Practiceland: Not Your Doctor's Podcast

The Axis
The Axis

Let’s be real—working in an aesthetic practice is a roller coaster. Phones that never stop ringing, leads stacking up, last-minute doctor requests, and the patient right in front of you. Welcome to PracticeLand—where we get it because we’ve been there. So have our guests (your peers and the industry’s best). Each week, we share insider tips and straight talk to help you tame the chaos, get sh*t done, and gain the recognition you deserve. Are you one of us? Subscribe for new episode notifications and more at practicelandpodcast.com. New episodes weekly, wherever you listen. Got a wild customer service story or a sticky patient situation? Send us a message or  voicemail. If your tale makes it into our “She Did WHAT?!” segment, we’ll send a thank-you gift you’ll actually love (promise, no cheap swag here). Connect with us at practicelandpodcast.com Presented by PatientFi, the friendly way to pay Follow PatientFi on Instagram @patient.fi

  1. 2d ago

    Read the Room in 60 Seconds: The DISC Hack for Talking to Any Patient

    Some people walk in ready to sign before you open your mouth. Others need three weeks, a printout, and a notebook full of questions. Same practice, same price, same words out of you — completely different result. Troy Cole runs LogiCole Consulting and has spent about 20 years coaching refractive and cataract surgery teams to convert more patients and command premium prices. He teaches Andrea DISC, a four-quadrant personality framework simple enough to use live on a phone call, then reads Andrea's own DISC profile in under three minutes to prove it works. Two lines (a motor and a compass) are all it takes to place someone. The part that catches teams off guard: S types are about 35% of the population, and they are exactly the people a same-day-close push drives away. Troy explains why the highest-converting coordinators are often the S types already on staff, how to spot a D, I, S, or C in a text message, and what changed for one “high-D” surgeon when she quit walking into her administrator's office like a tornado. Questions answered by this episode What is DISC personality profiling?What do the letters in DISC stand for?What are the four DISC personality types?How do you identify someone's DISC personality type?How do you handle a price objection in a plastic surgery consultation?What percentage of the population is each DISC personality type?What is the difference between DISC and Myers-Briggs?How do you use DISC in sales conversations?Can you identify a personality type from a text message or email?Why do patients say they need to think about it? Troy ColeFounder, LogiCole Consulting Troy Cole runs LogiCole Consulting, where he coaches refractive and cataract surgery teams to sell without sounding salesy. He has spent about 20 years in the ophthalmology space, and his firm has worked with hundreds of elective surgery practices across North America, helping phone teams and patient counselors turn more leads into consults and more consults into procedures. His DISC for Doctors & Teams program trains staff to read communication styles in real time and adapt mid-conversation; his E3 Bootcamp is a 12-week intensive built for phone teams and patient counselors. He is based outside Fort Worth, Texas, and coaches youth baseball, where he says DISC works just as well as it does in a consult room. Connect with Troy on LinkedInLearn more about LogiCole Consulting Practiceland is presented by PatientFi — the patient financing partner built for aesthetic practices. PatientFi gives your patients access to flexible payment plans and gives your team the tools to offer financing confidently, without the awkward money conversation.Learn more at patientfi.com/aesthetics SHE DID WHAT? Got a wild customer service story or a sticky patient situation to share? If your tale makes it into our "She did what?" segment, we'll send a thank you gift you'll actually love. Promise, no cheap swag here. Send us a message or voicemail at practicelandpodcast.com. SUBSCRIBE Are you one of us? Subscribe for new episode notifications and more at practicelandpodcast.com.  HOST Andrea Watkins, VP of Practice Growth at Studio III Marketing Andrea Watkins, Vice President of Practice Growth at Studio 3, coaches plastic surgery and aesthetics teams on patient acquisition, lead management, and practice efficiency to drive measurable growth. Formerly COO of a multi-million-dollar practice that nearly tripled revenue under her leadership, she now partners with over 100 practices nationwide—helping them capture and analyze data, streamline consultations and booking, and align staff training with business goals. With a directive yet approachable, non-salesy style, Andrea turns data into action, empowering practices to boost conversions, maximize marketing, and elevate the patient experience in a competitive market. Learn more about Studio III Marketing and LeadLoop CRM for plastic surgery practices and medical spas.  Host: Andrea Watkins Producer: Eva Sheie @ The Axis Assistant Producer: Mary Ellen Clarkson Engineering: Chris Mann Theme music: Full Time Job, Mindme Cover Art: Dan Childs Practiceland is a production of The Axis: theaxis.io

