For the Season 6 finale, we sit down with the dynamic Dallas duo behind Lemmon Avenue Plastic Surgery & Laser Center: Cary Deuber, RN, CRNFA, CANS, co-founder, aesthetic injector and medical spa director, and Dr. Mark Deuber, co-founder and board-certified plastic surgeon.

What follows is a fast-paced, funny, brutally honest conversation about running a business with your spouse, building a multi-location practice, staying on the cutting edge, and navigating an industry where perfect is often the enemy of real.

Building a Marriage, a Practice, and a Fulfilled Life

Cary and Dr. Deuber have spent decades shaping Lemmon Avenue into a full-spectrum aesthetic destination with nearly 30 employees across Dallas and Frisco. Their partnership thrives on division of labor: Dr. Deuber handles finances, surgical practice, and surgery center (and the cooking!) while Cary oversees the people, the culture, and the medical spa.

The option to travel or take time away as a family without the practice falling apart didn’t come from luck—it came from intentionally hiring and developing people who could be trusted with their patients, their brand, and their business.

What Keeps the Deuber Machine Running:

• A team empowered to make decisions without constant oversight

• Clear roles between the two of them - they can swim faster in their own lane!

• A strong focus on business operations and creating systems that don’t require Cary or Dr. Deuber to function day-to-day

Why Their Full-Spectrum Model Protects Patients

The Deubers have built a destination practice for the aesthetic patient. With surgery, injectables, lasers, and skincare unified under one roof, patients can get what they actually need—no more, no less, and no need to leave Lemmon Avenue for their full treatment plan.

They don’t rush to offer the latest trends- instead, they focus on offering a robust list of vetted treatments that are safe, effective, and FDA approved (no gray area!)

Their Treatment Philosophy:

• Avoid “filler face” by diversifying modalities

• Use biostimulators thoughtfully and correctly

• Prioritize natural anatomy and natural results

Rewriting the Facelift Narrative

Dr. Deuber is leading with innovation on the plastic surgery front with the re-envisioned deep-plane facelift. He shares more about his innovative technique that delivers the same great results but with dramatically reduced swelling, and recovery timelines that have patients returning to their day to day in under a week.

From Reality TV to Real Professionalism

Cary shares her journey from Real Housewives of Dallas fame to respected aesthetic expert. While the TV spotlight brought a lot of positives, it also brought trolls, something she’s learned to ignore. Her response? She’s not trying to win them over —she’s here to be authentic, serve patients well, and keep her face as natural as her personality.

Advice From the Deubers:

• Authenticity outperforms perfection

• Internet criticism rarely comes from people you’d take advice from

• 4-day work weeks help you avoid burnout & stay focused with your time

• Skill and integrity build reputation—TV doesn’t

The Deuber Philosophy

Whether you’re a new injector or scaling a multi-location practice, Cary and Dr. Deuber offer a refreshing message: stay authentic, stay educated, delegate wisely, and remember that natural, safe results never go out of style. Their balance of innovation, clinical excellence, family time and personal fulfillment offers a roadmap for anyone building a long-term future in aesthetics.

Connect with The Deubers

• Lemmon Avenue Plastic Surgery: https://www.lemmonavenueplasticsurgery.com/

• Instagram: @Lemmonavenue, @CaryDeuber, @DrMarkDeuber,

• Food & lifestyle: @Deubertable

Running a medical spa today means balancing artistry with accountability. In this powerful episode taken from a lunch keynote at Aesthetic Next, we unpack the high-stakes world of compliance, malpractice, and risk management with four industry leaders who’ve lived it from every angle — legal, financial, operational, and clinical. Whether you’re growing your med spa, preparing for sale, or simply trying to avoid costly mistakes, this conversation is your blueprint for protecting your practice and elevating your business value.

