What does it really take to build a beloved aesthetics brand that grows on word-of-mouth and still books new clients on demand? Skin Charm founder and lead injector, Annie Bruno, shares how she pivoted during lockdown, scaled with integrity, and turned warm Southern-hospitality vibes into a repeat-client machine. You’ll hear Annie’s ethical take on injector training (and why she turns down easy money), the consult framework that boosts conversions without feeling “salesy,” and how she collaborates locally to keep high-quality patients coming in. We get into her “betrayal list” (including RF microneedling caveats and filler fear-mongering), when to add services like NAD+ and a wellness lounge, and how to price/position promos without becoming a Groupon brand. She also breaks down her apprenticeship model, the minimum ramp time she expects before letting anyone “poke a face,” and why preserving each patient’s authentic look is non-negotiable. If you want practical ways to elevate outcomes, retention, and revenue—this episode is your playbook!

Highlights

00:00 - Who is Annie Bruno, and why did she start Skin Charm?

02:50 - What allowed her to survive and build a business from scratch during COVID?

06:30 - The #1 retention tip for ongoing clients!

09:20 - Why having “thick skin” is important for business owners and how to handle issues quickly.

12:50 - What kind of training does Annie Bruno offer for new injectors?

14:20 - Why she turns down “easy money” from people who want mentorship.

16:05 - What goes into a mentorship with Annie?

19:50 - When does it make sense to have a “loss leader” in your sales strategy?

22:14 - Why did Skin Charm add a wellness arm to the business? (including IV therapies)

24:39 - What’s on your beauty betrayal list?

25:15 - Why isn’t she a fan of RF Microneedling?

27:41 - Are injectors who post videos of MRIs showing filler causing unnecessary fear?

31:25 - Why long-term treatment plans are better than fast treatments.

33:00 - What’s working to get new clients right now?

34:40 - How to sell without feeling pushy.

38:30 - What’s more important, washing your face or wearing SPF?

39:45 - Top three skin care product recommendations.

Resources + Links

Learn how to DOUBLE your Instagram Story views.

Work with Mike - Learn more about social media marketing and ads for your MedSpa.

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Mike: @mikelemieux

MedSpa Media: @medspa_media

Annie Bruno: @nurseannabelle

Skin Charm: @skin.charm

Ready for social strategies that fill your calendar? In this episode, I sit down with Lindsay Miller, founder of Bae Socials, to unpack what actually drives growth for med spas, derms, and beauty/wellness brands on social media (without burning out!) You’ll learn how to create high-performing content, common mistakes you might be making in your content, and if/when it’s a smart move to use AI in your content creation process. We also cover the automated system to stop the “leads leak” and get leads booked quickly. If you want more booked consults, tighter processes, and content that actually converts, this episode is for you.

Highlights

00:00 The journey from solopreneur, to hiring contractors and an in house team.

04:30 Why does content matter?

07:45 Pros and cons of using AI for your content creation.

14:00 Systems you need to turn leads into customers.

19:15 How do you know if your content is working and bringing in new clients?

24:00 Common mistakes people make with their content.

31:00 How does using filters impact your content?

36:15 How do you find great videographers and photographers for your business?

41:15 Trends that will grow your social media in 2026.

Resources + Links

Work with Mike - Learn more about social media marketing and ads for your MedSpa.

Follow

Mike: @mikelemieux

MedSpa Media: @medspa_media

Lindsay: @bae.socials and baesocials.com

In this episode of Behind the Needle, we sit down with Mandy Bazemore, a powerhouse in the medical aesthetics industry, to talk about leadership, authenticity, and the heart behind the business of beauty.

With years of experience leading teams and shaping the future of medical aesthetics, Mandy shares her insights on what it truly means to lead with purpose — from empowering providers to fostering trust, integrity, and confidence in every patient experience.

Resources + Links

Check out Miremae’s website HERE

Visit Miremae’s Instagram HERE

Follow Mandy’s Instagram HERE

Learn how to DOUBLE your Instagram Story views.

Work with Mike - Learn more about social media marketing and ads for your MedSpa.

