In the aesthetics industry, vendor partnerships can amplify your growth—or quietly drain your time, budget, and brand.  Andrea Watkins sits down with marketing strategist Eva Sheie, conversion expert Heather Hughes Hardy, and Asia Pacific Aesthetics’ surgical director Keri Choy to discuss what truly makes a partnership worth it.

Keri shares how Dr. Shim Ching’s million-strong Instagram following attracts patients from around the world, and why genuine, human support from vendors matters more than flashy promises. The group breaks down how lean, well-integrated tech systems speed up lead flow and response time, while bloated or misaligned platforms bog down teams and frustrate patients.

They also explore the softer red flags—like templated marketing, exclusivity clauses, or “partner” campaigns that don’t actually fit your audience.

The best partnerships protect your brand, align with your patient experience, and make life easier for both your team and your patients. Everything else is noise disguised as opportunity.

GUESTS

Keri Choy
Director of Surgical Services, Asia Pacific Aesthetics

Keri Choy leads surgical services at Asia Pacific Aesthetics in Honolulu, helping one of the busiest destination practices serve patients from the mainland US, Canada, Australia, Guam, Japan and beyond. A former surgical consultant, she’s all about patient-first systems, fast human support (not chatbots), and partner tools that lighten the team’s load and play nice with legacy EMRs.

Email Keri directly at [email protected]

Learn more about Dr. Shim Ching Asia Pacific Aesthetics

Follow Dr. Shim Ching on Instagram @shimchingmd

Follow Asia Pacific Aesthetics on Instagram @asiapacificaesthetics

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 and connect with Eva on LinkedIn

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

SHE DID WHAT?
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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