Featuring:

• Justin Marti, Founder & Lead Attorney, Marti Law Group

• Ben Hernandez, Managing Partner & CEO, Skytale Group

• Dr. Justin Harper, Founder of Juvly Aesthetics & CEO of Aesthetic Record

• Brian King, Healthcare Practice Lead, Trucordia / ARAssurance

• Tiphany Hall, PhD, Aesthetic Record | htttps://aestheticrecord.com

The Uncomfortable Truth About Compliance

Compliance isn’t optional—it’s the foundation of your practice’s value. As Dr. Harper explains, “If you haven’t been investigated yet, you probably will.” Investigations are no longer rare; they’re a byproduct of success. Regulators—often unfamiliar with their own evolving rules—are now watching aesthetics closely.

Key Pitfalls:

• Hiring attorneys unfamiliar with medical aesthetics.

• Allowing regulators to overreach beyond the initial complaint.

• Copying what others do on social media without knowing if it’s legal.

Takeaway: Every chart, protocol, and delegation agreement is a legal document in disguise. If it’s not documented, it didn’t happen. And, when the Board Shows Up: Protocol Over Panic

The Regulatory Landscape Is Tightening

Justin Marti sees the trend clearly: it’s not just medical and nursing boards anymore. Pharmacy boards, OSHA, and consumer protection agencies are all getting involved. Even your marketing can get you in trouble—especially if you make unsubstantiated claims about treatments or devices.

The key is proactive transparency and evidence-based protocols. If regulators are uncertain, they default to caution. That means you must be more diligent than ever.

Medical Direction: The Most Overlooked Risk

According to Marti, too many “medical directors” exist only on paper. True oversight means routine meetings, documented delegation agreements, and defined procedures for when your medical director is unavailable.

Compliance & Valuation: Two Sides of the Same Coin

Ben Hernandez takes it to the bottom line: every compliance gap is a discount on your practice valuation. Private equity buyers pay for clean books and de-risked operations, not chaos.

What buyers look for:

• Active provider licenses

• Valid MSO/MSA structures

• No outstanding lawsuits or board complaints

• Documented oversight and chart compliance

If your $5M practice has regulatory red flags, expect the buyer to hold back cash—or walk.

The Malpractice Myth: Paying for Coverage You Don’t Need

Brian King pulls back the curtain on malpractice insurance. Most med spas are stuck paying for coverage designed for surgeons or dermatologist doing more invasive procedures you don’t perform. You’re effectively subsidizing other specialties’ risk.

Enter ARassurance:

Built for medical aesthetics, it offers dedicated risk pools, relevant coverage, and responsive adaptation to new treatments. Lower cost, better protection, smarter alignment. If you are an Aesthetic Record client, you get exclusive access to this medical malpractice cost savings. Get an instant quote at https://trucordia.com/arassurance

Final Thoughts:

Compliance isn’t a bureaucratic chore—it’s the scaffolding that holds up your legal protection. Malpractice and compliance are inseparable. Neglect one, and you weaken both.

Connect with the Panel

• Justin Marti – Marti Law Group | https://www.martilawgroup.com/

• Ben Hernandez – SkyTale | https://skytalegroup.com/

• Dr. Justin Harper – Juvly Aesthetics | https://juvly.com

• Brian King – Trucordia & ARassurance | https://trucordia.com/ARassurance

In this episode of For The Record, we sit down with Dana Herbertson, SFA, MEP-C, AEST, CLT, Owner of The Derm Lounge Med Spa in Dallas and a true force in the medical aesthetics industry. With nearly 30 years of experience, starting as a surgical first assistant in plastic surgery and evolving into one of Dallas's most sought-after injectors, Dana brings a unique surgical perspective to aesthetic medicine that sets her apart.

Dana's journey from the operating room to entrepreneurship wasn't straightforward. After years of assisting in surgery and fighting for more time in the injection chair, she took the leap and opened her own 900-square-foot practice. Today, she operates a stunning 3,000-square-foot med spa alongside her children Aidan and Paige, who help run every aspect of the business.

What makes Dana's practice thrive even as the industry faces a 17-20% downturn? It's her commitment to genuine relationships over transactions, her surgical-level precision in everything from threads to peptides, and her willingness to say "no" to filler more often than "yes." She's not running a factory—she's creating transformations that honor anatomy, safety, and the natural beauty of each patient.

