I wanted to record this episode because I see the same thing happening again and again. Clinics invest in incredible new technology, the expectations are high, the finance agreement starts ticking, and then… it just doesn’t land.

In this episode of The Contraindication, I break down how to market a new device properly, not just once it arrives, but from the moment you start thinking about investing. This is about building real demand, not relying on hope, hype, or last-minute marketing.

What You’ll Discover

- Start With Demand, Not the Device: The most successful clinics validate patient need first instead of buying based on trends or sales pitches.

- Why Pre-Marketing Is Non-Negotiable: If you’re not building interest months before launch, you’re already behind.

- Why Discounting Backfires: Lowering price at launch devalues your treatment and attracts the wrong type of patient.

What really sits at the heart of this episode is a simple shift in thinking. The smartest clinics don’t buy devices and then try to sell them. They identify patient problems first, validate demand, and build anticipation before the machine even arrives. That way, when it lands, it’s already wanted.

There’s also a big focus on what actually drives bookings. Your existing patients, your team’s confidence, and how clearly you communicate outcomes all matter far more than flashy marketing or big launch discounts. And when you get those pieces right, you’re not just filling diaries, you’re building long-term value into your business.

If you’re about to invest in a device, or you’ve already invested and it’s not performing the way you expected, this episode will give you a clear, practical framework to rethink your approach.

Learn more at theaestheticsmarketer.co.uk and on Instagram.

The Contraindication is produced by Urban Podcasts.

This week I want to talk about the massive opportunity most aesthetic clinics are still missing.

In this Marketing Monday episode of The Contraindication, I dive into why local search is now the entire game for clinics and what the numbers really mean for your diary.

What You’ll Discover

- The Scale of Local Intent: Why 46% of all Google searches have local intent and how 1.5 billion “near me” searches happen every month.

- Why This Matters More in Aesthetics: How patients research locally before booking and why being visible when they search “treatment near me” is critical.

- The Power of the Local Pack: How the top three map results capture 42% of clicks and why most people never scroll past page one.

What really stood out to me is just how high-intent these local searches are. 76% of people who do a local search visit or contact a business within 24 hours. In aesthetics, that’s not casual browsing - that’s someone actively looking to book lip filler, polynucleotides, or Botox in their area right now.

Learn more at theaestheticsmarketer.co.uk and on Instagram.

The Contraindication is produced by Urban Podcasts.

This week I want to talk about the one thing most aesthetic clinics are still missing when it comes to being found by patients in their local area.

In this Marketing Monday episode of The Contraindication, I break down why local SEO matters more than ever and the simple but powerful fix that most clinics overlook - making it crystal clear to Google exactly where you are and who you serve.

What You’ll Discover

- Why Local SEO Is Straightforward: The three factors Google uses for local rankings and how relevance is entirely in your control.

- The Massive Gap I See on Most Clinic Websites: Beautiful design and photography, but almost no natural location-specific language throughout the actual content.

- Quick Wins That Make a Real Difference: Where and how to naturally include your town or area so Google confidently sees you as the local option.

Something as simple as weaving your location naturally into your homepage and treatment pages can dramatically improve how often you appear for people searching nearby. With 57% of potential patients researching online before they reach out, and local searches driving such high-intent traffic, this isn’t a “nice to have” - it’s a quiet competitive advantage most of your competitors are still ignoring.

Learn more at theaestheticsmarketer.co.uk and on Instagram.

The Contraindication is produced by Urban Podcasts.

Google just dropped something HUGE and I believe it’s going to change how aesthetic clinics show up online for years to come.

In this episode of The Contraindication, I break down Google’s new official guidance on AI search and what it really means for visibility, trust, and patient acquisition in aesthetics.

What You’ll Discover

- The Scale of the Shift: AI Overviews now appear in up to 48% of searches, with massive drops in traditional click-through rates but much higher quality traffic for the sites that do get clicked.

- What Google Actually Wants Now: The move from generic educational content to original, expert-led, non-commodity content rooted in real clinical experience and judgment.

- Practical Steps You Can Take Immediately: How to audit your content, write from clinical perspective, use before/afters differently, and strengthen reviews and your Google profile in the AI era.

This update isn’t about chasing more tricks - it’s a return to substance. Google is explicitly rewarding clinics that demonstrate genuine expertise, specific observations, and real-world clinical thinking. For experienced practitioners who’ve been treating patients for years, this is a massive opportunity. The polished but generic era is ending. The clinics that win will be the ones willing to share their actual judgment and point of view.

Learn more at theaestheticsmarketer.co.uk and on Instagram.

The Contraindication is produced by Urban Podcasts.

This week I’m staying with Google because your reviews only work properly when the rest of your profile is pulling its weight.

In this Marketing Monday episode of The Contraindication, I talk about why so many beautiful, premium aesthetic clinics are quietly losing patients at the final decision point - their Google Business Profile. I walk through the common signs of neglect and exactly what to refresh in 15–30 minutes to rebuild trust and improve conversions.

What You’ll Discover

- Why Your Google Profile Is the Make-or-Break Moment: Patients may find you on Instagram or through a recommendation, but they Google you before they book and they’re looking for reassurance, not inspiration.

- The Most Common Trust-Killers I See: Outdated photos, vague descriptions, missing services, no review responses, and photos that don’t match your premium positioning.

- The Quick Refresh That Makes a Real Difference: Check your basics, update your description, refresh photos, list key services clearly, respond to reviews, and add a recent post.

