Key takeaways and context.
Aesthetic medicine in 2026 is being shaped by both clinical innovation and rapidly changing patient behavior. Practices are seeing stronger interest in minimally invasive procedures, regenerative approaches, hybrid treatment plans, and more personalized care pathways.
At the same time, patients are researching more deeply, comparing providers more carefully, and expecting both clinical credibility and a seamless experience before they ever book a consultation.
In this 60-minute educational panel, four experts — including an Ekwa Marketing specialist — explore the biggest trends affecting dermatology, plastic surgery, and the broader aesthetics market in 2026. Attendees will learn how to understand where the industry is heading, evaluate which innovations are worth attention, and adapt their practice without chasing every trend.
Understand the major clinical and business trends shaping dermatology, plastic surgery, and aesthetics in 2026.
Identify which innovations are gaining real traction versus which may be industry hype.
Explore how patient expectations are changing across demographics.
Learn how practices can respond with stronger positioning and a better patient experience.
Connect clinical advancement with sustainable practice growth.
Read the full conversation.
Right. Welcome everyone. Welcome Kirsten, Teta. I can see a lot of other people joining in as well. So while everyone is joining in, I'm going to get things started here. Good evening, and a warm welcome to "The Business of Aesthetics Webinar: Global Trends Shaping Dermatology and Plastic Surgery in 2026, From Innovation to Patient Behavior." I'm your host, Daan Disha. It's great to have you here. Over the next hour, we are going to move beyond the headlines and look at the decisions behind the trends, what deserves attention, what requires caution, and how patient expectations are changing,
along with how practices can adapt without chasing every new idea. Now, a few quick housekeeping notes before we begin. First up, yes, we are recording. You will receive a replay link after the event in your inbox, so you can go ahead and share it with your colleagues and partners. But here's the thing, do not let that make you passive, because the real value is happening right here, right now, live. So use the Q&A button for any specific questions you may have for the panelists, and use the chat for conversations and quick reactions. I have my eye on both the feeds, and I'll do my best to weave in your thoughts and questions as we go along.
If not, we have a dedicated ask me anything session a little bit towards the end of our event, where we will get into every one of your concerns. Now, if you were to exit the webinar at any time, please take a minute to fill out this feedback survey that'll pop up in a new browser tab. It'll help us know how we are doing. Okay. Now, with that being said, tonight's panel is proudly sponsored by Ekwa Marketing, founded by Naren Arulrajah, the same person who built the Business of Aesthetics community. And for more than 16 years, Ekwa has helped more than 850 healthcare and aesthetic practices across the US, Canada, and the UK, broadening and strengthening three
essential areas: search visibility, conversion-focused websites, and content along with social authority. Now, their focus is not simply helping a practice look good online, but it is also helping the right patients find, trust, and choose that very practice as well. So let's take a look at the program itinerary. Here's the roadmap. First off, we will begin with the focused marketing session with Lila Stone. Naren was supposed to be here, however, due to a bit of a scheduling conflict last minute, he was unable to do so. So Lila has stepped up and is with us.
Then we will move into the panel discussion with Dr. Harvnick, Liza, and Anita. We will finish with a live audience Q&A, that is the ask me anything panel, a quick golden rule, and a clean close. With that being said, I do want to take a quick pulse check on our audience before we get into the thick of things. I'm going to launch a poll right now. Here it is. So the question is, this is so that we can get a bit of a, like I mentioned, a pulse check on what our main concerns as an audience is. So the question is, what is the one risk that feels most urgent for your practice over the next 18 months? Right?
We got a couple of options here. Please poll in. Option A, buying technology before demand is proven. Or is it option B, losing patient trust amid trend-driven requests? Option C, delivering a fragmented consultation to follow-up experience, or Option D, being invisible when ideal patients research providers. So which is it? What are we having the most issue with? Let us know in the poll so that we can align our conversation a little bit better towards your priorities and needs. Okay, we are seeing option D and C, being invisible where ideal patients research providers. That's a visibility issue.
Being up there, right there, along with a fragmented consultation to a follow-up experience. It's very hard. It's very difficult when you have that fragmentation going on in your office to give that consistent patient experience. But also, it's also hard being invisible, and not being found when your ideal clients are searching for you. So that has taken the lead visibility issue. Now buying tech is also there. Now I'm going to end the poll in five seconds. Five, three, two, one. All right. I'm going to share the results with our panelists. So it seems option D, being invisible when ideal patients research providers, seems to be the main pain
point for a lot of our audience members here tonight. Following that is delivering a fragmented consultation to follow-up experience. That's truly understandable. And then, of course, buying tech before demand is proven, following along with that. Thank you very much for polling in. You are in the right place because we're going to get to each one of these points, and straight off the bat, we will be getting into how you can find a solution to being invisible when ideal patients research providers. So, to help us with that Let's meet our first panelist here, and guest,
Lila Stone. So, right. Where is our dear Lila? Right here. Of course. No, I was just searching up for... My apologies there, Lila. So, I found you. Lila is a marketing analyst who works closely with healthcare practice owners to help them better understand their digital visibility, patient acquisition opportunities, and overall marketing performance. Her work focuses on turning the complex marketing data into clear, practical insights that practices can use to strengthen patient trust, improve the patient journey, and make more confident growth decisions. Lila brings a practical, strategy-focused perspective to
tonight's conversation. Not simply what is changing in the market right now, but which marketing decisions dermatology and plastic surgery practices must get right next. So, with that being said, Lila, welcome to our panel here, and we'll get the segment started here with you, the marketing segment. All right. So my first question to you is, Lila, as dermatology and plastic surgery evolve in 2026, right? What business decision should practices prioritize to stay competitive? Okay. There's a lot that needs to be done, but first is moving from procedure-focused to becoming patient experience-focused.
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