Beyond the Needle: The Aesthetics Business Podcast

In this week’s episode, Emily is joined by Corinne from Patient Perfect to talk all things memberships- why they matter, how to structure them and how to make them work for both your business and your patients. If you’ve been thinking about launching a membership but feel unsure about pricing, value, or where to even start, this episode is packed with no fluff advice. Emily and Corinne cover the m...

In this weeks episode, Emily breaks down the TikTok hype and whether it’s a smart move for aesthetic business owners. If you’ve ever felt pressure to jump on TikTok because “everyone’s doing it,” this episode will help you make a decision based on strategy not stress. Emily shares why TikTok isn’t a magic wand for bookings, the key differences between TikTok and Instagram, the questions you should...

In this episode, Emily speaks with Emma Ross, founder of  ERA Aesthetics & Wellness, Northern Ireland’s first sanctuary dedicated to combining advanced medical aesthetics with holistic wellness practices. Emma, a former nurse and midwife, shares her journey from clinical healthcare into aesthetics, the decision to open her own intentional space, and how turning 40 became a catalyst for redefin...

In this weeks episode, Emily shares an honest, behind-the-scenes look at what it really takes to successfully outsource your social media and digital marketing as an aesthetic practitioner. If you’ve ever considered hiring a social media manager or already have one but aren’t seeing results, this is the episode you need to hear before spending another penny. Drawing on her experience working with...

In this episode, host Emily Ruse sits down with Lucy Foster, founder of Three Medical Aesthetics in Nottingham and London. With over a decade of NHS experience and a deep commitment to patient centered care, Lucy shares her unfiltered journey from paediatric nursing to running a successful aesthetics business and everything she’s learned along the way. From prescribing hurdles and industry stigma...

In this season finale, Emily dives into the unspoken mindset blocks that hold so many aesthetic practitioners back from showing up confidently, taking action, and growing their business sustainably. If you've ever said “I don't have time,” avoided posting because you're afraid of being judged, or constantly compare your clinic to someone else’s, this episode is your sign to stop pla...

In this episode, Emily dives deep into the most underused but highly effective marketing strategy for aesthetic clinics: SEO (Search Engine Optimisation). While social media is often front and centre in aesthetics marketing, SEO is the powerhouse behind long-term visibility, local search dominance, and consistent client bookings. If you're tired of relying solely on Instagram and want your we...

In this episode, Emily is joined by Nicky Baker, Regulatory Project Manager at the Advertising Standards Authority (ASA), to demystify one of the most confusing areas for aesthetic practitioners—how to legally and safely market treatments like Botox, prescription weight-loss injections, and IV drips online. Whether you’re using Instagram, writing blog content, running a website, or reposting testi...

In this week's episode, Emily shares a value-packed guide to help aesthetic practitioners convert their Instagram followers into consistent, high-quality client bookings—without needing a massive following. If you’ve been creating content but not seeing real results, this episode will show you the exact steps to take to turn warm leads into paying patients. Emily breaks down the six strategie...

In this episode, host Emily Ruse chats with Dr. Amy Law, a dentist-turned-aesthetic practitioner who has built a trusted, patient-first clinic grounded in ethics, education, and results. Dr. Amy shares her real-life business journey—from transitioning out of the NHS and launching her own clinic, to learning the hard way through a website investment gone wrong. She reveals how she now drives consis...

Is Instagram draining your energy instead of bringing in bookings? In this week's episode, Emily gives you the ultimate guide to making Instagram work for your aesthetics business in 2025. Whether you’re frustrated by the algorithm, stuck in a content rut, or just wondering why your reach has dropped—this is your playbook for getting back in control. Emily breaks down how Instagram really wor...

In this episode, host Emily Ruse speaks with Dr. Olivia McCabe-Robinson, a former NHS surgeon turned aesthetics doctor and the founder of Dr Olivia Medispa. Known for her commitment to patient safety, evidence-based practice, and raising industry standards, Dr. Olivia shares her powerful journey from surgical training to creating a thriving, research-driven aesthetics clinic in Glossop. They explo...

