Inside Aesthetics

Episode 27 hosts Drew Hankin (Managing Director of Azuri Group from Brisbane, Australia)

Azuri Group are a specialised agency with an expertise in cosmetic digital marketing, branding, website design and SEO. They are the only official Google Partner in their niche in Australia and are the digital brains behind some of the biggest cosmetic names in the industry.

In this episode we explore what digital marketing actually is, how this translates to the cosmetic industry, how Facebook and Instagram dominate and how these can be leveraged to increase both engagement and ultimately, improve bookings and sales.

0:00 Introduction 1:03 Meet Drew Hankin 3:19 How Azuri Entered the Cosmetic Industry 5:16 Why Digital Marketing Is Often Misunderstood 9:44 Rapid Changes in Social Media Platforms 11:56 Why Facebook and Instagram Dominate Marketing 14:01 Shift From Traditional to Digital Advertising 16:30 Targeting Audiences and Cost Per Thousand Explained 18:16 Tracking Marketing Performance and ROI 23:53 Understanding Indirect Conversions 27:02 First Steps for New Clinics in Marketing 30:22 Building a Marketing Funnel Strategy 33:44 Retargeting and Multi Step Campaigns 37:39 Why Every Business Needs a Website 41:39 Risks of Relying on One Marketing Channel 45:36 Creating a Balanced Marketing Ecosystem 48:05 What Search Engine Optimization Really Means 51:43 Google Ranking and Website Compliance 57:32 Common SEO Myths and Link Building Risks 1:01:04 Where New Businesses Should Start 1:03:30 Budget Expectations for Marketing and Websites 1:07:48 Understanding Cost Per Lead and Scaling Campaigns 1:12:19 Optimizing Ads and Audience Targeting 1:16:00 Authentic Content Versus Over Produced Content 1:19:56 Why Raw Video Performs Better on Social Media 1:22:22 Influencer Marketing and Changing Reach 1:25:07 Fake Followers and Audience Quality 1:27:43 Niche Audiences Versus Large Followings 1:30:37 Separating Follower Growth From Lead Generation 1:33:59 Key Marketing Foundations for Clinics 1:36:53 Choosing the Right Marketing Agency 1:39:25 Industry Experience Versus Fresh Perspective 1:42:10 Final Advice for Building a Marketing Strategy 1:44:30 How to Contact Azuri Group 1:48:40 Wrap Up and Closing Remarks

ALL LINKS & CONTACT INFORMATION

Episode 27 hosts Drew Hankin, the founder and managing director of Azuri Group based in Brisbane, Australia.

 Azuri Group are a specialised agency with an expertise in cosmetic digital marketing, branding, website design and SEO. They are the only official Google Partner in their niche in Australia and are the digital brains behind some of the biggest cosmetic names in the industry.

In this episode we explore what digital marketing actually is, how this translates to the cosmetic industry, how Facebook and Instagram dominate and how these can be leveraged to increase both engagement and ultimately, improve bookings and sales.

 

SUPPORT THE PODCAST:

- If you enjoy listening to IA every week and would like to help support the podcast, we have two simple donation options: I Love IA! & Buy us a coffee! 

 

IA PATREON:

Did you know that we have an online injectable education and business mentoring service called IA Patreon? Get access to the following benefits (depending on your tier):

- Access to four IA Whatsapp groups (General, Injectables, Business & Regenerative Aesthetics) 

- Access to our IA Injectable Live sessions (Injectable Zoom sessions led by Dr Jake)

- Access to weekly IA Hints & Tips (Videos, insights & other injectable education)

- Access to our IA Business Hints & Tips (Videos of business hints and experiences)

- Access to IA Business Insights (Zoom recordings of David doing business coaching with our IA Patrons)

- Access to our growing IA Library of clinical papers, books and resources

- Access to eight IA Webinars

- Business mentoring opportunities with David (30 minutes free for Platinum tier Patrons)

- Shadowing opportunities in clinic with Dr Jake (additional cost)

 

CONTACT INFORMATION:

Subscribe to IA on Apple Podcasts

Subscribe to IA on Spotify

Other IA links:

Follow IA on Instagram

Sign up as an IA Patron

Visit the IA website 

Contact IA

Apply to be a guest on IA

Dr Jake Sloane:

Follow Dr Jake on Instagram 

Dr Jake's website

David Segal:

Follow David on Instagram

 

Episode 26 hosts Pene Timberlake (Registered Nurse from Sydney, Australia)

She has over 15 years' experience throughout Australia, New Zealand and the UK, working in several specialist roles including as a clinical trainer, a nurse injector and heading medical affairs.

