Running a medical spa today means balancing artistry with accountability. In this powerful episode taken from a lunch keynote at Aesthetic Next, we unpack the high-stakes world of compliance, malpractice, and risk management with four industry leaders who’ve lived it from every angle — legal, financial, operational, and clinical. Whether you’re growing your med spa, preparing for sale, or simply trying to avoid costly mistakes, this conversation is your blueprint for protecting your practice and elevating your business value.

Featuring:

• Justin Marti, Founder & Lead Attorney, Marti Law Group

• Ben Hernandez, Managing Partner & CEO, Skytale Group

• Dr. Justin Harper, Founder of Juvly Aesthetics & CEO of Aesthetic Record

• Brian King, Healthcare Practice Lead, Trucordia / ARAssurance

• Tiphany Hall, PhD, Aesthetic Record | htttps://aestheticrecord.com

The Uncomfortable Truth About Compliance

Compliance isn’t optional—it’s the foundation of your practice’s value. As Dr. Harper explains, “If you haven’t been investigated yet, you probably will.” Investigations are no longer rare; they’re a byproduct of success. Regulators—often unfamiliar with their own evolving rules—are now watching aesthetics closely.

Key Pitfalls:

• Hiring attorneys unfamiliar with medical aesthetics.

• Allowing regulators to overreach beyond the initial complaint.

• Copying what others do on social media without knowing if it’s legal.

Takeaway: Every chart, protocol, and delegation agreement is a legal document in disguise. If it’s not documented, it didn’t happen. And, when the Board Shows Up: Protocol Over Panic

The Regulatory Landscape Is Tightening

Justin Marti sees the trend clearly: it’s not just medical and nursing boards anymore. Pharmacy boards, OSHA, and consumer protection agencies are all getting involved. Even your marketing can get you in trouble—especially if you make unsubstantiated claims about treatments or devices.

The key is proactive transparency and evidence-based protocols. If regulators are uncertain, they default to caution. That means you must be more diligent than ever.

Medical Direction: The Most Overlooked Risk

According to Marti, too many “medical directors” exist only on paper. True oversight means routine meetings, documented delegation agreements, and defined procedures for when your medical director is unavailable.

Compliance & Valuation: Two Sides of the Same Coin

Ben Hernandez takes it to the bottom line: every compliance gap is a discount on your practice valuation. Private equity buyers pay for clean books and de-risked operations, not chaos.

What buyers look for:

• Active provider licenses

• Valid MSO/MSA structures

• No outstanding lawsuits or board complaints

• Documented oversight and chart compliance

If your $5M practice has regulatory red flags, expect the buyer to hold back cash—or walk.

The Malpractice Myth: Paying for Coverage You Don’t Need

Brian King pulls back the curtain on malpractice insurance. Most med spas are stuck paying for coverage designed for surgeons or dermatologist doing more invasive procedures you don’t perform. You’re effectively subsidizing other specialties’ risk.

Enter ARassurance:

Built for medical aesthetics, it offers dedicated risk pools, relevant coverage, and responsive adaptation to new treatments. Lower cost, better protection, smarter alignment. If you are an Aesthetic Record client, you get exclusive access to this medical malpractice cost savings. Get an instant quote at https://trucordia.com/arassurance

Final Thoughts:

Compliance isn’t a bureaucratic chore—it’s the scaffolding that holds up your legal protection. Malpractice and compliance are inseparable. Neglect one, and you weaken both.

Connect with the Panel

• Justin Marti – Marti Law Group | https://www.martilawgroup.com/

• Ben Hernandez – SkyTale | https://skytalegroup.com/

• Dr. Justin Harper – Juvly Aesthetics | https://juvly.com

• Brian King – Trucordia & ARassurance | https://trucordia.com/ARassurance

In this episode of For The Record, we sit down with Dana Herbertson, SFA, MEP-C, AEST, CLT, Owner of The Derm Lounge Med Spa in Dallas and a true force in the medical aesthetics industry. With nearly 30 years of experience, starting as a surgical first assistant in plastic surgery and evolving into one of Dallas's most sought-after injectors, Dana brings a unique surgical perspective to aesthetic medicine that sets her apart.

