For The Record

By Tiphany Hall, PhDBusiness Entrepreneurship

For The Record episodes

February 24, 2023 Episode 56: Amplifying The Aesthetic Industry with Drew Fine

We’re back this week with an industry visionary who has spent the last 10 years leading marketing and training efforts in the Aesthetic Industry. After business school, Drew Fine spent 10 years at Eli Lilly honing his craft in Diabetes marketing before moving to Galderma, where in the course of his nearly 7 years there as VP of Marketing, he led multiple launches of new FDA approved products, played a major role in the development of GAIN, and in many ways, masterminded the rise to dominance of the Restylane, Dysport and Sculptra brands under the ownership of Nestle Skin Health. From there, he moved to Allergan as VP of Marketing for the Facial Injectable Portfolio for nearly two years where he had his hands in Juvederm, Botox and AMI marketing efforts. But now, he’s taking on a whole new challenge….
At the start of 2023, Drew was named the Chief Commercial Officer at Advanced MedAesthetic Partners. Since its inception in October ’22, AMP has experienced rapid growth, scaling from 7 to 21 practices in only a few short months. Why? Some may lump AMP into the same category as traditional “Private Equity,” but as Drew can attest, their model is different. They come alongside successful practices and partner for the long haul. His analogy of the Marriott Autograph collection is a good one- great practices get to keep the very essence of what makes them successful and unique in their local markets, much like the Autograph hotels, but they get to reap the benefits of having a sophisticated, structured corporate partner in the background who oversees the legal, technical, compliance and HR operations much like Marriott. It’s truly the best of both worlds!
AMP is led by Nicole Chiaramonte, a veteran entrepreneur who was a multi-Aesthetic clinic owner prior to taking the CEO reins. She and Drew share a similar vision to create a culture of appreciation, maintain a strong focus on the people who make up the business, and to be a source of value for both owners and their staff as they transition to the AMP family. AMP has assembled a leadership team with the right balance of aesthetic experience and outside perspective, and their vision for the company stays true to the goals of the industry: putting patients, people and practices ahead of profits.
Drew has been an advocate for solid training, something he focused on at both Galderma and Allergan, so it’s no surprise that a key part of AMP’s strategy is offering best-in-class training to both Providers and Staff. From the AMP fellowship to protocols and processes, employees at any AMP-owned practice have access to learn and grow within the organization. From Drew’s perspective, one of the benefits of partnering with AMP is the opportunities for staff. As the organization continues to scale, it unlocks the potential for regional directors and trainers, corporate and field positions that just aren’t an option in a privately-owned practice.
To hear Drew talk about the industry and where it’s headed is part of his magic. He sees the chess pieces before others know a game is even being played. What’s missing in our industry? In his opinion (and we share it here at FTR!), it’s about technology. First, it’s automating the lead gen to booking process so that patients can find practices anytime from anywhere, keeping the store front open 24-7 without the expense of human capital. It’s offering capabilities for patients to assess their own needs, buy what they want, book and come in without human intervention. Second, it’s data mining. It’s using data in sophisticated ways to make solid decisions for the practice, and at the scale of AMP, their access to large data sets across all geographies creates a serious advantage when it comes to Amplifying the Aesthetic Industry!
Learn more about Advanced MedAesthetic Partners: https://www.weramp.com
Follow Drew on Instagram: https://www.instagram.com/drewfine24/
Follow Drew on LinkedIn: https://www.linkedin.com/in/drew-fine-766ba/
56 min
February 10, 2023 Episode 55: Fractional: The New Frontier with Brandon Mullen, BSN, RN-BC
This we are shaking things up and breaking the model with guest Brandon Mullen, BSN, RN-BC. Brandon has reinvented the Practice Manager as we know it today. He's not sitting at a desk in the Practice 40+ hours a week. He's fractional, spending half of his time onsite at Aiyana Atelier in Virginia and the other half at home in Pennsylvania!
How does this work, one might ask? Brandon has been in Nursing since 2009, had a career in healthcare technology, and then answered the call when Ashley Carmen, FNP-C quickly grew her solo owner/injector Practice in Old Town, VA and needed help! Brandon is obsessive when it comes to systems, processes, project management, and details! That's why he's been able to manage both on and off-site as Ashley's grown Aiyana Atelier from now one location to two! From routing phones to shared docs, photo albums, and some help from Asana, he can run a tight ship from 4 hours away!
