Beyond the Needle: The Aesthetics Business Podcast

Emily Ruse
  • 5.0 (13)
  • MARKETING
  • UPDATED WEEKLY

Growing an aesthetics clinic today isn’t easy- I know from experience as a business owner and clinic manager. Welcome to Beyond the Needle: The Aesthetics Business Podcast. I’m your host, Emily Ruse. This podcast gives you a behind the scenes look at what it takes to thrive in this speciality. Each week, I share strategies that work, from social media & email marketing to building a website that converts and mastering SEO. If you’re an aesthetic practitioner seeking no-nonsense advice, you’re in the right place. Follow me on Instagram @bloomandbeyondstudio and visit bloomandbeyondstudio.com!

  1. 30 APR

    How to Use Storytelling to Attract More Patients

    In this episode, Emily breaks down one of the most powerful yet most misunderstood marketing tools for aesthetic practitioners and that is storytelling.   Not the fluffy, overly personal kind but the practical, strategic storytelling that helps patients see themselves in your content and builds trust long before they ever book. With AI now able to produce competent content at scale, Emily explains why competent is no longer enough and why the practitioners who stand out will be the ones who can communicate human insight, real observations and genuine perspective. This episode gives you a clear, actionable framework for turning everyday clinic moments into compelling stories that attract the right patients, deepen trust and make your content impossible to ignore. Connect with Emily: Instagram- @bloomandbeyondstudioWebsite- bloomandbeyondstudio.com

    22 min

  2. 23 APR

    How to Speak With Confidence and Authority with Emma Gaskin

    In this episode, Emily sits down with voice and public speaking coach Emma Gaskin, a former NHS speech therapist who now helps women in business, TEDx speakers and leaders communicate with clarity, confidence, and authority. If you’ve ever felt confident speaking to patients in clinic but freeze the moment a camera turns on this episode will change the way you think about your voice forever. Emma breaks down the psychology behind why so many aesthetic practitioners struggle to show up online, why your voice gets smaller when you’re being watched and how conditioning, overthinking, and perfectionism silently shape the way women communicate. You’ll learn practical, actionable strategies to improve your speaking skills whether you’re recording Instagram videos, presenting at conferences or building your personal brand. Connect with Emma: Instagram- @emmajgaskinWebsite- thespeakinghub.co.ukConnect with Emily: Instagram- @bloomandbeyondstudioWebsite- bloomandbeyondstudio.comThe Climb with Cherie Clonan The Climb is a podcast for people building something meaningful and finding their..Listen on: Apple Podcasts   Spotify

    1hr 4min

  3. 16 APR

    The Mindset Shifts That Transformed My Business

    In this episode celebrates five years in business and takes you behind the scenes of what it really looks like to build and grow a successful aesthetics business.  Whether you're an aesthetics practitioner just starting out or a clinic owner stuck in the messy middle, this episode will help you understand why things feel hard, what to do about it, and how to build a business that feels aligned, intentional, and sustainable. Connect with Emily: Instagram- @bloomandbeyondstudioWebsite- bloomandbeyondstudio.comThe Climb with Cherie Clonan The Climb is a podcast for people building something meaningful and finding their..Listen on: Apple Podcasts   Spotify

    48 min

  4. 2 APR

    How to Shift From Practitioner to Business Owner with Fiona Macaskill

    In this episode, Emily is joined by Fiona Macaskill, founder of YDY Aesthetics Business Coaching, to explore a topic that affects far more aesthetic practitioners than they realise: confidence. While many clinic owners believe they need better marketing, clearer strategy, or more qualifications to grow, Fiona explains how the real barrier often sits much deeper in how practitioners see themselves and their role as business owners. Fiona shares how self-doubt, imposter syndrome, and a reluctance to fully step into the identity of a clinic owner can quietly limit growth. From underpricing treatments and avoiding visibility to hesitating around sales and decision-making, these patterns are rarely about a lack of ability and more about a lack of self-belief. The conversation highlights how practitioners often stay in the comfort zone of being a “safe practitioner” rather than embracing the confidence required to lead and grow a business. Connect with Fiona: Instagram- @ydyaestheticsbusinesscoachingThe Climb with Cherie Clonan The Climb is a podcast for people building something meaningful and finding their..Listen on: Apple Podcasts   Spotify