Dana's journey from the operating room to entrepreneurship wasn't straightforward. After years of assisting in surgery and fighting for more time in the injection chair, she took the leap and opened her own 900-square-foot practice. Today, she operates a stunning 3,000-square-foot med spa alongside her children Aidan and Paige, who help run every aspect of the business.

What makes Dana's practice thrive even as the industry faces a 17-20% downturn? It's her commitment to genuine relationships over transactions, her surgical-level precision in everything from threads to peptides, and her willingness to say "no" to filler more often than "yes." She's not running a factory—she's creating transformations that honor anatomy, safety, and the natural beauty of each patient.

Throughout this conversation, Dana opens up about the realities of family business dynamics, the art and science of thread lifting (complete with sterile technique that would make any OR nurse proud), and her pioneering work with bio-regenerative medicine—from polynucleotides for skin rejuvenation to peptide protocols that are changing the menopause game for women everywhere.

What You'll Learn:

• The surgical advantage: How Dana's background as a surgical first assistant informs her approach to threads, anatomy, and sterile technique, and why cadaver courses are non-negotiable for providers doing threads

• Family business dynamics: The benefits of working with your children, and how Aidan and Paige transformed Dana from overwhelmed solo practitioner to efficient CEO

• Mastering threads: Why infection control is everything, the importance of multiple trainings (not just one).

• The filler paradox: Why Dana now says "no" to filler more than "yes," and how bio-stimulators, threads, and regenerative treatments are creating better, more natural results than the heavy filler faces of years past

• Peptides & menopause: Dana's game-changing insights on how GLP-1s and peptide protocols are revolutionizing menopause management.

• The mesoneedling revolution: How Dana uses Toskani’s polynucleotide cocktails with precision needling techniques to wake up dormant cells and reverse skin aging at the cellular level

• Hair restoration breakthroughs: The stunning results Dana's achieving with PDO smooth threads, PDRN hair cocktails, and consistent monthly treatments that rival hair transplant results.

• Surviving economic downturns: Practical wisdom from someone who's weathered multiple market crashes, including why patient loyalty and authentic relationships matter more than ever when the industry is down 20%

• Efficiency without sacrifice: How Dana uses headsets, multiple treatment rooms, and skilled assistants to scale her practice without turning it into a patient factory

• What's next in bio-regenerative medicine: A sneak peek at NTCF and other European innovations Dana's watching that could be coming to the US market soon

Whether you're a new injector looking to expand your skillset, a practice owner trying to scale efficiently, or simply curious about the cutting edge of regenerative aesthetics, Dana's insights offer a masterclass in combining surgical precision with entrepreneurial vision—all while keeping the patient experience at the heart of everything.

Connect with Dana:

Dana's IG: https://www.instagram.com/botoxbarbiedana/

The Derm Lounge IG: https://www.instagram.com/thedermloungemedspa/

The Derm Lounge Web: https://thedermlounge.com/

For Training Opportunities: Contact The Derm Lounge directly to schedule hands-on training sessions

When Jenny Hartley, ACNP, left her 18-year career in critical care to enter aesthetic medicine in 2019, she brought something most new injectors don't have: a Medical Director's mindset, emergency training instincts, and an unwavering commitment to doing things right. As the founder of Skin Synthesis in Seattle, she's become known as an expert in compliance and a skilled practitioner– a rare combination of clinical excellence and operational rigor that sets her practice apart in an increasingly crowded market.

The Real Cost of Excellence

Starting an aesthetic practice without working for an established clinic first meant Jenny had to invest heavily in her education – tens of thousands of dollars initially, and over $100,000 in the last year alone. Her philosophy? "If you're not going to be excellent, is it worth being at all?"