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Mike: @mikelemieux

MedSpa Media: @medspa_media

In this special crossover episode of Behind the Needle, we sit down with Heather Terveen, marketing strategist, host of the Med Spa CEO podcast, and founder of the Med Spa Advantage program. We discuss how artificial intelligence is transforming the way med spa owners grow and scale their businesses.

Heather shares how she created three powerful custom GPTs built from hundreds of podcast episodes, coaching calls, and proven frameworks. These AI tools help med spa owners improve their branded menu, consult process, and marketing content so they can operate more efficiently and stand out in a crowded market!

You’ll learn:

• How Heather turned years of work into AI tools that med spa owners can use every day
  
  
• Why most practices are losing leads and how to stop the bleeding with automation
  
  
• How to use AI for real-time coaching, content generation, and sales workflows
  
  
• What it looks like to run a business that combines AI with a human-first approach
  
  
• How booking, retention, and reactivation can be automated without feeling robotic

This episode is packed with real talk, tactical ideas, and behind-the-scenes insight into how you can grow a more profitable med spa without doing everything yourself.

Resources + Links

Check out Heather’s website HERE

Follow Heather on Instagram HERE

Listen to The Med Spa CEO Podcast

FREE Build an Unstoppable Brand Training

Apply to The Med Spa Advantage HERE

Ask Heather AI

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Work with Mike - Learn more about social media marketing and ads for your MedSpa.

Ask Heather AI

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Mike: @mikelemieux

MedSpa Media: @medspa_media

In this episode of Behind the Needle, we sit down with the remarkable Rechelle Trejo, nurse practitioner, founder of Auri Aesthetics, and what can only be described as the "LeBron James of Medical Aesthetics." From her humble beginnings in Safford, Arizona to building a thriving multi-provider practice in Gilbert, Rechelle shares her story of intentional growth, patient-first values, and the love language of time.

She dives into:

• Why slowing down with patients builds lifelong loyalty
• How she hires and retains team members aligned with her core values
• Her journey from community college to becoming an FNP and aesthetic industry leader
• Using AI to future-proof her practice and lead her team with data
• Creating with purpose whether it’s a clinic, a wall texture, or a meaningful life

Resources + Links

Check out Auri Aesthetics HERE

Visit Auri Aesthetics’ Instagram HERE

Follow Rechelle’s Instagram HERE

Learn how to DOUBLE your Instagram Story views.

Work with Mike - Learn more about social media marketing and ads for your MedSpa.

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Mike: @mikelemieux

MedSpa Media: @medspa_media

In this episode of Behind the Needle, we sit down with Jonny Reynoso and Matt Porter from Menlo Business Brokerage to dive deep into something every med spa owner should be thinking about—what it really means to sell your practice. Whether you’re planning your exit strategy, feeling burnout, or just curious what your business might be worth, this episode is packed with insight.

Jonny and Matt break down:

• Why knowing your end goal matters (and how to define it)
• What potential buyers are really looking for
• The difference between selling and retiring
• Real-world examples of deals
• How to prepare your business for a future sale—even years in advance
• Why not having a plan could cost you millions

Resources + Links

Learn more about Menlo Business Brokerage HERE

Email Jonny Reynoso at [email protected]

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Mike: @mikelemieux

MedSpa Media: @medspa_media

Are you struggling to connect with your team, clients, or even yourself? In this eye-opening episode of Behind the Needle, Mike LeMieux sits down with Enneagram expert Tracy O'Malley to unravel the mysteries of personality and personal growth. Tracy reveals how the Enneagram is more than just another personality test—it's a powerful navigation system that helps individuals and businesses understand their core motivations, fears, and potential. Through compelling personal stories and professional insights, she demonstrates how compassion and self-awareness can transform leadership, team dynamics, and personal relationships. Whether you're a medical spa owner, entrepreneur, or simply someone seeking deeper self-understanding, this podcast episode offers a transformative approach to unlocking your true potential and connecting more authentically with others. Tracy's expertise provides a roadmap to not just knowing yourself, but truly empowering yourself and those around you!

Highlights

00:00 - Who is Tracy O’Malley, and what is the Enneagram?

04:45 - What does the Enneagram have to do with running a business?

09:00 - How can we use the Enneagram in our daily lives?

13:00 - Why did Tracy wish she was a 3?

16:15 - How do you know if you’ve been mistyped and what can you do about it?