Throughout this conversation, Dana opens up about the realities of family business dynamics, the art and science of thread lifting (complete with sterile technique that would make any OR nurse proud), and her pioneering work with bio-regenerative medicine—from polynucleotides for skin rejuvenation to peptide protocols that are changing the menopause game for women everywhere.

What You'll Learn:

• The surgical advantage: How Dana's background as a surgical first assistant informs her approach to threads, anatomy, and sterile technique, and why cadaver courses are non-negotiable for providers doing threads

• Family business dynamics: The benefits of working with your children, and how Aidan and Paige transformed Dana from overwhelmed solo practitioner to efficient CEO

• Mastering threads: Why infection control is everything, the importance of multiple trainings (not just one).

• The filler paradox: Why Dana now says "no" to filler more than "yes," and how bio-stimulators, threads, and regenerative treatments are creating better, more natural results than the heavy filler faces of years past

• Peptides & menopause: Dana's game-changing insights on how GLP-1s and peptide protocols are revolutionizing menopause management.

• The mesoneedling revolution: How Dana uses Toskani’s polynucleotide cocktails with precision needling techniques to wake up dormant cells and reverse skin aging at the cellular level

• Hair restoration breakthroughs: The stunning results Dana's achieving with PDO smooth threads, PDRN hair cocktails, and consistent monthly treatments that rival hair transplant results.

• Surviving economic downturns: Practical wisdom from someone who's weathered multiple market crashes, including why patient loyalty and authentic relationships matter more than ever when the industry is down 20%

• Efficiency without sacrifice: How Dana uses headsets, multiple treatment rooms, and skilled assistants to scale her practice without turning it into a patient factory

• What's next in bio-regenerative medicine: A sneak peek at NTCF and other European innovations Dana's watching that could be coming to the US market soon

Whether you're a new injector looking to expand your skillset, a practice owner trying to scale efficiently, or simply curious about the cutting edge of regenerative aesthetics, Dana's insights offer a masterclass in combining surgical precision with entrepreneurial vision—all while keeping the patient experience at the heart of everything.

Connect with Dana:

Dana's IG: https://www.instagram.com/botoxbarbiedana/

The Derm Lounge IG: https://www.instagram.com/thedermloungemedspa/

The Derm Lounge Web: https://thedermlounge.com/

For Training Opportunities: Contact The Derm Lounge directly to schedule hands-on training sessions

When repeat FTR guest, Katlin Cauffman, founder of Diamond Accelerator, sits down with Dr. Tiphany Hall live at Aesthetic Next 7.0, the message is clear: if you think only injectors drive revenue, you’re missing the mark.

Katlin’s spent years turning aesthetic practices into profitable, well-oiled machines. In this episode, she shares exactly how high-performing teams hit their numbers—not by working harder, but by working smarter.

From Front Desk to Injector: Everyone’s in Sales

Katlin challenges one of the industry’s biggest misconceptions: that revenue starts and ends with injectors. In truth, every role contributes to the bottom line—from your MA to your front desk to your practice manager.

Her advice? Define measurable KPIs for each role and start tracking them. Something as simple as monitoring rebooking rates can increase performance by 10% overnight. When teams align behind shared goals, practices routinely hit 75–80% rebooking rates—often enough to meet revenue targets without adding new patients.

Revenue Per Hour: The New Success Metric

If there’s one number every practice should know, it’s revenue per hour. Katlin reveals that half of what affects this number has nothing to do with skill—it’s about systems, pricing, scheduling, and support. Sometimes, the path to higher profit isn’t more training—it’s better structure.

The MA Advantage

Adding a medical assistant can be the fastest way to double injector revenue. When used strategically—with clear SOPs and shared expectations—an MA allows the injector to stay focused on patient interaction while the assistant handles prep, education, and room flow. The result: better utilization, smoother visits, and higher hourly output.

But Katlin warns: “Hiring an MA isn’t magic—you have to give them a playbook.” Without structure, you just add cost. With it, you add capacity.

