No Gatekeeping: Tips, Tricks & Truths for Medspas

00:00 (ANYA) You can get Botox literally at like a podiatrist's office. Girl, they’re doing it in the back room of your local YMCA – so they can go anywhere. So what makes you different? You have to set yourself apart, and that's how you do it. It's not social media, it's not marketing – it is internal processes.

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00:00:20:02 - 00:00:25:11

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00:20 (JADE) Today's guest has built her career at the intersection of beauty, strategy, and growth. Anya is the founder of the Aesthetic Advantage, a master esthetician and a seasoned marketing strategist with over 12 years of experience. She's worked with global brands like Benefit Cosmetics, helped scale one of the largest aesthetic clinic chains in the US, and lead partnerships with industry leaders like Sephora. Now she's helping practices grow sustainably through smart, cost-effective strategies. Anya, we're thrilled to have you with us today.

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00:00:55:13 - 00:01:05:23

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00:01:18:20 - 00:01:23:20

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1:18 (JADE) Can you tell us a little bit about your background and what led you to start the Aesthetic Advantage?

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1:25 (ANYA) I would say what – my background first and foremost – I went to school for psychology. So, we don’t use that. But, I right out of school moved to New York and started working at a massive PR agency. And that was right when the influencer came out.  So we really kind of built that model out. And so that's what got me going into social media and understanding how you can grow a business without having to – I don’t know – spend a ton of money on digital ads.

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00:01:50:18 - 00:01:55:18

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1:51 (ANYA) And I worked with, you know, a lot with Benefit Cosmetics and stuff like that before they had in-house marketing. So I ended up loving the beauty industry, because who doesn’t? And, so I became a licensed esthetician, which you are as well, which we love. And I worked front desk at, you know, a medspa during that time – dipped my little feet in the water. And again, right out of school, I became a lead esthetician, which I had no business being a lead esthetician. I was 25 managing 12 very seasoned estheticians but we learned. 

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2:25 (ANYA) And then again, I just started pivoting every time, as you know, you hit an issue and you just have to kind of learn from it. So I've done literally every position. So I really was giving a lot of medspas advice on how to build their medspas and people were like, “Why are you doing that for free?” So, I started consulting and I mainly worked with physicians that are wanting to transition intoto aesthetics or bring cash pay treatments on. So, I would say that's kind of how I got started. 

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2:57 (ANYA) But the reason why I feel so passionately about it is because I have seen so many doctors in practices make mistakes over and over and over again. And I was just so f***king sick of watching people literally destroy their lives because these device companies and these marketing companies make these insane promises of like rich, and profitability, and you’re going to be, you know, the superstar. And they have no processes. 

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3:26 (ANYA) What really led me into it, honestly, was there was a sales rep at this company that I worked at. And he said to me, we’re – he worked for a device company – he said we’re in the business of bankrupting doctors. And I was like f**k that. 

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00:03:36:18 - 00:03:39:20

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3:38 (ANYA) I was like, I can't. I can't sit around and watch that. So that's really what I've built my platform on. If you follow me on social media, I really put what works and what doesn’t work out there—shamelessly. I’ve got a lot of cease and desist because of it. But, it’s kind of what I do and why I’m here, so. 

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3:55 (JADE) No, I love that so much. Hopefully, no cease and desist to be continued from this conversation. 

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4:00 (ANYA) It’s fine. It’s welcomed. If you want to spend money every time, go for it. 

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4:05 (JADE) The more the merrier. 

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4:05 (ANYA) It doesn’t bother me. 

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4:06 (JADE) So, question for you – when you look at top performing medspas that you've helped,  what are those key strategies or mindsets that are consistently setting them apart?

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00:04:15:08 - 00:04:24:09

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4:16 (ANYA) If you were to ask other medspas like, “Oh what sets them apart?” They’re going to be like, “Oh, social media.” It’s all social media, you know? That’s all it takes. No, absolutely not. You can have the most talented people who have literally no social media. So what makes a good practice, a good practice is their internal processes. And that starts with their team. 

