Claim OwnershipBeyond the Needle: The Aesthetics Business Podcast
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Growing an aesthetics clinic today isn’t easy—I know from experience as a business owner and clinic manager. Welcome to Beyond the Needle: The Aesthetics Business Podcast. I’m your host, Emily Ruse. This podcast gives you a behind-the-scenes look at what it takes to thrive in this speciality.Each week, I share strategies that work—from social media & email marketing to building a website that converts and mastering SEO. If you’re an aesthetic practitioner seeking no-nonsense advice, you’re in the right place. Follow me on Instagram @bloomandbeyondstudio and visit bloomandbeyondstudio.com!
40 Episodes
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In this episode, Emily is joined by Sara Cheeney, founder of Pure Perfection Clinic and one of the UK’s most in-demand business coaches for aesthetic practitioners. With over 15 years in aesthetics and a clinic that has stood the test of time since 2008, Sarah brings a rare combination of clinical credibility, commercial strategy and unapologetically honest insight. Since 2019, she has coached hundreds of clinic owners through pricing decisions, hiring, systems, marketing mistakes, device inv...
In this episode, Emily breaks down one of the most common fears aesthetic practitioners face and that is the January scaries. After the chaos of December, when clinics are fully booked and running at full speed, the sudden quiet of early January can feel unnerving. But Emily reframes the entire conversation by explaining that January is only quiet when it hasn’t been designed to be anything else. This episode explores why seasonality hits some clinics harder than others and how to engineer a ...
In this weeks episode Emily Ruse is joined by Dr. Hazel Parkinson a GP, aesthetic practitioner, dermatology expert and women’s health advocate. With over 20 years of NHS experience, postgraduate dermatology training and a thriving private clinic in Warwickshire, Dr. Hazel brings an exceptional depth of insight into the intersection of skin, hormones, menopause and whole-person care. This conversation goes far beyond injectables. Dr. Hazel breaks down what truly impacts midlife skin, why stres...
In this weeks episode Emily tackles one of the biggest challenges aesthetic practitioners face and that is getting high-quality patient testimonials and on camera content without making patients feel exposed, judged, or uncomfortable. Unlike other industries, testimonials in aesthetics come with layers of privacy, vulnerability, identity, and stigma. Many patients love their results and will happily tell you privately but don’t want their face on Instagram or their treatments discussed public...
In this episode, Emily sits down with Dr. Bethany Rossington, award-winning aesthetics practitioner, speaker, mentor, and founder of Renavé Clinic. Beth’s story is anything but straightforward- from wanting to be an orthodontist at 13, to working in oral and maxillofacial surgery, to launching her first aesthetic treatments from her spare bedroom while on maternity leave. Shaped by science, empathy, and first-hand experience with facial trauma, Beth has built a clinic with int...
In this episode, Emily sits down with Dr. Magdalena Bejma, founder of Dr. Bejma Bespoke Medical Clinic one of Yorkshire’s most trusted aesthetic practices known for its natural, regenerative results and patient first approach. Dr. Bejma shares her inspiring journey from GP to clinic owner, revealing how curiosity led her to discover a new passion that combines artistry, anatomy, and medicine. In this candid conversation, she opens up about the realities of leaving the NHS, ove...
In this season finale, host Emily Ruse breaks down one of the most misunderstood but powerful tools for clinic marketing right now: Instagram Reels. If you’ve been avoiding reels because they feel overwhelming or you think you need expensive equipment or influencer style transitions this episode will change your perspective. Reels don’t have to be complicated. In fact, the most effective ones are short, simple, and built on strategy. Whether you’re a solo injector or running a team, this epis...
In this week's episode, host Emily Ruse reveals why most clinic events fall flat and how to transform them into powerful growth tools that actually fill your diary. Too many aesthetics clinic host events that look good on Instagram but don’t lead to bookings. Patients sip bubbles, flick through a brochure, and leave without committing. But when you design events with intention, they become one of the most effective ways to attract new patients, nurture existing ones, and positi...
In this episode, Emily dives into one of Instagram’s most underused yet most powerful tools for clinics and practitioners which is Instagram Stories. While many aesthetics businesses rely heavily on reels and feed posts, stories are often left as an afterthought or worse, used incorrectly. But stories are where your warmest audience lives the people who already follow you, know you, and are considering becoming your patients. If you’ve ever felt like stories don’t “work” f...