Talk About Money (Like It’s Your Job)

Too many providers shy away from financial discussions. Katlin calls that a missed opportunity.

If you spend 30 minutes building trust with a patient, you shouldn’t hand off the pricing conversation to the front desk. Instead, lead the financing talk confidently—“this could be as low as $89 a month”—and watch conversion rates climb.

Empowering providers to own the money conversation transforms consultations into closed treatment plans.

Recruitment & Culture: Build the Team You Want

Katlin and Tiphany also tackle recruiting and retention in a competitive market. Top injectors aren’t just chasing commission—they want culture, vision, and growth.

Katlin recommends having a “Why Work Here” deck ready year-round so you’re always recruiting intentionally, not reactively. When the right person walks in, you’ll already be ready to hire.

The Mindset That Changes Everything

At the heart of Katlin’s philosophy is ownership. Growth doesn’t happen by accident—it’s built through intentional leadership, transparent tracking, and a team aligned behind the same metrics.

Key Takeaways

• Growth starts with ownership and mindset.

• Every role drives revenue—define and track it.

• Rebooking is a team sport, not a front desk task.

• Hiring an MA can double revenue when structured properly.

• Providers must own the financing conversation.

• Revenue per hour is the clearest window into performance.

• Build recruiting systems that attract culture-fit talent year-round.

Free Resource: The Injector Profit Playbook

Katlin’s Injector Profit Playbook breaks down the 10 most common reasons injectors underperform—and most of them aren’t clinical. From poor scheduling to inefficient pricing models, the playbook gives practical, measurable ways to boost revenue per hour fast. It’s a must-listen companion for any growth-minded provider or owner.

Get your FREE Injector Profit Playbook: https://grow.diamondaccelerator.com/injectorprofit

Connect with Katlin:

Web: https://diamondaccelerator.com/

Instagram: https://www.instagram.com/katlincauffman/

When Jenny Hartley, ACNP, left her 18-year career in critical care to enter aesthetic medicine in 2019, she brought something most new injectors don't have: a Medical Director's mindset, emergency training instincts, and an unwavering commitment to doing things right. As the founder of Skin Synthesis in Seattle, she's become known as an expert in compliance and a skilled practitioner– a rare combination of clinical excellence and operational rigor that sets her practice apart in an increasingly crowded market.

The Real Cost of Excellence

Starting an aesthetic practice without working for an established clinic first meant Jenny had to invest heavily in her education – tens of thousands of dollars initially, and over $100,000 in the last year alone. Her philosophy? "If you're not going to be excellent, is it worth being at all?"

Compliance as Competitive Advantage

Jenny didn't just buy standard operating procedures off the shelf. She built hers from scratch, working with three different law firms specializing in employment law, aesthetic medicine, and contract work. This meticulous approach may mean she moves slower than competitors who cut corners, but it brings sustainability, safety, and peace of mind. The result is a practice that may not be the flashiest or trendiest, but it’s one that's built to last in a complex legal environment.

Redefining the Good Faith Exam

For Jenny, the GFE isn't a checklist – it's a comprehensive history and physical that explores the whole patient. She asks about their career, family, hobbies, and stress levels to understand who they are and what they truly need.

Key elements of her consultation approach:

• Screen for body dysmorphic disorder (affecting 15-20% of aesthetic patients)

• Ask about lifestyle factors that impact treatment longevity

• Identify where patients hold stress physically

• Create comprehensive one-year treatment plans with timeline and costs

• Manage expectations based on individual circumstances

This approach naturally leads to patients who return 8-14 times per year for comprehensive care, not just one-off treatments.

The Vascular Occlusion Sim Lab: Training for Emergencies

Drawing on her critical care background, Jenny created a Vascular Occlusion Simulation Lab to address a massive industry gap: we don't train for emergencies. We might attend lectures and stock hyaluronidase, but we don't practice our response.