20:00 - What are the three instincts that drive all of us?

21:30 - How can the Enneagram be incorporated into your business for more profit?

24:00 - What are the “feeling centers” that drive us?

29:20 - Tracy’s biggest lesson from learning to connect with her kids.

33:00 - How to use the 9 Enneagram types work together to make your business more efficient.

34:45 - What makes a great leader?

38:00 - Can you figure out the Enneagram on your own or do you need a coach?

42:10 - How do you prepare for taking the Enneagram test?

45:00 - How does self-abandonment affect our ability to be compassionate?

51:00 - How do you keep people from taking advantage of your compassion?

59:45 - How can you incorporate the Enneagram to lead your team?

1:04:30 - What can we learn from those that challenge and trigger us?

Resources + Links

Get Your Enneagram Blue Print from Tracy HERE

Learn how to DOUBLE your Instagram Story views.

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Mike: @mikelemieux

MedSpa Media: @medspa_media

Tracy O’Malley: @Tracy_omalley

In this episode, we dive into the world of strategic tax-saving investments with Nick from Legacy Wealth Management, a firm specializing in helping business owners, medical professionals, and high-net-worth individuals maximize their wealth while minimizing their tax burdens.

Nick shares insights on how the private market can offer higher returns with lower risk compared to traditional public market investments. He explains how business owners, particularly in the medical field, can leverage investment strategies to reduce taxable income, generate passive income streams, and build long-term wealth.

Resources + Links

Learn more about Legacy Wealth Management HERE

Email Nick Pond directly at [email protected]

Learn how to DOUBLE your Instagram Story views.

Work with Mike - Learn more about social media marketing and ads for your MedSpa.

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Mike: @mikelemieux

MedSpa Media: @medspa_media

What happens when the career you’ve built no longer fits the life you’re living? In this episode, Yancey Taylor talks about what it looked like to walk away from aesthetics after 10 years, get laid off during the pandemic, and come back stronger in business and life. We also talk about everything from what it takes to be a single mom and CEO, hiring employees, and the secret to longevity in ANY industry. Whether you’re a skincare enthusiast, an aspiring business owner, or just someone who loves a powerful success story, this episode has plenty of golden nuggets you don’t want to miss!

Highlights

00:00 Meet Yancey Taylor.

06:00 How a former client can become your first investor.

13:00 What’s the transition like from being a solo esthetician to CEO?

16:15 How to creatively fill gaps in your service offerings.

20:00 What to look for in the right team members.

21:30 How do you keep clients coming back in a saturated market?

24:15 The number one driver for your business growth.

30:30 What Yancey loves most about aesthetics.

32:45 The biggest thing that needs to change in aesthetics.

37:00 What Yancey hopes her daughter learns from her.

Resources + Links

Learn how to DOUBLE your Instagram Story views.

Work with Mike - Learn more about social media marketing and ads for your MedSpa.

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Mike: @mikelemieux

MedSpa Media: @medspa_media

Yancey Taylor: @faceloungeaz

What actually makes a patient come back year after year? In this episode, I sit down with Anna Combs, RN at Skin Savvy Aesthetics. She shares the strategies and mindset behind lasting relationships in aesthetics. We talk about what sets a great injector apart in a tech-driven world, the rising demand for biostimulatory treatments, and why energy exchange is just as important as technical skill in this space. We also break down how to keep your patients feeling confident, not overdone.

Highlights

00:00 Anna Comb’s journey from emergency nursing to aesthetics.

06:30 What do you think about AI in aesthetics?

12:15 How biostimulatory treatments work.

16:00 Anna’s favorite injectable and biostimulatory.

21:45 When (and how) to tell patients NO + skincare recommendations.

25:00 What to know before your first consultation.

27:30 The fears around looking “different” after treatment.

30:15 Everything Anna’s gotten done (botox, filler, sculptra, facials, and MORE.)

33:00 Why do you give so much of yourself to your patients?

Resources + Links

Learn how to DOUBLE your Instagram Story views.

Work with Mike - Learn more about social media marketing and ads for your MedSpa.

Follow

Mike: @mikelemieux

MedSpa Media: @medspa_media

Anna Combs: @anna_azinjector