In this week's episode, Emily dives deep into one of the most powerful tools for clinic growth , personal branding. If you’re an aesthetic practitioner trying to stand out in a saturated market, feel more confident on social media, and attract aligned, high-quality patients, this is the episode you need. Emily breaks down exactly what a personal brand is (and what it’s not), and shares action...

In this weeks episode, host Emily Ruse is joined by industry icon Lorna Bowes, founder of  AestheticSource , to discuss why skincare is the most underused—but most powerful—tool for growing an aesthetic clinic. With decades of experience in dermatology, injectables, and clinic ownership, Lorna shares how skincare can drive revenue, improve patient outcomes, and build long-term loyalty when it’s do...

In this weeks powerful and deeply personal episode, Emily is joined by Dr. Alison Colville, founder of The Avery Clinic, to discuss her unique journey through medicine, IVF, and rediscovering the true meaning of aesthetics. Dr. Alison shares how her background in general practice, combined with her training in functional medicine and her own fertility struggles, which shaped her approach to aesthe...

In this episode, Emily breaks down exactly what today’s aesthetic patients are looking for and why understanding these evolving expectations is crucial for clinics that want to thrive in 2025 and beyond. The aesthetics industry is changing fast, and patients are more informed and discerning than ever before. It’s no longer about who’s closest or cheapest, it’s about trust, education, transparency,...

In this episode, Emily sits down with Kate Ross, a highly respected aesthetic practitioner, mentor, and patient safety advocate. Kate is the founder and clinical director of The Clinic by La Ross, where she champions a patient-first approach to aesthetics. She is also the director of Urban Aesthetics Academy UK, where she mentors and trains medical professionals entering the industry. Through The...

In this week's episode, host Emily Ruse is joined by industry expert Matt Hubball, former UK and Ireland Country Director for Sofwave and now an aesthetics distributor based in Dubai. Together, they break down everything aesthetic practitioners need to know about investing in a new device, separating marketing hype from real results, and choosing technology that will deliver a strong return o...

In this season finale, host Emily Ruse dives into one of the most underutilised yet highly effective marketing strategies for aesthetic practitioners—email marketing. While social media gets most of the attention, email marketing remains one of the most powerful tools for building a loyal patient base, nurturing leads, and increasing bookings. Emily shares why email marketing is a game changer for...

In this episode, host Emily Ruse explores the fascinating world of regenerative medicine and NAD+ with Dr. Nichola Conlon, biochemist and founder of Nuchido. They dive deep into how ageing happens at a cellular level, why evolution might actually be working against us, and how aesthetic practitioners can incorporate regenerative medicine to enhance patient outcomes and clinic success. Dr. Nichola...

If the idea of CQC registration leaves you feeling overwhelmed, confused, or just unsure of where to start, this episode of is for you. Host Emily Ruse is joined by CQC expert Tracey Jones from Inspire to Outstand, who shares her insider knowledge to help aesthetic practitioners navigate the process with confidence. Emily and Tracey dive into why CQC registration is essential for aesthetic practit...

In this episode, Emily tackles a topic that many aesthetic practitioners struggle with: building camera confidence. If you’ve ever felt awkward or unsure about recording video content, this episode is packed with practical advice to help you show up confidently, connect authentically, and create Instagram Reels that resonate with your target audience. Emily begins by exploring why visual, human-ce...

In this episode, host Emily Ruse is joined by Hannah McClune from Visible by Hannah, one of the UK’s leading brand photographers and videographers. Together, they explore how to create a strong visual identity that helps you attract the right clients, build trust, and elevate your clinic’s presence in the crowded aesthetics market. Emily and Hannah dive deep into the importance of visual branding...

Thinking about adding a new treatment to your clinic in 2025? In this week's episode host Emily Ruse shares the essential steps to ensure your new treatment launch is a success. Whether it’s your first big investment or a new addition to your offerings, this episode walks you through how to strategically position your new treatment to drive bookings, excite your patients, and ensure a solid r...

This week, host Emily Ruse dives deep into one of the most crucial topics for aesthetic clinic owners: patient retention. Joined by Corinne Sawers, founder of Patient Perfect, Emily and Corinne unpack strategies to transform first-time patients into loyal clients and elevate your clinic’s success. Patient retention is often overlooked in favour of attracting new clients, but retaining your current...