Beyond the Needle: The Aesthetics Business Podcast

In this episode, Emily dives into one of the most predictable challenges aesthetic practitioners face every year and that is keeping their clinic busy and their revenue strong during the summer months. Whether you’re already experiencing quieter weeks or you want to proactively protect your diary, this episode gives you a complete summer strategy covering treatment positioning, retention, new pati...

In this episode, Emily breaks down one of the most frustrating challenges aesthetic practitioners face- Instagram reach that has completely plateaued.   You’re posting consistently, you’re putting in the effort, yet the same small group of people see your content every time. No new eyes. No new followers. No new patients. This episode explains why that happens and more importantly, how to fix it i...

In this episode of Beyond the Needle , Emily sits down with Sarah Louise- founder of SLA Medical, SLA Academy and The Business Injection. Sarah’s journey is remarkable: from training in Australia and working alongside leading plastic surgeons, to moving to the UK with no network, building a clinic from her back garden, navigating single parenthood and eventually creating a business that runs witho...

In this episode, Emily breaks down one of the most powerful yet most misunderstood marketing tools for aesthetic practitioners and that is storytelling.   Not the fluffy, overly personal kind but the practical, strategic storytelling that helps patients see themselves in your content and builds trust long before they ever book. With AI now able to produce competent content at scale, Emily explains...

In this episode, Emily sits down with voice and public speaking coach Emma Gaskin, a former NHS speech therapist who now helps women in business, TEDx speakers and leaders communicate with clarity, confidence, and authority. If you’ve ever felt confident speaking to patients in clinic but freeze the moment a camera turns on this episode will change the way you think about your voice forever. Emma...

In this episode celebrates five years in business and takes you behind the scenes of what it really looks like to build and grow a successful aesthetics business.  Whether you're an aesthetics practitioner just starting out or a clinic owner stuck in the messy middle, this episode will help you understand why things feel hard, what to do about it, and how to build a business that feels aligne...

In this episode, Emily is joined by Fiona Macaskill, founder of YDY Aesthetics Business Coaching, to explore a topic that affects far more aesthetic practitioners than they realise: confidence. While many clinic owners believe they need better marketing, clearer strategy, or more qualifications to grow, Fiona explains how the real barrier often sits much deeper in how practitioners see themselves...

In this episode, Emily explores one of the most common challenges facing aesthetic practitioners and clinic owners: creating consistent, high-quality content without it taking over your time. This episode explores a more structured and realistic approach to content creation, showing how you can plan and create a full month of content in under five hours without sacrificing quality, clarity, or con...

In this episode, Emily is joined by Courtney Le Borgne, founder of Hosted Aesthetics and the Hosted Leadership Summit, to explore what it really takes to grow a successful and profitable aesthetics business. Emily and Courtney break down why so many practitioners struggle to scale their clinics, despite having strong clinical skills and a loyal client base. From overcomplicating strategy to focusi...

In this episode, Emily explores one of the most common challenges facing aesthetic practitioners and clinic owners- procrastination. Emily breaks down why procrastination happens so often in business and how it can quietly stall progress for even the most talented practitioners. From delaying marketing tasks to putting off big decisions about growth, pricing, content, or visibility, procrastinatio...

In this season finale episode, Emily breaks down one of the biggest shifts happening in aesthetics right now. And that is more and more patients are searching for clinics with AI instead of Google or Instagram. Platforms like ChatGPT, Perplexity, Gemini and Copilot are already influencing who gets recommended when people ask questions like “Who is the best aesthetic clinic near me?” or “Who can I...

In this episode, Emily breaks down one of the biggest frustrations aesthetic practitioners face when it comes to marketing: running out of content ideas. If social media is something you’re constantly leaving until the end of a busy clinic day scrambling to post something, anything, this episode explains why that cycle happens and how to finally break it. This episode walks you through how to buil...

In this episode, host Emily is joined by Natalie Fletcher, founder of Naturally Flawless Aesthetics, a midwife turned aesthetics practitioner and a standout example of building a values led aesthetics clinic from the ground up. Natalie shares her full journey from nearly two decades in the NHS to running a thriving private aesthetics clinic built on natural results, patient trust, and ethical deci...