Brandon strategically allocates his time to take vendor meetings, work on client experience, and manage the hands-on things in the Practice during his week long visits. When he's at home, it's all about the administrative work, website updates, planning the second location buildout & launch, and things that we could all use a little peace and quiet to accomplish on the day to day.
As Brandon and Ashley scale Aiyana to a second location in Middleburg, he's flexing into different parts of his fractional role. Now, he is going between his home and two locations, and he's responsible for maintaining the level of service, ambience and experience Aiyana's clientele expects at both locations. As in all things that double, it's double the inventory, double the marketing, double the client responsibilities, but he's created such a defined process, that Aiyana's second location is set up for success!
Brandon has also been actively consulting with other Practices as they continue to grow. He is fresh off a lecture at AmSpa where this idea & his experiences as a fractional Practice Manager was well received! It's not always feasible to find the best talent locally, and it's hard to find the right fit even when they can be onsite 100% of the time, so this New Frontier is certainly catching traction. One of Brandon's passions (and ours!) is helping Practice owners and new managers to connect with other industry professionals in the same role through an association or network. With a dedicated space just for practice owners and managers, the hope is to take the collective knowledge of the group and share it just like we do with Injectors. For now, he's busy launching a second location, and there's little doubt that more will soon follow, so perhaps when that's done, he can tackle this new challenge!
We know Brandon will be joining us at Aesthetic Next in September to share more of his experience and expertise, but to connect with him in the meantime, click the links below:
Brandon's IG: https://www.instagram.com/the_aestheticconsultant/
Aiyana Atelier IG: https://www.instagram.com/aiyanaatelier/
Aiyana Atelier Website: https://www.aiyanaatelier.com/
57 min
February 03, 2023 Episode 54: Market More. Suck Less. With Katlin Cauffman
This week is like bootcamp for anyone and everyone who is trying to generate leads, increase revenue, and build a bigger practice. We have Diamond Accelerator Founder & CEO, Katlin Cauffman, in studio this week, and she's sharing some KEY information that you need to hear before you build your next offer or place that next paid ad. With years of experience marketing practices of all shapes and sizes, her expertise and insights make this episode a full blown marketing course that you'd paid big bucks for somewhere else!
Katlin's company handles everything needed to be massively successful with lead gen, nurturing, and long-term retention of your client base. And over the years, after helping hundreds and hundreds of med spas, she's got a great handle on the things you can do along the way, in her own words, to make your marketing suck less! Her proven system makes it EASY for practices to set it and forget it, and to focus on other parts of the business while also knowing their marketing efforts are in strong, capable hands with the Diamond Accelerator Team! But, things like a thorough consultation and really good follow up are critical pieces that often get missed- if a company brings you leads on leads on leads, and the team inside the practice can't convert them to paying patients (or upsell them), then it's all for not. And Katlin spends alot of her time helping practices understand the funnel is only as good or as important as those face-to-face interactions.
We talk about the consultation often, how to assess, how to present the treatment plan to the patient, and on and on, but do we do it over and over every time they come in? Do we understand the trial close and how to upsell? Are we overcoming objections and driving incremental revenue? ALOT rides on that consultative approach, and that's why Katlin has spent a tremendous amount of her time developing a full strategy that definitely doesn't suck! Who wants to crush an ad campaign or rock it with SEO just to have it fall apart at the consult- nobody! As part of our podcast launch this week, Katlin is giving away her full training program "The 5-Star Consultation Process- for FREE! It includes video training, a checklist, plug & play and scripts and more! It's a huge value that can pay big dividends long term.
5 Star Consultation Process: https://www.diamondaccelerator.com/5star-download
We couldn't recommend this episode more, and Katlin is a total rockstar. Be sure to grab a notepad and pen because you will definitely want to jot down a few key takeaways!
Learn more about Diamond Accelerator: https://www.diamondaccelerator.com/
Follow Katlin on Instagram: https://www.instagram.com/katlincauffman/

1 hr 2 min
January 27, 2023 Episode 53: Born To Do More with Heather Finks, FNP-C
Episode 53 is a Texas-sized crash course on serial entrepreneurship, overcoming adversity, and the patient experience.

