The Contraindication

This is the first ever guested episode of The Contraindication and a quick note before we get into it: I have no commercial relationship with either guest or with Wish Skin Health UK. The aesthetics industry is saturated with brands promising the world, yet so many practitioners are left feeling completely exhausted when it comes to actually clearing acne long-term. In this episode, I am joined by...

This week I want to talk about one of those quiet, under-the-radar things that’s probably holding your local visibility back without you even realising it. In this Marketing Monday episode of The Contraindication, I explain why citation consistency matters so much for aesthetic clinics and the simple fix that most clinics are missing. What You’ll Discover - What Citations Actually Are and Why Goog...

This week I want to talk about something that doesn’t involve Google at all. In this Marketing Monday episode, I shift the focus from online visibility to the power of local referral partnerships - the trusted relationships that turn other local businesses into your best source of high-quality patients. What You’ll Discover - Why Personal Recommendations Convert Better : How word-of-mouth from som...

I wanted to record this episode because I see the same thing happening again and again. Clinics invest in incredible new technology, the expectations are high, the finance agreement starts ticking, and then… it just doesn’t land. In this episode of The Contraindication, I break down how to market a new device properly, not just once it arrives, but from the moment you start thinking about investin...

This week I want to talk about the massive opportunity most aesthetic clinics are still missing. In this Marketing Monday episode of The Contraindication, I dive into why local search is now the entire game for clinics and what the numbers really mean for your diary. What You’ll Discover - The Scale of Local Intent : Why 46% of all Google searches have local intent and how 1.5 billion “near me” se...

This week I want to talk about the one thing most aesthetic clinics are still missing when it comes to being found by patients in their local area. In this Marketing Monday episode of The Contraindication, I break down why local SEO matters more than ever and the simple but powerful fix that most clinics overlook - making it crystal clear to Google exactly where you are and who you serve. What You...

Google just dropped something HUGE and I believe it’s going to change how aesthetic clinics show up online for years to come. In this episode of The Contraindication, I break down Google’s new official guidance on AI search and what it really means for visibility, trust, and patient acquisition in aesthetics. What You’ll Discover - The Scale of the Shift : AI Overviews now appear in up to 48% of s...

This week I’m staying with Google because your reviews only work properly when the rest of your profile is pulling its weight. In this Marketing Monday episode of The Contraindication, I talk about why so many beautiful, premium aesthetic clinics are quietly losing patients at the final decision point - their Google Business Profile. I walk through the common signs of neglect and exactly what to r...

I know this is something every clinic worries about because it feels personal when it happens. In this episode, I talk about bad reviews and how easy it is to let them knock your confidence or trigger an emotional response. But here’s the shift I want you to hold onto. It’s not the review itself that matters most, it’s how you respond to it. And when you get that right, you can actually build more...

Marketing Monday: Turn Patient Reviews into Powerful Content It’s Marketing Monday. Five minutes. One small fix. Because small changes compound. In this episode of The Contraindication , Elly shares one of the most underused content strategies in aesthetic clinic marketing: turning patient reviews into powerful marketing content. Most clinics work hard to collect Google reviews but then leave them...

Marketing Monday: Where to Place Testimonials for Maximum Impact It’s Marketing Monday. Five minutes. One small fix. Because small changes compound. Most aesthetic clinics have testimonials. Very few are using them where they actually influence bookings. In this episode, Elly breaks down how to use patient testimonials strategically to improve website conversions, increase trust and strengthen you...

It’s Marketing Monday. Five minutes. One small fix. Because small changes compound. In this episode of The Contraindication , Elly breaks down one of the most underused assets in aesthetic clinics: your reviews. Most clinics collect them sporadically. Few systemise them. Even fewer use them properly. This episode covers: • Why reviews remove more doubt than any Instagram post ever could • The one...

Welcome to The Contraindication Hosted by Elly Makinson, marketing strategist and long-time industry insider, this podcast is your space for honest conversations about aesthetic medicine, the news, the nuance, and the marketing that actually drives growth. The aesthetics industry moves fast. New devices. New injectables. New skincare. New regulations. Endless trends. It can feel noisy and overwhel...