4 Biggest Marketing Mistakes Practices Made in 2022 and How to Learn from them

In this episode, host Don Adeesha joins Carmen Stansbury, founder of Advanced Practice, to tackle the operational nightmare of adding a wellness division to an aesthetic clinic. Carmen explains that while the demand for longevity and metabolic health is exploding, building these clinical protocols from scratch often traps owners in a cycle of writing SOPs and hiring staff rather than generating revenue. She advocates for white-labeling clinical IP, a strategy that allows practices to bypass months of R&D and launch turnkey programs for weight loss, HRT, and gut health in as little as two weeks. Carmen distinguishes between "commoditized medicine", such as online prescription mills, and "high-value care," where clinicians act as health strategists analyzing a patient's holistic picture, including hormones and inflammation. She argues that to compete with digital providers, clinics must master "aspirational branding." Drawing on a "Gucci purse" analogy, she details how wellness clients purchase based on identity and lifestyle goals rather than medical necessity, urging owners to market vitality and optimization rather than just treating clinical symptoms. Finally, the conversation shifts to the future of the brick-and-mortar practice in 2026. Carmen outlines how physical locations can win by becoming "third spaces" that foster community and offer hands-on treatments, like hair restoration and red light therapy, that digital platforms cannot replicate. She shares her vision of moving from "hustle culture" to a "health ecosystem," utilizing automation to handle patient education and retention, effectively allowing owners to scale a profitable platform without burning out on fee-for-service churn.

In this episode, host Don Adeesha joins Colin Carr, founder and CEO of CARR, to audit the second-largest expense on a practice's P&L: real estate. Colin challenges the assumption that rent is a fixed cost, arguing that a lease is actually a flexible financial instrument capable of funding renovations and boosting valuation. He exposes the hidden costs of the standard dual-agency model, explaining why unrepresented tenants frequently lose $200,000 to $400,000 by failing to understand landlord psychology and the "fear of loss" negotiation tactic. Colin breaks down the hidden opportunities in lease renewals, debunking the myth that loyal tenants aren't entitled to new concessions. He details how to reset escalating lease rates to market value and leverage long-term commitments to secure significant Tenant Improvement (TI) allowances, effectively getting the landlord to fund your next build-out. He also advises on the critical 12 to 18-month timeline required to maximize leverage, warning that starting too late forces owners into a position of weakness. Finally, Colin highlights the specific lease clauses that can instantly kill a private equity exit, specifically pointing to poorly written assignability rights. He contrasts old-school "gut feeling" site selection with modern patient heat-mapping data, allowing practices to identify "Blue Ocean" locations with high demand and low competition. He concludes by urging owners to stop treating real estate as a DIY project and to engage expert representation to protect their most valuable physical asset.

In this episode, host Don Adeesha joins Kara McClanahan, VP of Operations for Genesis Lifestyle Medicine, to discuss why most aesthetic practice goals crumble by March. Kara introduces her "warts and all" operational audit, identifying the single most common blind spot owners ignore: staffing and performance management. She explains that this issue persists simply because it is uncomfortable to address, advocating for a "management by walkabout" approach where owners step out of the treatment room to truly understand the patient experience. Kara breaks down her methodology for "stress testing" growth goals, arguing that a revenue target without operational reality is just a wish. She illustrates this with the example of a plastic surgeon aiming for $500,000 in monthly fees without the necessary operating room capacity. She details how to "back into the math" by calculating the exact number of leads, consults, and clinical hours required based on conversion rates to ensure targets are statistically viable before communicating them to the team. Finally, Kara explores the Private Equity mindset, urging independent owners to adopt a non-emotional, analytical view of their business. She identifies the "silent metrics" that matter most, warning that payroll costs exceeding 30% of revenue signal a critical inefficiency. She concludes by advising on provider compensation, suggesting that incentives should drive behaviors like retention and reviews rather than just raw sales, aligning personal financial goals with the practice's long-term health.