We sit down with Fort Worth native Heather Finks, FNP-C, founder of House of Beauty and a veteran nurse injector.

This is Heather’s THIRD entrepreneurial endeavor, starting her first business at age 21 despite all odds. Her childhood was less than picture perfect. She was raised by a single dad in a low income home, and she became a mom at 15. She made a decision then to do what she had to in order to change the generational story for her daughter, and boy did she!

She’s done a lot in a very short time, and basically her entire adult life she’s owned a business. She’s learned to be agile, to try new things, and to remove failure from the list of possibilities.

In this episode Heather shares:
▪️Her experiences with overcoming adversity and the mindset you need to survive
▪️Running a successful business from idea to single location and then starting to scale
▪️Her philosophy on the patient experience and where the consultation falls apart (and how to fix it!)
▪️What it’s like to share your sobriety and your faith on a public forum and be okay with who you are

This episode will fill your cup- to hear Heather’s story and see where she’s ended up and what she’s been able to accomplish proves we can do anything if we want it bad enough. She was definitely 𝘽𝙤𝙧𝙣 𝙏𝙤 𝘿𝙤 𝙈𝙤𝙧𝙚!
Learn More About Heather on IG: https://www.instagram.com/injector_heather/
Learn More About House of Beauty on IG: https://www.instagram.com/houseofbeauty_fw/3
Learn More About House of Beauty on the Web: https://www.houseofbeautyfw.com/
Learn More About Sex, Love & Injectables Podcast: https://podcasts.apple.com/us/podcast/sex-love-and-injectables/id1503192485

59 min
January 20, 2023Episode 52: Playing Devil's Advocate with Scott Callahan, PA-C
This week we are ditching the koolaid, poking the bear, and going unfiltered with industry pioneer 𝗦𝗰𝗼𝘁𝘁 𝗖𝗮𝗹𝗹𝗮𝗵𝗮𝗻, 𝗣𝗔-𝗖 in Epidode 52 𝙋𝙡𝙖𝙮𝙞𝙣𝙜 𝘿𝙚𝙫𝙞𝙡'𝙨 𝘼𝙙𝙫𝙤𝙘𝙖𝙩𝙚. Scott opened Dolce Vida Med Spa in 2010 after a career in heart surgery and a strategic move to plastic surgery. He saw the writing on the wall, and took a big leap to opening a med spa that has certainly paid off. Now, 4 practices later, he’s orchestrated a lot of change in the industry!
If you have used, heard of or thought about threads, you can thank Scott! He was integral in bringing threads to the US more than a decade ago, and he’s one of the most respected thread practitioners and trainers in the country. He’s also the mastermind and founder of Dolce Symposiums which included ten action packed training events centered on threads and drawing in the biggest names in the country. He held his final one in 2022, but he’s not slowing down.
Who is Scott Callahan, and why do we all listen when he speaks up?
Scott is the expert trainer/educator for multiple companies including Suneva, Galderma, Harvest Terumo, Benev, MINT and Merz. He is a trainer/educator for Bellafill for the East Coast and was the very first injector of Bellafill in the state of Connecticut. He has been featured on multiple local and network television shows including a featured spot on The Style Network.
He’s still providing his training and expertise all around the US. If you know Scott, you know he pulls no punches. He tells you what he thinks, and he calls it exactly how he sees it. This episode is no exception! We talk about
Finding the right vendors and building mutual respect without drinking the koolaid

The controversy surrounding putting NPs, PAs and RNs on podium (and why would anyone say no!?)

