans including Dr. Michael Salzhauer, Dr. Johnny Franco, Naren Arulrajah, and Chad Sawyer. Together, they deliver a masterclass on scaling the modern plastic surgery practice. This comprehensive discussion provides a roadmap for practitioners looking to grow efficiently, build an authentic brand, and navigate the competitive aesthetics landscape. The episode kicks off with Dr. Salzhauer's hard-hitting advice on establishing data-driven systems from day one, emphasizing the need to track practice "vital signs" like leads and conversions while building a brand that is unapologetically authentic. Dr. Franco then shares his firsthand journey of explosive growth, offering practical lessons on creating scalable operating procedures and expanding a brand's identity beyond a single surgeon. Throughout the conversation, marketing expert Naren Arulrajah provides critical insights, breaking down the ROI of different channels and explaining why mastering fundamentals like SEO is crucial for sustainable growth. Finally, Chad Sawyer demystifies the integration of weight and wellness programs, exploring how technology like asynchronous consultations and strategic pharmacy partnerships can create new, scalable revenue streams. This is an essential listen for any surgeon or practice owner aiming to build a resilient, profitable, and future-proof business.
/episode/index/show/businessofaestheticsorg/id/38142645
info_outline
Multi-Generational Skincare: Boost Your Practice with Age-Diverse Treatment Offerings
09/02/2025
Multi-Generational Skincare: Boost Your Practice with Age-Diverse Treatment Offerings
In this dynamic episode of the Business of Aesthetics podcast, host Omer leads a discussion with three distinct experts, Ang, Naren, and Nico, to unpack the complexities of multigenerational skincare. This conversation provides a holistic framework for aesthetic practices aiming to serve a diverse patient base, from Gen Alpha to Baby Boomers, with intention and precision. The episode moves from the internal to the external, starting with Ang's insights on how skin concerns are deeply connected to gut health and hormonal shifts unique to each life stage. Naren then provides a masterclass on digital strategy, revealing how different generations search for treatments online and how clinics can tailor their SEO and website content to build trust and drive conversions. Finally, Nico bridges the gap with a deep dive into the biology of aging, explaining the critical role of hormones and advocating for regenerative treatments like Hormone Replacement Therapy (HRT) to ensure long-term skin health. This is an essential listen for any practitioner or clinic owner looking to create personalized, effective patient journeys for every age group.
/episode/index/show/businessofaestheticsorg/id/38056335
info_outline
Inside the Aesthetics Talent Market: Recruitment Realities and Future Trends
09/01/2025
Inside the Aesthetics Talent Market: Recruitment Realities and Future Trends
In this insightful episode of the Business of Aesthetics podcast, host Michael Walker sits down with highly respected aesthetics recruiter and talent strategist Heidi Dunavant to explore the shifting dynamics in aesthetics sales recruitment. Heidi brings clarity and candor to the evolving job market, recruitment challenges, and what truly drives top-performing sales reps. With over 30,000 views on her recent viral LinkedIn article, Heidi shares the realities many aesthetic companies and sales professionals are navigating today, from misaligned expectations to cultural mismatches and the critical need for consultative selling. Whether you're a practice owner, aspiring rep, or executive leader, this conversation offers practical takeaways on attracting, retaining, and empowering the best talent in the business.
/episode/index/show/businessofaestheticsorg/id/38041050
info_outline
Clinical Precision and Practice Growth Inside a Multi-Location Strategy
08/20/2025
Clinical Precision and Practice Growth Inside a Multi-Location Strategy
In this episode of the Business of Aesthetics Podcast, host Michael Walker talks with Mary Ford, the founder of Smiley Aesthetics. Mary shares how she turned a personal turning point into one of the fastest-growing aesthetics brands in the country. You'll hear how she balances top-tier clinical care with smart business systems, and how she’s built a culture of consistency across multiple locations. Mary also opens up about her journey from anesthesia to aesthetics, and why radio frequency microneedling is a top ROI treatment in her practice. From protocols and patient safety to training new injectors and making smart investments, this episode is full of real-life lessons for growing a successful medical aesthetics business.
/episode/index/show/businessofaestheticsorg/id/37886600
info_outline
Aesthetic Solopreneurship: Rethinking the Business Model of Medical Aesthetics
08/11/2025
Aesthetic Solopreneurship: Rethinking the Business Model of Medical Aesthetics
In this thought-provoking episode of the Business of Aesthetics podcast, Michael Walker sits down with Ignacio Fanlo, Silicon Valley entrepreneur and founder of Cloud Medspas, to explore a radical shift in how aesthetic practices could operate in the future. Fanlo unpacks the concept of “aesthetic solo-entrepreneurship,” inspired by the evolution of the haircare and fitness industries, and explains why a decentralized, injector-led model might be the path forward for medical aesthetics. From business model breakdowns and HR myths to the psychology of fear holding back new injectors, this episode is a must-listen for nurses, injectors, and med spa owners looking to build a more autonomous, profitable future.