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4:39 (ANYA) So, if you have a strong team and a good positive work environment and you really set your team up for success, that is what's going to help you really have a profitable medspa. And I see so many people just not doing it right. And investing in your team, investing in your practice. These doctors, again, they have the medical license. So they're like “Oh, I'm just going to buy a device.” This isn't the field of dreams. Like if you build it they will come. That's not how this works. You have to have processes in place. You can’t just buy a device and then just expect people to walk in the door like, hello, you're a gynecologist. You have like, vagina patients. You’re a GI doctor, you’re a pediatrician, what are you going to have like f**cking kids coming through the door asking for C02 Lasers? No. You have to set yourself up for success. Don’t buy a device if you don’t have someone who's going to advocate for it.

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5:33 (ANYA) If you have a front desk that doesn't know how to open Excel, don't buy a device. Don't start a medspa. 

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00:05:40:20 - 00:05:48:01

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5:38 (JADE) I love that, and I love what you said about investing in your team. I feel like that's something that in this industry, the beauty industry as a whole, really, that is not talked about enough, is not thought about enough, is putting back into your team, pouring into your team, educating your team and uplifting them. And I feel like that plays such a critical role. Like you said, when they're walking in the front door and greeted by that front desk, it can be make or break.

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00:06:04:04 - 00:06:08:01

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6:03 (ANYA) I mean, it’s their first point of contact. You know, that phone call, that is literally their first point of contact. And if you have someone on the phone who’s never had the treatments, that doesn’t know anything about the treatments, that can’t answer simple questions – you can get botox literally at a podiatrist office. Girl, they’re doing it in the back room of your local YMCA. So, they can go anywhere. So what makes you different? You have to set yourself apart and that’s how you do it. It’s not social media, it’s not marketing. It is internal processes.  

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00:06:35:04 - 00:06:39:21

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6:34 (JADE) That is amazing. Thank you for that.

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6:35 (ANYA) Yeah, that’s the tea. 

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00:06:41:16 - 00:06:54:06

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6:39 (JADE) And with that, many medspas have incredible providers, like you just said. And business as a whole. But often they do struggle with that marketing component themselves. So what's one thing that you wish every medspa understood about marketing?

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00:06:56:18 - 00:06:58:03

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6:53 (ANYA) When you think marketing, right? Everyone goes to the same thing, “Oh, it’s just Ads. Digital Ads.” No. No, that’s not it. And that’s one thing I focus on mainly is marketing that doesn’t cost a practice money. Because again, I work with practices that just bought a $200,000 device. And they’re like, “Okay, so I have $ 6,000 worth of payments – what am I going to have to spend $10,000 on marketing?” Absolutely not. So, I think it’s understanding that marketing is also treating your team, you know, investing in your team. Making sure that they get all the treatments. Making sure that you know, you're having the reps come in on a quarterly basis to make sure that they know everything about it.

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00:07:34:03 - 00:07:39:19

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7:33 (ANYA) Getting that refresh. And again, that is going to cost the practice money and that is considered marketing. You know, one of the reasons why I love a good system – like Boulevard – is because it really does dumb it down for the practices. You know, you can send out the email blasts, you can do the text message blasting. It's super efficient.  So, you know, getting a good EMR system is super super important 

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00:07:56:03 - 00:07:59:16

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7:54 (ANYA) These are all marketing strategies. Partnerships are massive. Like, hello, this is a beauty industry. Go into hair salons, nail salons, gyms – build out these partnerships because these are things that aren’t going to cost you money. Last but not least, don’t f**king do ads if you don’t know how the field leads. If you have a troll at the front desk that doesn’t know anything about these treatments, don’t pay for ads. It’s a waste of your money. So many people are just wasting money, it drives me crazy. 