Taking care of your staff with money and perks if you intend to keep them ▪️Whether ownership is the only path to long term financial success ▪

What makes a great provider and how we need to set the standards to do better for our industry
Just like everything Scott does, this episode is dynamic, informative and a must listen or watch!
Learn More About Scott: Dolce Vida on the Web: https://www.dolcevidamedspa.com/
Dolce Vida on Instagram: https://www.instagram.com/dolcevidamedspa/
1 hr 3 min
January 13, 2023Episode 51: Setting the Standard with Larry Blevins, PA-C
Episode 51 is live this week with a true pioneer and a mentor to SO many, the legendary Larry Blevins, PA-C! In 𝙎𝙚𝙩𝙩𝙞𝙣𝙜 𝙩𝙝𝙚 𝙎𝙩𝙖𝙣𝙙𝙖𝙧𝙙, we sit down with @captaincosmetic, Founder & CEO of Village Institute of Plastic Surgery and co-founder of the American Foundation for Aesthetic Medicine fellowship.
Larry is a retired Med Corp Captain in the US Army. It’s there that he finished PA school, served two tours in the trauma unit in Baghdad, then honed his aesthetic skills treating scars left in the aftermath of IED explosions. He retired from the Army and headed into civilian life, opened @plasticsurgeryvip and it’s been a successful journey ever since! Larry is a big believer in platform devices, and his knowledge of all things laser is astonishing. He’s an ASLMS Fellow and a true expert on not only the protocols and techniques but the business of selling treatments and generating major revenue quickly.
In addition to a thriving plastic surgery, injectable and laser practice, he’s giving back through the @affam.foundation Fellowship he started with Danny Soares, MD. Their program is a 6-month intensive with hands-on training, didactic learning, exams, and an in depth look at the inner workings of a successful practice. He’s also a fighter and an advocate for creating industry standards and giving new providers a pathway to obtaining the right skills to be successful without wasting time and money in the process.
In this episode, Larry shares:
His perspectives on breaking into aesthetics and gaining the right skills

The urgent need for providers to implement a set of standards to protect the industry T

The how-tos of selecting devices and making them profitable

What’s coming in the future that will change the industry
This episode is action packed and delivered by one of the most repeated minds in the industry. You will NOT want to miss it!
Learn More About Larry:
Instagram: https://www.instagram.com/captaincosmetic/
Village Institute of Plastic Surgery: https://www.instagram.com/plasticsurgeryvip/
American Foundation for Aesthetic Medicine: https://www.instagram.com/affam.foundation/
Village Institute of Plastic Surgery website: https://www.plasticsurgeryvip.com/
American Foundation for Aesthetic Medicine: https://affam.org/
1 hr 4 min
January 06, 2023Episode 50: Off The Beaten Path with PA Cheyanne
We’re going 𝙊𝙛𝙛 𝙏𝙝𝙚 𝘽𝙚𝙖𝙩𝙚𝙣 𝙋𝙖𝙩𝙝 this week with 𝙋𝘼 𝘾𝙝𝙚𝙮𝙖𝙣𝙣𝙚, Founder, CEO & Injector at The Private Suite LA.

Her career started in France as a perfumer, but then a desire to do something more impactful led her back to NYC to PA School. She set her initial sets on Plastic Surgery, but in the end, she chose a PA program that paved the way for her journey into Aesthetics. Through the course of a fellowship, she left for sunny LA to train with a reconstructive surgeon, and never looked back.

In her 15 year career, she’s seen and done a lot in aesthetics from routinely working surgical cases to running medspas and large practices to today where she's settling into her role of 2 years, Founder & CEO. Cheyanne is building a bespoke brand that puts patient experience at the forefront, and her approach is rooted in the complete mind/body connection. She's been on the regenerative medicine scene for years, long before it was en vogue, and she's seen the positive outcome of this approach- so much so, she works closely with other Providers in areas like cellular medicine to bring those benefits to her patients. She's an advocate of treatments like red light therapy, exosomes, and polynucleotides, and biostimulators are the foundation of her injectable practice.

