Beyond the Needle: The Aesthetics Business Podcast

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: @bloomandbeyondstudio
Website: bloomandbeyondstudio.com

In this episode, Emily breaks down one of the biggest frustrations aesthetic practitioners face when it comes to marketing: running out of content ideas.
If social media is something you’re constantly leaving until the end of a busy clinic day scrambling to post something, anything, this episode explains why that cycle happens and how to finally break it.
This episode walks you through how to build a repeatable content system based on the work you’re already doing in clinic. Emily explains how to create clear content pillars that reflect your patients’ real lives, concerns, and decision-making process so your content stops feeling random and starts feeling intentional.
Connect with Emily:
Instagram- @bloomandbeyondstudio
Website- bloomandbeyondstudio.com

In this episode, host Emily is joined by Natalie Fletcher, founder of Naturally Flawless Aesthetics, a midwife turned aesthetics practitioner and a standout example of building a values led aesthetics clinic from the ground up.
Natalie shares her full journey from nearly two decades in the NHS to running a thriving private aesthetics clinic built on natural results, patient trust, and ethical decision-making. What began as juggling NHS shifts, free consultations, and working across 11 different clinic locations has evolved into a fully established clinic with a growing team, advanced devices, and a strong brand reputation.
Natalie breaks down what it actually takes to grow sustainably in aesthetics  from using Instagram strategically before you have a website, to building a loyal patient base through education rather than trends, and knowing when to say no to treatments that don’t align with your ethos.
Natalie also shares the mindset shifts required to move from practitioner to business owner, how her background in clinical research influences her decision making, and why long term credibility in aesthetics always outperforms short term trends.
Connect with Natalie:
Instagram- @natruallyflawlessaesthetics
Website- natruallyflawlessaesthetics.co.uk
Connect with Emily:
Instagram- @bloomandbeyondstudio
Website- bloomandbeyondstudio.com

In this episode of, Emily  breaks down exactly how social media marketing for aesthetic clinics is changing in 2026 and what practitioners need to do differently if they want to keep growing without burning out or chasing every new trend.
After a year of noticeable shifts in engagement, reach and conversion, this episode explores why the old strategies many clinics relied on such as perfect feeds, before and afters only, generic educational posts and polished branding, these are no longer enough. Instead, Emily explains how platforms like Instagram and TikTok are now built around discovery, trust and human connection, not just followers.
Emily shares what’s actually driving bookings in 2026: showing the people behind the brand, building recognisable content series, and creating a consistent presence that feels familiar wherever potential patients land.
If you want your aesthetics clinic marketing to feel easier, more human and more effective in 2026, without relying on algorithms or trends, this episode will help you rethink your strategy and build something that actually converts.
Connect with Emily:
Instagram: @bloomandbeyondstudio
Website: bloomandbeyondstudio.com

In this episode, Emily is joined by Sara Cheeney, founder of Pure Perfection Clinic and one of the UK’s most in-demand business coaches for aesthetic practitioners.
With over 15 years in aesthetics and a clinic that has stood the test of time since 2008, Sarah brings a rare combination of clinical credibility, commercial strategy and unapologetically honest insight. Since 2019, she has coached hundreds of clinic owners through pricing decisions, hiring, systems, marketing mistakes, device investments and the often misunderstood reality of becoming a KOL.
This conversation cuts through industry noise and “shiny object syndrome” to focus on what actually makes a clinic sustainable and profitable. Sara shares the operational red flags she sees repeatedly in struggling clinics, why so many practitioners feel uncomfortable with selling, and how to build sales confidence without compromising integrity or values.
The episode also explores what clinic owners need to think about before hiring team members, the boundaries many practitioners fail to set, and how rushed decisions, trainings or device launches, can quietly derail progress. 
If you’ve ever felt unsure where your time, money or energy is really going or felt overwhelmed by constant offers, launches and “next best things” this episode offers grounded, proven strategy from someone who understands the realities of running an aesthetics business from the inside out.
Connect with Sara:
Instagram- @saracheeney
Website- pureperfectionclinic.com
Connect with Emily:
Instagram- @bloomandbeyondstudio
Website- bloomandbeyonestudio.com