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8:25 (JADE) No, I agree with you so much. I feel like when we talk about, like, paid media and social ads, that's the first thing people think of when it comes to marketing. And it's just like throwing content out there to the masses. There's nothing that's really dialed in for them. And when you talk about, you know, investing in your team again and really making sure that they understand the treatments, there's a night and day difference between speaking to somebody that's had a treatment and speaking about their own experience versus somebody that's learned about a treatment through education or a rep who comes in that's never had it done.

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00:08:58:06 - 00:09:07:18

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8:57 (JADE) And then they become your mini kind of brand ambassadors. So when they're picking up the phone, they're able to speak to the treatment, they're able to sell the treatment, all of those things that tie into it.

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00:09:07:18 - 00:09:15:07

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9:07 (ANYA) And, same on social media, too. I feel like a lot of people are so social media obsessed. Like, I have to do my TikTok dances. And, you know, I have to post every day. You don’t, you know? Put quality content out there, educational content out there, or just don’t put stupid stuff out there. I think that’s another thing that I have to touch on –  is the fact that if you put, like, stock images or just, like, sh*tty content out there, it's actually hurting you as opposed to helping you. It's making you look cheap. It’s making you look like you're not experienced.

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00:09:44:03 - 00:09:50:01

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9:40 (ANYA) So, I would rather you not post anything. So, I think that's a good thing for people to understand. And again, I work with a lot of solo injectors. Another thing that I think is important to focus on is the patient experience. What sets you apart? Right? Because, like I said, you can get stuff done literally anywhere. So making sure that you have systems in place where you're following up with patients.

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10:03 (ANYA)  It’s their first time getting Botox. They’re coming in, you’re calling them the next day. “Hey, how you doing?”  What is your patient journey from start to finish? So from the moment they heard about you to six months down the line, when you're checking in with them – are you doing events? Are you doing all these things? This matters. This is what's gonna make you successful and different. It’s not the services that you offer. It’s not the menu that you offer. It’s not the injector that you have. It’s the patient experience as a whole. 

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00:10:35:00 - 00:10:51:06

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10:34 (JADE) In this industry, so many people think that the client experience starts from the time of the clients walking through the door, and they diminish the fact that it really starts when they start to look for a treatment, when they start to look for a provider and they are looking for social media, and they do go and see those stock images. And I think it's tough for people who are just starting where they don't know where to go. Do I use stock images? Do I post nothing? You know what really makes a difference there? Or do I try to get my own before and afters?

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00:11:03:13 - 00:11:10:18

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11:02 (ANYA) Well exactly, I think again there’s just so much smoke and mirrors in the industry and so many people trying to get a quick buck.  So, these like social media companies that are like, “Oh, we’ll grow your following.” That doesn’t matter, you know? And their – people are so pushed and pulled in different ways. And, just like anything else you go on TikTok, oh, you know, what Korean skincare can I get this time? 

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11:24 (ANYA) It’s like the same thing with medspas. You have these people in your DMs all the time like, “I’ll grow your business to 300 people in two months.” It’s just too much. It's all bullsh*t. It's just important that people do their research. And again, that's why I try to really help medspas. And I can totally gatekeep. I try to protect people and educate them on what’s worth it, what’s not worth it, and what to do, what not to do. Don’t waste your money. Don’t waste your time or your resources. 

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11:52 (JADE) Yeah, no. And I think a lot of folks need a blueprint. They need to understand where do I spend money? Where do I save money or kind of reserve money at? So I love that you're kind of breaking down those barriers of I'm not going to gatekeep because I feel like that's such a common thing in the industry where it's like, no, I'm not going to tell you, you have to DM me. You have to do this in order to get that information. And sometimes that can feel defeating for folks who are just starting off or don't know where to go.

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00:12:17:20 - 00:12:25:10

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12:17 (ANYA) It’s the wild West out there. It really is. But, we love it. 

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12:22 (JADE)  It's the wild, the wild, wild west, the lawless West.