𝙄𝙣 𝙩𝙝𝙞𝙨 𝙚𝙥𝙞𝙨𝙤𝙙𝙚, 𝙋𝘼 𝘾𝙝𝙚𝙮𝙖𝙣𝙣𝙚 𝙨𝙝𝙖𝙧𝙚𝙨:
Her experiences as an early adopter of biostimulators, especially body indications

Her perspective on scaling a bespoke brand and the challenges with hiring and adding locations

Her approach to “aging younger” & avoiding the pitfalls of over correction

Preparing your practice for the economic reality of 2023

Her mindset on investing in your skills and what she sees evolving as a busy GAIN Trainer & an avid learner
PA Cheyanne has definitely taken a unique path into aesthetics, from a perfumery in France to enhancing beauty in LA. Her approach to injecting, global wellness, and brand building is the perfect crash course for those who dare to be different!
Learn more about Cheyanne: https://www.instagram.com/theprivatesuitela/
59 min
December 30, 2022Episode 49: Back Against the Wall with Sarah Balladares, PA-C
This week, we sit down with Physician Associate and business owner, Sarah Balladares, PA-C for one wild ride! It all started with Sarah's original career post-marketing degree, Financial Planning. After 5 years helping medical professionals get a handle on their money, she decided it was time to leave her career and head off to medical school for a career in Plastic Surgery. That was a short lived, as a few of her close physician friends talked her off the ledge, and offered up a career as a PA as viable alternative. That was all it took, and Sarah went back to school to take a year of prerequisites only to be waitlisted!
That didn't stop her, one of the many times she would persevere. She eventually got into PA school that year, and the rest is history...sort of! Sarah had her goal in mind- Aesthetics- and despite repeated interventions from her professors, she stayed the course. After PA school, Sarah embarked on a journey that would take her to Ohio where she still works periodically then to Louisiana. She got involved with a practice in hopes of owning it one day, but her curiosity was not welcomed, so she found herself in a tight spot. What to do to end this "fun employment?" Well, Smooth by Sarah was born! Through a bit of desperation and a lot of gumption, with $7000 in injectables, a chair, and a one room rental spot, she opened her own practice. Now, she goes back and for to Ohio, works at another medical spa in Metarie, LA and has her own clinic in Baton Rouge. She's a busy gal managing 3 practices and a packed schedule, and flying home to North Carolina to see her new(ish) husband and remodel a home! She's definitely on the go, but so many of her decisions have been ones that may have seemed crazy at the time, but looking back, it's exactly what needed to happen in that moment to arrive at the destination.
Now 3 years into owning Smooth by Sarah, she is continuing to innovate and evolve as a business owner and an injector, learning valuable lessons along the way. In this episode she shares:
What fueled her decision to completely change careers and start over

The impetus behind opening her practice, Smooth by Sarah, while also working in 2 locations

The benefits of being an entrepreneur AND an employee

The cautionary tales of going too big in the beginning

Asking the tough questions, even if it hurts at the time
And, so much more!!! This episode is FULL of laughs, southern charm, and Sarah’s fiery spirit. But it’s also a testament to just jumping in, trusting yourself, and realizing that whether you crawl, walk or run, you just have to keep moving forward.

Find Sarah on Instagram: https://www.instagram.com/smoothbysarah/
Find Smooth by Sarah online: https://smoothbysarah.com/
1 hr 11 min
December 24, 2022 Episode 48: The Experiment Worked with Meredith Kent, PA-C
This week we sit down with Entrepreneur, Master Injector & National Trainer for both Allergan & Galderma, 𝙈𝙚𝙧𝙚𝙙𝙞𝙩𝙝 𝙆𝙚𝙣𝙩, 𝙋𝘼-𝘾.