In this episode, Emily Ruse sits down with Dr. Jessica Halliley, founder of Your Beauty Doctor, aesthetics trainer, GP, KOL, and mum of two. Dr. Jess’s journey will resonate with so many practitioners- balancing long NHS shifts, late night home appointments, and motherhood, before scaling into a thriving clinic with a growing team and a respected brand built on integrity and natural results. This episode is packed with real insights for aesthetic practitioners who are navigating gro...
Getting leads isn’t the problem for most aesthetics clinics converting them is. In this episode, Emily breaks down exactly how to transform more of your inquiries into booked consultations and paying patients, without feeling pushy or resorting to discounts. If you’ve ever wondered why your diary still has gaps despite a healthy number of inquiries, this episode will help you fix the real issue- your conversion process. Emily shares a proven framework that covers mindset, speed of response, q...
In this week’s episode, Emily is joined by Corinne from Patient Perfect to talk all things memberships- why they matter, how to structure them and how to make them work for both your business and your patients. If you’ve been thinking about launching a membership but feel unsure about pricing, value, or where to even start, this episode is packed with no fluff advice. Emily and Corinne cover the most common mistakes aesthetic practitioners make when creating membership models, the key mi...
In this weeks episode, Emily breaks down the TikTok hype and whether it’s a smart move for aesthetic business owners. If you’ve ever felt pressure to jump on TikTok because “everyone’s doing it,” this episode will help you make a decision based on strategy not stress. Emily shares why TikTok isn’t a magic wand for bookings, the key differences between TikTok and Instagram, the questions you should ask before adding another platform to your plate and how to avoid wasting time on content that ...
In this episode, Emily speaks with Emma Ross, founder of ERA Aesthetics & Wellness, Northern Ireland’s first sanctuary dedicated to combining advanced medical aesthetics with holistic wellness practices. Emma, a former nurse and midwife, shares her journey from clinical healthcare into aesthetics, the decision to open her own intentional space, and how turning 40 became a catalyst for redefining both her business and personal purpose. Alongside her creative director Megan, Emma dives...
In this weeks episode, Emily shares an honest, behind-the-scenes look at what it really takes to successfully outsource your social media and digital marketing as an aesthetic practitioner. If you’ve ever considered hiring a social media manager or already have one but aren’t seeing results, this is the episode you need to hear before spending another penny. Drawing on her experience working with aesthetic clinics across the UK, Emily explains why outsourcing doesn’t mean stepping back ...
In this episode, host Emily Ruse sits down with Lucy Foster, founder of Three Medical Aesthetics in Nottingham and London. With over a decade of NHS experience and a deep commitment to patient centered care, Lucy shares her unfiltered journey from paediatric nursing to running a successful aesthetics business and everything she’s learned along the way. From prescribing hurdles and industry stigma to clinic renovations and becoming a trainer, this episode dives into the realities of launc...
In this season finale, Emily dives into the unspoken mindset blocks that hold so many aesthetic practitioners back from showing up confidently, taking action, and growing their business sustainably. If you've ever said “I don't have time,” avoided posting because you're afraid of being judged, or constantly compare your clinic to someone else’s, this episode is your sign to stop playing small and start shifting how you think about growth. Emily shares the most common patterns she se...
In this episode, Emily dives deep into the most underused but highly effective marketing strategy for aesthetic clinics: SEO (Search Engine Optimisation). While social media is often front and centre in aesthetics marketing, SEO is the powerhouse behind long-term visibility, local search dominance, and consistent client bookings. If you're tired of relying solely on Instagram and want your website to actually bring in leads, this is the episode you need to hear. Emily walks you thro...
In this episode, Emily is joined by Nicky Baker, Regulatory Project Manager at the Advertising Standards Authority (ASA), to demystify one of the most confusing areas for aesthetic practitioners—how to legally and safely market treatments like Botox, prescription weight-loss injections, and IV drips online. Whether you’re using Instagram, writing blog content, running a website, or reposting testimonials, the UK’s advertising guidelines can be a minefield. In this episode, Nicky bre...
In this week's episode, Emily shares a value-packed guide to help aesthetic practitioners convert their Instagram followers into consistent, high-quality client bookings—without needing a massive following. If you’ve been creating content but not seeing real results, this episode will show you the exact steps to take to turn warm leads into paying patients. Emily breaks down the six strategies she’s seen work time and time again with her own clients—from selling through stories in a natural w...
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