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00:12:25:10 - 00:12:26:03

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12:23 (JADE) Well, you're known for helping create successful high high-converting events for medspas. What do you feel like truly makes an event profitable? Instead of it just being this great party, gathering, and get-together?

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00:12:40:18 - 00:12:41:08

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12:37 (ANYA) How much time do you have? Because, I’m let me tell you. Oh, it is so frustrating. So, when people, medspas, do events, they do it always the same exact way.

It is a cattle call. They'll put it on their social media, they’ll send out the email blast, text blast. “Hey, we're having this, you know, event. Get your specials. Here’s your deals.” And then they spend all this money – you’ve got the balloon wall, you've got, you know, the bullsh*t taco bar. You’ve got like, they spend so much money on this. 

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13:04 (ANYA) And then you get the Karens there who are literally there for the free sh*t, and they're for the raffle. And they don’t buy anything.  And they just spent all this money on what? Nothing. You have to be very, very specific and laser focused – no pun intended. And basically, the way that you do small format events – and they’re called small format seminar style events – is you pick 1 or 2 similar technologies, and you only invite VIP patients. These are vetted patients and you do – max you want 25 people there. Any more and it’s too much. 

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00:13:43:02 - 00:13:56:19

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13:43 (ANYA) What you do is you do a presentation on those treatments and then you do  one one-on-one consults with those patients. And our events, they average $50,000 in three hours. And that's how you do it. Obviously there's a lot more to it. And I'm not trying to gatekeep, but we’ll literally take all the time in the world. But, I wish practices knew that more. And I'm actually starting to transition a lot of practices away from doing monthly specials and just doing events or quarterly events. A face event, a body event, a weight loss event, whatever you want to do. Yeah, it's just a lot of –  it's just a different mindset. And, it's much easier and cheaper. 

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00:14:25:22 - 00:14:40:17

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 14:24 (JADE) I was just going to say, I'm thinking back in my own head about the first events that I threw, and it was exactly that, this smorgasbord of how much can we put on this little flier, how much information can we share, how many specials can we have to get everybody that we can? But what you're talking about is genius because you're focusing on two things. You're focusing on the intimacy as well of who is there to ensure that folks are really interested. Because it's so common that people come to these events for the free food, the balloon wall, all of the things, or, you know, raffles that they might win $100 worth of product or something like that. And really taking away from the purpose of the event. And then it becomes a money waster and a time-waster for everybody who's involved. 

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15:09 (ANYA) Yeah, events are supposed to be revenue-generating. You’re not supposed to waste all your money at the event. And that‘s why I love to work with these device companies. So when a practice purchases a device they'll put our services onto the deal so that we can actually help them launch those devices and it's just the way to do it. And again, I have no problem. I try to make as much content as I can teach people, but it's just – it's a lot.

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00:15:37:05 - 00:15:43:07

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15:36 (JADE) Yeah, absolutely. I think there's so much that goes into it. And like we talk about there isn't a blueprint for the industry. There isn't a, you know, map that helps you understand where you put money into how you do these things. So you really do need somebody that understands and has done it to come in and say, no, listen, we have to do it this way. So love what you're doing. I think it's so influential as well for the industry as a whole, because we really do need to shift away from medspas hosting these parties, really for their client base as a whole to really change that mindset into this should be revenue-generating for them.

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00:16:12:09 - 00:16:17:11

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16:12 (ANYA) Girl, you know it’s ego too. You know what I mean? Like these doctors are like, how many people can I get here? How many pictures can I get on social media? How many  followers can I get? It’s like, that’s not going to bring you any money. Well, why are we wasting our time? Yeah, I totally agree with you on that. 