/episode/index/show/businessofaestheticsorg/id/37754845
info_outline
Breaking Free from Toxic Workplaces and Outdated Career Myths
07/31/2025
Breaking Free from Toxic Workplaces and Outdated Career Myths
In this episode of the Business of Aesthetics podcast, host Michael Walker talks with leadership coach Kelcy Heringer about burnout, toxic workplaces, and why working harder doesn’t always lead to success. Kelcy brings fresh, honest advice to help professionals rethink how they grow their careers. She explains how being the “get stuff done” person can actually hold you back. When you’re always the one people rely on, it’s easy to be seen as a helper—not a leader. Kelcy shares how to shift your focus from just doing tasks to building influence and value. They also talk about how to spot toxic work cultures, why it’s okay to speak up, and how setting boundaries is key. Kelcy encourages listeners to stop waiting for permission and start taking charge of their own career path. If you’ve ever felt overworked or stuck, this episode will help you take back your power and move toward a career that feels right for you.
/episode/index/show/businessofaestheticsorg/id/37616790
info_outline
Operational Excellence in Aesthetics
07/23/2025
Operational Excellence in Aesthetics
In this episode, Michael Walker speaks with aesthetics industry expert Rebecca Landriault about the keys to operational excellence in running a successful aesthetic practice. With nearly two decades of experience spanning clinical aesthetics, laser technology, practice management, and vendor negotiations, Rebecca offers invaluable advice for providers at all stages of growth, from solo entrepreneurs to multi-location empires. The conversation focuses on building strong operational foundations before diving into marketing, avoiding predatory laser sales, crafting a clear vision and internal culture, and moving away from transactional aesthetics to long-term client relationships.
/episode/index/show/businessofaestheticsorg/id/37516365
info_outline
Bridging the Business Gap in Aesthetics: Why It Matters More Than Ever
07/16/2025
Bridging the Business Gap in Aesthetics: Why It Matters More Than Ever
In this week’s Business of Aesthetics episode, host Michael Walker sits down with Dr. Carla Pierson, nurse practitioner and co-founder of Smiley Aesthetics, for a real conversation about something the industry doesn’t talk about enough, how a lack of business know-how is holding providers back. Carla shares her own journey, the common mistakes she sees every day, and practical ways to build a business that actually supports your skills and goals. Whether you’re just getting started or feeling stuck financially, this episode breaks down why understanding the business side isn’t optional, and what you can do about it. Key Takeaways Clinical excellence isn’t enough Without business understanding, many med spa owners risk burnout, poor decisions, or failure—even with great clinical results. You don’t know what you don’t know Many providers lack basic financial knowledge like what a P&L is or how to manage cash flow. The dangers of DIY everything Owning and operating without expert guidance or structure leads to chaos—especially when managing taxes, compliance, and partnerships. Fight the myth of being the solo CEO The glorified image of being the injector, marketer, owner, and strategist is often unsustainable. Strategic collaboration is key. Track cash flow before chasing profit A basic spreadsheet and regular tracking of money in and out can empower even the most non-business-savvy providers.
/episode/index/show/businessofaestheticsorg/id/37423410
info_outline
From Clients to Champions: Boosting Retention and Revenue in Aesthetic Practices
07/09/2025
From Clients to Champions: Boosting Retention and Revenue in Aesthetic Practices
In this episode of the Business of Aesthetics Podcast, host Michael Walker sits down with Kara McClanahan, a trusted advisor in the world of aesthetic clinics. Instead of spending tons of money chasing new clients, Kara explains how to build trust with the ones you already have. She talks about membership programs, long-term treatment plans, and how to turn happy clients into loyal fans who tell everyone about your practice. Kara also shares real-life stories, helpful tips, and strategies that work—even if you’re a small med spa. If you want more revenue, better retention, and clients who keep coming back, this episode is for you. Key Takeaways Focus on the clients you already have Building stronger relationships with current clients brings in more money and trust than always chasing new ones. Membership programs increase loyalty A good membership plan can create steady income and keep patients coming back for more. Treatment plans should be long-term Don’t just treat the issue today—build a plan that supports your patient’s goals over time. Trust is your secret weapon People spend more and refer others when they trust your practice. That trust starts with caring and follow-up
/episode/index/show/businessofaestheticsorg/id/37343760
info_outline
From Hire to Inspire: Nurturing Team Growth and Culture
07/02/2025
From Hire to Inspire: Nurturing Team Growth and Culture
Welcome to Episode 238 of the Business of Aesthetics Podcast! In this episode, host Michael Walker sits down with Brittany Perez—an inspiring business owner, aesthetic injector, and national trainer. Brittany shares how she built a thriving culture at Mela Medical Spa where team trust, strong values, and personal growth come first. You’ll hear how Brittany went from being a nursing instructor to opening her own practice and training academy. She opens up about the power of patient care plans, building confidence, and leading a team with love, not fear. From enneagram tests to positivity boards and four-day workweeks, Brittany explains exactly how she inspires her team and keeps them connected to the mission. Whether you’re just starting your aesthetics journey or looking to grow your practice culture, this episode is packed with real advice, honest stories, and practical tools you can use right away. Key Takeaways Confidence is the heart of aesthetics. Brittany’s passion began with her own treatment—helping people feel good again is her mission. Patients want to feel better, not just look better. Most clients come in for emotional healing as much as physical transformation. Culture starts with leadership. Brittany builds a positive team environment with open communication and mutual respect. Tools like the Enneagram build understanding.Personality tests help her team appreciate differences and handle conflict well.
