Scaling Smart from one Location to a Thriving Membership Model

In this episode of the Business of Aesthetics podcast, host Adeesha leads an expert panel: Rebecca Landiault (Apex Aesthetic Consulting), Sean Duncan (CPA and Strategist), Naren Arulrajah (Aesthetic Marketing Strategist), and Amy Ingle (Aesthetic Consultant) to deliver a full-spectrum guide on Optimizing and Maximizing Revenue with Next-Gen, Long-Lasting Injectables. The discussion begins with Rebecca Landiault detailing the necessity of "lifetime treatment planning" and stacking modalities (injectables with energy devices) to secure superior clinical outcomes, while emphasizing the use of robust patient financing to overcome initial budget objections. Financial strategist Sean Duncan reveals powerful sales psychology by explaining The Decoy Effect a technique for framing treatment choices to make high-value plans more appealing. He also stresses the critical importance of collaborating with legal and financial experts to select the proper business entity for major tax savings and asset protection. Marketing expert Naren Arulrajah breaks down the most effective promotion strategies, focusing on creating authentic before-and-after content and positioning the provider as a subject matter expert on social media (Instagram and TikTok). He then instructs practices on how to set up dedicated tracking mechanisms to accurately measure marketing ROI, CPA, and LTV. Finally, Amy Ingle addresses the common operational pitfalls of launching new products, including managing expensive inventory, blocking appropriate time for comprehensive consultations in the EMR, and ensuring full team education. She concludes with strategies for value-based pricing and structuring patient loyalty programs, like the "cash and stash" concept, to drive long-term retention. This episode provides a complete, actionable roadmap spanning clinical, financial, operational, and marketing strategies to future-proof your aesthetics practice.

In this episode of the Business of Aesthetics podcast, host Adeesha sits down with Naren Arulrajah, CEO of Ekwa Marketing, to tackle a crucial challenge for dermatologists: "Why Can't Gen Z and Millennials Find the Dermatologist They Need?" Despite high demand, Naren reveals the common marketing mistakes that limit a practice's visibility to this digitally-savvy generation. He exposes the two primary errors practices make—neglecting the high-value aesthetic patient base and relying on expensive, untrusted paid advertising over sustainable organic growth (SEO). Drawing on his 18 years of experience, Naren provides the essential "correct map" for dermatologists looking to future-proof their business. He details the importance of optimizing for the patient's buyer's journey (find, like, trust) through mobile-friendly communication, authentic case studies, and strong Google reviews. He also explains how to establish personal authority and use credentials to gain a competitive edge in the age of AI search tools like Google AI Overview. This episode offers the strategic guidance needed to attract, engage, and convert the next generation of aesthetic patients.

In this episode of the Business of Aesthetics podcast, host Michael Walker sits down with Dominique Waples Truffle, an accomplished practice owner who successfully grew her business from a single location to a thriving multi-location operation with over 1,200 membership patients. Together, they discuss "Scaling Smart, From One Location to a Thriving Membership Model." Dominique shares the biggest challenges she faced during her expansion, particularly the "terrifying" mental block of letting go of control when moving from one to two locations. She emphasizes the importance of intentional systems, processes, and a strong culture centered on employee experience to maintain the personal touch that patients love. Dominique also provides insight into her successful membership model, explaining how it creates predictable revenue for the practice and a sense of belonging for patients. For any aesthetics professional looking to expand their practice, this episode offers an invaluable guide to achieving sustainable growth through a focus on team empowerment, culture, and a smart, scalable business model.

In this episode of the Business of Aesthetics podcast, host Michael Walker sits down with Anita Layne, a seasoned aesthetics industry leader with nearly two decades of experience , to discuss the crucial topic of "Growing and Scaling Without Overwhelm". Anita shares practical strategies for managing business growth without burnout, sacrificing service standards, or losing your peace of mind. She introduces her core philosophy of simplifying operations before attempting to scale and explains how to get clear on both operational and emotional capacity to make your vision manageable. Throughout the conversation, Anita provides actionable advice on nurturing client relationships in the digital age through "tech-assisted touch" , adding new revenue streams like wellness products that enhance client outcomes , and creating predictable income through her "4R" framework: reviews, referrals, rebooks, and retail. For any med spa owner or aesthetics professional looking to expand their practice strategically, this episode offers an invaluable guide to achieving sustainable growth while maintaining a healthy business culture and work-life balance.

