Why the Most Successful Aesthetic Practices Have a 6-Month Marketing Plan (And Why Others Fail Without One)

In an industry as competitive as aesthetics, having a great service and patient experience is only part of the equation. The reality is, your online presence can make or break your practice. In this episode, host Michael Walker sits down with returning guest Naren Arulrajah, CEO of Ekwa Marketing, to discuss what separates thriving aesthetic practices from those that fail to grow. Many practice owners underestimate the power of a structured marketing plan. Some rely on short-term tactics like paid ads, social media promotions, or word-of-mouth. While these can help, they aren't enough to build lasting visibility. The practices that dominate their markets do so because they invest in long-term marketing strategies, ensuring they consistently attract and retain high-value patients. A well-thought-out 6-month marketing plan allows aesthetic practices to: Build strong SEO rankings so they show up in patient searches Avoid overspending on paid advertising by leveraging organic reach Adapt to Google’s ever-changing algorithms to stay ahead of competitors Track key performance metrics that drive patient growth Create a predictable and sustainable patient flow On the flip side, practices that operate without a structured marketing plan often struggle with visibility, patient retention, and unpredictable revenue. If your practice is experiencing fluctuating patient volume, low online engagement, or ineffective advertising, this episode will give you actionable insights to turn things around.

Welcome to an enlightening episode of the Business of Aesthetics podcast, where we explore into the future of patient care with our esteemed guest, Dr. Jonathan Kaplan. A board-certified plastic surgeon based in San Francisco, Dr. Kaplan brings a wealth of expertise and innovation to the field of aesthetic medicine. His journey began at age 16, inspired by a transformative skin cancer procedure he witnessed, leading him to a distinguished career that includes training at the Cleveland Clinic alongside the team behind the first U.S. face transplant. After building a thriving cosmetic practice in Baton Rouge, he founded BuildMyBod Health—now rebranded as DoctorWell—a groundbreaking platform that enhances price transparency and streamlines patient care through automation. Aesthetic professionals won’t want to miss this episode as Dr. Kaplan unveils how automation, particularly through his DoctorWell platform, is revolutionizing weight and wellness programs. Listeners will gain critical insights into overcoming inefficiencies, boosting practice profitability, and meeting modern patient demands with technology-driven solutions. From tackling obesity as an underlying health factor to automating subscriptions for medications like semaglutide, this episode offers actionable strategies to enhance patient trust, expand reach, and future-proof your practice. Tune in to discover how to stay ahead in the evolving aesthetics landscape!

In this episode of the Business of Aesthetics Podcast, host Michael Walker speaks with expert consultant Jessica Hunter. Jessica shares why these treatments are in high demand, who the best candidates are, and how to offer them successfully. She explains how both in-person and virtual treatment options can help save time, increase revenue, and bring in new patients. You’ll learn simple steps to get started, the best way to structure pricing, and how to educate your patients about GLP-1 treatments. Whether you’re just considering these services or looking for ways to improve your current system, this episode will help you take the next step with confidence. Key Takeaways GLP-1 weight loss treatments are highly in demand, and many of your existing patients may already be interested. Offering both in-person and virtual treatment options can make it easier for patients while improving efficiency in your practice. Proper pricing and a focus on recurring revenue are key to making GLP-1 services profitable. Patient education is critical—help them understand the treatment, what to expect, and how it can benefit them.

In this episode of the Business of Aesthetics Podcast, host Michael Walker sits down with internationally renowned plastic surgeon Dr. Stanley Okoro, also known as the “Bow Tie Doctor.” Dr. Okoro shares his journey from general surgery in the Navy to becoming a double board-certified plastic surgeon with a thriving practice in Metro Atlanta, Georgia, and international locations in Lagos and Abuja, Nigeria. Dr. Okoro dives into his unique patient-first philosophy, the power of small details in aesthetic surgery, and his commitment to building trust with every patient. He also discusses his mission work providing free medical and surgical care and his role in training other plastic surgeons in skin tightening techniques.

