In this milestone 100th episode, we welcome the incomparable Dr. George Baxter-Holder, VP of Talent Development at SkinSpirit and one of aesthetics' most influential voices. Known for his signature bowties and infectious energy, Dr. George is more than just a celebrated industry leader - he's a recipient of multiple industry awards, an ISPAN fellow, Certified Aesthetic Nurse Specialist, accomplished author, and mentor to countless professionals in the field. Throughout this special episode, he shares his wisdom and signature magic on topics ranging from personal growth to industry evolution.

Our Favorite Episode Highlights:

• George's inspiring path from his early career challenges to becoming a sought-after trainer and thought leader

• The evolution of SkinSpirit from a single location to 50 clinics nationwide and how culture and talent development have played a critical role

• Crucial insights on maintaining quality and safety standards across a rapidly growing aesthetics organization

• Candid discussion about industry challenges, including the "master injector" trend and the need for standardized credentials

• The importance of authentic leadership and staying true to yourself while scaling your influence

• Vision for the future of medical aesthetics and the role of proper training and education

Dr. George’s story serves as both inspiration and blueprint for success in the field, demonstrating how passion, persistence, and authenticity can shape a remarkable career. As he reflects on SkinSpirit's growth from a single location to more than 50 clinics nationwide, Dr. George offers invaluable insights into how maintaining strong culture and talent standards has been crucial to their success.

One of the most compelling aspects of our discussion centers on the evolving landscape of aesthetic medicine. Dr. George addresses head-on some of the industry's most pressing challenges, including the controversial "master injector" trend and the critical need for standardized credentials.

The episode delves deep into what it means to be an "intrapreneur" in aesthetics - a path that Dr. George advocates as a powerful alternative to private practice ownership. He makes a compelling case for how professionals can build influential, successful careers within larger organizations while maintaining their artistic autonomy and personal brand.

A significant portion of our conversation focuses on the critical role of quality and safety standards in scaling aesthetic practices. Dr. George shares practical insights into recruitment, emphasizing the importance of finding providers who are both humble and hungry. He outlines how robust onboarding processes, clear policies, and regular monitoring systems work together to maintain consistent quality across multiple locations.

Looking to the future, Dr. George shares his vision for the evolution of medical aesthetics. As the aesthetics industry continues to mature, Dr. George emphasizes the need for standardized training, proper credentialing, and maintaining the highest safety standards. His vision for the future includes creating more structured pathways for new practitioners while preserving the artistry and innovation that makes this field unique. This episode serves not only as a celebration of 100 episodes but as a masterclass in leadership, growth, and maintaining excellence in aesthetic medicine.

Learn more about Dr. George:

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

LinkedIn: https://www.linkedin.com/in/george-baxter-holder-697939a4/

SkinSpirit: https://www.skinspirit.com/

In this episode of For The Record, we dive deep into the world of aesthetic practice management with industry veteran, author, speaker and podcast host, Danielle Cobo. Drawing from her extensive experience at major aesthetic companies and her current role as a consultant, Danielle shares game-changing insights on turning vendor relationships into powerful business partnerships and building teams that drive practice success.

The Secret Weapon in Your Practice: Your Sales Rep

Remember that sales representative who stops by your practice? They're not just there to sell products – they're potentially your most valuable business consultant. Danielle reveals how these professionals have their fingers on the pulse of what's working across hundreds of practices nationwide. From million-dollar patient events to innovative marketing strategies, your sales rep has seen it all and can bring these insights directly to your practice.

But here's the real game-changer: about 90% of a sales rep's job should be helping you sell through inventory, not just selling to you. That means they're invested in your success and can be a powerful ally in growing your practice. As they come back from their National Sales Meetings in Q1, be ready to ask them to share the best practices they’ve heard from their colleagues and how to bring those ideas to your practice.

Building Trust and Managing Challenges

One of the most valuable frameworks Danielle shared is the LAER approach to patient communications:

- Listen to concerns

- Acknowledge feelings

- Explore solutions

- Respond with a plan

This approach isn't just for patient interactions – it's a powerful tool for all challenging conversations in your practice. Danielle emphasizes that some of her most loyal customers started as her most frustrated ones, highlighting how proper problem-solving can transform relationships.