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16:26 (JADE) No, it's funny, too, that you say ego. Because when we think about social media and you know, I'm on TikTok, I'm on Instagram –  I see some of these people who are doing the most viral dances, who are doing some things that don't even make sense for, you know, the content that they have. But it really is that we are just living in a time where it's like, I need to, you know, get on whatever that newest viral trend is to get the attention, to get the likes, to get the shares, whatever it might be,

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00:16:55:20 - 00:17:00:09

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16:55 (ANYA) Yeah, it’s wild. You know what else is crazy too? Is – I don’t know if you’ve seen it – but these social media companies that will literally, I know you’ve seen them, giving away bags and stuff. But, no shade – a little shade – a lot of shade. They’ll come on and they'll make this post about, “Oh if you sign with us. We’ll get you, you know, a thousand followers.”  It's like, unless it translates into dollars, it doesn't matter how many followers you have. It doesn’t matter how many likes you have.  It doesn’t matter how many views. Stop trying to go viral and post things that are going to serve you and serve the people following you. 

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17:33 (ANYA) Educate your patients. Show the before and after. Show the treatments. Show the, “Come with me to do this,” so they can see what an appointment looks like. And again, if you don’t have the capability of doing that then don’t post anything. You know what I mean? It’s as simple as that. 

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17:49(JADE) Yeah. So you're saying that the educational content, the content that's important. That actually means something to your client base or your clients that are coming in, is obviously so much more valuable than you posting a viral dance or a giveaway of some luxury bag, whatever it might be. And that is actually preferred that you would go to the right of not posting anything and keeping off of social media versus going the route of doing whatever's viral, whatever might get you the most likes and clicks.

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00:18:17:22 - 00:18:19:09

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18:17 (ANYA) Yeah, I think if you don’t have the capacity to do social media. Whether you're a seasoned provider and you just don’t know how to work social media, it’s not your thing – that is okay. But you better have a killer referral program in the community and that’s how you grow. And then I don't care. You don't have to have a social media. But, if you have the capacity, then you absolutely have to be on social media educating. But you don’t have to post every day, don’t make it a thing, just make sure the content you are putting out there matters and people are learning something. And think of yourself as a consumer, why would I follow this person? Because your social media is your storefront. 

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00:18:58:16 - 00:19:02:00

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18:59 (JADE) I love what you said about think of yourself like a consumer. I feel like that is so oftentimes overlooked where these business owners are making decisions for the business without actually thinking about the client experience or how that impacts the consumer who's coming in. Can you talk a little bit about, you know, just the overall breaking down the client experience, thinking like a consumer, tips, tricks. What's most important there? 

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19:26 (ANYA) That is such a good question and it’s so important. Because, these providers and everyone they lose sight of being – you know when you’re in it, of course. You don’t - you don’t know. But, you have to with everything you do as a business owner, medspa owner, needs to be with your consumer, your client, in mind. From the devices you purchase to the team you bring on to the EMR System you bring on. Everything needs to be with the thought of the consumer. How you sell, how you talk to the patient. Don't sit there and tell them, like their anatomy, they don't give a sh*t. Tell them in something that is digestible for them.

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20:07 (ANYA) It’s just a matter of resetting your mind. And putting yourself in their shoes. Go back to when you were an actual patient. And, God, if I see another medspa, buy a device because, like, they just want it for themselves. I’m going to f**king lose my mind. I have so many medspas that I've tried to save that have just purchased this, line of, devices that their clientele can't even use and they don't care about. And it's like, girl I know you and your team just wanted those devices. But, now they’re sitting there collecting dust. 

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20:42 (JADE) Exactly. And it's so common. And I think one thing is they don't think about the consumer, obviously, but they're also just asking, you know, the general public. I see all the time in different groups for medical spa owners, professionals, where it's like, what device should I get? What's next for me? And I think that's such a red flag, because you shouldn't really be asking the masses for what's the most popular device or, you know, getting recommendations, but you should really be looking at your clientele, right, to understand what are your demographic of folks looking for? What are their concerns, and how can you treat that with? Is that something that you work with your clients in talking about when it comes to bringing in new devices, things like that?

