In this episode, Cameron is joined by Dr. Anisa Mudawar, DNP, founder of Beauty Boost Med Spa, and they discuss her inspiring journey into the aesthetics industry, her innovative marketing strategies, and the importance of building a strong brand. They delve into the challenges of hiring and managing a growing team, the significance of safety and education in aesthetic practices, and the effective patient retention strategies implemented at her MedSpa. Anisa also discusses her Boost Camp initiative, aimed at training the next generation of aesthetic providers, and emphasizes the importance of continuous learning and adaptation in the fast-evolving aesthetics industry.

Transcript:

# Medical Millionaire Podcast
## Host: Cameron Hemphill with Guest Anisa Madour of Beauty Boost Med Spa

### Introduction
This is Medical Millionaire, the podcast helping your med spa increase in status, visibility and profitability. Join your host as he dispels myths, shares trends, and gives you actionable steps today that will take your medical practice to the next level. Here’s your host, expert marketer and founder of Growth 99, Cameron Hemphill.

Cameron: Hey, what’s up everybody. Cameron Hemphill here, your host for Medical Millionaire. First off, guys, thank you so much for taking the time to tune into the podcast. Our goal is to give incredible value and insight for practice owners.

If you’re thinking about getting into the med spa space or you are looking to take your aesthetics practice to the next level, all of these episodes that we create are 100% designed for you and to help you take your practice to the next level. Today I have an extraordinary guest on. She’s in Newport Beach. She has an absolute incredible business. It’s the Beauty Boost Med Spa, Anisa Madour.

We’ve known each other for a long time. We’ve got to hang out a few times at conferences. This woman, she’s a powerhouse guys. She was the youngest ever recorded to achieve her DNP, which is amazing.

### Initial Discussion
Cameron: Anisa, thank you so much for coming to the show.

Anisa: Thank you so much, Cameron. I am so pumped to do this with you because my dream was always to be a guest on a podcast, and you literally made my dreams come true.

Cameron: Is this your first one?

Anisa: Yeah!

Cameron: I love it. I love it. Well, it took so much time to coordinate. I think we tried to make this happen for like the last two months.

Anisa: I know, I know. I have a strong belief that I have to take an international trip every three to six months. So sorry, Croatia got in the way. But it’s that business owner break where you just need to detach for a minute.

### Discussion on Work-Life Balance
Cameron: That makes a lot of sense. I agree. I think sometimes we can get caught up in this entrepreneurial world where we just have to go, go, go, go, go, and if we don’t take the time to just reset, recalibrate, you know, then really like burnout’s real. Right? Like you’re a practice owner, an entrepreneur. Trying to run a practice successfully is very challenging, and so you have to have that time off in order to continue to accelerate.

Anisa: Absolutely, and you know what I feel every time I come back from these trips, whether it’s a weekend, a week or two weeks? I feel inspired. You know, it’s just kind of coming out of that – I call it a creativity cramp where I feel like I’m so into this marketing and trying to find out how we can really combine our aesthetic procedures where it’s super attractive to patients. Because at the end of the day, Botox and fillers can be a little bit mundane. That’s what my practice was built on.

I get into this cramp and when I detach and I just remove myself from my surroundings, I just get inspired. And I find that a lot on the flight back, when I’m just really taking that time to not be on my phone, these ideas come flowing. So I think it’s necessary.

### Career Journey
Cameron: Tell the audience about your incredible background. What got you into the aesthetic space? I know you have a very strong clinical background, but can you walk us through that journey up until the point where you were like, “You know what, I’m going to become a practice owner” and how that shift took place?

Anisa: Yeah, definitely. So when I was an undergrad, aesthetics wasn’t very big at the time. I started undergrad in 2008, and it seemed like people were doing Botox, kind of flirting with filler, but it wasn’t a thing. So I really didn’t know about it. I just knew that in undergrad I loved makeup, and my passion was really to do makeup and be a MAC makeup artist – that was my aspiration in life.

And my dad, being from India and education being such a priority in our culture, he said, “You know, you can’t go to beauty school just yet. You have to get your bachelor’s.” That was like the minimum requirement. So at the time, I thought, okay, how can I combine beauty with something that I do like, which is science?

I realized, “Oh my gosh, there is something called cosmetic dermatology.” That’s what aesthetics was back then. So I decided that I would do an internship with a cosmetic dermatologist in San Juan Capistrano, California, Dr. Jeffrey Klein. He pioneered tumescent liposuction, which is really cool because you do lipo under just light sedation – you don’t need to be put under.