In aesthetics, where trust and safety matter so much, your profile isn’t just a listing - it’s the final checkpoint before someone hands you their face.

Your simple action this week: Spend 15–30 minutes checking and refreshing your Google Business Profile. Treat it like the important first impression it is.

Learn more at theaestheticsmarketer.co.uk and on Instagram.

The Contraindication is produced by Urban Podcasts.

I know this is something every clinic worries about because it feels personal when it happens. In this episode, I talk about bad reviews and how easy it is to let them knock your confidence or trigger an emotional response. But here’s the shift I want you to hold onto. It’s not the review itself that matters most, it’s how you respond to it. And when you get that right, you can actually build more trust, not lose it.

What You’ll Discover

- Bad Reviews Don’t Break Trust: A small number of negative reviews can actually make your business feel more real and credible.

- The 3-Step Response Framework: Acknowledge, reassure, and take it offline to handle reviews with professionalism and control.

- What Not to Do Publicly: Avoid arguing, over-explaining, dismissing, or ignoring, as these damage trust far more than the review itself.

What really matters here is how your response is perceived by the people who are watching, not just the person who left the review. Future patients aren’t looking for perfection, they’re looking for professionalism. When they see a calm, measured, and thoughtful reply, it signals maturity, accountability, and care. And that builds far more confidence than a perfect five-star rating ever could.

This episode is a simple but powerful reminder to prepare before you need to react. Having a clear response template ready means you can handle these moments with clarity instead of emotion. And that one small shift can change how your entire brand is perceived.

If this helps you feel a bit more in control the next time a difficult review comes in, share it with someone who might need it too. Thanks for listening, and I’ll see you next Monday.

Learn more at theaestheticsmarketer.co.uk and on Instagram.

The Contraindication is produced by Urban Podcasts.

Marketing Monday: Turn Patient Reviews into Powerful Content

It’s Marketing Monday. Five minutes. One small fix. Because small changes compound.

In this episode of The Contraindication, Elly shares one of the most underused content strategies in aesthetic clinic marketing: turning patient reviews into powerful marketing content.

Most clinics work hard to collect Google reviews but then leave them sitting quietly on their profile. The truth is, reviews are more than feedback. They are authentic, trust-building content written in your patients’ own words.

In this episode you’ll learn:
• How to repurpose patient reviews into social media content
• Where reviews can increase trust and influence booking decisions
• How to turn a simple testimonial into persuasive storytelling
• Why patient voices are often more powerful than traditional marketing

If you’re an aesthetic practitioner, clinic owner or marketing manager looking for simple ways to improve engagement and build patient trust, this episode will show you how to make your existing reviews work much harder.

One review. Multiple uses. Smarter marketing.

Subscribe for weekly Marketing Monday insights on aesthetic clinic marketing, patient trust, and growing a modern aesthetics business.

Marketing Monday: Where to Place Testimonials for Maximum Impact

It’s Marketing Monday. Five minutes. One small fix. Because small changes compound.

Most aesthetic clinics have testimonials. Very few are using them where they actually influence bookings.

In this episode, Elly breaks down how to use patient testimonials strategically to improve website conversions, increase trust and strengthen your aesthetic clinic marketing without creating more content.

You’ll learn:
• Where to place testimonials on your clinic website for maximum impact
• Why testimonials should sit near booking buttons and treatment pages
• How social proof reduces hesitation at key decision points
• What makes an effective testimonial (and what doesn’t)
• How to use testimonials in follow-up emails and consultation journeys

If you want to improve conversions, build patient trust and make your marketing work harder, this is a simple but powerful fix you can apply immediately.

No redesign. No rebrand. Just smarter placement.

Subscribe for weekly aesthetic marketing insights, practical strategy and honest conversations about growing a modern aesthetic clinic.

It’s Marketing Monday. Five minutes. One small fix. Because small changes compound.

In this episode of The Contraindication, Elly breaks down one of the most underused assets in aesthetic clinics: your reviews.

Most clinics collect them sporadically. Few systemise them. Even fewer use them properly.

This episode covers:
• Why reviews remove more doubt than any Instagram post ever could
• The one moment you should always ask for them
• Where your reviews should actually live for maximum impact
• How social proof quietly increases bookings without you “selling”

If you want more enquiries, stronger conversions and less resistance in consultations, this is your small fix for the week.

Don’t create more content. Create more proof.

Subscribe for weekly Marketing Monday insights and honest conversations about the world of aesthetic medicine.

Welcome to The Contraindication

Hosted by Elly Makinson, marketing strategist and long-time industry insider, this podcast is your space for honest conversations about aesthetic medicine, the news, the nuance, and the marketing that actually drives growth.

The aesthetics industry moves fast. New devices. New injectables. New skincare. New regulations. Endless trends. It can feel noisy and overwhelming.

This podcast slows things down.

Every week, Marketing Monday delivers sharp, practical insights you can apply immediately in your clinic or business. No fluff. No jargon. Just clear, commercial thinking.

Alongside that, you’ll hear in-depth conversations with leading practitioners, founders and industry voices. We’ll unpack what’s really happening behind the scenes, what’s working, what isn’t, and where aesthetics is heading next.

Because raising standards in aesthetics is not just about clinical excellence. It’s about commercial intelligence too.

Small changes compound. And this podcast is here to help you make better decisions, more confidently, week after week.

Subscribe and join the conversation.