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21:27 (ANYA) 100%. And actually, do you know what a CIQ is? Okay, Client Intake Questionnaire. And this is the literal first thing I do when I take on a new practice is I implement a CIQ. Basically, it’s you getting patient information - first name, last name, phone number, email. Obviously, everyone does that in the consent forms. But you're also getting what treatments are you interested in? Again, a lot of people, they already do that. They fill it out, but it goes into an EMR system or whatever. And it's just in the cloud.

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00:21:59:09 - 00:22:04:01

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22:59 (ANYA) Right? We implement this system and when we put what treatments are you interested in, we don’t just put the treatments that they have, we put treatments that they could possibly want within the next 6 to 18 months. And then that way you can let your patients choose what device you should get next based off of what treatments they’re interested in. 

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22:20 (JADE) That is genius. 

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22:21 (ANYA) It’s not f**king rocket science. 

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22:22 (JADE) That is genius. You are using your clients to make the informed decision for you.

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22:27 (ANYA) Yeah, yeah exactly. And not only that but now you have a list of patients that you can reach out to and say, “Hey we got this device that you were interested in.” Boom. Done. I just - this doesn’t seem difficult for me. 

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22:42 (JADE) Do what you know, right? 

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22:43 (ANYA) That’s fair, that’s fair. That’s what I would do. Also, again if you want to put it through social media. Do a poll on your social media. “Hey out of these treatments, what are you interested in?” Just make sure that you’re asking to your client. Don’t go on Facebook and ask a bunch of random owners.  They don’t know.  You have different demographics. Every medspa is different for a reason. 

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23:04 (JADE)  I think to when you involve the consumer and your clientele in that decision, there's a sense of gratitude that they feel for the business as a whole and their provider. Just the fact that they're involved in such a decision or even, you know, involved in a possible decision per se, because I feel like most times people are making these decisions, they're not asking clientele. They're not trying to get their opinion on anything. And then just presenting it to them in a very salesy pitch. Right? 

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23:35 (ANYA) You’re so right. You’re so right. And it’s like the whole point of creating, I guess, secret sauce - right - to create a successful medspa is really creating a community. And that really does like, “Hey girl, I know you’re interested in this so I got it.” It really does create that repertoire. So it's a really good point too. 

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23:55 (JADE) No, I love that. And  I love, too,  what you said about -  So oftentimes when we're filling out this intake or client questionnaire, they are letting this live in the clouds, like you said, and nothing is to ever be done with it again. It's just simply that we've checked the box that they filled out this intake and that's good to go. What are your recommendations for providers or even businesses when it comes to using that vital information on that, either in the consultation or those decisions like purchasing future equipment?

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24:45 (ANYA) Basically I use a platform, called Jotform. You can do it on Google form or whatever but that's where I created and that’s where you’re able to pull reports from it. And once you have these reports and you have this, like, list of patients, you're like, okay, now what do I do with this, right? Well, now you target market people. So you can - I pick up the phone, people are so scared to pick up the phone these days. It’s like, it’s like a Gen Z thing I don’t know. I don’t understand.

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24:51 (JADE) It’s a very text-only era. 

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24:51 (ANYA) They just don’t even want to work. Kim K - Kim K had it right. Kim K had it right. People just don’t want to work these days. But, I pick up the phone. Call these people. “Hey, Carol - I saw that you were interested in this. I’m so pumped, we have a special for it this month.” Do a small format event. Hey look at all these people. I saw you guys were interested in this. You know? Make sure their vetted but invite them to the event. You can email blast all of those people. Obviously don’t email blast everyone. But, direct marketing is really really important because they a lot of times will transition into sales a lot easier. 

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25:23 (ANYA) One little tip and trick  that I have with filling out that CIQ, which is super important – unless it's in your new patient paperwork, how are you going to get new patients or, you know, possible partnerships to fill this out. I actually create the CIQ and incentivize patients to fill it out. So I'll incentivize them by offering complementary treatments that will low to no cost to the practice. 