What the sim lab includes:

• Didactic education on VO physiology, presentation, stages, and vision loss

• Multiple hands-on simulations (tissue necrosis and vision loss scenarios)

• Team coordination and emergency response protocols

• When and how to call 911 and work with local hospitals

• Protocols, VO kit supply lists, and implementable policies

The sim lab is offered quarterly in Seattle, and Jenny also travels to clinics or communities for an ideal group size of 5-6 participants. As the age-old expressions goes, if you're going to inject the poison, you need the antidote – and know exactly how to use it.

The Reality of Entrepreneurship

Jenny was remarkably candid about how difficult entrepreneurship actually is. The loneliness, the failure, the guilt, the 20-hour days without breaks.

Her survival strategies:

• Scale back and reprioritize when overwhelm sets in

• Get back in the treatment room to reignite passion

• Build a network of fellow practice owners and mentors who truly understand

Building for the Long Game

In an industry obsessed with growth hacks and viral marketing, Jenny's message is refreshingly different: slow down, do the research, hold your line, and build something that will last. It's a harder path, but for those willing to walk it, doing things right is an invaluable advantage.

Connect with Jenny:

Instagram:

- Jenny: https://www.instagram.com/jha.skinsynthesis/

- Skin Synthesis: https://www.instagram.com/skinsynthesis/

Skin Synthesis: https://skinsynthesis.com/

For more info about the VO Sim Lab, email [email protected]

In this power-packed episode recorded live at Aesthetic Next, we sit down with Jourdan Eloriaga, CEO of Aesthetic Bosses, CMO of Natura and newly appointed VP of Prime IV. Jourdan isn't just talking theory—his clients are generating impressive numbers like $350K monthly using a strategic combination of Aesthetic Record, LeadAR, and a marketing philosophy that's equal parts aggressive and methodical.

As both a marketing agency owner and medical spa executive, Jourdan bridges the gap between what sounds good on paper and what actually drives revenue. His approach is refreshingly direct: content, connections, and calls. No fluff, no excuses, just a proven system that doubles patient counts when implemented correctly.

Throughout our conversation, Jourdan shares insights on the operational discipline required to turn leads into loyal patients. From making 8,000 outbound calls monthly to collecting 1,800 Google reviews, his team operates like a well-oiled machine. But here's what makes Jourdan's approach different—he doesn't rely on automation or AI as a crutch. Instead, he uses technology strategically while never losing sight of the human connection that drives emotional purchases in aesthetics.

Key Insights & Strategies:

• The "Buy, Die, or Unsubscribe" Philosophy: Jourdan's team operates on the principle that 80% of sales happen between the fifth and twelfth touchpoint. If you're only calling leads once or twice before giving up, you're essentially burning money on paid ads. The goal is to persistently follow up until prospects either convert, clearly decline, or unsubscribe from communications.

• The Power of Intentional Calling: Natura makes approximately 8,000 outbound calls per month with a two-person system—one front desk person handling walk-ins and calls, one back-office person focused exclusively on pipeline management.

• Content Trumps Targeting: While many practices obsess over audience targeting, Jourdan focuses on creating compelling content first. His reasoning? Meta's AI targeting is sophisticated enough to find the right people—but if your content is weak, you're just showing bad ads to more people.

• The Google Review Advantage: By aggressively collecting reviews through QR codes in every treatment room, one of Jourdan's practices accumulated 1,800 Google reviews. When competing practices have 300 reviews, there's literally no competition, dramatically lowering cost per acquisition as prospects self-qualify based on social proof.

• Strategic Service Selection for Ads: Not all services are created equal for paid advertising. Jourdan recommends promoting services that require minimal education, like toxin, fillers, or IV therapy, to keep cost per lead low and sales cycles short.

• Weekly Staff Training is Non-Negotiable: Jourdan meets with his team weekly to review call recordings, discuss objections, and refine their approach.

• Referrals Are Pure Profit: Every referral represents an increase in profit since there's no cost of acquisition. Building systems to generate and track referrals should be a priority for every practice.