    Read the Room in 60 Seconds: The DISC Hack for Talking to Any Patient

  2. Jul 7

    The Cancellation Playbook Every PCC Should Have

    A hole opens up on the surgery schedule with zero warning, and it never fails to trigger the same stomach-drop reaction from whoever picks up the phone. Andrea Watkins and Alli Petriella walk through exactly what to do next — the policies you need in place before it happens, and the moves that fill the spot fast without looking desperate. Alli, a Patient Care Coordinator with more than a decade in aesthetic practice sales, joins Andrea live from the office to break down a full system: how to build and organize a working list of patients ready to move up, exactly how tight the phone script and timeline need to be, and why the first call should never include a discount. They also cover the one narrow situation where a small fee reduction actually makes sense, plus why posting last-minute surgery openings on social media can backfire — both for the practice's reputation and for patients who already paid full price. Questions answered by this episode: What is a good cancellation policy for plastic surgery?How much notice do you need to cancel a surgery?What happens if you cancel a plastic surgery appointment?Are plastic surgery deposits refundable if you cancel?How do you fill a last-minute surgery cancellation?What is a fair rescheduling fee for elective surgery?Should you offer a discount to fill a canceled surgery slot?How do you organize a patient cancellation waitlist?Is it okay to advertise last-minute openings on social media?How long do patients get to accept a moved-up surgery date? Alli Petriella Patient Care Coordinator, Steven Camp, MD Plastic Surgery and Aesthetics Alli is a results-driven sales professional and consultant with 12+ years of experience helping healthcare and aesthetics practices grow through technology, strategy, and process optimization. She specializes in guiding practices to overcome operational challenges and maximize growth by leveraging cutting-edge software solutions and streamlining patient care. Alli recently returned to the practice as a Patient Care Coordinator to partner with patients on their surgical journey and restructure the patient intake process. Connect with Alli on LinkedIn Practiceland is presented by PatientFi — the patient financing partner built for aesthetic practices. PatientFi gives your patients access to flexible payment plans and gives your team the tools to offer financing confidently, without the awkward money conversation. Learn more at patientfi.com/aesthetics SHE DID WHAT? Got a wild customer service story or a sticky patient situation to share? If your tale makes it into our "She did what?" segment, we'll send a thank you gift you'll actually love. Promise, no cheap swag here. Send us a message or voicemail at practicelandpodcast.com. SUBSCRIBE Are you one of us? Subscribe for new episode notifications and more at practicelandpodcast.com.  HOST Andrea Watkins, VP of Practice Growth at Studio III Marketing Andrea Watkins, Vice President of Practice Growth at Studio 3, coaches plastic surgery and aesthetics teams on patient acquisition, lead management, and practice efficiency to drive measurable growth. Formerly COO of a multi-million-dollar practice that nearly tripled revenue under her leadership, she now partners with over 100 practices nationwide—helping them capture and analyze data, streamline consultations and booking, and align staff training with business goals. With a directive yet approachable, non-salesy style, Andrea turns data into action, empowering practices to boost conversions, maximize marketing, and elevate the patient experience in a competitive market. Learn more about Studio III Marketing and LeadLoop CRM for plastic surgery practices and medical spas.  Host: Andrea Watkins Producer: Eva Sheie @ The Axis Assistant Producer: Mary Ellen Clarkson Engineering: Chris Mann Theme music: Full Time Job, Mindme Cover Art: Dan Childs Practiceland is a production of The Axis: theaxis.io

