For The Record

In this episode of For The Record, we sit down with Victoria Boyle, LE, an expert straddling both the clinical and content creation worlds. As the owner of Skin by You in Arizona, Victoria has mastered the delicate balance of treating Patients three days a week while building a powerful digital presence as a content creator with a popular Patreon channel, an engaging social media platform, and as an influencer for major brands like HydraFacial.

With seven years of aesthetic experience and two years as a Practice owner, Victoria brings invaluable insights into managing the modern demands of an aesthetic Practice. She shares her journey from starting at Massage Envy to becoming a sought-after content creator and successful Practice owner, offering a blueprint for others looking to follow in her footsteps.

Outside of her role in the treatment room, her passion is branding, photography and videography. She’s investing ample time in producing high-quality content that resonates with her audience, and it’s moving the needle in a big way. At only 2 years in, she's already a power player in her local market with a large following & strong Patient retention.

Some of the highlights we cover during E93 include:

• Strategic content creation without compromising Patient care

• The power of dedicated content days and efficient video production

• Building an authentic online presence while maintaining professional boundaries

• Advanced tools and techniques for professional content creation, including teleprompter tips

• Creating a seamless experience from social media to in-clinic visits

• The importance of empowering Patients to advocate for themselves

Victoria's approach to Patient care stands out with her signature "experience-focused" treatment style. She emphasizes the importance of:

• Building genuine connections before treatments begin

• Setting clear expectations and encouraging open communication

• Creating a comfortable environment for honest feedback

• Over-explaining procedures to ensure Patient comfort and understanding

• Maintaining professionalism while sharing select aspects of personal life

For Practitioners looking to enhance their content creation skills while running a successful Practice, Victoria offers comprehensive training through her Patreon community Optimize Esthetics, where she shares monthly videos on growing your aesthetic business.

What can you expect from her Patreon if you join?

• Video apps for professional video creation & editing

• Content batching strategies

• Upwork and Fiverr for outsourcing

• AI tools for content optimization

Connect with Victoria for more insights into building a last brand, creating top tier content & elevating your in-Practice experience:

• Instagram: @skinbyyouaz

• Patreon: Optimize Esthetics

Whether you're just starting your aesthetic Practice or looking to expand your digital presence, this episode is a survival guide for how to slay The Double Life and crush it in the clinic and with your content!

In this episode of For The Record, we’re joined by Mary Robb, CEO and Founder of Social Practice, to delve into the art and science of social media marketing in the always competitive, ever-evolving aesthetics industry. She started her career in traditional marketing prior to launching Social Practice in 2019, but she saw the writing on the wall- digital marketing, specifically social, was the key ingredient to building a strong brand.

This episode is a power hour full of SO many insightful tips and proven tactics to turn your social media efforts into business growth, but some of our favorite highlights include:

The Power of Storytelling

Mary believes that social media is fundamentally about storytelling—sharing your passion, expertise, and how you serve your patients. For aesthetic practices, social media has become essential for patient education, community building, and practice growth. But the challenge lies in balancing genuine content with strategic business objectives.

Crafting a Content Strategy

Mary advocates for a structured content strategy that keeps teams aligned and engaged. From content batching for efficiency to defining clear roles and KPIs for staff participation, she emphasizes the importance of making social media a team effort rather than relying on sporadic posts or trendy content alone (and a team of experts when it’s all too overwhelming!)

Engaging Patient Content

One of Mary’s standout insights is her approach to creating patient content, like before-and-after photos and testimonials. She shares practical strategies for obtaining consent and suggests hosting “social media days” with incentives for patients who are willing to share their stories. This approach not only generates authentic content but also fosters a closer community around the practice. Most importantly, it gives Patients the content they really want- information about procedures, outcomes, and what to expect!

Key Content Pillars for Success

Mary recommends organizing content around four primary pillars:

1. Educational Content - Highlight expertise and share treatment insights.

2. Patient Outcomes - Showcase real results through testimonials and procedural content.

3. Culture Content - Provide a glimpse behind the scenes, spotlighting team members and practice values.

4. Sales/Promotional Content - Promote special offers, memberships, and limited-time deals.

In Mary’s experience, balancing these pillars helps practices maintain engagement while driving conversions, blending authenticity with strategic goals.

Tools to Streamline Social Media

Mary introduces tools like Splice for video editing, Sprout Social for content scheduling, and ChatGPT for content ideation, making social media management more feasible for busy practices.

Building Community and Authentic Connections

Mary stresses the importance of engagement beyond just posting. She discusses collaborating with local businesses and micro-influencers, highlighting that authentic connections often yield better results than traditional ads. Transforming your online presence into real patient appointments is the ultimate goal, so be stay on top of what is driving results and do more of that!