The Art of Smart Inventory

If you've ever felt overwhelmed by the sheer number of products available in aesthetics, you're not alone. Danielle tackles the common misconception that practices need to carry everything. Instead, she advocates for strategic partnerships with key vendors, explaining how this approach not only simplifies inventory management but can lead to better economics and stronger vendor support.

Building Your Dream Team

Perhaps most importantly, Danielle shares her expertise on building high-performing teams. Her key insight? Hire for character, train for skill. She emphasizes the importance of cultural fit and suggests using tools like DISC assessments to build well-rounded teams. The right team member might not be the most experienced, but they should align with your practice's core values and culture.

Next Steps

Want to implement these strategies in your practice? Start by scheduling a strategic planning session with your key vendor partners and use the frameworks discussed in this episode to maximize these relationships

Ready to Transform Your Practice?

Connect with Danielle:

Website: daniellecobo.com

LinkedIn: ⁠⁠https://www.linkedin.com/in/daniellecobo/⁠⁠

Danielle’s Book: ⁠⁠Unstoppable Grit: Break Through 7 Roadblocks Standing Between You and Achieving Your Goals⁠⁠

In this week's episode of For The Record, we're continuing our deep dive into the world of medical aesthetics mergers and acquisitions with Josh Swearingen from Tusk Practice Sales. If you've ever wondered about the nuts and bolts of buying or selling a med spa, this episode is your golden ticket to understanding the process. If you haven’t listened to Part I with Josh’s colleague, Elizabeth Macready, head on over to Episode 97!

Meet Our Expert

Josh brings a unique perspective to the table - he's not just another M&A guy- he’s been on the sell side, too! With 20 years of healthcare experience under his belt, including owning his own med spa and managing multiple DSOs, he's been in the trenches and knows firsthand what it takes to make a successful exit. Currently serving as the Director of M&A at Tusk Practice Sales, Josh shares insights that only come from having experienced an M&A transaction from every angle.

The State of the Market: It's Getting Hot in Here

Josh takes us through the numbers, and it’s no surprise to any of us, the med spa industry is on fire right now. Think opening multiple locations is your ticket to a bigger exit? Think again. Josh dropped some truth bombs about the reality of scaling:

• Multiple locations don't automatically mean higher EBITDA

• Every headache in your first location gets multiplied in your second

• You need a whole new layer of management

• Your original location's profits might need to float the new one for a while

Josh’s tip: If you're planning to exit in 3-5 years, opening new locations might actually hurt your valuation. Focus on maximizing what you've got inside your current four walls instead.

What Buyers Really Want (Hint: It's Not Just About Revenue)

The magic number? $500,000 EBITDA. That's your ticket to attracting serious buyers. But here's what's fascinating - it's not just about the numbers. Buyers are looking at:

• How dependent the practice is on you (key-person risk is a real deal-breaker)

• Your operational systems and SOPs (or lack thereof)

• Revenue diversification (not just living off Botox and filler)

• Compliance and risk management (those wild west days are numbered)

The Timeline Nobody Tells You About

As Elizabeth mentioned and Josh echoed, selling your practice isn’t an event, and it’s typical not very fast. According to Josh, the typical timeline looks more like:

• 3 months for valuation and market materials

• 3 months in the market

• 3 months for closing

That's 9-12 months total, and that’s after you've spent years preparing your practice for sale. If you're thinking about exiting in five years, you should have started planning yesterday, or at least start today!

The Future of Med Spas: What's Coming Down the Pike

Josh shared some fascinating predictions about where the industry is headed:

• Expect accelerated consolidation over the next 10-15 years

• Regulatory changes are coming (especially as private equity groups cross state lines)

• The gap between large groups and private practices will widen

• Being a solo practitioner is going to get harder

The Franchise Factor

One of the most interesting discussions centered around the rise of med spa franchises. While they offer an easier entry point for new owners, there are some serious considerations:

• Brand dilution risks

• Exit limitations

• Potential for corporate takeovers

• The impact on the broader industry

Key Takeaways for Practice Owners

1. Start planning your exit strategy NOW, even if it's years away

2. Document everything - those SOPs are worth their weight in gold

3. Focus on building a business that can run without you

4. Get professional help - this isn't the time to DIY

5. Think twice before expanding just for the sake of growth

Want to Learn More?