In this episode we explore the various routes into cosmetic injectable training, what makes a skilled injector and consultation skills. From a consumers perspective, this episode also gives an insight into how to select an injector for your safety and for the best results.

0:00 Introduction 1:03 Meet Pene Timberlake 3:19 Why Many Nurses Want to Enter Cosmetic Injecting 5:16 Lack of a Clear Career Path in Aesthetic Nursing 9:44 Importance of Foundational Medical Experience 11:56 Training Gaps and Industry Regulation Lag 14:01 Why On-the-Job Experience Matters Most 16:30 Recommended First Step: Work in a Clinical Setting 18:16 Minimum Hospital Experience Before Injecting 23:53 Managing Emergencies and Patient Safety Skills 27:02 Understanding Vasovagal Episodes and Patient Monitoring 30:22 Industry Attraction: Glamour Versus Patient Care 33:44 Raising Consumer Awareness and Asking the Right Questions 37:39 Patients Versus Clients Mindset in Aesthetic Medicine 41:39 Medical Training Before Marketing and Branding 45:36 Recruitment Standards in Large Clinic Networks 48:05 Structured Training Programs and Ongoing Support 51:43 What Employers Look For in New Injectors 57:32 The Unicorn Injector: Balancing Clinical and People Skills 1:01:04 Starting in Skin and Laser Before Injecting 1:03:30 Alternative Entry Paths Into the Aesthetic Industry 1:07:48 Importance of Communication and Soft Skills 1:12:19 Developing Personal Brand and Professional Identity 1:16:00 Building an Effective Social Media Presence 1:19:56 Before and After Photos and Professional Messaging 1:22:22 Finding the Right Balance Between Promotion and Credibility 1:25:07 Consultation Skills and Patient Communication 1:27:43 Understanding Different Personality Types in Consultations 1:30:37 Using Structured Consultation Flow and Scripts 1:33:59 Explaining the Treatment Process to Reduce Anxiety 1:36:53 Establishing Trust Before Treatment Begins 1:39:25 Why Medical History Must Come First 1:42:10 Sales Skills Versus Ethical Patient Care 1:44:30 Building Rapport Through Communication Matching 1:48:40 Choosing the Right Injector as a Consumer 1:53:30 Risks of Jumping Between Providers 1:55:45 Questions Patients Should Ask Their Practitioner 2:00:30 Doctor Support and Safety Protocols Explained 2:03:05 Understanding FaceTime or Telehealth Prescribing 2:05:40 Role of Nurse Practitioners in Aesthetic Medicine 2:10:55 Importance of Mentorship and Continuous Learning 2:13:30 Final Advice for New Injectors 2:18:00 Episode Wrap Up and Next Part Preview

ALL LINKS & CONTACT INFORMATION

Episode 26 hosts Pene Timberlake, one of Australia's most experienced cosmetic nurses based in Sydney, Australia.

She has over 15 years' experience throughout Australia, New Zealand and the UK, working in several specialist roles including as a clinical trainer, a nurse injector and heading medical affairs.

In this episode we explore the various routes into cosmetic injectable training, what makes a skilled injector and consultation skills. From a consumers perspective, this episode also gives an insight into how to select an injector for your safety and for the best results.

 

SUPPORT THE PODCAST:

- If you enjoy listening to IA every week and would like to help support the podcast, we have two simple donation options: I Love IA! & Buy us a coffee! 