Compliance as Competitive Advantage

Jenny didn't just buy standard operating procedures off the shelf. She built hers from scratch, working with three different law firms specializing in employment law, aesthetic medicine, and contract work. This meticulous approach may mean she moves slower than competitors who cut corners, but it brings sustainability, safety, and peace of mind. The result is a practice that may not be the flashiest or trendiest, but it’s one that's built to last in a complex legal environment.

Redefining the Good Faith Exam

For Jenny, the GFE isn't a checklist – it's a comprehensive history and physical that explores the whole patient. She asks about their career, family, hobbies, and stress levels to understand who they are and what they truly need.

Key elements of her consultation approach:

• Screen for body dysmorphic disorder (affecting 15-20% of aesthetic patients)

• Ask about lifestyle factors that impact treatment longevity

• Identify where patients hold stress physically

• Create comprehensive one-year treatment plans with timeline and costs

• Manage expectations based on individual circumstances

This approach naturally leads to patients who return 8-14 times per year for comprehensive care, not just one-off treatments.

The Vascular Occlusion Sim Lab: Training for Emergencies

Drawing on her critical care background, Jenny created a Vascular Occlusion Simulation Lab to address a massive industry gap: we don't train for emergencies. We might attend lectures and stock hyaluronidase, but we don't practice our response.

What the sim lab includes:

• Didactic education on VO physiology, presentation, stages, and vision loss

• Multiple hands-on simulations (tissue necrosis and vision loss scenarios)

• Team coordination and emergency response protocols

• When and how to call 911 and work with local hospitals

• Protocols, VO kit supply lists, and implementable policies

The sim lab is offered quarterly in Seattle, and Jenny also travels to clinics or communities for an ideal group size of 5-6 participants. As the age-old expressions goes, if you're going to inject the poison, you need the antidote – and know exactly how to use it.

The Reality of Entrepreneurship

Jenny was remarkably candid about how difficult entrepreneurship actually is. The loneliness, the failure, the guilt, the 20-hour days without breaks.

Her survival strategies:

• Scale back and reprioritize when overwhelm sets in

• Get back in the treatment room to reignite passion

• Build a network of fellow practice owners and mentors who truly understand

Building for the Long Game

In an industry obsessed with growth hacks and viral marketing, Jenny's message is refreshingly different: slow down, do the research, hold your line, and build something that will last. It's a harder path, but for those willing to walk it, doing things right is an invaluable advantage.

Connect with Jenny:

Instagram:

- Jenny: https://www.instagram.com/jha.skinsynthesis/

- Skin Synthesis: https://www.instagram.com/skinsynthesis/

Skin Synthesis: https://skinsynthesis.com/

For more info about the VO Sim Lab, email info@skinsynthesis.com

In this power-packed episode recorded live at Aesthetic Next, we sit down with Jourdan Eloriaga, CEO of Aesthetic Bosses, CMO of Natura and newly appointed VP of Prime IV. Jourdan isn't just talking theory—his clients are generating impressive numbers like $350K monthly using a strategic combination of Aesthetic Record, LeadAR, and a marketing philosophy that's equal parts aggressive and methodical.

As both a marketing agency owner and medical spa executive, Jourdan bridges the gap between what sounds good on paper and what actually drives revenue. His approach is refreshingly direct: content, connections, and calls. No fluff, no excuses, just a proven system that doubles patient counts when implemented correctly.

Throughout our conversation, Jourdan shares insights on the operational discipline required to turn leads into loyal patients. From making 8,000 outbound calls monthly to collecting 1,800 Google reviews, his team operates like a well-oiled machine. But here's what makes Jourdan's approach different—he doesn't rely on automation or AI as a crutch. Instead, he uses technology strategically while never losing sight of the human connection that drives emotional purchases in aesthetics.