    The Cancellation Playbook Every PCC Should Have

  3. Jun 23

    It’s (Almost) Never About the Money

    Every consult eventually hits the moment a patient goes quiet — “let me think about it,” or the call that opens with “just tell me what a tummy tuck costs.” How you handle that pause decides whether the patient moves forward or walks out the door. Pulled from the Practiceland vault, we’re bringing you the sharpest objection-handling moments our guests have ever given us, stitched into a single masterclass. Jenna Hennig, Alli Petriella, and Janelle Robinson break down why hesitation is almost always fear, trust, timing, or a missing “yes” from someone at home — and why the price is rarely the real reason a patient stalls. Get the exact language that works: how to ask the right questions before you ever quote a number, how to anchor a price so it lands as a monthly payment instead of a sticker shock, the one gentle sentence that opens the payment-plan conversation without putting a patient’s guard up, what to do when an application comes back denied, and how the words your team uses every day quietly shape the culture of the practice you work in. Questions answered by this episode: What do you say when a patient asks how much a procedure costs?How do you handle price objections in a consultation?How do you talk to patients about payment plans?Why do patients say they need to think about it?How do you present pricing without scaring a patient off?What should the front desk say when someone asks for a price?What do you do when a patient can’t get approved for payment plans?How do you ease a patient’s fear of anesthesia?Should aesthetic practices offer discounts to book patients?What is price anchoring and how does it work? Jenna Hennig, RN Aesthetic Injector, Austin Plastic Surgeon Now a seasoned aesthetic injector, Jenna’s career started in women’s health as an L&D nurse. Her specialties include facial balancing, tackling cellulite, combining different treatments for high-impact results, reducing sweat, melting away fat, and using biostimulators to fight aging and tighten skin. Connect with Jenna on LinkedIn Follow Jenna on Instagram @austinbeautyboss Alli Petriella Patient Care Coordinator, Steven Camp, MD Plastic Surgery and Aesthetics Alli is a results-driven sales professional and consultant with 12+ years of experience helping healthcare and aesthetics practices grow through technology, strategy, and process optimization. She specializes in guiding practices to overcome operational challenges and maximize growth by leveraging cutting-edge software solutions and streamlining patient care. Alli recently moved back inside the practice as a Patient Care Coordinator to partner with patients on their surgical journey and restructure the patient intake process. Connect with Alli on LinkedIn Janelle Robinson Chief Operating Officer, La Jolla Cosmetic Surgery Centre Janelle Robinson keeps things running smoothly as the COO of La Jolla Cosmetic Surgery Centre, where she also leads the patient coordinator team. She started as a marketing coordinator and worked her way into patient coordination before stepping into operations — so she understands every part of the patient journey, from the first ringing phone to the final yes. Learn more about La Jolla Cosmetic Surgery Centre Practiceland is presented by PatientFi — the patient financing partner built for aesthetic practices. PatientFi gives your patients access to flexible payment plans and gives your team the tools to offer financing confidently, without the awkward money conversation. Learn more at patientfi.com/aesthetics

  4. Jun 9

    Money Talks: A Crash Course for Patient Care Coordinators

    The hardest part of learning the patient coordinator role in an aesthetic practice isn't memorizing procedures or learning the EMR — it's the first time a patient asks what something costs and you have to answer without flinching.  The instinct most of us have on day one is to whisper the number, hide behind the brochure, or drop the price and let silence do the rest. But not being confident in these conversations costs the practice consults, bookings, and doesn’t help the patients who genuinely want to move forward. From the first year of Practiceland, we curated the essentials of “money talks” into one straight-through episode you can hand a brand-new hireSometimes words are the only thing separating a top 5% coordinator from a new one — and this episode is the fastest way to win. Questions answered by this episode How does compound interest work?What's the difference between APR and interest rate?Are 0% medical credit cards actually 0%?How do you train a new patient care coordinator?How do you talk to patients about money in an aesthetic practice?What is anchoring in a sales conversation?How do you ask a patient about their monthly budget?How do you bring up payment plans without sounding pushy?What do you do when a patient hesitates to schedule their procedure?What's the best way to talk to patients about patient financing? Practiceland is presented by PatientFi — the patient financing partner built for aesthetic practices. PatientFi gives your patients access to flexible payment plans and gives your team the tools to offer financing confidently, without the awkward money conversation. Learn more at patientfi.com/aesthetics SHE DID WHAT? Got a wild customer service story or a sticky patient situation to share? If your tale makes it into our "She did what?" segment, we'll send a thank you gift you'll actually love. Promise, no cheap swag here. Send us a message or voicemail at practicelandpodcast.com. SUBSCRIBE Are you one of us? Subscribe for new episode notifications and more at practicelandpodcast.com.  Producer: Eva Sheie @ The Axis Assistant Producer: Mary Ellen Clarkson Engineering: Cameron Laird Theme music: Full Time Job, Mindme Cover Art: Dan Childs Practiceland is a production of The Axis: theaxis.io