Meredith is the Founder of Skin CoLAB, a thriving aesthetic oasis in the heart of downtown Ada, Michigan. For 15 years and counting, Meredith has been in the Aesthetic industry, but in 2021, she opened her own Practice in the same town where she grew up!

Skin CoLAB is the perfect representation of her vision- literally! She managed every aspect of the design and has carefully curated the ambience and the vibe to give Patients and Retail Shoppers the ultimate Skin CoLAB experience. From those strolling past her storefront in downtown Ada to those who have found their home in her treatment chair, they all are welcomed into what she calls a cross between Anthropologie & the Ritz Carlton!
She's a hard worker and always has been- something that is certainly a major contributor to her success. She's built a team that is focused on achieving goals, providing great patient care, and staying on top of the latest and greatest trends in the industry. But that forward thinking doesn't mean she jumps in with both feet. Meredith is quick to point out that she is often a wait-and-see kind of businesswoman. She doesn't always jump on the latest trend or the newest product, but prefers to stay in her lane, with her head down, working hard, and make her moves when it works for HER. She doesn't get caught up in the competition, so much so that she trains her competitors and freely gives of her knowledge to those around here. And, it's working! As a Presidential account with Galderma in a little more than a year in business, she and her team are busy focusing on doing everything they can to make Skin CoLAB the ideal destination for Patients.

In this episode, she shares:
▪️Taking the leap, even when failure is an option, and being okay with learning as you go.
▪️Managing a full patient load and running a business (also while managing a team and being a mom of 3!).
▪️Building a brand and creating non-negotiable standards for Patient care, for Marketing, and for business operations.
▪️Delivering a holistic approach to Patient care that is built on trust, attention to detail and consistency.

Learn more about Meredith on her Instagram: https://www.instagram.com/sciencebeauty_pac_/
Learn more about Skin CoLAB on Instagram: https://www.instagram.com/skincolab_/
Learn more about Skin CoLAB on the Web: https://www.skincolab.com/
1 hr 10 min
December 16, 2022 Episode 47: The Partnership Playbook with Chris Murray
In Episode 47, we sit down with Revision Skincare Vice President of Strategic Partnerships, Chris Murray. Chris has been in the industry for 17 years, and in that time he’s worn many hats. From injectable Sales Rep to Regional Sales Manager at Medicis and Galderma to his transition to skincare 4 years ago, one thing has remained constant…his desire to partner with customers and to bring science, business and relationships to the table.

During his time at Revision, he’s been integral in two big launches: Revox Line Relaxer and the new DEJ Daily Boosting Serum. He also spearheaded this year’s partnership with RVL Pharmaceuticals featuring Upneeq, and after the success of those program, he has more on the horizon. It’s evident in our discussion that he is exactly the kind of partner you’d want- one that wants what’s best for the industry, the customer and the business. And he’s eager to invest his time and resources to make it happen.

His strong desire to work together with Practices and go beyond a great product portfolio and sound science led to the inaugural Elite Retreat in June 2022. He brought the top 25 customers together to talk business, social, exit plans, and surprisingly, NOT skincare! He wanted to add value in a new, novel way, and it was a giant success leading to the second annual event happening in July 2023.

In this episode, Chris and Tiphany discuss:
✔️The evolution of the industry and the increasing importance of skincare for outcomes and the bottom line.
✔️The keys to successfully partnering whether it’s in your Practice or with industry.
✔️Accelerating business growth with a solid 360-degree messaging strategy.
✔️How to separate yourself from the competition as both a Practice & a Provider
Chris has been involved in the industry on all sides, and he’s sharing a full hour of nonstop knowledge that you simply can’t miss. He’s an expert on leveraging your network, driving the bottom line and influencing the industry, and he’s sharing it all on this week’s For The Record!
Learn more about Revision Skincare: https://revisionskincare.com/
Follow Chris on Instagram: https://www.instagram.com/murrcme/
56 min

About For The Record

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Welcome to For the Record, your unfiltered view on current trends and timeless advice for surviving in the Aesthetic industry. Whether you're an injector, practice owner, sales rep or marketer, it's…

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