Smart Growth for Aesthetic Practices: A Complete Owner Guide

Okay, good evening, and welcome to the 2026 Business of Aesthetics Summit. The definitive community dedicated to helping aesthetic professionals achieve long lasting success through smarter marketing, stronger teams, and scalable operations. Tonight's discussion, smart growth for aesthetic practices. A complete owner's guide is tackling the quiet crisis in the industry. How to stop trading your sanity for revenue and start building systems that scale predictably. I'm your host, Dan Aisha, and alongside our incredible panel of six industry, tri five industry titans, we are going to uncover the actionable strategies, the hidden leaks, and the exact workflows you need to dominate in the age of ai. By the end of this session, you will have a clear

step-by-step blueprint to optimize your operations and rapidly accelerate your growth. Now, we'd like to give a massive thank you to our platinum sponsor and growth partner, echo Marketing, founded by Narin Errol Ra, the very same founder of the Business of Aesthetics community. For nearly 20 years, equi has helped aestheticians and aesthetic practice owners across the globe stop being the best kept secret in their town. They believe great care deserves great visibility, and for our attendees, a small gift, uh, uh, from Eco Marketing, a complimentary one-on-one strategy, strategy meeting, uh, they'll answer the only question that matters When someone in your city searches for

Botox near me, Morpheus eight costs CoolSculpting near me. Are you the practice that's found, trusted and chosen? You'll get a live audit and a treatment level plan to drive qualified results, um, fast as well. So scan the QR code on your screen, or use the chat in the link. Spots are limited because of the prep time that takes into it. It's completely complimentary, no obligation. Grab your time now and make sure you show up when patients search for the treatments you offer. Now, before we dive into questions, let's quickly take a look at the blueprint for tonight. Think of this as your four step path to smart growth.

First, we're going to unpack how to use simple monthly data to drive steady revenue without the guesswork. Next, we'll explore how to choose a service mix that builds long-term profitability. Third, we're going to deep dive into systems and streamline your operations, elevating the patient experience so you can scale smoothly. Finally, we'll show you how to truly support your staff, leverage tech, and track your marketing to grow efficiently now, right? So, uh, first off, um, we are going to have, well, due to a little bit of a tight, uh, flight schedule, we are going

to have Keith Hanlin go up first. Um, so, um, Keith Hanlin is a leader who has owned and operated her medical spa since 20 2002. Combining deep clinical expertise as a nurse educator with fierce business acumen, Keta knows, knows how exactly how to build a team that protects your brand. Welcome, Keitha, Hanlin to the panel. Thank you. Thank you for having me. Wonderful. So, uh, to our attendees as well as, uh, our panelist, tonight's session is a little bit different. Uh, we're going to go in a bit of a mini Ted Talk style event. So we are going to first deep dive with Keita.

Um, and during this session, uh, I would really highly encourage everyone of our participants to engage with us, ask your questions, get further elaborations, um, and really engage as we go along, because we are here for you. And, uh, since this is not just a recording and it's live, um, if you have any questions, just drop it in the q and a section. I'll pick them up as we go along. Alright, with that being said, Keita, let's dive into the main q and a. Great. Okay, go. Right. So my first question to you is,

how can practice owners create a repeatable onboarding system? So performance doesn't depend on one star clinician. Yeah, I, I love this question because I feel like, you know, I, I travel all over the country and have been for many years, you know, training various different practitioners, and I feel like this is a pretty common practice in a lot of places where, you know, they've got their, their star injector and then their star injector leaves and the business kind of tanks. So I think it's extremely important, you know, when you're, when you are bringing on, you know, that injector that whenever you're adding staff in, is that there's obviously consistency

and how that happens is obviously your star injector is, is aligning themselves and mentoring them with them so that they can see the techniques, um, that the person that they're mentoring can ask questions, um, taking notes. I mean, I, even when I'm training people, um, this is something that I see some of the best practices from the people that really are passionate about what they're doing. They're, they're just note taking. They're good old school pen and paper note taking and what they're doing, they're also video recording, you know, their mentor as they're going along. So that way you have consistency as far as how you're communicating to the patients in that one particular practice. Um, mm-hmm. The objection injection techniques are the same as well.

And I absolutely love competency checklists. I think with every single, you know, procedure that you're providing in your practice, there is a comp competency checklist and go down the list and don't be, you know, if, if you wanna have a stellar practice where everybody is at that high level of injector or laser or aesthetician, you've gotta have somebody that's managing that competency, competency checklist pretty stringently. Like, don't go easy on the person that's, that's, you know, training because you wanna set your standards high. What's one of the, uh, you know, blind spots when it comes to the competency checklist that you have seen?

Uh, practice owners really make all over your, I I, I think, you know, we're also busy, you know, um, we're also busy running practices. We're busy seeing patients, we're trying to generate the revenue, and a lot of times, you know, you'll miss steps on that checklist. Mm-hmm. And I think for somebody that, that is new into a practice per se, they're already feeling overwhelmed. They're feeling potentially insecure with a, with an entire practice of mostly made up of women. And so that can be a challenge in and of itself. So just, um, you know, I kind of lost my train of thought,