This podcast is GREAT for those of us struggling with the daily grind of social media- What to post? What to write? What trends to follow? And on and on… and if or when it all becomes too much, connect with an expert like Mary and her team at Social Practice to help you get the results you need to turn your Posts into Profits!

Connect with Mary:

• Instagram: @maryelizabethrobb & @socialpracticeus

• Website: https://social-practicetx.com/

• Podcast: The Aesthetic Edit

Looking to elevate your practice’s social media presence? Social Practice offers free social media audits and discovery calls to help assess your strategy and identify growth opportunities.

In this episode of For The Record, we sit down with Chad Van Horn, PA-C, better known as "Needle Daddy," a Physician Associate based in Fort Lauderdale and owner of Icon Aesthetics and Wellness. Over the last 8 years, Chad has authentically created his unique brand to combine his larger-than-life personality with his artistic eye and exceptional clinical skills. His Needle Daddy persona spills over to his practice, Icon Aesthetics, and has helped it to rapidly grow with a big expansion on the way! How does he do it?

Chad's journey to aesthetics wasn't a straight path - following the 2007-2008 housing crash, he made the bold decision to transition from flooring sales to medicine. Initially pursuing PA school with dreams of orthopedics, he found his way into aesthetics through a small IV clinic where he demonstrated his natural talent for both patient care and business growth, scaling the practice from $15-25K to 10x that amount in just three years. Today, as the founder of his own practice, Icon Aesthetics, Chad has crafted a unique approach that sets him apart in the competitive South Florida market.

His practice maintains a 75/25 split between aesthetics and hormone/weight loss services, with an unwavering focus on quality over quantity. Unlike many in the industry, he's built his business without external funding or loans, forcing a strategic approach to growth and vendor partnerships. He’s got to be smart with his money- constantly watching his COGS, his profitability, and his cost to bring in and retain patients.

Throughout this episode, Chad shares several priceless insights:

1. The Power of Authenticity: As a self-described "card-carrying metrosexual," Chad encourages practitioners to double down on their personality quirks rather than trying to fit a conventional mold.

2. Patient Care Philosophy: His approach emphasizes genuine connections and honest conversations, even if it means recommending a plastic surgeon over injectables when appropriate.

3. Business Strategy: Operating from salon suites with plans to expand to a 1,500 sq ft facility, Chad discusses the importance of selective partnerships and strategic inventory management.

4. Industry Evolution: He shares his perspective on emerging trends, from regenerative aesthetics to the integration of wellness services, while advocating for more standardized practices and research in the field.

We dive deep into the challenges of scaling an aesthetics practice while maintaining quality and authenticity. Chad's insights on everything from patient relationships to vendor management offer valuable lessons for practitioners at all stages. His commitment to being "nothing if not a good time" while delivering excellent clinical results demonstrates that success in aesthetics doesn't require conforming to industry stereotypes.

As he prepares to expand into a larger facility featuring four treatment rooms and a stunning lobby, Chad remains focused on building a practice that reflects his unique brand. His vision includes expanding into the intersection of aesthetics and functional medicine, highlighting the growing convergence of these fields.

Whether you're a new practitioner trying to find your voice in the industry or an established provider looking to maintain authenticity while scaling, Chad's journey offers valuable insights into building a successful practice without compromising your values or personality.

Connect with Chad: Instagram: https://www.instagram.com/needle_daddy/

Icon Aesthetics and Wellness: https://www.instagram.com/icon_wellness/

In this episode of For The Record, Jessica Hunter, CEO & Founder of Hunter Consulting, is in the hot seat to share her proven strategies to drive success in medical aesthetics practices. With over a decade of industry experience, starting with Allergan as a consultant before going at it alone, she's worked with Practices who have yet to open, those with 8 figures in annual revenue, and everything in between. While her approach is rooted in the data and the metrics, she definitely brings in the bigger picture- the mission, vision, values and heart of the Practice.

Jessica provides a wealth of actionable insights, guiding you through nearly every aspect of Practice management, but some of our favorites include:

Jessica also highlights the importance of aligning your business decisions with your core values, ensuring that every step you take as a Practice Owner is purpose-driven. From leveraging automation in patient communication to creating compelling content that resonates, Jessica offers practical, hands-on advice that is relevant at every stage.

Whether you're launching a new practice or scaling an established one, this episode is packed with expert tips to help you lead with confidence and build a thriving, profitable business in the competitive medical aesthetics space.

Key Takeaways:

Tune in for this comprehensive masterclass in med spa management and discover how to elevate your practice to the next level!

