Inside Aesthetics

Episode 193 hosts Rick O'Neill (Digital marketing expert from Brighton, UK) (Rick previously joined us for our 5th webinar during the lockdown of 2020 and also in episode 134 of the podcast) Rick has over 20 years of experience and is the founder of Look Touch Feel (LTF), an award winning digitial marketing agency who specialise in supporting aesthetic practitioners & plastic surgeons. In this episode we introduce our new mini-series called the 'The Deep Digital Dive' (sponsored by LTF). Over four chapters we'll better understand some of the core pillars of digital marketing to help injectors and clinics get to grips with this side of their business. 00:00 Introduction 01:03 Meet our Guest Rick O'Neill 04:55 Economic Pressures and Business Preparedness 10:59 What Digital Marketing Actually Means 18:27 Why There Is No Quick Fix in Marketing 26:25 Common Mistakes Clinics Make Online 33:29 Social Media Is Only One Part of Marketing 41:37 Risks of Relying Only on Instagram 48:53 Finding Your Niche and Target Audience 52:09 Creating Content Patients Are Searching For 61:45 Building a Consistent Content Strategy 68:49 Why Engagement Matters More Than Follower Count 76:38 Turning Followers Into Real Patients 80:09 Optimizing Your Profile and Patient Journey 86:34 Using Multiple Platforms to Reduce Risk 90:43 Key Marketing Takeaways and Next Steps This episode was sponsored by LTF, specialists in the digital marketing needs of aesthetic and pharma world Click here to do a free online digital marketing audit of your own business (You'll need to dedicate approx 1 hour for this) ALL IA LINKS & CONTACT INFORMATION

Episode 192 hosts Dr Steven Liew (Plastic Surgeon, Sydney Australia), Dr Sam Patel (Business Entrepreneur, Chicago, USA) & Gareth Pepper (National Sales Director of BTL Aesthetics, Australia). We also welcome back Professor Sebastian Cotofana for a cameo appearance! In this episode we discuss a completely new device category in facial aesthetics called EMFACE by BTL Aesthetics. EMFACE opens a new chapter in how facial rejuvenation can be achieved. It combines High-Intensity Facial Electrical Stimulation (HIFES) energy and Radiofrequency (RF) technologies together. This unique combined technique (delivered simulataneously via three facial applicators) strengthens and tones specific muscles of the face whilst also improving the quality of the skin. 00:00 Introduction 01:03 Meet our guests: Dr Steven Liew, Dr Sam Patel & Gareth Pepper 04:55 What Emface Technology Is 10:59 How It Differs From Other Devices 18:27 Treating the Cause of Facial Aging 26:25 Where Emface Fits With Injectables 33:29 Ideal Patients for Non Invasive Treatments 41:37 Treatment Experience and What Patients Feel 48:53 Early Results and Expected Outcomes 52:09 Combining Treatments for Better Results 61:45 Applications Beyond Cosmetic Use 68:49 Safety Studies and Clinical Evidence 76:38 Integrating Devices Into Your Practice 80:09 Pricing, Profitability and Return on Investment 86:34 Growing Demand for Non Invasive Options 90:43 Final Thoughts and Future of Device Technology This podcast was supported by BTL Aesthetics, a global innovator in aesthetic solutions. The views expressed are independent of the health care providers and do not represent the views of BTL. BTL does not recommend the use of EMFACE in any other manner than as described in the user manual. Click here for more information about EMFACE and we will put you in touch with your global BTL team ALL IA LINKS & CONTACT INFORMATION