Key Insights & Strategies:

• The "Buy, Die, or Unsubscribe" Philosophy: Jourdan's team operates on the principle that 80% of sales happen between the fifth and twelfth touchpoint. If you're only calling leads once or twice before giving up, you're essentially burning money on paid ads. The goal is to persistently follow up until prospects either convert, clearly decline, or unsubscribe from communications.

• The Power of Intentional Calling: Natura makes approximately 8,000 outbound calls per month with a two-person system—one front desk person handling walk-ins and calls, one back-office person focused exclusively on pipeline management.

• Content Trumps Targeting: While many practices obsess over audience targeting, Jourdan focuses on creating compelling content first. His reasoning? Meta's AI targeting is sophisticated enough to find the right people—but if your content is weak, you're just showing bad ads to more people.

• The Google Review Advantage: By aggressively collecting reviews through QR codes in every treatment room, one of Jourdan's practices accumulated 1,800 Google reviews. When competing practices have 300 reviews, there's literally no competition, dramatically lowering cost per acquisition as prospects self-qualify based on social proof.

• Strategic Service Selection for Ads: Not all services are created equal for paid advertising. Jourdan recommends promoting services that require minimal education, like toxin, fillers, or IV therapy, to keep cost per lead low and sales cycles short.

• Weekly Staff Training is Non-Negotiable: Jourdan meets with his team weekly to review call recordings, discuss objections, and refine their approach.

• Referrals Are Pure Profit: Every referral represents an increase in profit since there's no cost of acquisition. Building systems to generate and track referrals should be a priority for every practice.

The Three Cs Framework for Growth:

1. Content: Create authority-building material that educates and overcomes objections

2. Connections: Build genuine relationships. AI is a tool, not a replacement for human touch

3. Calls: Aggressive, consistent follow-up with proper training and scripts

Whether you're generating $50K or $500K monthly, Jourdan's strategies offer a roadmap for scaling with discipline. His success isn't about secret hacks or viral moments—it's about consistent execution of fundamentals: make more calls, create better content, collect more reviews, and know your numbers cold.

Connect with Jourdan:

• Instagram: @aestheticbosses or @jourelor

• Website: Aestheticbosses.com

Recorded live at Aesthetic Next 7.0, this episode features Kay Durairaj, MD, founder of Beauty by Dr. Kay, KD Skincare, Modern Aesthetic Theory, and one of the industry’s most influential voices. With more than 20 years in facial plastic surgery and aesthetics, Dr. Kay has earned her reputation as a pioneer by blending scientific rigor, patient-first care, and an unrelenting drive to innovate and deliver excellence.

Her career reflects the transformation of the aesthetic industry itself—from surgical precision to molecular-level regenerative treatments. A believer in constant reinvention, Dr. Kay has diversified her practice to include injectables, hair restoration, biostimulators, longevity medicine, and surgical services. This balanced model allows her to sustain growth year-round, regardless of shifting patient demand.

One of her most significant differentiators is her curiosity- case in point, her early adoption of artificial intelligence in clinical practice. Rather than using AI as a marketing tool, she integrates it to deliver measurable value. Perfect Corp skin analysis, Quantificare 3D imaging, and AI-driven hair metrics allow her to provide patients with objective, science-based insights. On the research side, platforms like GPT-5 help her conduct large-scale literature reviews that guide treatment decisions. The result is a care model that blends innovation, precision, and trust.

Dr. Kay is also at the forefront of the biostimulator movement. While hyaluronic acid fillers remain a staple, she champions regenerative products like Sculptra and Radiesse for their ability to stimulate the body’s own collagen production. Her approach is rooted in science over marketing: “I want the science to talk to me. There’s no controversy when you see real histology.”

She also highlights women’s health as a bridge to longevity medicine. With the majority of her patients being women—and most over 50 not receiving hormone replacement therapy—she sees a major opportunity for practices to integrate hormonal care. Optimizing estrogen, she notes, significantly improves outcomes from both surgery and regenerative treatments, making it a natural complement to aesthetics.