Learn more about Tusk at www.TuskPracticeSales.com

Follow Josh on LinkedIn at https://www.linkedin.com/in/joshuaswearingen/

In this episode of For The Record, we sit down with Elizabeth Macready, Director of Special Markets at Tusk Practice Sales, to discuss the evolving landscape of private equity investment and practice sales in the medical aesthetics industry. With over 15 years of experience in healthcare M&A, particularly in the dental sector, Elizabeth brings valuable insights and years of personal experience on how medical aesthetics practices can prepare for and navigate potential acquisitions.

We kick it off with Elizabeth outlining the current state of Medical Aesthetics M&A which is not surprising but a reminder that this industry is growing rapidly with very little signs of slowing. We also talk through how to objectively look at your practice and understand its potential market value in an M&A transaction. She shares the key metrics to consider and an overview of the entire deal process:

• EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) is the crucial metric for valuation

• Practice revenue of $3 million+ typically positions a practice well for competitive bidding

• Multipliers and deal structures vary, but the underlying EBITDA calculation is critical

• Buyers may manipulate EBITDA calculations to offset higher multiple offers

While it may seem scary to some, there are a host of major benefits that come along with an exit! We discuss what it can mean for you as an owner, for your team, and for your patients’ experience long-term when you move forward with an acquisition:

• Increased buying power for products and supplies

• Access to better vendor relationships and negotiations

• Enhanced ability to attract and retain talent through career growth opportunities

• Operational support and resources for scaling

• Potential for "second bite of the apple" through future liquidity events

As you listen to Elizabeth talk about the ins and outs of an M&A deal, it’s abundantly clear that you have to have a middleman, a broker, to help navigate the process for you and get you the highest price for your practice. At Tusk, Elizabeth is a trusted guide helping Med Spa owners connect to the right sellers that align to the mission, vision and values of the practice, structure a deal that is favorable to both parties as this is not an event but a long term partnership where everyone needs to win, and in many cases, act as a confidante and counselor throughout the many emotional up and downs that come with this process.

Elizabeth recommends a few key things as you begin down the M&A path and start thinking about your next steps. We cover her hit list which includes starting early which may be well before you intent to sell; build a strong team that provides exceptional patient outcomes and experiences as this is where you create your value; find the right team of advisors to help you with financial decisions along the way, and always keep a close eye on your numbers!

We wrap it up with a look into the future of M&A and Elizabeth's predictions for the next 5 years:

• Continued consolidation across medical aesthetics

• Integration with other healthcare verticals (dermatology, plastic surgery)

• Increasing importance of scale for competitive advantage

• Evolution toward multi-specialty practices and comprehensive care models

Elizabeth’s team at Tusk Practice Sales offer various resources for practice owners considering their exit options, including educational content, podcasts, and one-on-one consultations. They emphasize the importance of proper timing, preparation, and partnership alignment in achieving optimal outcomes for practice sales.

If you are eager to get started and connect with Elizabeth:

Reach out via Tusk’s website: https://tuskpracticesales.com/ & checkout all their free resources!

Connect with Elizabeth on LinkedIn: https://www.linkedin.com/in/elizabeth-macready-b38b9a248/

Reach Out via email at [email protected]

This week we welcome power couple and dynamic duo, Jessica Harper, RN and Ken Harper, the innovative forces behind DrippyNurseJess Med Boutique in Gilroy, California. Their remarkable journey from pandemic-induced burnout to med spa success is a testament to how authenticity, a strategic vision, and unwavering partnership can transform a desire for change into a thriving aesthetic practice.

At the height of the pandemic, Jessica found herself at a crossroads. As the Plastic Surgery Services Lead at Kaiser in Silicon Valley—ground zero for early COVID-19 cases—burnout led her to explore alternative paths in healthcare. What began as a venture into mobile IV therapy quickly evolved into something much bigger, thanks to the entrepreneurial vision she shared with her husband Ken, a seasoned digital marketing expert. Together, they have gone all in on their shared goal to create a thriving business and lasting legacy in Gilroy.

Ken flexed his marketing muscle early on with the brand DrippyNurseJess, a bold departure and memorable moniker for her new IV practice! Ken's brand-building expertise shaped this distinctive identity with intention: "We're not going to sell IV therapy," he explained. "We're going to sell your story and build a brand." And as she's branched into injectables, Jessica's DNJ brand is thriving!

Jessica's own experiences with dramatic weight loss and self-proclaimed imposter syndrome fuel her mission to create an environment that is accessible to all and a place that every client can feel like they belong.