So I thought, wow, he really is at the forefront of cosmetics that can be done in the clinic. But the reality was that he never wanted me by him because I was just like an intern. He always put me with his nurse practitioner, and I’m like, “Gosh, I don’t want to be with a nurse! What is a nurse?” You know, just kind of that mentality that a doctor is always superior, right?

But I was really happy to see that every time I shadowed this nurse practitioner, she did everything the doctor did. She diagnosed, she prescribed, she treated medical dermatology, she did aesthetics – or cosmetic dermatology which is Botox and filler. And she was so beautiful and patients preferred her. She just had that connection. She was everything that I wanted to be.

### Educational Journey
So I went straight from high school to undergrad to my doctorate because I did my BSN to DNP at USD in an accelerated program. That’s why I was the youngest to graduate in 2015, because I just went straight through from high school. My first job out of grad school was becoming an aesthetic nurse practitioner in the medical spa space.

But just a little background – the whole time I was in grad school, I was an ICU nurse. While doing night shift full time at UCSD Cardiovascular Center, and then Sharp’s doing the medical ICU, and then at some point UCI. I was doing a little bit of travel nursing. That critical care background made me appreciate aesthetics so much, right? Because you’re in the hospital on your feet for twelve, thirteen hours. You’re dealing with really, really sick patients.

No matter how hard you put your whole heart and energy and love into these patients, at the end of the day, whether they survive – right, the doctors will get the praise – or whether they don’t survive, then the nurses take the heat. And then you feel that grieving, right? So you just don’t feel that you’re really winning with your patients. And I wanted more.

### Transition to Aesthetics
I wanted something that was transformative, that I could participate in and that you can physically appreciate. So that’s why I loved makeup, because you can have that transformation. And that’s why I love aesthetics – you can also have that transformation, but you’re not in this weird in-between in the hospital.

So when I went into that med spa and did aesthetics, I loved it. My heart was beating. I loved it. But the only thing I felt that was lacking when I did aesthetics in 2015 was that there wasn’t profound education. There was no track, and I understand that can still be a challenge today, which I’m really praying and hoping will change.

I wanted to go back to what grounded me, and that was education. I could have stopped at my master’s, I could have stopped at my bachelor’s like my father wanted, but I went all the way through. So that’s when I went back to a more teaching setting – an academic setting at UCI plastic surgery. I was one of their first nurse practitioners in the plastic surgery department.

### Experience in Plastic Surgery
I got to go into the OR, I got to assist plastic surgeons doing facelifts where I really understood facial anatomy well. I got to do post-ops with them for plastic surgery cases. And then I got to see more of that medical side of reconstruction. But I still felt that my care was so limited in the OR setting and in the clinic setting – I was just almost like an assistant or high-end medical assistant in a way. I wanted again to go back to autonomy.

### Creating Beauty Boost
So I went back to the med spa setting, and then I realized, you know what? I really want to do something different. I really want to just enhance people’s beauty. Just give them like a little boost, not just shove a whole syringe of filler if they don’t need it, or do X amount of units because the practice said to push these units. I just wanted a little boost to enhance people’s beauty.

That’s where I came up with the name Beauty Boost Med Spa, and I decided to brand my entire business around this idea that you just need a little boost to enhance your beauty, not augment it. So that’s why every procedure you’re going to see at Beauty Boost is a “boost” – like lip boost. And we go to correction. If you need half a syringe, that’s what you’ll get. If you need a full, if you need one and a half, if you need something more than just the 1mL syringe, we will do it. We’ll price it per area, which is why I really love our business model.

### Business Growth and Competition
So it’s really cool to see it. We’re six years in and you know, we are in Newport Beach which can be very challenging, right? Because gosh, I want to say last time I checked, twenty-five med spas in my zip code alone. So there’s one on every corner.

So you really have to think outside the box of making yourself different. That’s why we’re all pink at Beauty Boost. That’s why we really go hard on marketing so people know we even exist in this random building. It’s very important that your marketing is important and on point.

Cameron: One of the things you’ve done an incredible job of is your brand. You know who your demographic is, you know who your audience is, you know who you are, and like everything coming up into even what you called the name Beauty Boost comes from – I mean, that’s probably deep inside your core and that’s something that, you know, who gets the benefit is your patient, right? Which is really cool.

So I don’t know if that was intentional or not, but the fact that everybody’s pink, and you know your demographic, you know your brand, and you have worked on that brand for six years – guys, that’s exactly what you have to do in order to create that separation. Right? Because in Newport Beach, there’s options. It’s an affluent area.

We were just talking offline about how it’s a bubble. It’s not getting hammered by maybe some other markets that are having some economic challenges, right? But there’s options, and so you have to take the time to know who you are, who your demographic is, and then tailor your marketing efforts to that, and that’s something that you have done an incredible job of.

