Afleveringen
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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 Hannah Nelson, UK distributor of Wish Skin Health UK and clinic owner of HN Skin Solutions in Carlisle, and Hannah Marshall, practitioner and Wish brand ambassador at NuWave Clinic. Together they get into why the UK has been so bad at actually clearing acne, not managing it, actually clearing it, and what a properly structured approach looks like in practice.
What Youâll Discover
- Why so many UK practitioners hit an acne plateau and why itâs not a skill gap, itâs a protocol gap
- The IGF-1 and insulin connection: how blood sugar spikes drive androgen production and keep acne cycling
- Why certain treatments are still being sold to acne clients - and why theyâll never clear the condition
- The 80/20 rule in acne treatment: why homecare drives more of the result than anything done in clinic
- How to have the honest conversation about the acne journey timeline, including telling clients it will get worse before it gets better
- What âtreating it 360â actually means: gutâskin axis, diet triggers, cortisol, and why a client eating âreally healthilyâ might be making their acne worse
- The commercial case for acne specialisation, including the price point argument for a younger demographic
- Why the Wish education framework requires a 190-question exam with a 90% pass mark before a practitioner can stock the brand
What really struck me during this conversation is just how much emotional weight acne clients carry by the time they finally walk through a clinic door. They aren't just looking for a quick fix; they are often completely exhausted, having been passed from pillar to post through the medical system. Hearing the passion from both Hannah's about finally having the tools to look a client in the eye and genuinely say, "I can fix this," is exactly what this industry needs more of.
If youâve ever felt stuck trying to get an acne client over the finish line, or if you're just curious about what it takes to truly specialise in this space, this episode is worth a listen. It might just change how you approach your most difficult cases.
Find Wish Skin Health UK on Instagram: @wishskinhealthuk
Find HN Skin Solutions (Hannah Nelsonâs clinic) on Instagram: @hnskincsolutions
Find NuWave Clinic (Hannah Marshall) on Instagram: @newwave_clinic
More practical marketing for aesthetics practitioners at theaestheticsmarketer.co.uk
The Contraindication is produced by Urban Podcasts.
Learn more at theaestheticsmarketer.co.uk and on Instagram.
The Contraindication is produced by Urban Podcasts.
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This week I want to talk about one of those quiet, under-the-radar things thatâs 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 Youâll Discover
- What Citations Actually Are and Why Google Cares: Mentions of your name, address and phone number across directories are a key signal for local ranking.
- The Hidden Problem Most Clinics Have: Inconsistent or outdated listings on directories you didnât even know existed, quietly damaging your prominence and trust signals.
- The Quick Fix That Makes a Real Difference: How to find, claim and correct your listings so everything matches your Google Business Profile exactly.
Patients are 2.7 times more likely to trust you when your information is clean and consistent across the web, and Google uses that same consistency to decide how prominently to show you in local search. In an industry where doubt is the enemy of booking, getting this right removes small frictions you didnât even know were there.
Learn more at theaestheticsmarketer.co.uk and on Instagram.
The Contraindication is produced by Urban Podcasts.
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Zijn er afleveringen die ontbreken?
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This week I want to talk about something that doesnât 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 Youâll Discover
- Why Personal Recommendations Convert Better: How word-of-mouth from someone a patient already knows outperforms reviews and cold traffic.
- The Best Referral Partners for Your Clinic: Hair salons, brow/lash studios, PTs, private GPs, wedding planners and other complementary businesses that serve exactly your ideal patient.
- How to Start These Relationships the Right Way: Simple, genuine conversations rather than formal pitches or proposals.
One strong referral partner who genuinely recommends you can bring in patients who arrive with a level of confidence that takes months to build through marketing alone and theyâre far more likely to book and stay loyal.
Learn more at theaestheticsmarketer.co.uk and on Instagram.
The Contraindication is produced by Urban Podcasts.
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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 doesnât 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 investing. This is about building real demand, not relying on hope, hype, or last-minute marketing.
What Youâll Discover
- Start With Demand, Not the Device: The most successful clinics validate patient need first instead of buying based on trends or sales pitches.
- Why Pre-Marketing Is Non-Negotiable: If youâre not building interest months before launch, youâre already behind.