 

IA PATREON:

Did you know that we have an online injectable education and business mentoring service called IA Patreon? Get access to the following benefits (depending on your tier):

- Access to four IA Whatsapp groups (General, Injectables, Business & Regenerative Aesthetics) 

- Access to our IA Injectable Live sessions (Injectable Zoom sessions led by Dr Jake)

- Access to weekly IA Hints & Tips (Videos, insights & other injectable education)

- Access to our IA Business Hints & Tips (Videos of business hints and experiences)

- Access to IA Business Insights (Zoom recordings of David doing business coaching with our IA Patrons)

- Access to our growing IA Library of clinical papers, books and resources

- Access to eight IA Webinars

- Business mentoring opportunities with David (30 minutes free for Platinum tier Patrons)

- Shadowing opportunities in clinic with Dr Jake (additional cost)

 

CONTACT INFORMATION:

Subscribe to IA on Apple Podcasts

Subscribe to IA on Spotify

Other IA links:

Follow IA on Instagram

Sign up as an IA Patron

Visit the IA website 

Contact IA

Apply to be a guest on IA

Dr Jake Sloane:

Follow Dr Jake on Instagram 

Dr Jake's website

David Segal:

Follow David on Instagram

 

Episode 25 hosts Dr Angelo Tsirbas (Oculoplastic Surgeon from Sydney, Australia)

Angelo specialises in eye lid (blepharoplasty) surgery, brow lifts and complex orbital reconstruction work.

In the first of three episodes with Angelo we'll explore what Oculoplastic Surgery is, cosmetic trends between the USA and Australia and the basics of upper eye lid surgery.

*]:pointer-events-auto R6Vx5W_threadScrollVars scroll-mb-[calc(var(--scroll-root-safe-area-inset-bottom,0px)+var(--thread-response-height,0px))] scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]" dir="auto" data-turn-id= "request-69c4e055-cf80-8321-bb5b-e7abe90214a6-6" data-testid= "conversation-turn-430" data-scroll-anchor="false" data-turn= "assistant">

0:00 Introduction 1:03 Meet Dr Angelo Tsirbas 3:19 What Oculoplastic Surgery Involves 5:16 Importance of Function Before Aesthetics in Eye Surgery 9:44 Daily Practice and Surgical Focus 11:56 Rise of Surgical Subspecialization in Aesthetic Medicine 14:01 What Is Blepharoplasty Explained 16:30 Training and Career Path in Oculoplastic Surgery 18:16 Experience Working in the United States 23:53 Differences in Aesthetic Trends Across Countries 27:02 Impact of Selfies and Social Media on Perception 30:22 Importance of Standardized Clinical Photography 33:44 Patient Expectations and Celebrity Influences 37:39 Assessing Eye Function and Tear Film Before Surgery 41:39 Why Eye Surgery Feels More Sensitive to Patients 45:36 Role of Facial Symmetry and Natural Variation 48:05 Consultation and Patient Selection Principles 51:43 Managing Expectations for Surgical Outcomes 57:32 Functional Versus Cosmetic Eye Surgery Decisions 1:01:04 Causes of Heavy Eyelids and Aging Changes 1:03:30 Relationship Between Eyelid Aging and Muscle Function 1:07:48 Role of Volume Loss and Skin Laxity 1:12:19 When Fillers May Be Appropriate for Younger Patients 1:16:00 Genetic and Environmental Factors in Eyelid Aging 1:19:56 Sun Exposure and Accelerated Aging Effects 1:22:22 Minimum Age and Indications for Surgery 1:25:07 Non Surgical Treatment Options for Younger Patients 1:27:43 Step By Step Upper Blepharoplasty Procedure 1:30:37 Surgery Duration and Recovery Timeline 1:33:59 Managing Swelling, Bruising and Downtime 1:36:53 Activity Restrictions After Surgery 1:39:25 Long Term Healing and Scar Maturation 1:42:10 Risk of Scarring and Incision Placement 1:44:30 Creating Natural Eyelid Creases and Movement 1:48:40 Understanding Asian Eyelid Surgery Variations 1:53:30 Functional Surgery Through Public Health System 1:55:45 Medicare and Referral Requirements 2:00:30 Non Surgical Devices Like Plasma Pen Explained 2:03:05 Safety Concerns With Energy Based Devices 2:05:40 Importance of Evidence Based Treatments 2:10:55 Risks of Inadequate Training and Regulation 2:13:30 Patient Safety and Managing Complications 2:18:00 Episode Wrap Up and Next Topic Preview

ALL LINKS & CONTACT INFORMATION

Episode 25 hosts Dr Angelo Tsirbas, a globally-renowned Oculoplastic Surgeon based in Sydney. He specialises in eye lid (blepharoplasty) surgery, brow lifts and complex orbital reconstruction work.