Episode 191 hosts Cassandra Smith (Aesthetic business entrepreneur) & David Segal (Our co-host of IA & Aesthetic business mentor) Cassandra is a returning guest (episodes 5, 24, 29 and 60) and has been David's business partner for over a decade. She originally trained as a Beautician before qualifiying as Dermal Clinician. She then became the co-owner of three laser, skin and injectable clinics with David for over a decade. They sold these clinics in June 2022. In this episode we do a deep dive into the leadership qualities and team building skills needed to run a sucessful aesthetic business. We analyse Cassandra and David's incredibly successful business partnership to get insights into how they tackled some issues that seem to occur in aesthetic clinics all over the world. 00:00 Introduction 01:03 Meet our Guest Cassandra Smith 04:55 Starting in Aesthetics and Early Career Lessons 10:59 Fixing a Struggling Clinic 18:27 Importance of Leadership and Daily Oversight 26:25 Building Systems and Clinic Structure 33:29 Creating a Strong Team Culture 41:37 Hiring the Right People From the Start 48:53 Managing Staff Motivation and Performance 52:09 Identifying Strengths and Complementary Skills 61:45 Common Team Mistakes and Culture Breakdown 68:49 Becoming Too Dependent on One Injector 76:38 Managing Difficult Staff and Tough Decisions 80:09 Communication and Daily Team Huddles 86:34 Defining Success and Long Term Career Goals 90:43 Final Leadership Lessons and Wrap Up ALL IA LINKS & CONTACT INFORMATION

Episode 190 hosts Dr Michael Kane (Facial Plastic Surgeon, New York, USA) Michael's clinical experience with botulinum toxin is unparalleled. Having completed well over 100,000 treatments since 1991, he single-handedly developed many of the toxin protocols and facial muscle treatments; in an era when almost no-one was even using toxins. Michael's experience is so well respected that he has consulted in the trials and launches of every single brand of botulinum toxin. In this mini series 'The Tox Talks', we feature expert injectors who have significant experience in using botulinum toxins. These episodes explore our guests experiences using particular brands, the evolution of their injecting techniques and we get special insights into the subtle nuances of getting the best out of toxins. In chapter 5 we explore Michael's life time journey with the products and his experience as the world's undisputed 'King Of Tox'. 00:00 Introduction 01:03 Meet Dr Michael Kane 04:55 How Botulinum Toxin Changed Aesthetic Medicine 10:59 Why Toxin Is Often Undervalued by Injectors 18:27 Moving Beyond Formulaic Injection Techniques 26:25 Importance of Consultation and Facial Assessment 33:29 Treating Shape Versus Treating Lines 41:37 Individualizing Dose and Treatment Planning 48:53 Learning From Complications and Poor Outcomes 52:09 Why Follow Up Appointments Matter 61:45 Combining Toxin, Filler and Skin Treatments 68:49 Avoiding Over Treatment and Unnatural Results 76:38 Differentiating Your Practice Through Quality 80:09 Commoditization and Market Pressures in Aesthetics 86:34 Charging for Expertise Rather Than Units 90:43 Final Advice for Becoming a Better Injector ALL IA LINKS & CONTACT INFORMATION

Episode 189 hosts Dr Jake Sloane & David Segal In this episode Dr Jake & David introduce their newest project, 'IA: Business of Injecting Live'. These sessions will be in addition to our regular Friday podcasts and take the form of periodic live Zoom discussions. Hosted by David, we invite our listeners to join us for regular business zoom discussions where topics related to owning, managing and running aesthetic clinics will be discussed. Each session will be different - some exploring individual case studies from our injectors whereas others will showcase expert guests and more specific topics. 00:00 Introduction 01:03 Introducing Business of Injecting Live Sessions 04:55 Why Business Education Is Missing in Aesthetics 10:59 Industry Growth and the False Economy 18:27 Economic Pressures and Tougher Times Ahead 26:25 Why Planning Matters Before Starting a Clinic 33:29 Common Mistakes New Business Owners Make 41:37 Understanding Costs, Cash Flow and Risk 48:53 Learning From Failure and Business Setbacks 52:09 Finding Mentors and Surrounding Yourself With Experts 61:45 Importance of Having a Long Term Exit Strategy 68:49 Branding, Marketing and Attracting Patients 76:38 Hiring Staff and Retaining Talent 80:09 Contracts, Restraints and Legal Considerations 86:34 Topics Covered in Future Business Sessions 90:43 Final Thoughts ALL IA LINKS & CONTACT INFORMATION