- Why Discounting Backfires: Lowering price at launch devalues your treatment and attracts the wrong type of patient.
What really sits at the heart of this episode is a simple shift in thinking. The smartest clinics donât buy devices and then try to sell them. They identify patient problems first, validate demand, and build anticipation before the machine even arrives. That way, when it lands, itâs already wanted.
Thereâs also a big focus on what actually drives bookings. Your existing patients, your teamâs confidence, and how clearly you communicate outcomes all matter far more than flashy marketing or big launch discounts. And when you get those pieces right, youâre not just filling diaries, youâre building long-term value into your business.
If youâre about to invest in a device, or youâve already invested and itâs not performing the way you expected, this episode will give you a clear, practical framework to rethink your approach.
Learn more at theaestheticsmarketer.co.uk and on Instagram.
The Contraindication is produced by Urban Podcasts.
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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 Youâll Discover
- The Scale of Local Intent: Why 46% of all Google searches have local intent and how 1.5 billion ânear meâ searches happen every month.
- Why This Matters More in Aesthetics: How patients research locally before booking and why being visible when they search âtreatment near meâ is critical.
- The Power of the Local Pack: How the top three map results capture 42% of clicks and why most people never scroll past page one.
What really stood out to me is just how high-intent these local searches are. 76% of people who do a local search visit or contact a business within 24 hours. In aesthetics, thatâs not casual browsing - thatâs someone actively looking to book lip filler, polynucleotides, or Botox in their area right now.
Learn more at theaestheticsmarketer.co.uk and on Instagram.
The Contraindication is produced by Urban Podcasts.
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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 Youâll Discover
- Why Local SEO Is Straightforward: The three factors Google uses for local rankings and how relevance is entirely in your control.
- The Massive Gap I See on Most Clinic Websites: Beautiful design and photography, but almost no natural location-specific language throughout the actual content.
- Quick Wins That Make a Real Difference: Where and how to naturally include your town or area so Google confidently sees you as the local option.
Something as simple as weaving your location naturally into your homepage and treatment pages can dramatically improve how often you appear for people searching nearby. With 57% of potential patients researching online before they reach out, and local searches driving such high-intent traffic, this isnât a ânice to haveâ - itâs a quiet competitive advantage most of your competitors are still ignoring.
Learn more at theaestheticsmarketer.co.uk and on Instagram.
The Contraindication is produced by Urban Podcasts.
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Google just dropped something HUGE and I believe itâs going to change how aesthetic clinics show up online for years to come.
In this episode of The Contraindication, I break down Googleâs new official guidance on AI search and what it really means for visibility, trust, and patient acquisition in aesthetics.
What Youâll Discover
- The Scale of the Shift: AI Overviews now appear in up to 48% of searches, with massive drops in traditional click-through rates but much higher quality traffic for the sites that do get clicked.
- What Google Actually Wants Now: The move from generic educational content to original, expert-led, non-commodity content rooted in real clinical experience and judgment.
- Practical Steps You Can Take Immediately: How to audit your content, write from clinical perspective, use before/afters differently, and strengthen reviews and your Google profile in the AI era.
This update isnât about chasing more tricks - itâs a return to substance. Google is explicitly rewarding clinics that demonstrate genuine expertise, specific observations, and real-world clinical thinking. For experienced practitioners whoâve been treating patients for years, this is a massive opportunity. The polished but generic era is ending. The clinics that win will be the ones willing to share their actual judgment and point of view.
Learn more at theaestheticsmarketer.co.uk and on Instagram.
The Contraindication is produced by Urban Podcasts.
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This week Iâm 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 refresh in 15â30 minutes to rebuild trust and improve conversions.
What Youâll Discover
- Why Your Google Profile Is the Make-or-Break Moment: Patients may find you on Instagram or through a recommendation, but they Google you before they book and theyâre looking for reassurance, not inspiration.
- The Most Common Trust-Killers I See: Outdated photos, vague descriptions, missing services, no review responses, and photos that donât match your premium positioning.
- The Quick Refresh That Makes a Real Difference: Check your basics, update your description, refresh photos, list key services clearly, respond to reviews, and add a recent post.