The Three Cs Framework for Growth:

1. Content: Create authority-building material that educates and overcomes objections

2. Connections: Build genuine relationships. AI is a tool, not a replacement for human touch

3. Calls: Aggressive, consistent follow-up with proper training and scripts

Whether you're generating $50K or $500K monthly, Jourdan's strategies offer a roadmap for scaling with discipline. His success isn't about secret hacks or viral moments—it's about consistent execution of fundamentals: make more calls, create better content, collect more reviews, and know your numbers cold.

Connect with Jourdan:

• Instagram: @aestheticbosses or @jourelor

• Website: Aestheticbosses.com

Recorded live at Aesthetic Next 7.0, this episode features Kay Durairaj, MD, founder of Beauty by Dr. Kay, KD Skincare, Modern Aesthetic Theory, and one of the industry’s most influential voices. With more than 20 years in facial plastic surgery and aesthetics, Dr. Kay has earned her reputation as a pioneer by blending scientific rigor, patient-first care, and an unrelenting drive to innovate and deliver excellence.

Her career reflects the transformation of the aesthetic industry itself—from surgical precision to molecular-level regenerative treatments. A believer in constant reinvention, Dr. Kay has diversified her practice to include injectables, hair restoration, biostimulators, longevity medicine, and surgical services. This balanced model allows her to sustain growth year-round, regardless of shifting patient demand.

One of her most significant differentiators is her curiosity- case in point, her early adoption of artificial intelligence in clinical practice. Rather than using AI as a marketing tool, she integrates it to deliver measurable value. Perfect Corp skin analysis, Quantificare 3D imaging, and AI-driven hair metrics allow her to provide patients with objective, science-based insights. On the research side, platforms like GPT-5 help her conduct large-scale literature reviews that guide treatment decisions. The result is a care model that blends innovation, precision, and trust.

Dr. Kay is also at the forefront of the biostimulator movement. While hyaluronic acid fillers remain a staple, she champions regenerative products like Sculptra and Radiesse for their ability to stimulate the body’s own collagen production. Her approach is rooted in science over marketing: “I want the science to talk to me. There’s no controversy when you see real histology.”

She also highlights women’s health as a bridge to longevity medicine. With the majority of her patients being women—and most over 50 not receiving hormone replacement therapy—she sees a major opportunity for practices to integrate hormonal care. Optimizing estrogen, she notes, significantly improves outcomes from both surgery and regenerative treatments, making it a natural complement to aesthetics.

Her work with high-profile patients has underscored the importance of authenticity. While the pressure to deliver flawless, undetectable results is high, her success stems from honesty—knowing when to decline requests that do not align with natural, science-backed outcomes.

Looking ahead, Dr. Kay is collaborating with companies developing gene activation therapies that may restore youthful collagen and hyaluronic acid production, as well as exploring topical rapamycin to target cellular longevity. These emerging treatments could redefine the boundaries of aesthetic and regenerative medicine.

Key Lessons for Practitioners:

Dr. Kay's career illustrates that excellence in modern aesthetics requires more than technical mastery. It demands vision, adaptability, and the courage to embrace innovation before it becomes mainstream. As she continues lecturing worldwide and developing groundbreaking treatments, her mission remains the same: helping patients achieve their natural best through science-driven, ethical care.

Connect with Dr. Kay:

Instagram: @beautybydrkay

Website: beautybydrkay.com

In this deeply personal episode of For The Record, we sit down with Julie Bass Kaplan, FNP-BC, NP-C, CANS, CPSN, HCMT, PHN, one of the industry's most trusted voices on safety and education. With over 25 years in aesthetic medicine, Julie's journey is a masterclass in the power of advocacy and giving back.

Julie's story begins in 1999, and what began as a personal quest evolved into an empire of education that has touched thousands of practitioners worldwide. But her defining moment came in 2010 when a filler complication left her with what she calls her "pizza face" for six months. Rather than hideout, this became her calling to ensure no other practitioner would face similar situations unprepared.

From Adversity to Advocacy

The 2010 adverse event became Julie's "come to Moses moment." With her face severely compromised, she returned to practice and began educating patients about potential risks. Their response – "That's okay, I trust you" – reinforced her commitment to safety education. This pivotal experience shaped her mission: preparing every practitioner for moments when things don't go quite right.