Learn more about Jessica & Hunter Consulting

Instagram: ⁠@hunterconsulting_

Website: ⁠hunterconsultingservice.com⁠

In Episode 89, we sit down with Nune Stepanyan, DNP, FNP-C, CEO, Founder & Aesthetic Injector at The Stepanyan Clinic in Encino, CA. Nune began her career in Critical Care, and while she made the jump to Aesthetics many years ago, her traditional medical roots run deep! While she’s a rising star in the injectable world, she approaches her patients and her treatment philosophy with a clinical mindset; that means saying NO or referring out, spending more time on Patient education, and setting realistic expectations that may impact revenue today but result in a lot less headaches tomorrow!

In addition to her role as a CEO and a full-time injector at TSC, she’s also teaching and training others- a passion she found early on in academia. And she’s really good at it! She’s currently one of the headliners of the national Revanesse tour with Prollenium going city to city to share her techniques. She’s leading cadaver labs, doing in-practice training and consulting, and she made her Aesthetic Next debut this year in multiple talks. In every lecture, it’s clear that Nune is a truth teller. She’s authentic and unafraid to call out the parts of the industry that seem to jeopardize patient safety or optimal outcomes.

She’s also a master content creator and has a passion for using her platform to authentically educate, inform and excite others about aesthetic procedures. Tune into her IG any day of the week, and you can find her spilling at least a little tea about the realities of the aesthetics industry! But she credits her candor and real-talk approach to creating trust with her patients and allowing them to feel confident in her ability to deliver great results.

Some of Our Favorite Episode Highlights:

• Industry Culture: How Nune navigated and transformed challenging industry dynamics and a “mean girl” experience into a platform for authenticity and inclusivity

• Ethical Practice: The importance of saying "no" to inappropriate treatments, prioritizing patient well-being over profit, and erroring on the side of caution

• Social Media and Aesthetics: Balancing online presence with clinical excellence in the digital age. You really can do both at the same time!

• Safety First: Addressing the dangers of unlicensed procedures and DIY treatments and our obligation to keep bad actors out of our specialty

• Personal Experience: How her decision to forgo injectables and choose surgery at 35 took her consults to the next level

• Business Growth: Insights on expanding to a second clinic location while managing a busy schedule, the finances, and Instagram vs. Reality expectations

• Continuous Learning: The value of ongoing education and conference attendance for experienced practitioners to stay innovative and connected in a rapidly evolving specialty

• Patient Education: Creating transparent, informative content to build trust and expertise in the field but make it fun, trendy, and sometimes viral!

Nune shares her own journey through imposter syndrome, weight issues, mean girls and more, and she’s come through it all with her authentic self still intact and zero concern that she’s changing who she is to fit anyone’s narrative! Her commitment to ethics and patient safety are at the forefront as she navigates the complex world of medical aesthetics with grace, humor, and a dash of sass and brings us all along for the journey.

This episode will inspire you and provide a healthy dose of truth moments whether you’re an aspiring injector, established practitioner, and anyone finding their way in the evolving world of medical aesthetics. Tune in to hear Nune keep it real in an industry that can be anything but transparent. Warning: Side effects may include a few “hell yeah,” moments of shock, awe and pure entertainment, and a newfound respect for speaking the truth!

Learn more about Nune and The Stepanyan Clinic:

Instagram: https://www.instagram.com/thestepanyanclinic/?hl=en

Website: https://www.thestepanyanclinic.com/

In this episode of For The Record we dive into the dollars and cents of running a successful med spa, particularly managing finances effectively. We’re joined by Nick Liguori, CPA, and Dan Simard, Director of Business Development from Liguori Accounting, a New Hampshire-based, full-service accounting firm that exclusively serves the Aesthetic industry. We explore many of the common pitfalls Practice owners must watch out for when starting their business- things like, Can I keep my own books and save money? Why am I working so hard but making no money? Do I wait until I can pay cash to buy a device?

In this episode of For The Record, we're diving deep into the value of Aestheticians in a medical aesthetic practice with one of our Aesthi besties, Delaney Poor, LE. Delaney is a Managing Partner at Beyond Skin Aesthetics in Columbus, Ohio, a KOL with Color Science and Alastin, an advocate for holistic skincare, and a client experience expert!

As a Disney alum, she’s intimately familiar with the guest relations magic that permeates Disney parks & resorts every day and has for 65 years. Now, she’s focused on bringing those same quality standards and dedication to a consistent, exceptional client experience to the medspa world. Couple that with her passion for integrating gut health, skincare, and wellness into her approach, and it’s evident that she's redefining the role of aestheticians in modern medical aesthetic practice.