Her work with high-profile patients has underscored the importance of authenticity. While the pressure to deliver flawless, undetectable results is high, her success stems from honesty—knowing when to decline requests that do not align with natural, science-backed outcomes.

Looking ahead, Dr. Kay is collaborating with companies developing gene activation therapies that may restore youthful collagen and hyaluronic acid production, as well as exploring topical rapamycin to target cellular longevity. These emerging treatments could redefine the boundaries of aesthetic and regenerative medicine.

Key Lessons for Practitioners:

• • Diversify strategically: Build multiple service lines that complement one another.
  • Embrace AI thoughtfully: Choose tools that enhance patient care and differentiate your practice.
  • Lead with science: Evidence-based decision-making builds trust and credibility.
  • Explore hormone health: Integrating wellness with aesthetics strengthens patient outcomes.
  • Stay authentic: Prioritize natural enhancement over trends.
  • Commit to learning: Continuous education is the foundation of long-term success.
• 
  

• Dr. Kay's career illustrates that excellence in modern aesthetics requires more than technical mastery. It demands vision, adaptability, and the courage to embrace innovation before it becomes mainstream. As she continues lecturing worldwide and developing groundbreaking treatments, her mission remains the same: helping patients achieve their natural best through science-driven, ethical care.

  Connect with Dr. Kay:

  Instagram: @beautybydrkay

  Website: beautybydrkay.com

In this deeply personal episode of For The Record, we sit down with Julie Bass Kaplan, FNP-BC, NP-C, CANS, CPSN, HCMT, PHN, one of the industry's most trusted voices on safety and education. With over 25 years in aesthetic medicine, Julie's journey is a masterclass in the power of advocacy and giving back.

Julie's story begins in 1999, and what began as a personal quest evolved into an empire of education that has touched thousands of practitioners worldwide. But her defining moment came in 2010 when a filler complication left her with what she calls her "pizza face" for six months. Rather than hideout, this became her calling to ensure no other practitioner would face similar situations unprepared.

From Adversity to Advocacy

The 2010 adverse event became Julie's "come to Moses moment." With her face severely compromised, she returned to practice and began educating patients about potential risks. Their response – "That's okay, I trust you" – reinforced her commitment to safety education. This pivotal experience shaped her mission: preparing every practitioner for moments when things don't go quite right.

Julie's Jubilant Head & Breakfast workshops in Ashland, Oregon have become legendary for their intimate, comprehensive approach. Participants often arrive as strangers and leave as lifelong colleagues and collaborators.

Breaking Barriers and Building Community

This year, Julie achieved a historic milestone as the first nurse practitioner in US history to lead a mobile cadaver lab for an industry manufacturer (Allergan) – after personally leading 69 anatomy workshops. This recognition represents more than personal achievement; it acknowledges that anatomical expertise transcends medical degrees and highlights the critical role advanced practice providers play in aesthetic medicine.

Her approach to advocacy is relationship-based rather than confrontational. Julie emphasizes taking the field seriously as medicine, not "industry," building partnerships with pharmaceutical companies, and forging alliances with physician colleagues who value collaborative care.

What's Next

Looking ahead, Julie is passionate about the convergence of aesthetics and wellness, particularly in women's health. Regenerative medicine, hormone optimization, and peptide therapy represent her vision for the future – helping patients feel well from the inside out rather than simply addressing surface concerns.

Key Takeaways

For New Practitioners:

• Learn one technique at a time and master it before moving to the next

• Invest seriously in education through multiple channels – formal workshops, online communities, mentorship, cadaver labs

• Focus on patient connection and building a relationship rather than rushed appointments

• Don't jump into independent practice too early; master basics under expert supervision first

For Practice Owners:

• Hire people who share your values and ethics – consider hiring former patients

• Provide educational budgets and growth opportunities for team members – the better they are, the better you are

• Build relationships with industry partners who listen and value your expertise

For Injectors:

• Take aesthetic medicine seriously as healthcare, not just "industry"

• Prepare for adverse events before they happen – have a plan and community support

• Continuous learning is non-negotiable throughout your career

• Build a network of colleagues across specialties for collaboration and support

Throughout it all, Julie remains focused on her core mission: ensuring every practitioner has the knowledge, skills, and support network needed to provide safe, beautiful, and meaningful results.