Episode 188 showcases our hosts Dr Jake Sloane & David Segal In this episode Dr Jake & David explore 'The Future Of Aesthetics', a report commisioned by Allergan Aesthetics in 2021. The evolution of our industry continues to accelerate, with new products continuing to be released and injectables becoming more mainstream year on year. But what may surprise injectors and consumers alike is that our market is still very under-penetrated. The report was compiled by interviewing 15 global KOL's and working with Wunderman Thompson Intelligence, a market research company who specialise in future trends. The goal of the report aimed to uncover cultural shifts in aesthetics. Like the beauty and fashion industries, societal views change and have a direct impact on how aesthetics is perceived, accepted and consumed. By understanding and anticipating how the world's behavior is evolving, clinics and injectors will be able to better meet the needs of their patients today and into the future. 00:00 Introduction 01:03 The Future of Aesthetics Report Overview 04:55 Treatments Becoming More Normalized 10:59 Patients Arriving More Educated and Informed 18:27 Environmental Awareness and Sustainable Clinics 26:25 Respecting Diversity and Individual Features 33:29 Treating Different Ethnicities and Patient Groups 41:37 Growing Demand From Male Patients 48:53 Breaking Stigma Around Men and Aesthetic Treatments 52:09 Changing Beauty Standards and Generational Trends 61:45 Creating Premium Clinic Experiences 68:49 Expanding Into Body and Wellness Treatments 76:38 Ethics, Social Media and Industry Responsibility 80:09 Risks of Counterfeit Products and Patient Safety 86:34 Saying No and Protecting Your Brand Reputation 90:43 Future Directions for the Aesthetic Industry ALL IA LINKS & CONTACT INFORMATION

Episode 187 hosts Dr Jenny Kimmins (GP and Cosmetic Physician based in Melbourne, Australia) Jenny joins us in the 10th Chapter of our series called 'The Injector Diaries'. These episodes feature in depth conversations, stories and experiences from injectors around the globe. Each injector brings their own unique take on things and we'll showcase every level of type of injector, from newbies to masters. We'll explore how and why they chose to inject, why they favour using certain products, look under the hoods of their clinics and businesses and aim to learn from and inspire our injector listeners. 00:00 Introduction 01:03 Meet Dr Jenny Kimmins 04:55 Early Days Starting a Small Clinic 10:59 Growth From Two Rooms to Full Practice 18:27 Transition From GP to Aesthetic Medicine 26:25 Importance of Mentorship and Hands On Training 33:29 Challenges of Starting a Business 41:37 Separating GP and Aesthetic Practice Models 48:53 Patient Satisfaction and Career Fulfillment 52:09 Perceptions of Leaving Traditional Medicine 61:45 Training Standards and Education Pathways 68:49 Competency, Safety and Managing Complications 76:38 Role of Ultrasound and New Technology 80:09 Managing Patient Expectations and Risk Discussions 86:34 Rise of Biostimulators and Holistic Treatment Plans 90:43 Favorite Products, Trends and Final Advice ALL IA LINKS & CONTACT INFORMATION

Episode 186 hosts Jessica Halliday & Maria Reid (Registered Nurses based in Tasmania, Australia) Jessica worked as a midfwife for many years before deciding to become a cosmetic injector. She founded 'Eden Cosmetic Therapies' based in Hobart in 2017. Maria worked as in nurse management role for over a decade in a health business prior to becoming a cosmetic injector. Jessica originally employed Maria as a contractor in a dual role, as an injector but who running the management aspect of the clinic. Maria's input proved so valuable that in 2020, Jessica invited her to join as an equal partner with a 50% share of the business. In Chapter 4 of 'The Business of Injecting' episodes, we explore the dynamics of working as business partners and shared responsibilities of this type of agreement. 00:00 Introduction 01:03 Meet our Guests: Jessica Halliday & Maria Reid 04:55 From Nursing and Midwifery to Aesthetic Medicine 10:59 Building a Clinic in a Regional Market 18:27 Forming a Business Partnership 26:25 Dividing Roles and Complementary Skills 33:29 Customer Service and Boutique Clinic Positioning 41:37 Selling Half the Business and Valuing the Brand 48:53 Due Diligence and Partnership Agreements 52:09 Understanding the Tasmania Clinic Licensing Rules 61:45 Compliance, Safety and Industry Standards 68:49 Costs and Challenges of Regulation 76:38 Competition From Chain Clinics 80:09 Measuring Business Performance and Growth 86:34 Product Choices, Loyalty and Profit Margins 90:43 Key Lessons for Clinic Owners and Final Thoughts ALL IA LINKS & CONTACT INFORMATION