In the first of three episodes with Dr Tsirbas, we'll explore what Oculoplastic Surgery is, cosmetic trends between the USA and Australia and the basics of upper eye lid surgery.

 

SUPPORT THE PODCAST:

- If you enjoy listening to IA every week and would like to help support the podcast, we have two simple donation options: I Love IA! & Buy us a coffee! 

 

IA PATREON:

Did you know that we have an online injectable education and business mentoring service called IA Patreon? Get access to the following benefits (depending on your tier):

- Access to four IA Whatsapp groups (General, Injectables, Business & Regenerative Aesthetics) 

- Access to our IA Injectable Live sessions (Injectable Zoom sessions led by Dr Jake)

- Access to weekly IA Hints & Tips (Videos, insights & other injectable education)

- Access to our IA Business Hints & Tips (Videos of business hints and experiences)

- Access to IA Business Insights (Zoom recordings of David doing business coaching with our IA Patrons)

- Access to our growing IA Library of clinical papers, books and resources

- Access to eight IA Webinars

- Business mentoring opportunities with David (30 minutes free for Platinum tier Patrons)

- Shadowing opportunities in clinic with Dr Jake (additional cost)

 

CONTACT INFORMATION:

Subscribe to IA on Apple Podcasts

Subscribe to IA on Spotify

Other IA links:

Follow IA on Instagram

Sign up as an IA Patron

Visit the IA website 

Contact IA

Apply to be a guest on IA

Dr Jake Sloane:

Follow Dr Jake on Instagram 

Dr Jake's website

David Segal:

Follow David on Instagram

Episode 24 hosts Cassandra Smith (Dermal Clinician from Canberra, Australia)

Cassanadra has over 14 years in the skin and beauty industry and co-owns and runs two busy laser, skin and injectable clinics in a very competitive market.

We expand on her first episode on Inside Aesthetics (Episode 5) to discuss how someone can train to become a beauty therapist, the skills they might need and the core principles of running a successful clinic.

0:00 Introduction 1:03 Meet Cassandra Smith 3:19 Avoiding Complications in Skin and Laser Treatments 5:16 Importance of Consultation and Patient Education 9:44 Building Trust and Honest Patient Communication 11:56 Managing Incomplete or Incorrect Patient Information 14:01 Importance of Repeating Safety Questions Every Visit 16:30 Role of Training and Consistent Clinic Protocols 18:16 Patient Responsibility for Pre and Post Care 23:53 Using Aftercare Instructions and Patient Compliance 27:02 Value of Preparation Before Advanced Treatments 30:22 When to Perform Test Patching 33:44 Knowing When to Delay or Decline Treatment 37:39 Handling Clients Who Ignore Advice 41:39 Importance of Detailed Clinical Notes 45:36 Managing Adverse Events With Empathy 48:05 Investigating Reactions and Treatment History 51:43 Working With Medical Support and Referral Pathways 57:32 Building Patient Trust After Complications 1:01:04 Risks of Seeking External Advice Without Context 1:03:30 Importance of Clear Communication During Complications 1:07:48 Understanding Variable Patient Responses 1:12:19 Assessing Complex Skin Types and Ethnicity 1:16:00 Using Fitzpatrick Scale for Treatment Planning 1:19:56 Identifying Medication Risks and Contraindications 1:22:22 When to Refer to Primary Healthcare Providers 1:25:07 Managing Difficult or High Conflict Patients 1:27:43 Turning Negative Situations Into Positive Outcomes 1:30:37 Handling Appointment Delays and Customer Expectations 1:33:59 Managing Clinic Flow and Scheduling Efficiency 1:36:53 Role of Front Desk in Patient Experience 1:39:25 Maximizing Time During Quiet Periods 1:42:10 Preventing Staff Burnout and Fatigue 1:44:30 Benefits of Four Day Work Rosters 1:48:40 Managing Appointment Duration and Treatment Planning 1:53:30 Communication Between Injectors and Clinic Teams 1:55:45 Building Injector Client Base and Referrals 2:00:30 Handling Staff Conflict and Team Dynamics 2:03:05 Managing Competition and Fair Patient Allocation 2:05:40 Supporting New Injectors and Skill Development 2:10:55 Importance of Owner Understanding Clinical Workflows 2:13:30 Building Strong Clinic Relationships and Culture 2:18:00 Equipment Maintenance and Preventing Downtime 2:20:15 Daily Cleaning and Handling of Laser Devices 2:23:40 Identifying Poor Technique and Muscle Memory Habits 2:26:30 Preventing Staff Injury and Improving Ergonomics 2:29:10 Using Video Review to Improve Technique 2:31:45 Episode Wrap Up and Contact Information