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25:48 (ANYA) So, hey, if you fill this out, let's just say we got a partnership with a hair salon. Hey, fill this out. There's little like QR code if you – you or your patients – I guess not patients, clients fill this out, you could get a B12 shot, laser hand rejuvenation, small area laser hair removal, skinny shot, the limit does not exist. Whatever that you want to do that’s a low to no cost to the practice that doesn’t take time. That way, it gets butts in seats. That way, you’re actually able to do a full consultation on it. So, I think implementing the CIQ, incentivizing, and then now it’s okay how do I distribute this, right? 

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26:26 (ANYA) We make cute little custom business cards to fill out. Little 5x7s to put in the office. And then, of course, utilizing your systems to send out text and email blasts. Simple as that. 

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26:37 (JADE) Amazing. You are clearly a genius when it comes to this. No, seriously. But I think one thing too, when people think about marketing or sending out email, text, segments, whatever it might be. Oftentimes, they're sending to just overall all clientele – clients who were in the last six months. Do you recommend really segmenting not to get as granular as possible to ensure that the messaging that you're sending to those clients makes sense to them, either based on what they had come in previously for or what they're interested in, possibly for the future?

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27:13 (ANYA) Yeah, well this is why you have a bomb system that can do it for you. Like, again, if you don’t have capacity to do these things on your own – meaning like, you’re not text savvy, you don’t know how to do email blasts, text blasts – because again these are all separate systems you have to pay for – get a good system, like Boulevard that will literally do it for you. Takes the work out of it. 

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27:35 (ANYA) And it, also, ultimately, even though it’s a little bit more expensive, it saves you money. It’s important to have that engagement. That's what keeps that community - is that engagement with patients. 

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00:27:47:23 - 00:27:53:15

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27:48 (JADE) I love that so much. I think it's so important too, in this industry, to ensure that you are building a community and, you know, making sure that your messaging makes sense to whomever you're sending it to. But I also loved what you said about making sure that you don't have a ton of different solutions doing similar things, but all working separately. When we talk about consolidating them to ensure that you have one that does the marketing component, the scheduling component, all of those things – do you oftentimes see people that are just content and okay with managing five plus different solutions?

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28:21 (ANYA) This is a personal opinion. I was told by my lawyer to say that. So, one thing that I have been seeing and I really don’t like this company because of this. Is RepeatMD, personal opinion, makes no f**king sense to me. Because Boulevard can do literally the same exact thing minus Affirm which again, I think they’re getting payment plans so it’s the same exact thing. RepeatMD can’t book, it’s not an EMR system. Yes, it might have a partnership now with Aesthetic Record but now you’re paying for RepeatMD and Aesthetic Record. It’s like let’s consolidate it into one because to your point there is not a single medspa out there that is going to be successful with 27 different things. No, you’re just confusing yourself, especially with these ancient doctors that don’t know what they’re doing. 

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29:20 (ANYA) Just like get one thing. But again, Doctors don’t know this. Practices don’t know this. They just like get marketed and whoever has the best marketing wins. And that’s bullsh*t. Yeah, so that’s why I do what I do is spill the tea. My opinion.   

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29:35 (JADE) Yes, again her opinion. No, I think that’s perfect. When we talk about, you know, what you've done previously, let's look ahead to kind of 2025 and what's forward. What trends or tactics are you most excited about right now, but especially when it comes to, you know, medical aesthetics in 2025.

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00:29:54:09 - 00:29:57:21

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29:54 (ANYA) I did an ins and outs lists on my social media which I got absolutely torched for but it’s fine. We won’t get into the outs. But ins for 2025 for Medspas, from a device perspective – which is crazy, I just got a CO2 laser four days ago. So when you talk about devices that are in, I am obsessed with the Tetra Coolpeel from Cartessa. Hands down best device ever. Again, CO2s have been around for like 30 years but you get it and you look like - what is it Jason? Not Jason. What is the one with his face all? 

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30:30 (JADE) Freddy? 