In this powerful episode of the Business of Aesthetics podcast, host Lester is joined by a panel of industry titans including Dr. Michael Salzhauer, Dr. Johnny Franco, Naren Arulrajah, and Chad Sawyer. Together, they deliver a masterclass on scaling the modern plastic surgery practice. This comprehensive discussion provides a roadmap for practitioners looking to grow efficiently, build an authentic brand, and navigate the competitive aesthetics landscape. The episode kicks off with Dr. Salzhauer's hard-hitting advice on establishing data-driven systems from day one, emphasizing the need to track practice "vital signs" like leads and conversions while building a brand that is unapologetically authentic. Dr. Franco then shares his firsthand journey of explosive growth, offering practical lessons on creating scalable operating procedures and expanding a brand's identity beyond a single surgeon. Throughout the conversation, marketing expert Naren Arulrajah provides critical insights, breaking down the ROI of different channels and explaining why mastering fundamentals like SEO is crucial for sustainable growth. Finally, Chad Sawyer demystifies the integration of weight and wellness programs, exploring how technology like asynchronous consultations and strategic pharmacy partnerships can create new, scalable revenue streams. This is an essential listen for any surgeon or practice owner aiming to build a resilient, profitable, and future-proof business.

In this dynamic episode of the Business of Aesthetics podcast, host Omer leads a discussion with three distinct experts, Ang, Naren, and Nico, to unpack the complexities of multigenerational skincare. This conversation provides a holistic framework for aesthetic practices aiming to serve a diverse patient base, from Gen Alpha to Baby Boomers, with intention and precision. The episode moves from the internal to the external, starting with Ang's insights on how skin concerns are deeply connected to gut health and hormonal shifts unique to each life stage. Naren then provides a masterclass on digital strategy, revealing how different generations search for treatments online and how clinics can tailor their SEO and website content to build trust and drive conversions. Finally, Nico bridges the gap with a deep dive into the biology of aging, explaining the critical role of hormones and advocating for regenerative treatments like Hormone Replacement Therapy (HRT) to ensure long-term skin health. This is an essential listen for any practitioner or clinic owner looking to create personalized, effective patient journeys for every age group.

In this insightful episode of the Business of Aesthetics podcast, host Michael Walker sits down with highly respected aesthetics recruiter and talent strategist Heidi Dunavant to explore the shifting dynamics in aesthetics sales recruitment. Heidi brings clarity and candor to the evolving job market, recruitment challenges, and what truly drives top-performing sales reps. With over 30,000 views on her recent viral LinkedIn article, Heidi shares the realities many aesthetic companies and sales professionals are navigating today, from misaligned expectations to cultural mismatches and the critical need for consultative selling. Whether you're a practice owner, aspiring rep, or executive leader, this conversation offers practical takeaways on attracting, retaining, and empowering the best talent in the business.

In this episode of the Business of Aesthetics Podcast, host Michael Walker talks with Mary Ford, the founder of Smiley Aesthetics. Mary shares how she turned a personal turning point into one of the fastest-growing aesthetics brands in the country. You'll hear how she balances top-tier clinical care with smart business systems, and how she’s built a culture of consistency across multiple locations. Mary also opens up about her journey from anesthesia to aesthetics, and why radio frequency microneedling is a top ROI treatment in her practice. From protocols and patient safety to training new injectors and making smart investments, this episode is full of real-life lessons for growing a successful medical aesthetics business.

In this thought-provoking episode of the Business of Aesthetics podcast, Michael Walker sits down with Ignacio Fanlo, Silicon Valley entrepreneur and founder of Cloud Medspas, to explore a radical shift in how aesthetic practices could operate in the future. Fanlo unpacks the concept of “aesthetic solo-entrepreneurship,” inspired by the evolution of the haircare and fitness industries, and explains why a decentralized, injector-led model might be the path forward for medical aesthetics. From business model breakdowns and HR myths to the psychology of fear holding back new injectors, this episode is a must-listen for nurses, injectors, and med spa owners looking to build a more autonomous, profitable future.

In this episode of the Business of Aesthetics podcast, host Michael Walker talks with leadership coach Kelcy Heringer about burnout, toxic workplaces, and why working harder doesn’t always lead to success. Kelcy brings fresh, honest advice to help professionals rethink how they grow their careers. She explains how being the “get stuff done” person can actually hold you back. When you’re always the one people rely on, it’s easy to be seen as a helper—not a leader. Kelcy shares how to shift your focus from just doing tasks to building influence and value. They also talk about how to spot toxic work cultures, why it’s okay to speak up, and how setting boundaries is key. Kelcy encourages listeners to stop waiting for permission and start taking charge of their own career path. If you’ve ever felt overworked or stuck, this episode will help you take back your power and move toward a career that feels right for you.