    1hr 17min

  5. 26 MAR

    How to Plan & Create a Month of Content in Under 5 Hours

    In this episode, Emily explores one of the most common challenges facing aesthetic practitioners and clinic owners: creating consistent, high-quality content without it taking over your time. This episode explores a more structured and realistic approach to content creation, showing how you can plan and create a full month of content in under five hours without sacrificing quality, clarity, or connection with your audience. Rather than focusing on doing more, Emily explains how building a simple content system can reduce the mental load and make the process far more manageable. If you’re an aesthetic practitioner or clinic owner who feels overwhelmed by content, struggles to stay consistent, or finds yourself constantly starting from scratch, this episode will give you a clear, practical framework to simplify your strategy and create content that actually supports your business growth. Connect with Emily: Instagram- @bloomandbeyondstudioWebsite- bloomandbeyondstudio.comThe Climb with Cherie Clonan The Climb is a podcast for people building something meaningful and finding their..Listen on: Apple Podcasts   Spotify

    29 min

  6. 19 MAR

    Client Retention, Confidence and Clinic Growth with Courtney Le Borgne

    In this episode, Emily is joined by Courtney Le Borgne, founder of Hosted Aesthetics and the Hosted Leadership Summit, to explore what it really takes to grow a successful and profitable aesthetics business. Emily and Courtney break down why so many practitioners struggle to scale their clinics, despite having strong clinical skills and a loyal client base. From overcomplicating strategy to focusing on the wrong areas of the business, they explain how easily growth can stall when decisions aren’t grounded in data, customer understanding, and clear commercial thinking. If you’re an aesthetic practitioner or clinic owner who feels busy but not seeing the results you want, this episode will help you step back, reassess your strategy, and start making more intentional decisions that support real business growth. Connect with Courtney: Instagram- @hostedaestheticsWebsite- click hereConnect with Emily: Instagram- @bloomandbeyondstudioWebsite- bloomandbeyondstudio.com The Climb with Cherie Clonan The Climb is a podcast for people building something meaningful and finding their..Listen on: Apple Podcasts   Spotify

    1 hr

  7. 12 MAR

    How to Stop Procrastinating & Start Growing Your Aesthetics Clinic

    In this episode, Emily explores one of the most common challenges facing aesthetic practitioners and clinic owners- procrastination. Emily breaks down why procrastination happens so often in business and how it can quietly stall progress for even the most talented practitioners. From delaying marketing tasks to putting off big decisions about growth, pricing, content, or visibility, procrastination can keep clinics stuck in the same cycle year after year. The conversation also focuses on the importance of mindset when building an aesthetics business. Whether you're launching a clinic, growing your patient base, or trying to establish yourself as an authority in the industry, taking consistent action is what ultimately drives results. If you’ve ever felt stuck, overwhelmed, or unsure where to start when it comes to growing your aesthetics business, this episode offers the mindset shifts and practical steps needed to start moving forward with confidence. Connect with Emily: Website- bloomandbeyondstudio.comInstagram- @bloomandbeyondstudioThe Climb with Cherie Clonan The Climb is a podcast for people building something meaningful and finding their..Listen on: Apple Podcasts   Spotify

    24 min

  8. 5 FEB

    How to Optimise Your Aesthetic Clinic for AI Search

    In this season finale episode, Emily breaks down one of the biggest shifts happening in aesthetics right now. And that is more and more patients are searching for clinics with AI instead of Google or Instagram. Platforms like ChatGPT, Perplexity, Gemini and Copilot are already influencing who gets recommended when people ask questions like “Who is the best aesthetic clinic near me?” or “Who can I trust for injectables?”. And unlike traditional search engines, AI doesn’t show long lists of options. It gives a small number of answers.  Emily explains why this matters for aesthetic practitioners and clinic owners, and how AI tools are becoming a new “front door” to your business.  This episode walks through how AI actually decides who to recommend. Rather than ranking clinics like Google, AI builds a picture of your credibility using what Emily calls trust signals. Which pull information from your website, reviews, social media content, testimonials, and wider online presence to determine whether you’re knowledgeable, consistent, and safe to suggest to patients.  Connect with Emily: Instagram: @bloomandbeyondstudioWebsite: bloomandbeyondstudio.com The Climb with Cherie Clonan The Climb is a podcast for people building something meaningful and finding their..Listen on: Apple Podcasts   Spotify

    28 min
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5
out of 5
13 Ratings

About

Growing an aesthetics clinic today isn’t easy- I know from experience as a business owner and clinic manager. Welcome to Beyond the Needle: The Aesthetics Business Podcast. I’m your host, Emily Ruse. This podcast gives you a behind the scenes look at what it takes to thrive in this speciality. Each week, I share strategies that work, from social media & email marketing to building a website that converts and mastering SEO. If you’re an aesthetic practitioner seeking no-nonsense advice, you’re in the right place. Follow me on Instagram @bloomandbeyondstudio and visit bloomandbeyondstudio.com!

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