Julie's Jubilant Head & Breakfast workshops in Ashland, Oregon have become legendary for their intimate, comprehensive approach. Participants often arrive as strangers and leave as lifelong colleagues and collaborators.

Breaking Barriers and Building Community

This year, Julie achieved a historic milestone as the first nurse practitioner in US history to lead a mobile cadaver lab for an industry manufacturer (Allergan) – after personally leading 69 anatomy workshops. This recognition represents more than personal achievement; it acknowledges that anatomical expertise transcends medical degrees and highlights the critical role advanced practice providers play in aesthetic medicine.

Her approach to advocacy is relationship-based rather than confrontational. Julie emphasizes taking the field seriously as medicine, not "industry," building partnerships with pharmaceutical companies, and forging alliances with physician colleagues who value collaborative care.

What's Next

Looking ahead, Julie is passionate about the convergence of aesthetics and wellness, particularly in women's health. Regenerative medicine, hormone optimization, and peptide therapy represent her vision for the future – helping patients feel well from the inside out rather than simply addressing surface concerns.

Key Takeaways

For New Practitioners:

• Learn one technique at a time and master it before moving to the next

• Invest seriously in education through multiple channels – formal workshops, online communities, mentorship, cadaver labs

• Focus on patient connection and building a relationship rather than rushed appointments

• Don't jump into independent practice too early; master basics under expert supervision first

For Practice Owners:

• Hire people who share your values and ethics – consider hiring former patients

• Provide educational budgets and growth opportunities for team members – the better they are, the better you are

• Build relationships with industry partners who listen and value your expertise

For Injectors:

• Take aesthetic medicine seriously as healthcare, not just "industry"

• Prepare for adverse events before they happen – have a plan and community support

• Continuous learning is non-negotiable throughout your career

• Build a network of colleagues across specialties for collaboration and support

Throughout it all, Julie remains focused on her core mission: ensuring every practitioner has the knowledge, skills, and support network needed to provide safe, beautiful, and meaningful results.

Connect with Julie:

• Jubilant Head and Breakfast: https://www.jubilantheadandbreakfast.com/

• Julie’s Patreon: https://www.patreon.com/Juvedermjulie/about?

• Disappearing Act Aesthetic Medicine: https://lovedisappearingact.com/

• Follow her on IG for her upcoming training events: https://www.instagram.com/jubilant.julie/

In one of our most powerful episodes yet, host Dr. Tiphany Hall sits down with Shawn Thursby-Palmer, FNP, MSN founder of the two-location med spa Beyond The Needle, for a raw conversation about second chances, redemption, and what it truly means to serve others in the aesthetics industry.

Shawn's journey is nothing short of extraordinary. Born and raised in Banning, California, to a police chief father and mayor pro tem mother, his early life seemed destined for success. But coming out in the early 90s led him down a devastating path that included drugs, addiction and homelessness in the streets of West Hollywood. What happened next defies every statistic about recovery and addiction, and its proof that Shawn was always made for more.

Against all odds, Shawn pulled himself out of the darkness, rebuilt his life from scratch, and fought his way to graduating at the top of his nursing school and nurse practitioner programs.

Today, he operates two thriving med spas in California while traveling 4-8 times per month as one of the country's most sought-after injection trainers.

But Shawn's story isn't just about personal triumph—it's about how lived experience shapes the way we serve others. His approach to patient care, team building, and industry education stems directly from his understanding of what it means to need a second chance, empathy, and care – not just a great aesthetic result.

What You'll Learn in This Episode:

The Phoenix Rises: How Shawn transformed from dealer to top-of-class nurse practitioner through sheer willpower and determination

Building Beyond the Needle: The philosophy behind his med spa name and why every patient gets treated like family, complete with hugs and genuine care

Affordable Education Mission: Why Shawn offers free shadowing and responds to 100+ daily messages from providers seeking guidance, breaking the industry norm of expensive mentorship

Smart Business Scaling: His methodical approach to adding locations and services, including why he waited two years to offer weight loss after extensively researching the field

Team Culture Secrets: The three non-negotiables in his practice (no gossiping, no politics, no negative energy) and how he creates specialists within his team

Patient Safety Philosophy: Why he assess every patient’s mental state before beginning treatment with a few self-love questions, why he’s okay to wait when adding new services, and how patient safety guides every decision

Key Takeaways:

Shawn's candid discussion reveals the stark contrast between providers who enter aesthetics for quick money versus patient care and the risk of overpaying for subpar training when you're new.