  5. Jun 2

    Building Automation That Sounds Like You (Not a Robot)

    Every reminder, confirmation, and follow-up your front desk sends is a chance to build trust — or get unsubscribed. Most teams run the generic, canned versions baked into their EMR, the ones patients tune out. This is about the difference between automation that sounds like a robot and automation that sounds like you. Andrea talks with Becky Godsey, Chief Operating Officer at Denver Plastic Surgery and Aesthetics, who slowly rebuilt her practice’s automated messaging to feel personal, protect the schedule, and take busywork off the front desk. She breaks down her exact cadence — a message at booking, a three-days-out reminder paired with pre and post-treatment instructions, a post-checkout care link, and the one timing trick that gets far more patients to leave a review. They also get into where automation should stop and a human has to pick up the phone — anxious patients, complications, payment-plan questions — plus how a front-desk QR code and a linked instructions page stop wasted appointments before they happen, and why the surgeon, not a text, should be the one asking surgical patients for a review. Questions answered by this episode: How do you get patients to leave reviews?What is the best time to ask a patient for a review?How do you reduce appointment no-shows and cancellations?How do automated appointment reminders work?Should you call or text patients to confirm appointments?How can AI help write patient text messages and emails?What should pre and post-treatment instructions include?How do you ask surgery patients for a review?How often should you text patients before they unsubscribe?How do you set up an EMR for patient communication? Becky Godsey Chief Operating Officer, Denver Plastic Surgery and Aesthetics Becky Godsey is the Chief Operating Officer of Denver Plastic Surgery and Aesthetics, the Denver practice founded by Dr. Christine Rodgers. Since joining the team in 2016, she has run operations across every department — staffing, processes, and the patient experience from the first phone call to post-op follow-up. Before plastics, she built her career in advertising and sales and managed a healthcare nonprofit, and that mix shows up in how she thinks about patient communication: efficient, but never robotic. She is the person quietly rebuilding the systems most practices just complain about. Learn more about Denver Plastic Surgery and Aesthetics Follow the practice on Instagram @drchristinerodgers Practiceland is presented by PatientFi — the patient financing partner built for aesthetic practices. PatientFi gives your patients access to flexible payment plans and gives your team the tools to offer financing confidently, without the awkward money conversation. Learn more at patientfi.com/aesthetics Host: Andrea Watkins Producer: Eva Sheie @ The Axis Assistant Producer: Mary Ellen Clarkson Engineering: Cameron Laird Theme music: Full Time Job, Mindme Cover Art: Dan Childs Practiceland is a production of The Axis: theaxis.io

    Building Automation That Sounds Like You (Not a Robot)

  6. May 5

    You Could Be Breaking the Law Right Now

    There’s a good chance no one has ever told what the corporate practice of medicine doctrine exists, and that’s exactly the problem. It affects everyone in the practice too — not just the person who owns the business. Regulators are actively looking. Boards of medicine, nursing, and pharmacy are running audits across the country, and a spa that quietly started offering Botox or body contouring is exactly who they’re looking for. One Oregon plastic surgeon was out of compliance for years after a law quietly changed — and didn’t know until they got caught. This legal framework governs how medical practices can be structured and owned, and when it’s violated, the consequences fall on everyone in the building, including the staff.  Attorney Evan Sampson breaks it down in plain language: what the law actually says, how dramatically it varies by state (New York is the strictest in the country; others barely enforce it), and what Management Support Organizations are — the legal structure that allows non-physicians to own parts of a practice without running afoul of the rules. Questions answered by this episode: Can a non-physician own a medical spa?What is the corporate practice of medicine?Who regulates medical spas?What happens if a med spa violates ownership laws?What is a Management Support Organization (MSO)?Can a spa owner add Botox or medical services?Who polices med spa compliance?What’s the difference between medical supervision and medical direction?Which states have the strictest corporate practice of medicine laws?What do you do if healthcare laws change and you didn’t know? Evan Sampson Counsel, Healthcare at Post & Schell Attorneys At Law Evan Sampson is Counsel in Post & Schell’s Health Care Practice Group, where he advises health care providers and organizations on a broad range of regulatory, transactional, and litigation matters. Connect with Evan on LinkedIn — linkedin.com/in/evan-sampson-5351a953 Learn more about Post & Schell — postschell.com Eva Sheie Founder & Podcast Producer at The Axis Eva Sheie is a startup veteran, content strategist, podcast producer, and professional musician. She is the founder of The Axis, a podcast production agency devoted to meeting the needs of women confronting life-changing medical decisions. Today she is the host of Meet the Doctor, co-host of Less of You, and the executive producer of numerous titles on behalf of clients, including Practiceland. Learn more about The Axis — theaxispodcasts.com Practiceland is presented by PatientFi — the patient financing partner built for aesthetic practices. PatientFi gives your patients access to flexible payment plans and gives your team the tools to offer financing confidently, without the awkward money conversation. Learn more at patientfi.com/aesthetics