/episode/index/show/businessofaestheticsorg/id/37251770
info_outline
Breaking Into the World of Aesthetics
06/25/2025
Breaking Into the World of Aesthetics
In this inspiring episode of the Business of Aesthetics Show, host Lauren Umstattd chats with Nurse Practitioner Aimee Kryger about her exciting journey into the world of aesthetics. Aimee shares her background in critical care and ENT, how she discovered her passion for aesthetic medicine, and the steps she took to transition into a thriving private practice. You'll hear about the challenges and rewards of working in aesthetics, the value of mentorship, and tips for nurses and practitioners looking to enter this growing field. Aimee also opens up about her favorite treatments, how she balances work and family life, and her big career goals for the future. If you’re curious about a career in aesthetic medicine or want to hear honest insights from a rising star in the field, this episode is for you! Key Takeaways Breaking into the aesthetics field takes patience, persistence, and a willingness to learn. Aimee shares how she built her career step by step and how staying patient helped her find the right opportunity. Real-world experience and strong mentors are more valuable than taking just one class. Learning hands-on and building relationships with experienced providers made a big difference in Aimee’s journey. There’s no “one-size-fits-all” path in aesthetics. It’s okay to try different practice settings—Aimee explored mobile therapy, med spas, and surgery centers before finding her best fit. CO2 laser treatments are a favorite for skin rejuvenation. Aimee loves using CO2 lasers to give patients long-lasting, natural-looking results.
/episode/index/show/businessofaestheticsorg/id/37143740
info_outline
Speed to Lead: How Podium is Revolutionizing Aesthetic Conversions with AI and Tech
06/17/2025
Speed to Lead: How Podium is Revolutionizing Aesthetic Conversions with AI and Tech
In this episode of the Business of Aesthetics Podcast, host Michael Walker sits down with Shannon Blake, Director of Partnerships Aesthetics at Podium, to talk about how clinics can grow their practice faster by replying to leads quicker and using smart tools like AI. Shannon explains what “Speed to Lead” really means and why it matters more now than ever—especially with the aesthetics industry facing a dip in revenue. You’ll hear how using an AI Patient Coordinator can help practices respond to leads within minutes, keep in touch with patients after hours, and never miss another opportunity again. This episode is full of practical tips on how to combine text messaging, automation, and smart follow-up systems to boost patient conversions, improve the front desk experience, and keep your schedule full. Whether you’re new to AI or already using it, this conversation will give you a fresh look at how to level up your practice, stay ahead of the competition, and make every lead count. Key Takeaways Here are the main points your audience will walk away with: Speed matters – If your practice isn’t replying to leads within 5 minutes, you’re likely losing them to someone else. Use one system for all leads – Collecting leads from different platforms into one place helps you respond faster and stay organized. AI Patient Coordinators can help – Tools like Podium’s AI assistant can reply instantly, follow up automatically, and even book appointments—day or night. Missed calls don’t have to mean missed revenue – Some systems can now text back anyone who calls and doesn’t get through.
/episode/index/show/businessofaestheticsorg/id/37038380
info_outline
Revolutionizing Aesthetic Practice Management: The Faces Consent App
06/10/2025
Revolutionizing Aesthetic Practice Management: The Faces Consent App
In this exciting episode of the Business of Aesthetics podcast, host Michael Walker welcomes Ben O’Brien, co-founder of the Faces Consent app. Ben shares his journey from opening clinics across the UK to building one of the most powerful all-in-one tools for aesthetic professionals. Ben explains how Faces Consent started as a simple way to collect patient consent forms, but quickly grew into something much bigger. Now, the app helps over 150,000 practitioners handle bookings, store patient records, write prescriptions, and even order medical supplies, all in one place. He also talks about how they use AI to create review summaries, help with customer service, and boost clinic marketing. Michael and Ben dive into some big problems that aesthetic clinics face today, like managing paperwork, hiring the right staff, and dealing with burnout. Ben shares real stories and helpful tips on how clinics can grow smarter, not harder. He also explains how important it is to start small, focus on your strengths, and build systems that support your goals and lifestyle. In this episode, you’ll also learn: How the Faces Consent app began as a simple tool to collect patient forms and grew into a full practice management platform. Why streamlining consent, booking, and product ordering can save time and reduce stress in your clinic. How AI helps generate patient reviews and handle customer service without adding more work to your plate. Why listening to user feedback early on helped the app grow and become trusted by over 150,000 practitioners. How digital tools can protect your brand and processes, especially if you operate in multiple locations. What challenges clinics face with staffing and prescriptions, and how the app helps solve both. Why it's smart to grow slow and focus on what you're good at, instead of trying to do everything at once.
/episode/index/show/businessofaestheticsorg/id/36932665