ALL LINKS & CONTACT INFORMATION

Episode 24 hosts Cassandra Smith again, a Dermal Clinician from Canberra, Australia.

Cassanadra has over 14 years in the skin and beauty industry and co-owns and runs two busy laser, skin and injectable clinics in a very competitive market.

We expand on her first episode on Inside Aesthetics (Episode 5) to discuss how someone can train to become a beauty therapist, the skills they might need and the core principles of running a successful clinic.

 

SUPPORT THE PODCAST:

- If you enjoy listening to IA every week and would like to help support the podcast, we have two simple donation options: I Love IA! & Buy us a coffee! 

IA PATREON:

Did you know that we have an online injectable education and business mentoring service called IA Patreon? Get access to the following benefits (depending on your tier):

- Access to four IA Whatsapp groups (General, Injectables, Business & Regenerative Aesthetics) 

- Access to our IA Injectable Live sessions (Injectable Zoom sessions led by Dr Jake)

- Access to weekly IA Hints & Tips (Videos, insights & other injectable education)

- Access to our IA Business Hints & Tips (Videos of business hints and experiences)

- Access to IA Business Insights (Zoom recordings of David doing business coaching with our IA Patrons)

- Access to our growing IA Library of clinical papers, books and resources

- Access to eight IA Webinars

- Business mentoring opportunities with David (30 minutes free for Platinum tier Patrons)

- Shadowing opportunities in clinic with Dr Jake (additional cost)

 

CONTACT INFORMATION:

Subscribe to IA on Apple Podcasts

Subscribe to IA on Spotify

Other IA links:

Follow IA on Instagram

Sign up as an IA Patron

Visit the IA website 

Contact IA

Apply to be a guest on IA

Dr Jake Sloane:

Follow Dr Jake on Instagram 

Dr Jake's website

David Segal:

Follow David on Instagram

 

Episode 23 hosts Harry Arampatzis (Pharmacist from Paris, France)

Harry's PhD focussed on skin pharmacology and having worked for the some of the biggest names in the skincare world, he decided that the industry just wasn't delivering what it promised. In his words, 'we're over-creamed and under-treated!'⠀ ⠀ Listen to Harry's expertise in the skincare industry, the difference between cosmetics & therapeutics and learn how Universkin has made the future of skincare a reality.

*]:pointer-events-auto R6Vx5W_threadScrollVars scroll-mb-[calc(var(--scroll-root-safe-area-inset-bottom,0px)+var(--thread-response-height,0px))] scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]" dir="auto" data-turn-id= "request-69c4e055-cf80-8321-bb5b-e7abe90214a6-8" data-testid= "conversation-turn-434" data-scroll-anchor="false" data-turn= "assistant">