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30:31 (JADE) Freddy! Freddy Krueger. You look crazy. You can’t leave the house. The fact that I got a CO2 laser four days ago is insane. No down time, all skin types, I am obsessed with it. So, I definitely - and I helped launch those all over the country – they are easily the most successful devices that I’ve seen. Not only with the launch but just continued because patients love it and it works. And it so so easy, Oh my God. 

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30: 56 (JADE) I mean four days. 

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30:58 (ANYA) Four days, this is crazy. I have a little bit of makeup on, a little face beat, but like it’s just - I just have a couple of little, you know, dark things that are starting to kind of come off and that’s it. Unheard of. 

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31:11 (JADE) No, your skin looks amazing. 

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31:12 (ANYA) I know you like Areolase.  

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31:15 (JADE) I do, but I'm going to be going and getting that soon. 

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31:18 ( ANYA) I’ll find you a provider. Another thing too is – I guess this is out – influencer marketing Medspas. Your patients would rather see on your social media, their friend, Carol she could have four followers on social media, it doesn’t matter. If she has a network - she’s the head of the PTA, she’s a hairstylist and has all these people - you’re going to get way more out that than you are an influencer. These influencers, they’re going to go anywhere. They’re going to go anywhere they can get free sh*t. 

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31:50 (ANYA) Anyone who slides in your DMs and like wants to work with you, no. And you think about, even like Kim Kardashian, right? Let’s just say someone magically wanted Kim Kardashian to come in which Kris Jenner would never allow that. You know, you are marketing for the device company, not for your medspa because how many of those people that follow her live in the area? How many of those people can afford these treatments? What about, do they even qualify? Nope. So, it’s like who are you marketing for? So that’s out. And, what’s in is utilizing your clients to get new clients. Referrals, all of these things. Really putting your effort into your team, your practice, and your patients.  

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32:34 (JADE) That's amazing.

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32:26 (ANYA) I forgot the question, to be honest. 

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32:38 (JADE) You nailed it. You gave us a little bit of in and a little bit of out, but a good mix of both. Just kind of wrapping up 2025 as a whole. Well, thank you so much. You are absolutely amazing.

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32:50 (ANYA) Good, hopefully we have some good editing and I don’t get cancelled. Feel free to send some cease and desists, it’s fine. 

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00:32:57:18 - 00:33:06:19

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32:58 (JADE) Anya, thank you so much for joining us today. I feel like you had so many good points to share with us. I feel more informed after our conversation. So thank you. Any final thoughts? Anything that you want to leave our guests with?

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00:33:10:05 - 00:33:30:06

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33:10 (ANYA) I would just say do your research. Stop listening to KOLs and these – don’t get me started – these people who are on stages. Talk to people who are in the industry, especially these KOLs who are in every single stage. But, I think it’s just really do your research, invest in your team, and know that just because you have a medical license doesn’t mean you should own a medspa. 

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33:42 (JADE) And, can you let our listeners know where they can find you?

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33:44 (ANYA) The best way is to find me on social media which is @theaestheticsadvantage. Com. Or not .com. The Aesthetics Advantage. Or you can go to the website. I’m never on it. But, that’s going to be the best way to kind of contact me. Just DM me. I’m honestly, like I said, I don’t gatekeep I don’t always talk to just a medusa. I talk to everyone who kind of DMs me. And, there are a lot of training tools on there. I spill a lot of tea on there. Where normally consults would make you pay thousands of dollars for - you can get it for free there. So, definitely follow me on social media. And then look out because I’m starting a podcast here soon. Super excited. So it’s called "Aesthetics Unhinged.” We’ll see how quickly I get canceled. 

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34:32 (JADE) Amazing. Well again, thank you Anya so much for joining us. This conversation was so much fun. 

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34:38 (ANYA) Thanks for having me! This was so fun! 

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34:40 (JADE) Absolutely.

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00:34:41:23 - 00:34:45:16

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