Several fundamental principles drive their growing practice:

The Harper's also shared several practical insights for aspiring med spa owners who are trying to build their clinical expertise while also building their business:

The Harpers exemplify how combining clinical expertise with marketing savvy creates a formula for success. Their story reminds us that with the right partner, you can take on the world and win!

Connect with Jessica, Ken & DrippyNurseJess

Jessica: @drippynursejess

Ken: @kenharpersocialmedia

Website: drippynursejess.com

In this special Thanksgiving edition of For The Record, we're giving thanks for the transformative power of smart marketing—and for our guest, Sarah Denham, Director of LeadAR. As LeadAR celebrates its one-year anniversary, Sarah shares invaluable insights on how practices can revolutionize their approach to lead management and Patient relationships with the help of a powerful CRM.

Why This Episode Matters

Sarah and host Dr. Tiphany Hall dive deep into why managing existing leads is more crucial than generating new ones. As Sarah emphasizes: "If you're not managing your leads, you're not growing." This conversation offers a blueprint for turning existing inquiries into lifelong Patients—and marketing dollars into exponential growth.

Key Insights & Strategies:

1. The Truth About Lead Generation

2. Smart Communication Strategy

3. Automation That Builds Trust

4. Team Management & Accountability

5. AI Integration & Innovation

The Bottom Line

Whether you're running a solo practice or managing multiple locations, this episode provides a roadmap for transforming your marketing approach. By focusing on lead management rather than lead generation, practices can build stronger Patient relationships, improve conversion rates, and maximize their marketing ROI.

Use code FORTHERECORD through 12/2/2024 to save 100% on LeadAR’s setup fee! Learn more at www.myLeadAR.com or on Instagram at @AestheticRecord. Follow Sarah on IG at @Sarah_Denham

In this transformative episode of For The Record, Tiphany sits down with Dr. Christopher Rex, a trailblazing, double-board certified dermatologist and CEO of Peak Dermatology. He’s the son of Nigerian immigrants who left the US and returned to Nigeria throughout his childhood, but college brought him back stateside. He pursued Dermatology as a specialty and began his career serving the underserved. Fast forward a few years, and he’s transformed into a visionary leader who is redefining patient care with a thoughtful blend of dermatology, plastic surgery, medical aesthetics and functional medicine.

Episode Highlights:

• A Global Perspective: Dr. Rex’s inspiring journey, from growing up in Nigeria to pioneering a multidisciplinary approach to dermatology and aesthetics.

• A New Model of Care: How Peak Dermatology combines medical dermatology, aesthetic treatments, wellness services, and surgical care—all under one roof.

• Bridging Gaps in Healthcare: Dr. Rex’s mission to expand dermatology access to underserved communities and his unique partnerships to deliver care across Arizona and California.

• Money with Meaning: A refreshing take on cultivating a “healthy relationship with money” in the business of healthcare, emphasizing collaboration over competition.

• Skin Cancer Education: A masterclass on the ABCDEs of melanoma and the critical importance of early detection and routine skin checks.

• Revolutionary Treatments: Insights into cutting-edge innovations like superficial radiation therapy (SRT) for non-melanoma skin cancers and radiofrequency liposuction for body contouring.

• Growth with Integrity: Lessons on scaling a practice while preserving quality care, team satisfaction, and patient trust.

Some of our favorite takeaways include:

1. The Future is Integrated: Comprehensive care centers that combine medical, aesthetic, and wellness services are reshaping the patient experience.

2. Collaboration is Key: Creating partnerships between specialties can improve patient outcomes and redefine the business model of modern healthcare.

3. Preventative Care Matters: Medical spas and aesthetic clinics should integrate basic skin cancer education to better serve their patients.

4. Success Through Vision: Building a thriving practice depends on fostering a culture of shared goals, continuous learning, and mutual respect among team members.

Dr. Rex’s story is one of breaking barriers and rethinking what a dermatology practice can achieve. With Peak Dermatology, he’s not just building a business—he’s pioneering a movement toward more inclusive, patient-centered healthcare. This episode is a must-listen for anyone looking for inspiration to shake things up and dare to be different.

Learn more about Dr. Rex & Peak Dermatology

Web: https://peakdermcare.com/

IG: https://www.instagram.com/peakdermatology/

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/