    You Could Be Breaking the Law Right Now

  7. Apr 21

    Before You Start Using AI With Patients, Do This First

    To use AI in the practice in a way that actually helps your patients, you have to know where to start to prevent it from hurting the brand.  Monique Ramsey defined her practice’s "cosmetic surgery bestie" voice, and built Avery—an AI coordinator that answers some common patient questions and books consultations at 2am while everyone's asleep.  A year later: 67 hours of coordinator time saved, median response time down from 24 minutes to one, and two-thirds of leads captured after hours. Hear exactly how she built it, the trials and errors she faced along the way, and the one thing you need to set up before AI can do anything for you. Learn more about La Jolla Cosmetic Surgery Centre Get more info about Podium's AI tools. GUEST Monique Ramsey Chief Creative Officer at La Jolla Cosmetic Surgery Centre As Chief Community Officer, Monique is entrusted with the LJCSC brand and ensures their messaging and communications are consistent, engaging, and accurate. Traditional and digital content creation, social media, graphic design, contests, events, podcasts, and promotions—Monique does it all with style and skill.  Connect with Monique on LinkedIn Questions answered in the episode:  What motivated you to start implementing AI in your practice?How do you train an AI agent to sound on-brand and give accurate answers?What real results has AI delivered for the practice?What happens when patients reach out after hours?How do you handle AI giving wrong or inappropriate answers?What are the risks of connecting AI to your patient database?What's the first baby step for a practice that hasn't implemented anything yet?How do you keep AI from "hallucinating" or making up answers?Should the most knowledgeable person in the practice be the one setting up the AI?How do you talk about pricing through AI without scaring patients off?SHE DID WHAT? Got a wild customer service story or a sticky patient situation to share? If your tale makes it into our "She did what?" segment, we'll send a thank you gift you'll actually love. Promise, no cheap swag here. Send us a message or voicemail at practicelandpodcast.com. SUBSCRIBE Are you one of us? Subscribe for new episode notifications and more at practicelandpodcast.com.   HOSTS Blake Lucas, Senior Director of Customer Experience at PatientFi Blake oversees a dedicated team responsible for managing patient and provider inquiries, troubleshooting technical issues, and handling any unexpected challenges that come their way. With a strong focus on delivering exceptional service, he ensures that both patients and providers receive the support they need for a seamless experience. Learn more about PatientFi Andrea Watkins, VP of Practice Growth at Studio III Marketing Andrea Watkins, Vice President of Practice Growth at Studio 3, coaches plastic surgery and aesthetics teams on patient acquisition, lead management, and practice efficiency to drive measurable growth. Formerly COO of a multi-million-dollar practice that nearly tripled revenue under her leadership, she now partners with over 100 practices nationwide—helping them capture and analyze data, streamline consultations and booking, and align staff training with business goals. With a directive yet approachable, non-salesy style, Andrea turns data into action, empowering practices to boost conversions, maximize marketing, and elevate the patient experience in a competitive market. Learn more about Studio III Marketing and LeadLoop CRM for plastic surgery practices and medical spas.  Co-hosts: Andrea Watkins & Blake Lucas Producer: Eva Sheie @ The Axis Assistant Producers: Mary Ellen Clarkson & Hannah Burkhart Engineering: Cameron Laird Theme music: Full Time Job, Mindme Cover Art: Dan Childs Practiceland is a production of The Axis: theaxis.io

