Business of Aesthetics Podcast Show

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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

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.

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.

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.

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.

In this informative episode of the Business of Aesthetics podcast, host Michael Walker sits down with healthcare attorney and entrepreneur Sara Shikhman, Managing Partner of Lengea Law, to explore the essential legal considerations every aesthetic practice should understand. Sara shares her personal journey from practicing law to launching and scaling a successful med spa, providing a unique dual perspective as both a legal expert and business operator. She discusses common compliance challenges, including licensing, supervision, ownership structures, intellectual property, and contracts that can make or break a practice. Drawing from her extensive experience helping over a thousand clients—and growing a single-room spa into a multi-state operation generating $13M+ annually—Sara offers real-world advice on how aesthetic providers can protect their businesses while positioning themselves for sustainable success. In this episode, you’ll learn: Key legal risks that med spa owners often overlook The importance of starting lean and scaling smart How proper legal structure and compliance can protect your investment Tips for building a legally sound and profitable aesthetic business Whether you’re starting out or expanding, this episode delivers must-know legal insights to help your aesthetic practice grow with confidence.

In today’s fast-paced aesthetics industry, patients aren’t just looking for single treatments—they’re seeking transformative results with minimal downtime. In this insightful episode of the Business of Aesthetics podcast, host Michael Walker sits down with expert aesthetic consultant and educator Tracey Lizsa Mancuso to explore the art and science behind treatment stacking—a strategic approach to combining aesthetic procedures for superior, longer-lasting results. Tracey shares how aesthetic professionals can elevate their practice by creating personalized, results-driven treatment plans that layer technologies like lasers, radiofrequency, and ultrasound. With a deep understanding of skin physiology and proper treatment sequencing, providers can achieve safer outcomes, enhanced patient satisfaction, and stronger retention. In this episode, you’ll learn: How to combine aesthetic treatments safely and effectively. The benefits of sequencing treatments to reduce downtime and boost results. How to educate patients and set clear, realistic expectations. Why continuous learning is key to staying competitive in medical aesthetics. Whether you run a medical spa, cosmetic dermatology clinic, or aesthetic practice, this episode offers actionable strategies to help you stand out, increase treatment efficacy, and deliver consistent, high-value results that keep patients coming back. Tune in to discover how treatment stacking can become your competitive edge in today’s results-driven aesthetic market.

What does it take to transform an entire industry? In this must-listen episode of the Business of Aesthetics Podcast, we sit down with one of the most influential figures in aesthetic nursing today—Tracy Hotta, founder of THMA Consulting. From her early days in ER and OR to becoming a nationally recognized educator and advocate, Tracy shares the powerful story behind her journey and how she’s been reshaping the standards of aesthetic medicine. Whether you're an aspiring injector, a clinic owner, or simply curious about the inner workings of the booming aesthetic industry, this episode is packed with eye-opening insights: How Tracy helped break barriers for nurses in the aesthetic space. Why mentorship and safety training are more critical than ever. What every injector must know before they pick up a needle. The hidden challenges of social media for medical professionals—and how to navigate them ethically. You’ll walk away with a deep understanding of what it takes to thrive in aesthetic medicine while staying grounded in ethics, education, and excellence. This episode is more than a conversation—it’s a roadmap for those who want to do things right and raise the bar for everyone.