In this episode, host Don Adeesha joins Tracey Mancuso, a certified medical laser safety officer and founder of Dermaroom, to define what a true "safety culture" looks like in a modern aesthetic practice. Tracey argues that safety is not merely about avoiding adverse events but is a comprehensive mindset that must begin from the very first patient phone call, warning against the rising danger of "buttonology" - where providers memorize device settings without understanding the underlying physics or tissue interaction. Tracey breaks down the critical flaws in "patchwork learning" derived from abbreviated weekend courses, explaining why holding a certificate does not automatically make one a specialist. She details how DermaRoom helps practitioners bridge the gap between basic manufacturer training and mastery, while also highlighting the vital importance of screening patients for psychological readiness during consultations. Finally, Tracey shares why turning away the wrong patient is a profitability strategy that protects the business from the high costs of bad reviews and complications. She outlines the necessity of robust medical directives and Standard Operating Procedures (SOPs) to ensure defensibility, urging owners to audit their training logs and commit to safety as the ultimate competitive advantage for 2026 and beyond.

In this episode, host Don Adeesha joins Sean Duncan, founder of Chief Proactive Advisors, to distinguish between tax preparation and tax planning. Sean argues that relying solely on historical filing is a costly error, sharing how reactive financial structuring can waste tens of thousands in unnecessary taxes. Sean breaks down the math of entity selection, identifying the $50,000 net income threshold where switching to an S-Corp becomes viable. He highlights the hidden benefits of this structure, including ultra-low audit risk, and details a reasonable compensation methodology that satisfies the IRS without overpaying payroll taxes. Finally, Sean shares his "Big Three A's" framework for year-end reductions: Accelerate expenses, acquire Assets, and leverage Altruism. He warns against panic-buying unnecessary vehicles and urges owners to treat their CPA as a strategic partner, conducting mid-year reviews to actively architect wealth.

In this episode of the Business of Aesthetics podcast, host Don Adeesha sits down with Paulina Riedler, CEO and co-founder of Spakinect, to talk about one of the biggest threats facing the fast-growing med spa industry: compliance gaps. The med spa industry is booming ,  adding over $1 billion each year ,  but many businesses are scaling faster than the rules can keep up. Paulina shares real stories from the field, including how skipping important steps like Good Faith Exams can cost a practice everything. You'll learn why cutting corners might feel easier in the short term but ends up being costly in the long run. Paulina also explains how a virtual compliance model can unlock real profits, why standard operating procedures (SOPs) are key to safe scaling, and how private equity firms view compliance during acquisitions.If you're growing a practice or planning an exit, this episode is a must-listen. Don't just scale fast, scale smart and safe.

In this episode of the Business of Aesthetics Podcast, host Don Adeesha is joined by Alana Dzurek, Founder and CEO of Beverly Hills Hairfree, to challenge the limits of the industry's gold standard: laser hair removal. They discuss the "laser ceiling" the frustration practice owners face when turning away patients with gray, white, blonde, or red hair. Alana argues that as the patient demographic ages, this untreatable segment is growing and represents a massive leak in potential revenue for clinics relying solely on lasers. Alana introduces multi-probe galvanic electrolysis, a modernized technology that transforms the only FDA recognized method for permanent removal from a slow, tedious process into a high speed, scalable profit center. She breaks down the math, explaining how treating up to 5,700 follicles per hour allows clinics to generate significant revenue ($220/hour) with minimal consumables, effectively competing with laser room profitability while delivering the "permanent" results laser often promises but cannot legally guarantee. A critical part of the conversation focuses on safety and ethics, specifically the rise of Paradoxical Hypertrichosis, where laser stimulates dormant follicles to grow, particularly in patients with hormonal imbalances like PCOS. Alana contends that for facial and upper arm areas, electrolysis shouldn't just be an option, but a mandatory protocol to protect patients from worsening conditions. Finally, she advocates for a "Hybrid Protocol" using laser for bulk reduction and electrolysis to finish the final 20% or treat non candidates allowing clinics to capture the 50% of the market that laser misses and future proof their retention strategy.

