Scaling the Modern Plastic Surgery Practice: Business, Branding, and Beyond

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.

In this episode, Michael Walker speaks with aesthetics industry expert Rebecca Landriault about the keys to operational excellence in running a successful aesthetic practice. With nearly two decades of experience spanning clinical aesthetics, laser technology, practice management, and vendor negotiations, Rebecca offers invaluable advice for providers at all stages of growth, from solo entrepreneurs to multi-location empires. The conversation focuses on building strong operational foundations before diving into marketing, avoiding predatory laser sales, crafting a clear vision and internal culture, and moving away from transactional aesthetics to long-term client relationships.

In this week’s Business of Aesthetics episode, host Michael Walker sits down with Dr. Carla Pierson, nurse practitioner and co-founder of Smiley Aesthetics, for a real conversation about something the industry doesn’t talk about enough, how a lack of business know-how is holding providers back. Carla shares her own journey, the common mistakes she sees every day, and practical ways to build a business that actually supports your skills and goals. Whether you’re just getting started or feeling stuck financially, this episode breaks down why understanding the business side isn’t optional, and what you can do about it. Key Takeaways Clinical excellence isn’t enough Without business understanding, many med spa owners risk burnout, poor decisions, or failure—even with great clinical results. You don’t know what you don’t know Many providers lack basic financial knowledge like what a P&L is or how to manage cash flow. The dangers of DIY everything Owning and operating without expert guidance or structure leads to chaos—especially when managing taxes, compliance, and partnerships. Fight the myth of being the solo CEO The glorified image of being the injector, marketer, owner, and strategist is often unsustainable. Strategic collaboration is key. Track cash flow before chasing profit A basic spreadsheet and regular tracking of money in and out can empower even the most non-business-savvy providers.

In this episode of the Business of Aesthetics Podcast, host Michael Walker sits down with Kara McClanahan, a trusted advisor in the world of aesthetic clinics. Instead of spending tons of money chasing new clients, Kara explains how to build trust with the ones you already have. She talks about membership programs, long-term treatment plans, and how to turn happy clients into loyal fans who tell everyone about your practice. Kara also shares real-life stories, helpful tips, and strategies that work—even if you’re a small med spa. If you want more revenue, better retention, and clients who keep coming back, this episode is for you. Key Takeaways Focus on the clients you already have Building stronger relationships with current clients brings in more money and trust than always chasing new ones. Membership programs increase loyalty A good membership plan can create steady income and keep patients coming back for more. Treatment plans should be long-term Don’t just treat the issue today—build a plan that supports your patient’s goals over time. Trust is your secret weapon People spend more and refer others when they trust your practice. That trust starts with caring and follow-up

Welcome to Episode 238 of the Business of Aesthetics Podcast! In this episode, host Michael Walker sits down with Brittany Perez—an inspiring business owner, aesthetic injector, and national trainer. Brittany shares how she built a thriving culture at Mela Medical Spa where team trust, strong values, and personal growth come first. You’ll hear how Brittany went from being a nursing instructor to opening her own practice and training academy. She opens up about the power of patient care plans, building confidence, and leading a team with love, not fear. From enneagram tests to positivity boards and four-day workweeks, Brittany explains exactly how she inspires her team and keeps them connected to the mission. Whether you’re just starting your aesthetics journey or looking to grow your practice culture, this episode is packed with real advice, honest stories, and practical tools you can use right away. Key Takeaways Confidence is the heart of aesthetics. Brittany’s passion began with her own treatment—helping people feel good again is her mission. Patients want to feel better, not just look better. Most clients come in for emotional healing as much as physical transformation. Culture starts with leadership. Brittany builds a positive team environment with open communication and mutual respect. Tools like the Enneagram build understanding.Personality tests help her team appreciate differences and handle conflict well.