    Before You Start Using AI With Patients, Do This First

  8. Apr 7

    This 1 Simple Strategy Keeps Your Patients From Going Across the Street

    Most practices obsess over getting new patients in the door, but ignore what actually makes them profitable: getting them to come back over and over. Clark Cave from Model Rewards joins us to share why loyalty programs are much more than perks—they’re a competitive advantage and without a loyalty strategy, you’re leaving serious revenue on the table. From the psychology behind awarding points and the power of “switching costs,” hear the real reasons that retention drives  growth. GUESTS Clark Cave CEO, Model Rewards Clark Cave is an accomplished healthcare executive and entrepreneur with deep experience in both large and small organizations, as well as in developing software for the cash-based aesthetic industry. He specializes in areas like business development, operations, recruiting, and marketing.  Currently, Clark leads Model Rewards—an innovative patient engagement platform for aesthetic practices. By turning loyalty into data-driven growth, Model empowers practices to boost revenue, retention, and patient relationships through smart rewards and real-time insights. Schedule a 15-minute demo of Model Rewards Learn more about Model Rewards Connect with Clark Cave on LinkedIn Download Model Rewards, the patient loyalty rewards app Eva Sheie Founder & CEO of The Axis With two decades of healthcare marketing experience, Eva Sheie is a startup veteran, content strategist, and podcast producer. As founder of The Axis, she helps people navigate complex medical decisions through insightful podcasts. Learn more about The Axis Follow @axispodcasts on Instagram  Follow The Axis on LinkedIn Connect with Eva on LinkedIn SHE DID WHAT? Got a wild customer service story or a sticky patient situation to share? If your tale makes it into our "She did what?" segment, we'll send a thank you gift you'll actually love. Promise, no cheap swag here. Send us a message or voicemail at practicelandpodcast.com. SUBSCRIBE Are you one of us? Subscribe for new episode notifications and more at practicelandpodcast.com.   HOSTS Blake Lucas, Senior Director of Customer Experience at PatientFi Blake oversees a dedicated team responsible for managing patient and provider inquiries, troubleshooting technical issues, and handling any unexpected challenges that come their way. With a strong focus on delivering exceptional service, he ensures that both patients and providers receive the support they need for a seamless experience. Learn more about PatientFi Andrea Watkins, VP of Practice Growth at Studio III Marketing Andrea Watkins, Vice President of Practice Growth at Studio 3, coaches plastic surgery and aesthetics teams on patient acquisition, lead management, and practice efficiency to drive measurable growth. Formerly COO of a multi-million-dollar practice that nearly tripled revenue under her leadership, she now partners with over 100 practices nationwide—helping them capture and analyze data, streamline consultations and booking, and align staff training with business goals. With a directive yet approachable, non-salesy style, Andrea turns data into action, empowering practices to boost conversions, maximize marketing, and elevate the patient experience in a competitive market. Learn more about Studio III Marketing and LeadLoop CRM for plastic surgery practices and medical spas.  Co-hosts: Andrea Watkins & Blake Lucas Producer: Eva Sheie @ The Axis Assistant Producers: Mary Ellen Clarkson & Hannah Burkhart Engineering: Cameron Laird Theme music: Full Time Job, Mindme Cover Art: Dan Childs Practiceland is a production of The Axis: theaxis.io

    This 1 Simple Strategy Keeps Your Patients From Going Across the Street
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About

Let’s be real—working in an aesthetic practice is a roller coaster. Phones that never stop ringing, leads stacking up, last-minute doctor requests, and the patient right in front of you. Welcome to PracticeLand—where we get it because we’ve been there. So have our guests (your peers and the industry’s best). Each week, we share insider tips and straight talk to help you tame the chaos, get sh*t done, and gain the recognition you deserve. Are you one of us? Subscribe for new episode notifications and more at practicelandpodcast.com. New episodes weekly, wherever you listen. Got a wild customer service story or a sticky patient situation? Send us a message or  voicemail. If your tale makes it into our “She Did WHAT?!” segment, we’ll send a thank-you gift you’ll actually love (promise, no cheap swag here). Connect with us at practicelandpodcast.com Presented by PatientFi, the friendly way to pay Follow PatientFi on Instagram @patient.fi

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