In this episode of, Emily  breaks down exactly how social media marketing for aesthetic clinics is changing in 2026 and what practitioners need to do differently if they want to keep growing without burning out or chasing every new trend. After a year of noticeable shifts in engagement, reach and conversion, this episode explores why the old strategies many clinics relied on such as perfect feeds,...

In this episode, Emily is joined by Sara Cheeney, founder of Pure Perfection Clinic and one of the UK’s most in-demand business coaches for aesthetic practitioners. With over 15 years in aesthetics and a clinic that has stood the test of time since 2008, Sarah brings a rare combination of clinical credibility, commercial strategy and unapologetically honest insight. Since 2019, she has coached hun...

In this episode, Emily breaks down one of the most common fears aesthetic practitioners face and that is the January scaries. After the chaos of December, when clinics are fully booked and running at full speed, the sudden quiet of early January can feel unnerving. But Emily reframes the entire conversation by explaining that January is only quiet when it hasn’t been designed to be anything else....

In this weeks episode Emily Ruse is joined by Dr. Hazel Parkinson a GP, aesthetic practitioner, dermatology expert and women’s health advocate. With over 20 years of NHS experience, postgraduate dermatology training and a thriving private clinic in Warwickshire, Dr. Hazel brings an exceptional depth of insight into the intersection of skin, hormones, menopause and whole-person care. This conversat...

In this weeks episode Emily tackles one of the biggest challenges aesthetic practitioners face and that is getting high-quality patient testimonials and on camera content without making patients feel exposed, judged, or uncomfortable. Unlike other industries, testimonials in aesthetics come with layers of privacy, vulnerability, identity, and stigma. Many patients love their results and will happi...

In this episode,  Emily sits down with Dr. Bethany Rossington, award-winning aesthetics practitioner, speaker, mentor, and founder of  Renav é Clinic . Beth’s story is anything but straightforward- from wanting to be an orthodontist at 13, to working in oral and maxillofacial surgery, to launching her first aesthetic treatments from her spare bedroom while on maternity leave. Shaped by science, em...

In this episode,  Emily sits down with Dr. Magdalena Bejma, founder of  Dr. Bejma Bespoke Medical Clinic one of Yorkshire’s most trusted aesthetic practices known for its natural, regenerative results and patient first approach. Dr. Bejma shares her inspiring journey from GP to clinic owner, revealing how curiosity led her to discover a new passion that combines artistry, anatomy, and medicine. In...

In this season finale, host Emily Ruse breaks down one of the most misunderstood but powerful tools for clinic marketing right now: Instagram Reels. If you’ve been avoiding reels because they feel overwhelming or you think you need expensive equipment or influencer style transitions this episode will change your perspective. Reels don’t have to be complicated. In fact, the most effective ones are...

In this week's episode, host Emily Ruse reveals why most clinic events fall flat and how to transform them into powerful growth tools that actually fill your diary. Too many aesthetics clinic host events that look good on Instagram but don’t lead to bookings. Patients sip bubbles, flick through a brochure, and leave without committing. But when you design events with intention, they become on...

In this episode, Emily dives into one of Instagram’s most underused yet most powerful tools for clinics and practitioners which is Instagram Stories. While many aesthetics businesses rely heavily on reels and feed posts, stories are often left as an afterthought or worse, used incorrectly. But stories are where your warmest audience lives the people who already follow you, know you, and are consid...

In this episode, Emily Ruse sits down with Dr. Jessica Halliley, founder of  Your Beauty Doctor , aesthetics trainer, GP, KOL, and mum of two. Dr. Jess’s journey will resonate with so many practitioners- balancing long NHS shifts, late night home appointments, and motherhood, before scaling into a thriving clinic with a growing team and a respected brand built on integrity and natural results. Thi...

Getting leads isn’t the problem for most aesthetics clinics converting them is. In this episode, Emily breaks down exactly how to transform more of your inquiries into booked consultations and paying patients, without feeling pushy or resorting to discounts. If you’ve ever wondered why your diary still has gaps despite a healthy number of inquiries, this episode will help you fix the real issue- y...