0:00 Introduction 1:03 Meet Harry Arampatzis 3:19 Conference Insights and Australian Aesthetic Market 5:16 Differences Between European and Australian Markets 9:44 Importance of Personalised Treatment Approaches 11:56 Multicultural Skin Types and Treatment Challenges 14:01 Background in Cutaneous Pharmacology 16:30 Interest in Skin Science and Skincare Development 18:16 Why Skincare Is a Confusing Market for Consumers 23:53 Marketing Influence in Skincare Industry 27:02 Sensory Experience and Product Compliance 30:22 Cosmetic vs Therapeutic vs Cosmeceutical Explained 33:44 Role of Marketing in Product Differentiation 37:39 Active Ingredients and Skin Physiology 41:39 Importance of Skin Barrier and Hydration 45:36 Bioavailability of Oral vs Topical Ingredients 48:05 Common Evidence Based Skincare Actives 51:43 Personalised Formulation Philosophy 57:32 Diagnosing Skin Before Choosing Products 1:01:04 Clinical Assessment and Patient History 1:03:30 Role of Photography in Tracking Results 1:07:48 Limitations of Visual Skin Changes 1:12:19 Developing New Skincare Products 1:16:00 Research and Clinical Testing Process 1:19:56 Doctor Patient Relationship in Skincare 1:22:22 Role of Doctors in Skincare Recommendations 1:25:07 Accessing UniverSkin Through Clinics 1:27:43 In Clinic Compounding and Customisation 1:30:37 Transparency and Patient Education 1:33:59 Anti Inflammatory Base Technology Explained 1:36:53 Inflammation and Skin Aging Theory 1:39:25 Functional Ingredients and Skin Health 1:42:10 Differences Between Face and Body Skin 1:44:30 Product Shelf Life and Stability 1:48:40 Benefits of Compounding Products On Site 1:53:30 Number of Possible Ingredient Combinations 1:55:45 Seasonal and Stepwise Treatment Planning 2:00:30 Clinical Evidence and Safety Testing 2:03:05 Role of Artificial Intelligence in Skin Diagnosis 2:05:40 Teledermatology and Remote Assessment 2:10:55 AI Questionnaires and Diagnostic Accuracy 2:13:30 Software Integration in Clinical Practice 2:18:00 Setup Requirements for Clinics 2:20:15 Pricing and Business Model Overview 2:23:40 Patient Compliance and Treatment Consistency 2:26:30 Importance of Sunscreen in Skin Treatment 2:29:10 Types of Sunscreen Formulations 2:31:45 Contact Information and Episode Wrap Up

ALL LINKS & CONTACT INFORMATION

Episode 23 hosts Harry Arampatzis, a pharmacist from Paris, France. 

Harry's PhD focussed on cutaneous (skin) pharmacology and having worked for the some of the biggest names in the skincare world, he decided that the industry just wasn't delivering what it promised. In his words, 'we're over-creamed and under-treated!'⠀ ⠀ Listen to Harry's expertise in the skincare industry, the difference between cosmetics & therapeutics and learn how Universkin has made the future of skincare a reality.

 

SUPPORT THE PODCAST:

- If you enjoy listening to IA every week and would like to help support the podcast, we have two simple donation options: I Love IA! & Buy us a coffee! 

IA PATREON:

Did you know that we have an online injectable education and business mentoring service called IA Patreon? Get access to the following benefits (depending on your tier):

- Access to four IA Whatsapp groups (General, Injectables, Business & Regenerative Aesthetics) 

- Access to our IA Injectable Live sessions (Injectable Zoom sessions led by Dr Jake)

- Access to weekly IA Hints & Tips (Videos, insights & other injectable education)

- Access to our IA Business Hints & Tips (Videos of business hints and experiences)

- Access to IA Business Insights (Zoom recordings of David doing business coaching with our IA Patrons)

- Access to our growing IA Library of clinical papers, books and resources

- Access to eight IA Webinars

- Business mentoring opportunities with David (30 minutes free for Platinum tier Patrons)

- Shadowing opportunities in clinic with Dr Jake (additional cost)

 

CONTACT INFORMATION:

Subscribe to IA on Apple Podcasts

Subscribe to IA on Spotify

Other IA links:

Follow IA on Instagram

Sign up as an IA Patron

Visit the IA website 

Contact IA

Apply to be a guest on IA

Dr Jake Sloane:

Follow Dr Jake on Instagram 

Dr Jake's website

David Segal:

Follow David on Instagram