In this episode we cover everything from teaching staff how to anticipate guests’ needs and creating a differentiated experience in your practice to how to select the right retail products for your shelf! From pixie dust to professional skincare, a few of the highlights include:

• The Role of Aestheticians: Insights into how aestheticians are crucial for patient retention, education, and bridging the gap between medical treatments and at-home care

• Skincare Science: Exploration of the latest advancements in skincare, including the importance of evidence-based products and treatments

• Teen and Tween Skincare: Delaney's process for educating younger clients and the potential long-term impact of early skincare education.

• The Disney Touch in Aesthetics: Delaney shares how her experience at Disney informs her approach to patient care, emphasizing safety, courtesy, show, and efficiency

• Business Insights: Tips on creating treatment plans, improving patient retention, and integrating skincare sales into your practice model with a collaborative care model.

We also chat about Delaney’s upcoming lectures at Aesthetic Next 6.0! She has several including a live demo of her signature Glow Beyond Peel.

Whether you're an Aesthetician, Practice Owner or Injector looking to enhance your skincare offerings, this episode offers valuable insights on combining high-touch luxury experiences with medical-grade treatments for optimal patient outcomes. Delaney’s perspective as an Aesthetician in a large practice and as a managing partner in that same Practice gives her a unique blend of business & clinical that is relevant for everyone!

Don't miss this enlightening conversation that bridges the gap between Disney-level customer service and cutting-edge treatments and products that will turn skincare into a profit center for your Practice!

Find out more about Delaney:

Delaney’s IG: https://www.instagram.com/skinbydelaneydanielle?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==

Beyond Skin Aesthetics: https://www.instagram.com/beyondskinaesthetics?utm_source=ig_web_button_share_sheet&igsh=ZDNlZDc0MzIxNw==

Beyond Skin’s Website: https://beyondskinaesthetics.com/

Delaney’s Aesthetic Next Schedule: https://s6.goeshow.com/aestheticrecord/next/2024/profile.cfm?profile_name=person&master_key=85DD4426-F000-EF11-8102-B95C44E1822F&page_key=7CDE043C-C926-865F-8B20-3C9AA04D0295&xtemplate

In Episode 84, we sit down with John Wheeler, CEO of Alpha Aesthetics Partners and thought leader on all things business and scale. John and his team have grown the platform to 9 partners with 22 locations across the US and more on the way. Prior to joining Alpha, he was the CEO of Esthetics Center, a CA-based medspa where he grew revenue 1000% and scaled to 3 locations during his tenure before bringing it under Alpha’s banner and transitioning to the platform CEO.

If you’ve spent even a minute with John, it’s obvious that he does things differently in all the right ways. What’s his secret to success? People. That’s what drives Alpha’s unique model of partnering with local med spas to help them grow and compete with larger chains, while still allowing them to maintain their own brand identity and autonomy.

John is a believer of open-book management, sharing financial data with employees, and aligning compensation with the most important metrics for the business. Most of all, he’s passionate about empowering providers in every Alpha practice to make their own treatment decisions and lean into their own artistry. In return, he makes sure they have every product in their toolkit and access to training, resources and products, most of which are out of reach without the volume and purchasing power of a platform like Alpha.

He's equally passionate about the numbers and relying on data to make better, smarter decisions. Additionally, he’s an advocate for sharing metrics and performance data with the team to ensure everyone is on the same page and working towards the same goals. If those numbers power your compensation plan, don’t you want people to know how they are performing?! What’s his #1 metric every practice owner (and all staff) needs to know? Revenue per Hour! In this episode, he shares so much insight on what every entrepreneur must do to get acquainted (and obsessed) with financial performance and benchmarking.

Listen in for John’s insight on:

• The advantages of partnering with an investment firm that specializes in aesthetics and is designed to help your unique brand thrive.

• The importance of being a student of your craft. If you are a non-injector who owns a clinic, you are still responsible for learning everything you can about what Providers do day-to-day.

• Prioritizing culture, brand and financials for long-term success.

• The ongoing convergence of aesthetics and wellness and the future impact of AI on the medspa industry.

If you are starting a medical spa, in your early years of entrepreneurship, or you need some inspiration to realign you to your goals, John’s insights on effective leadership, the importance of prioritizing people, brand, and numbers, and the challenges and responsibilities that come with running a successful business are like a field guide to running a successful business!

Checkout more from John & Alpha:

Alpha Aesthetics Partners: https://www.partnerwithalpha.com/

John’s & Alpha’s Collection of Podcasts: https://www.partnerwithalpha.com/podcast-copy

John’s Instagram: https://www.instagram.com/johnwheeler.alpha/

Alpha’s Instagram: https://www.instagram.com/partnerwithalpha/