Perhaps most importantly, Shawn demonstrates that success in aesthetics isn't just about clinical skills—it's about emotional intelligence, genuine care, and creating an environment where both patients and team members feel valued and supported.

The Bigger Picture:

This episode tackles some of the industry's most pressing issues: the influx of new providers seeking quick entry into aesthetics, the prohibitive cost of quality education, and the need for experienced practitioners to mentor the next generation. Shawn's approach of giving back through affordable training and open-door mentorship offers a blueprint for how established providers can help elevate the entire industry.

His story also highlights the therapeutic nature of aesthetic treatments—patients often come seeking more than just physical enhancement, and providers must be prepared to offer emotional support alongside clinical expertise.

Connect with Shawn:

• Instagram: @shawnthursbypalmer

• Med Spa: @beyondtheneedlemedspa

• Locations: Banning, CA and Studio City, CA

• Training: Follow his travel schedule on IG for hands-on education opportunities

Note: This episode contains mature themes including addiction and recovery. Listener discretion advised.

From firefighter to Fortune 500 consultant to aesthetics CEO, Scott Melamed’s career path is anything but traditional. Today, he leads ProMD Health, a 20-location powerhouse built not on investor capital, but on disciplined strategy, relentless training, and an unwavering belief that business health is inseparable from patient outcomes.

In this episode, Scott sits down with Dr. Tiphany Hall for a candid look at what it really takes to grow — and sustain — a multi-location aesthetics empire. He shares why he believes aesthetics isn’t about syringes or devices, but about something far more subjective: how patients feel about themselves, filtered through the lens of their friends and community. From hiring and training to AI adoption and community giving, Scott breaks down the playbook that has made ProMD one of the most respected names in the industry.

What You’ll Learn in This Episode

- The psychology of aesthetics: Why every staff member — not just injectors — shapes the patient’s perceived outcome.

- Scaling without shortcuts: How Scott built ProMD into 20 locations without outside funding, relying on profit discipline and smart deployment of capital.

- Training for excellence: The rigorous onboarding process where every new injector faces the ultimate test — injecting Scott or his co-founder, George, with the entire team watching.

- AI with purpose: How ProMD uses AI to detect staff issues, evaluate new products, and streamline scheduling — all while freeing humans to focus on connection.

- Leadership at scale: The C-Suite structure that keeps operations, outcomes, and growth aligned across a growing enterprise.

- Community as strategy: Why giving back locally and nationally isn’t just philanthropy, but a business advantage that builds long-term loyalty.

Memorable Moments

“We sell a subjective opinion of the patient’s subjective opinion based on the subjective opinion of their friends.”

Every single person in the practice is part of the treatment modality — from front desk to checkout.

“Good business allows us to deploy capital to training, community, and patient experience instead of making hard choices about cutting corners.”

“You don’t rise to the level of the crisis. You fall to the level of your training.”

Who Should Listen

Whether you’re a solo injector thinking about your next step, a practice manager trying to create consistency, or a multi-location owner balancing culture with scale, this episode delivers a roadmap for sustainable growth. Scott’s insights will challenge you to rethink how you view outcomes, patient experience, and leadership — and how they all intersect to drive business success.

Connect with Scott Melamed

Instagram: @melmedofficial | @promdhealth

LinkedIn: https://www.linkedin.com/in/scott-melamed-31484524/

Website: https://promdhealth.com/

Email: [email protected]

👉 Don’t miss Scott live at Aesthetic Next 7.0, where he’ll share more strategies on building scalable, sustainable aesthetics businesses.