Surgery is just one part of a patient’s journey-recovery plays a critical role in their overall experience and results. Poor post-op care can lead to slow healing, unnecessary discomfort, and even dissatisfaction with the procedure itself. In this episode, private nurse Kelly Greytok shares how better post-op support leads to faster healing and happier patients. From nutrition tips to caregiver guidance, she explains the small but powerful steps that make recovery smoother. When patients feel cared for beyond the procedure, they trust their provider more, leave better reviews, and refer others. Post-op care isn’t just about healing-it’s about building lasting patient relationships. If you want to enhance patient satisfaction and set your practice apart, this conversation is full of actionable insights you can start using today. Key Takeaways Recovery impacts results - Proper post-op care ensures faster healing and better patient satisfaction. Nutrition matters - The right foods reduce inflammation, boost recovery, and improve outcomes. Caregiver support is crucial - Well-prepared caregivers help minimize stress and complications. Better post-op care builds trust - Patients who feel supported leave better reviews and refer others.

In this special episode of the Business of Aesthetics podcast, we welcome Dr. Lauren Umstattd, a distinguished, board-certified facial plastic surgeon who has dedicated her career to helping patients achieve confidence through aesthetic medicine. With a background as a Division One gymnast and a strong foundation in surgical expertise, Dr. Umstattd brings a unique perspective to the art of aesthetics. For aesthetic professionals, this episode is a must-listen as it delves deep into the nuances of patient trust, surgical precision, and the entrepreneurial aspects of running a successful aesthetics practice. Dr. Umstattd shares her insights on mastering both the surgical and business elements of the industry, emphasizing the importance of patient experience and long-term relationships.

In this episode of Business of Aesthetics, host Michael Walker sits down with Dana Zeitler, the founder and CEO of Deluxe Med Spa in Naples, Florida. Dana has over 30 years of experience as a physician assistant and has been a leader in the aesthetics industry for 14 years. Her expertise extends beyond patient care—she is a mentor, educator, and a strong advocate for building confidence through aesthetic medicine. This episode explores the powerful connection between wellness, leadership, and patient care. Dana shares her philosophy on building a strong practice, fostering a thriving team culture, and helping patients feel their absolute best. If you are an aesthetic professional looking to refine your leadership skills, strengthen patient relationships, and grow a purpose-driven practice, this episode is packed with actionable insights you won’t want to miss.

In this episode of Business of Aesthetics, we are thrilled to welcome the esteemed Dr. Lonny Green, also known as the Ninja Injector, from Revive Aesthetics in Richmond, Virginia. With an impressive background that includes degrees from Stanford, UCLA, and Harvard, Dr. Green has established himself as a leading expert in the aesthetics industry.

In this episode of the Business of Aesthetics Podcast, host Michael Walker welcomes a licensed electrologist and the founder and CEO of Beverly Hills Hairfree. With over 27 years of experience in permanent hair removal, Alana Dzurek has revolutionized the field through her expertise in multi-probe galvanic electrolysis, a method recognized as the gold standard for effective and long-lasting results. Alana shares her journey from the corporate world to becoming a pioneer in aesthetics, her experiences working with clients globally, and her passion for training the next generation of professionals. This episode is a must-listen for aesthetic professionals seeking to enhance their knowledge about the limitations of traditional hair removal methods like laser and single-probe electrolysis. Alana dives deep into the science behind multi-probe galvanic electrolysis, explains why it stands out as the most effective solution for permanent hair removal and discusses industry trends shaping 2025.

Welcome to a compelling episode of the Business of Aesthetics Podcast, where we explore the evolving intersection of aesthetics and wellness with Carmen Stansberry, a double board-certified nurse practitioner and founder of The Advanced Practice. With over two decades of clinical expertise spanning women's health, menopause care, obstetrics, and more, Carmen is a trailblazer in empowering aesthetic professionals to transform their practices through innovative strategies. She brings a wealth of experience to the conversation, sharing insights that will resonate with anyone looking to bridge aesthetics with holistic wellness. In this episode, Carmen illuminates the pivotal role of addressing the whole person's mind, body, and spirit in aesthetic practices. By incorporating wellness solutions like hormone optimization and lifestyle enhancements alongside aesthetic treatments, practitioners can foster deeper patient trust and loyalty. Aesthetic professionals will gain actionable knowledge on crafting patient-centered care plans, integrating cutting-edge trends like longevity medicine and natural aesthetics, and cultivating meaningful connections with patients. Whether you're a seasoned clinician or just starting your practice, this conversation with Carmen will inspire you to embrace a holistic approach that elevates patient outcomes and transforms the way you deliver care.