Episode 185 hosts Babak Moini (Co-founder of Laser Clinics Australia) Babak previously joined us back in episodes 45 and 59, where he shared his story and his predictions for what the COVID-crisis would mean for aesthetic businesses. Two years on, we reflect on the post-COVID era and the current as well as predicted global economic crisis that is looming. We explore: Babak's current view of the Australian aesthetic market Some of the key trends that have emerged since our last podcast We then discuss the financial issues including: Whether the predictions he made in April 2020 were right, wrong or are simply delayed and still going to happen The post-COVID demand for injectables and what this showed about the resilience of the market What our governments did to cope during COVID and the hang over effects of these including: - stimulus payments and printing money to fund it - borrowing more money, increasing national debt - the effect of lockdowns & stimulus payments on the labour force - why this has caused hyperinflation, climbing interest rates and the implications of these problems We then brainstorm some countermeasures that clinics can take including: How to audit your business and better understand your margins and profitability How to improve cash flow How to negotiate with suppliers Managing debt 00:00 Introduction 01:03 Industry Changes Since the Pandemic 04:55 Rising Costs and Staffing Challenges 10:59 Competition Increasing Across Clinics 18:27 Why Prices Have Not Kept Up With Costs 26:25 The Problem With Constant Discounting 33:29 Understanding Loss Leaders and Value Proposition 41:37 Why Many Clinics Are Not Profitable 48:53 Knowing Your Break Even and Financial Numbers 52:09 Managing Cash Flow and Business Risk 61:45 Client Acquisition Costs and Marketing Strategy 68:49 Building a Strong Brand and Patient Experience 76:38 Why Not Every Clinic Will Survive 80:09 Long Term Industry Consolidation Ahead 86:34 Advice for New Clinic Owners 90:43 Final Business Lessons and Wrap Up ALL IA LINKS & CONTACT INFORMATION

Episode 184 hosts Dr Rungsima Wanitphakdeedecha (Dermatologist, laser and injectable expert based in Bangkok, Thailand) Rungsima has a wealth of experience using all of the commerically available toxins, has led research in the field and has published peer-reviewed journals on the topic. In this mini series 'The Tox Talks', we feature expert injectors who have significant experience in using botulinum toxins. These episodes explore our guests experiences using particular brands, the evolution of their injecting techniques and we get special insights into the subtle nuances of getting the best out of toxins. In chapter 4 we focus on a niche use of toxins most commonly referred to as 'micro-toxin treatments'. 00:00 Introduction 04:55 Meet Dr Rungsima Wanitphakdeedecha 10:59 Injectables Trends in Thailand and Asia 18:27 Skin Quality Versus Facial Augmentation 26:25 What Microtoxin Actually Is 33:29 Early Research and Clinical Evidence 41:37 Patient Selection and Realistic Expectations 48:53 Treatment Technique and Dilution Principles 52:09 Risks, Complications and Facial Asymmetry 61:45 Common Indications Including Pores and Oil Control 68:49 Using Toxin for Hyperhidrosis 76:38 Other Uses Including Rosacea and Flushing 80:09 Off Label Applications and Emerging Research 86:34 Safety Considerations and Treatment Planning 90:43 Final Thoughts and Future of Microtoxin ALL IA LINKS & CONTACT INFORMATION