In aesthetics, where trust and safety matter so much, your profile isnât just a listing - itâs the final checkpoint before someone hands you their face.
Your simple action this week: Spend 15â30 minutes checking and refreshing your Google Business Profile. Treat it like the important first impression it is.
Learn more at theaestheticsmarketer.co.uk and on Instagram.
The Contraindication is produced by Urban Podcasts.
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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 hereâs the shift I want you to hold onto. Itâs not the review itself that matters most, itâs how you respond to it. And when you get that right, you can actually build more trust, not lose it.
What Youâll Discover
- Bad Reviews Donât Break Trust: A small number of negative reviews can actually make your business feel more real and credible.
- The 3-Step Response Framework: Acknowledge, reassure, and take it offline to handle reviews with professionalism and control.
- What Not to Do Publicly: Avoid arguing, over-explaining, dismissing, or ignoring, as these damage trust far more than the review itself.
What really matters here is how your response is perceived by the people who are watching, not just the person who left the review. Future patients arenât looking for perfection, theyâre looking for professionalism. When they see a calm, measured, and thoughtful reply, it signals maturity, accountability, and care. And that builds far more confidence than a perfect five-star rating ever could.
This episode is a simple but powerful reminder to prepare before you need to react. Having a clear response template ready means you can handle these moments with clarity instead of emotion. And that one small shift can change how your entire brand is perceived.
If this helps you feel a bit more in control the next time a difficult review comes in, share it with someone who might need it too. Thanks for listening, and Iâll see you next Monday.
Learn more at theaestheticsmarketer.co.uk and on Instagram.
The Contraindication is produced by Urban Podcasts.
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Marketing Monday: Turn Patient Reviews into Powerful Content
Itâs 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 sitting quietly on their profile. The truth is, reviews are more than feedback. They are authentic, trust-building content written in your patientsâ own words.
In this episode youâll learn:
⢠How to repurpose patient reviews into social media content
⢠Where reviews can increase trust and influence booking decisions
⢠How to turn a simple testimonial into persuasive storytelling
⢠Why patient voices are often more powerful than traditional marketingIf youâre an aesthetic practitioner, clinic owner or marketing manager looking for simple ways to improve engagement and build patient trust, this episode will show you how to make your existing reviews work much harder.
One review. Multiple uses. Smarter marketing.
Subscribe for weekly Marketing Monday insights on aesthetic clinic marketing, patient trust, and growing a modern aesthetics business.
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Marketing Monday: Where to Place Testimonials for Maximum Impact
Itâs 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 your aesthetic clinic marketing without creating more content.
Youâll learn:
⢠Where to place testimonials on your clinic website for maximum impact
⢠Why testimonials should sit near booking buttons and treatment pages
⢠How social proof reduces hesitation at key decision points
⢠What makes an effective testimonial (and what doesnât)
⢠How to use testimonials in follow-up emails and consultation journeysIf you want to improve conversions, build patient trust and make your marketing work harder, this is a simple but powerful fix you can apply immediately.
No redesign. No rebrand. Just smarter placement.
Subscribe for weekly aesthetic marketing insights, practical strategy and honest conversations about growing a modern aesthetic clinic.
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Itâs 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 moment you should always ask for them
⢠Where your reviews should actually live for maximum impact
⢠How social proof quietly increases bookings without you âsellingâIf you want more enquiries, stronger conversions and less resistance in consultations, this is your small fix for the week.
Donât create more content. Create more proof.
Subscribe for weekly Marketing Monday insights and honest conversations about the world of aesthetic medicine.
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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 overwhelming.
This podcast slows things down.
Every week, Marketing Monday delivers sharp, practical insights you can apply immediately in your clinic or business. No fluff. No jargon. Just clear, commercial thinking.
Alongside that, youâll hear in-depth conversations with leading practitioners, founders and industry voices. Weâll unpack whatâs really happening behind the scenes, whatâs working, what isnât, and where aesthetics is heading next.
Because raising standards in aesthetics is not just about clinical excellence. Itâs about commercial intelligence too.
Small changes compound. And this podcast is here to help you make better decisions, more confidently, week after week.
Subscribe and join the conversation.
