Episode 368 hosts Rick O'Neill (Digital Marketing Expert from Brighton, UK)

In this episode, we welcome back Rick to unpack how AI is changing the rules of digital marketing and SEO. We discuss Google's AI-driven search, declining website traffic, and why clinics need to think beyond traditional online practices. Rick explains why authoritative, original content, strong reviews, local profiles and third-party mentions still matter when it comes to being recommended by AI.

We also explore what happens when patients start using LLM's like ChatGPT or Claude for healthcare advice - and how wrong this can be. We cover the importance of multi-channel marketing, patient nurturing, 'speed-to-lead', and how AI chat and phone agents could change the way clinics convert enquiries.

00:00 Introduction
01:51 Meet Our Returning Special Guest Rick O'Neill
02:58 RISE Summit Highlights
05:00 What Changed Since Last Time
06:19 Google AI Overviews Impact
13:56 AI Accuracy And Patient Plans
17:45 Google Vs ChatGPT Usage
20:38 New Search Results Layout
24:07 How To Win In AI Search
31:39 Original Content And E-E-A-T
33:13 Reviews And Aussie Rules
34:41 Compliant Content Strategy
36:10 Mining Your Patient List
36:54 Events That Fuel Marketing
39:22 Webinars That Prequalify
41:33 AI CRM And Chat Agents
43:12 Competition And Speed To Lead
53:47 Luxury Positioning Not Commodities
57:32 Avoiding AI Content Slop
01:00:36 Three Actions To Take Today
01:03:28 Future Of Humans And Agents
01:05:54 Services, Resources And Wrap Up

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Episode 367 showcases our hosts Dr Jake Sloane & David Segal.

In this episode, we dive into how clinics can build a strong brand and create lasting patient loyalty in an increasingly competitive aesthetics industry. We discuss why injectors and clinics should move beyond competing on products, units and price, and instead focus on the skills, outcomes and experience that they provide.

We explore the importance of defining your patient avatar, understanding your patients journey, building trust through every touchpoint, and creating education-led content rather than relying on product-focused marketing. We also share practical ways to improve the clinic experience, strengthen post-care, use automation effectively, and build a brand that feels authentic and consistent.

00:00 Introduction
01:25 Are You A Commodity?
04:53 Brand Over Products
07:17 Skills Not Mls
10:38 Product Marketing Caveats
11:40 IA Community App Break
13:16 Lovemarks And Patient Avatar
21:54 Audit The Patient Journey
25:19 Clinic Experience Fixes
27:59 Front Desk Brand Impact
28:30 Staffing Challenges
29:16 Branding Done Right
32:15 Consultation Wins Trust
34:44 Post Care Touchpoints
37:04 Texts Over Emails
38:03 Social Media Without Products
39:41 Build Slowly, Stay Authentic
41:46 Social Media Vs Word Of Mouth
44:44 Audit Your Patient Journey
46:08 Map Workflow Automations
47:01 Steal From Great Brands
49:45 Wrap Up And Community

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Episode 366 hosts Lisa Price (Founder and Director of Jade Cosmetic Clinic)

In 'The Business of Injecting' episodes we host injectors and clinic owners to discuss all aspects of the business side of their clinic. We analyse their financial struggles and challenges, difficult decisions, friction points, staffing, hiring, firing and other topics relevant for aesthetic business owners.

In Chapter 24 we discuss Lisa's 21-year journey building Jade Cosmetic Clinic. We learn how she moved into aesthetics after a career in midwifery to opening her first clinic in Cairns - then eventually expanding to two and then three clinics. Lisa shares the brutal realities of growing an aesthetics business, including the challenges of staffing, scaling, theft and deciding to closing one of her locations. We also talk about leadership, knowing your numbers, getting the right business support, and how marketing and patient acquisition have changed over the years. Lisa opens up about the personal side of running a business, including family, boundaries and planning for the future.

00:00 Introduction
00:58 Meet Our Special Guest: Lisa Price
02:28 Podcast App Chat Feature
03:19 From Midwife To Aesthetics
07:06 Opening Her First Cairns Clinic
08:19 Early Clients And Privacy
10:39 Learning Injectables Safely
13:16 Business Basics And Mentors
15:21 Scaling Up And Staff Risks
17:59 Closing A Clinic Location
20:32 Staffing Challenges And Leadership
22:33 How Business Changes You
26:29 Managing Younger Staff
28:35 Coaching Benchmarks
29:35 Boss Vs Friend
30:33 Management Style Tips
32:41 Building A Client Base
34:50 Social Media Limits
35:57 Regulator Raid Story
40:59 Aftermath And Rights
43:02 Biggest Business Lessons
44:39 Family And Boundaries
47:20 Exit And Succession Plan
48:39 Choosing A Business Coach
50:48 Start Again Advice
52:51 Final Thanks And Community

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