Connect with Julie:

• Jubilant Head and Breakfast: https://www.jubilantheadandbreakfast.com/

• Julie’s Patreon: https://www.patreon.com/Juvedermjulie/about?

• Disappearing Act Aesthetic Medicine: https://lovedisappearingact.com/

• Follow her on IG for her upcoming training events: https://www.instagram.com/jubilant.julie/

In one of our most powerful episodes yet, host Dr. Tiphany Hall sits down with Shawn Thursby-Palmer, FNP, MSN founder of the two-location med spa Beyond The Needle, for a raw conversation about second chances, redemption, and what it truly means to serve others in the aesthetics industry.

Shawn's journey is nothing short of extraordinary. Born and raised in Banning, California, to a police chief father and mayor pro tem mother, his early life seemed destined for success. But coming out in the early 90s led him down a devastating path that included drugs, addiction and homelessness in the streets of West Hollywood. What happened next defies every statistic about recovery and addiction, and its proof that Shawn was always made for more.

Against all odds, Shawn pulled himself out of the darkness, rebuilt his life from scratch, and fought his way to graduating at the top of his nursing school and nurse practitioner programs.

Today, he operates two thriving med spas in California while traveling 4-8 times per month as one of the country's most sought-after injection trainers.

But Shawn's story isn't just about personal triumph—it's about how lived experience shapes the way we serve others. His approach to patient care, team building, and industry education stems directly from his understanding of what it means to need a second chance, empathy, and care – not just a great aesthetic result.

What You'll Learn in This Episode:

The Phoenix Rises: How Shawn transformed from dealer to top-of-class nurse practitioner through sheer willpower and determination

Building Beyond the Needle: The philosophy behind his med spa name and why every patient gets treated like family, complete with hugs and genuine care

Affordable Education Mission: Why Shawn offers free shadowing and responds to 100+ daily messages from providers seeking guidance, breaking the industry norm of expensive mentorship

Smart Business Scaling: His methodical approach to adding locations and services, including why he waited two years to offer weight loss after extensively researching the field

Team Culture Secrets: The three non-negotiables in his practice (no gossiping, no politics, no negative energy) and how he creates specialists within his team

Patient Safety Philosophy: Why he assess every patient’s mental state before beginning treatment with a few self-love questions, why he’s okay to wait when adding new services, and how patient safety guides every decision

Key Takeaways:

Shawn's candid discussion reveals the stark contrast between providers who enter aesthetics for quick money versus patient care and the risk of overpaying for subpar training when you're new.

Perhaps most importantly, Shawn demonstrates that success in aesthetics isn't just about clinical skills—it's about emotional intelligence, genuine care, and creating an environment where both patients and team members feel valued and supported.

The Bigger Picture:

This episode tackles some of the industry's most pressing issues: the influx of new providers seeking quick entry into aesthetics, the prohibitive cost of quality education, and the need for experienced practitioners to mentor the next generation. Shawn's approach of giving back through affordable training and open-door mentorship offers a blueprint for how established providers can help elevate the entire industry.

His story also highlights the therapeutic nature of aesthetic treatments—patients often come seeking more than just physical enhancement, and providers must be prepared to offer emotional support alongside clinical expertise.

Connect with Shawn:

• Instagram: @shawnthursbypalmer

• Med Spa: @beyondtheneedlemedspa

• Locations: Banning, CA and Studio City, CA

• Training: Follow his travel schedule on IG for hands-on education opportunities

Note: This episode contains mature themes including addiction and recovery. Listener discretion advised.