Behind the Needle

What happens when burnout pushes you to bet on yourself?

After years working in the NICU, Demi and Ila, a mother daughter duo, experienced burnout and began exploring a new path in aesthetics. What started as a potential partnership at another practice turned into the decision to build their own med spa from the ground up with no existing clientele.

They share what it looked like to get started, from making upfront investments to learning through trial and error while opening their doors within a few months. As the business grew, they expanded quickly by hiring an aesthetician, adding new services, and continuing their education by pursuing Family Nurse Practitioner credentials.

This episode is a must listen for anyone ready to take the leap into aesthetics, build something of their own, and grow with intention in a competitive industry!

Resources + Links

Learn how to DOUBLE your Instagram Story views.

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

Check out Bella Aesthetica

Follow

Mike: @mikelemieux

MedSpa Media: @medspa_media

Bella Aesthetica: @bellaaesthetica_abq

What does it really take to build a beauty business from the ground up while raising a family?

Heather Ames started her journey as an aesthetician at 18 and launched her first business at just 20, eventually growing it into Beauty Secrets Collective, a one-stop shop in Peoria, Arizona offering aesthetics, injectables, and hair services. What began as a small business has evolved into a multifaceted brand, including Beauty Secrets Academy, where she not only trains students but continues to mentor them long after they leave.

She shares what it’s really like to balance entrepreneurship and motherhood, from leaning on a strong support system to involving her children in the journey as they’ve grown up alongside her business. As the brand expanded, so did the challenges, leading to lessons in leadership, setting clear expectations, and building a culture with intention.

Along the way, she opens up about how she recharges, the treatments she believes truly stand the test of time, and the importance of creating a career that brings real fulfillment, not just success!

Resources + Links

Learn how to DOUBLE your Instagram Story views.

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

Book with Beauty Secrets Collective

Train with Beauty Secrets Academy

Follow

Mike: @mikelemieux

MedSpa Media: @medspa_media

Beauty Secrets Collective: @beautysecretscollective

Beauty Secrets Academy: @beautysecretsacademy

In this episode of Behind the Needle, we sit down with aesthetician and entrepreneur Amanda Hartline to talk about building a thriving solo practice in a small-town market, the realities of growing a business from scratch, and what it really takes to create loyal, lifelong clients.

Amanda shares her journey from growing up in Lake Havasu City to leaving home for esthetics school at Penrose Academy, and ultimately returning to build a successful business rooted in community, relationships, and results.

From navigating acne struggles that shaped her career path to investing in treatments, Amanda offers a transparent look at what works (and what doesn’t) in today’s aesthetics industry.

Resources + Links

Learn how to DOUBLE your Instagram Story views.

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

DM @thepracticearchitect_ to book a discovery call.

Follow

Mike: @mikelemieux

MedSpa Media: @medspa_media

Amanda Hartline: @928skin

In this episode of Behind the Needle, we sit down with Ashleigh Strother, founder of LCV Beauty, to talk about building a successful aesthetic practice and finding your path in the industry.

Ashleigh shares her journey into nursing and aesthetics, what inspired her transition, and what it’s been like growing a business outside of a major city. She opens up about the realities of expansion, team building, and creating a strong foundation for long-term success.

We also dive into her approach to skin health, the importance of consistency in skincare, and how she educates patients to make confident, informed decisions. From breaking down common treatment misconceptions to emphasizing safety and ethical care, Ashleigh brings a grounded, real-world perspective to aesthetic medicine.

This episode is perfect for anyone focused on intentional growth, earning patient trust, and building a practice grounded in integrity!

Resources + Links

Learn how to DOUBLE your Instagram Story views.

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

Check out LCV Beauty

Follow

Mike: @mikelemieux

MedSpa Media: @medspa_media

Ashleigh Strother: @the_lcv_beauty

LCV Beauty: @lcv.beauty.aesthetics

In this episode of Behind the Needle, I sit down with Ingrid Marayag, founder of Grace Skin Aesthetics in Monterey, California, to talk about building a purpose-driven practice rooted in trust, intention, and the belief that aging is a privilege.

With nearly 14 years in the medical field and a background as a makeup artist, Ingrid brings a unique blend of artistry and clinical expertise to aesthetics. She shares the personal story behind her brand, “Grace,” and how life-changing experiences shaped her philosophy of giving both herself and her patients more compassion throughout the aging process.

Ingrid dives into her boutique approach to care, prioritizing meaningful, in-depth consultations and a highly personalized patient experience over a high-volume model. She also opens up about how she built her business from the ground up using social media and word-of-mouth, her decision to focus on injectables and skin-focused treatments, and how she increases client loyalty through thoughtful retention strategies.

This conversation is a must-listen for anyone looking to build an intentional aesthetic practice while staying grounded in purpose, safety, and authenticity.

Resources + Links

Learn how to DOUBLE your Instagram Story views.

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

Check out Grace Skin Aesthetics

Follow

Mike: @mikelemieux

MedSpa Media: @medspa_media

Ingrid Marayag: @beautynurseingrid

Grace Skin Aesthetics: @graceskinaesthetics_

In this episode of Behind the Needle, I sit down with Betsey Neddermeyer, founder of True Body Medical Spa, to talk about what it really looks like to leave traditional medicine and build something more aligned, more intentional, and more impactful.

She shares how she went from zero business experience to opening and rapidly scaling her practice, including investing heavily in marketing early on, choosing smart equipment for maximum ROI, and building strong industry relationships that supported her growth.

Betsy also breaks down her “baseline medicine” philosophy, why patient education is at the core of everything she does, and how treatments like peptides and hormone therapy can be powerful tools when used responsibly and intentionally.

This episode is a must-listen for anyone looking to build a purpose-driven practice that prioritizes both results and real patient care!

Resources + Links

Learn how to DOUBLE your Instagram Story views.

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

Check out True Body Medical Spa in Wyoming

Follow

Mike: @mikelemieux

MedSpa Media: @medspa_media

Betsey Neddermeyer: @betsey_bossbabe

True Body Medical Spa: @truebody.aesthetics.wellness

What does it really take to keep a med spa fully booked while building a system that actually works? Mike Lemieux, founder of MedSpa Media, breaks down the client acquisition strategies that turn sporadic leads into predictable bookings. You’ll hear why relying on word-of-mouth and referrals isn’t enough, how paid ads on Meta and Google can fill your pipeline fast, and the “speed-to-lead” mistakes that cost med spas thousands in lost clients.

Mike dives into how automation and AI-powered follow-ups respond instantly to inquiries, nurture leads over time, and even re-engage past prospects all without giving clinical advice. He also explains why human appointment setters are still critical to handle complex bookings, calls, and clients who prefer a personal touch.

If you want practical, plug-and-play ways to capture more clients, respond faster, and scale your med spa without burning out your front desk team, this episode is your roadmap.

Resources + Links

Learn how to DOUBLE your Instagram Story views.

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

Check out SkinFix Studios in Scottsdale

Follow

Mike: @mikelemieux

MedSpa Media: @medspa_media

Callie Valocchi: @aestheticsbycallie

SkinFix Studios: @skinfixstudios

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.

Follow

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.

Follow

Mike: @mikelemieux

MedSpa Media: @medspa_media