In this episode of the Business of Aesthetics Podcast, host Don Adeesha is joined by Rebecca Landriault, CEO of Apex Aesthetic Consulting, to tackle the reality of operating in a hyper-competitive, high-density market. As the industry shifts away from a "growth at all costs" mindset, Rebecca argues that 2026 will be defined by operational discipline and capital efficiency. She challenges owners to pivot from an "acquisition obsession" to a mastery of retention, warning that in a saturated landscape, differentiation comes not from the newest device, but from comprehensive, lifetime treatment planning. A major focus is identifying the "silent capacity killers" that cause revenue plateaus. Rebecca reveals that the bottleneck is rarely marketing, but often lies in underutilized providers and an untrained front desk unable to credential services. She provides a strict financial framework for staffing, advising that no new revenue-generating hires should be made until existing providers are generating 5x their payroll and are booked 80% of the time. Furthermore, she dissects the "napkin math" of capital equipment sales, urging owners to calculate true ROI based on existing patient volume rather than hypothetical growth before signing any lease. From a strategic perspective, Rebecca redefines the concept of scaling, asserting that "growth is not expansion, it is a duplication of excellence". She cautions against the financial collapse often caused by premature scaling, advising that a practice must achieve a 25% net profit margin and hold six months of cash reserves before considering a second location. Finally, she offers a compelling analogy for membership models, positioning the provider as the "dentist" and the membership as the "toothbrush," to ensure patients protect their investment in high-ticket regenerative procedures through consistent maintenance.

In this episode of the Business of Aesthetics Podcast, host Don Adeesha convenes an expert panel featuring Plastic Surgeon Dr. Gregory Buford, Entrepreneur Tiffany DiGiuseppe, Marketing CEO Naren Arulrajah, and Aesthetic Nurse Sonya Ellis to decode the future of practice growth. The conversation tackles the critical challenge of distinguishing between profitable innovation and "shiny object syndrome." Dr. Buford warns against investing in fleeting "trends" (likening them to Beanie Babies) versus sustainable "trending" technologies. He introduces the powerful strategy of "pre-marketing", generating patient demand and a waitlist six weeks before a device is even purchased, to ensure immediate ROI and prevent expensive equipment from becoming a "coat hanger" in the device graveyard. On the operational and digital front, the discussion shifts to navigating the age of AI. Naren Arulrajah explains that while AI is transforming search, Google still prioritizes "human content" and authority (E-E-A-T) over AI-generated text. He urges owners to abandon vanity metrics like website visits in favor of hard ROI metrics, such as call volume and booking conversions, to survive the rise of "zero-click" searches. Complementing this, Tiffany DiGiuseppe argues that technology fails without culture. She outlines a blueprint for hiring based on core values rather than just clinical skills and retaining top talent through shared experiences and group bonuses that foster collective ownership of the practice's mission. Finally, Sonya Ellis provides a candid look at the changing clinical landscape, noting a significant 15-20% dip in traditional filler usage due to economic shifts. She argues that the future of profitability lies in the pivot toward "regenerative medicine", biostimulators, lasers, and functional health, driven by a patient desire to be "pretty on the inside and out". The panel also explores how to capitalize on the "Ozempic effect," which has surged demand for body tightening and hair restoration, and highlights the massive, underserved potential of the menopausal demographic as a key driver for future revenue.

In this episode of the Business of Aesthetics Podcast, host Don Adeesha is joined by Sara Shikhman and Samara Bell of Langea Law to discuss the seismic shift in the regulatory landscape as we approach 2026. With the FDA moving from a reactive stance to proactive enforcement, the attorneys explain why compliance can no longer be an afterthought, specifically highlighting the new federal scrutiny on RF microneedling devices and compounded GLP-1 medications. Sara and Samara break down the dangerous misconception that popular treatments like RF microneedling are merely "cosmetic add-ons". They clarify that these are medical procedures requiring strict medical oversight and scope of practice, warning that the recent wave of FDA warning letters is a direct result of thousands of patient complaints regarding burns and scarring. They urge practice owners to abandon "one-size-fits-all" consent forms and manufacturer-provided protocols, advocating instead for procedure-specific legal documentation to protect against liability. From a business perspective, the conversation frames compliance as a critical driver of valuation. Samara warns that in the world of mergers and acquisitions, buyers are increasingly walking away from "fixer-upper" practices with poor legal structures or unlicensed activity. The duo provides actionable advice on fortifying supply chains for biologics and hiring the correct talent, arguing that the cost difference between hiring an RN versus an esthetician is a small price to pay to avoid catastrophic legal exposure and ensure a "turnkey" exit.