You know those times when the phones get quiet and everyone starts to worry? This is the episode you’ll want your whole team to hear before that happens. 

PatientFi’s Blake Lucas sits down with Heather Hughes-Hardy (CORE IT Method), Eva Sheie (The Axis), and Stephanie Deswert (PCC at Berks Plastic Surgery) for a behind-the-scenes conversation on how top practices are staying profitable when patient flow slows. 

Heather reframes downtime as your biggest growth window, Stephanie shares how she keeps an 80 to 90 percent consult-to-surgery conversion rate without pushing, and Eva breaks down how authentic content builds trust before the first call. 

Blake ties it all together with what every practice needs to hear right now: why mastering the money talk isn’t about selling, it’s about reducing fear, building confidence, and protecting your bottom line. Listen for insights that turn slow seasons into your most strategic months yet.

GUESTS
Stephanie Deswert
Patient Care Coordinator at Berks Plastic Surgery

Stephanie Deswert is the lead patient care coordinator at Berks Plastic Surgery. With a warm, relationship-first approach, she connects deeply with patients—blending empathy, education, and practical financing guidance to help them feel confident in their treatment decisions.

Connect with Stephanie on LinkedIn

Learn more about Berks Plastic Surgery

Follow Berks Plastic Surgery on Instagram @berksplasticsurgery

Heather Hughes Hardy
Aesthetics Sales Specialist

Heather’s passion for making aesthetic practices run smoothly has led her to find ways to improve efficiency, simplify things, and build great relationships within the wellness world. As she's grown in her career, she's developed a unique mix of business and management skills, along with a deep understanding of how things work in the aesthetics industry.

Follow Heather on Instagram @heatherhugheshardy or connect with Heather on LinkedIn

Eva Sheie
Founder & CEO of The Axis

With two decades of healthcare marketing experience, Eva Sheie is a startup veteran, content strategist, and podcast producer. As founder of The Axis, she helps people navigate complex medical decisions through insightful podcasts.

Learn more about The Axis

Follow @axispodcasts on Instagram 

Follow The Axis on LinkedIn

Connect with Eva on LinkedIn

SHE DID WHAT?
Got a wild customer service story or a sticky patient situation to share? If your tale makes it into our "She did what?" segment, we'll send a thank you gift you'll actually love. Promise, no cheap swag here. Send us a message or voicemail at practicelandpodcast.com.

SUBSCRIBE
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HOSTS

Blake Lucas, Senior Director of Customer Experience at PatientFi

Blake oversees a dedicated team responsible for managing patient and provider inquiries, troubleshooting technical issues, and handling any unexpected challenges that come their way. With a strong focus on delivering exceptional service, he ensures that both patients and providers receive the support they need for a seamless experience.

Learn more about PatientFi

Andrea Watkins, VP of Practice Growth at Studio III Marketing

Andrea Watkins, Vice President of Practice Growth at Studio 3, coaches plastic surgery and aesthetics teams on patient acquisition, lead management, and practice efficiency to drive measurable growth. Formerly COO of a multi-million-dollar practice that nearly tripled revenue under her leadership, she now partners with over 100 practices nationwide—helping them capture and analyze data, streamline consultations and booking, and align staff training with business goals. With a directive yet approachable, non-salesy style, Andrea turns data into action, empowering practices to boost conversions, maximize marketing, and elevate the patient experience in a competitive market.

Learn more about Studio III Marketing and LeadLoop CRM for plastic surgery practices and medical spas. 

Co-hosts: Andrea Watkins & Blake Lucas
Producer: Eva Sheie @ The Axis
Assistant Producers: Mary Ellen Clarkson & Hannah Burkhart
Engineering: Cameron Laird
Theme music: Full Time Job, Mindme
Cover Art: Dan Childs

Practiceland is a production of The Axis: theaxis.io