I’ve been taking the time over the past couple of hours – obviously we’ve worked together for a long time – but just going through your websites, going through your social media, like outside of Instagram, what you’ve done on TikTok, what you’re doing on YouTube. You have a Patreon page – it’s very impressive and everything. I would assume you have very strategic marketing plans and agenda based on the content you put out. Can you talk a little bit about that?

### Social Media and Marketing Strategy
Anisa: Yes, it wasn’t always like that. I knew in order to be found, like I said earlier, I needed to promote myself on a social media platform. Because my building was so random at the time, and it was so old that I would never expect someone to just walk by, go into my building, walk upstairs, find my little suite, and then be like, “Wow, you guys exist! Let me get treatments from you.”

So I knew I needed to be really strong on social media. When I first started, I actually rented out one little room out of a shared suite. There was, I want to say, there was like an IVF doctor that was sharing the other room, there was a psychiatrist in the other room, and then an IV infusion nurse in the last room. So there were four of us, and I wore all hats.

I’d walk in and I’d sit at the front desk. I’d check my patients in, go to the back, put on my white coat, treat the patient, come out, take off my white coat, check out the patient, and then right there and then I would post their before and after. So I was my own front desk. I didn’t have a medical assistant or my own social media manager. And then my husband eventually became my front desk.

### Business Evolution
That’s how I kind of grew. And I always say I grew by accident because I never thought it would become what it is today, which is a 3,300 square foot office with, I think, six – I always forget because there’s so many rooms – but six exam rooms, and I have three other injectors that I work alongside.

It’s so cool to see my business evolve based on the principle of just marketing. I just started with Instagram and I would just post once a day. I’d do stories here and there. And then I hired a full-time social media manager who entered in year three, and they were doing it full time, so they were doing all my Instagram and then it was translating over to Facebook.

### Expanding to Different Platforms
Then we found out about TikTok three years ago and when everyone was like, “No, these thirteen-year-olds dancing, like that’s so stupid. This platform is going to die out” and everyone thought it was so silly. We saw it as such an opportunity. We’re like, “Nope, we’re tapping into that.” So we were one of the first in aesthetics to really be heavy on TikTok.

YouTube is something that I always watched – makeup YouTubers do their makeup, and I was fascinated by it. So I thought it’d be really cool to be someone in the aesthetic space really going on YouTube and sharing things like “What’s in my exam room?” – like they do with “What’s in my makeup room?” Or “How can you become an aesthetic nurse?” I talk about my journey because it’s hard, you know, and nobody knows where to start.

### Marketing Philosophy
And I think as a byproduct, people said that I’m very inspiring because I’m so relatable. So I think when it comes down to the magic of marketing is just behave like your audience. Just show that you’re normal, you want the same things they do. What is the best that you would do for your face? Treat them almost like a sister.

I have a big sister and I talk to her all the time like, “Oh my gosh, you have to try this lip liner” or “Oh my gosh, you have to try microneedling combined with some other topic I just tried.” And when you talk to them more from a friend or family standpoint, that trust is there and it will carry on throughout all of your marketing platforms.

Cameron: Well said. It’s so true because I think sometimes people have a hard time making that translation in order to show social which creates a connection, right?

Anisa: Right.

Cameron: And so I bet when people come in and see you, like new patients that maybe have never seen you, they start following you first, right? They’re going to check out your work, they’re going to look at your reputation, they’re going to look at your site, and then there’s almost like immediately creates a connection before they physically see you, right?

Anisa: Right. And I have girls that come in and they’re nervous. They’re like, “Oh my gosh, I feel like I know you,” and it’s great – as if I’m this mini celebrity to them. And it’s so fun to see that because that connection is already made and you don’t really have to try as hard during your consults because they’ve seen your work, they’ve seen who you are, they’ve seen your morals, values of keeping up with education. They already know all this, so they don’t need to – you don’t need to try so hard to win them over.

### Marketing and Patient Relationships
Cameron: Yeah, it’s like marketing is interesting. It’s definitely a way to get new patients for sure, but it’s also a way to just make that consultation process super effective, right? I bet like most patients that come to see you for the first time, the amount of due diligence, if you will – like the amount of review they’ve done to say, “Hey, is she right for me?” They have looked at a lot of content.

Anisa: Totally. They’ve almost qualified themselves by you putting out the free content out there. It’s really cool.

Cameron: Yeah, I love it.

Anisa: I think especially when you add value to something that they didn’t know or it just makes sense to them, they immediately think, “Oh, she’s someone that really knows her stuff because she taught me in a way where I understand it, and now I want to go to her to further learn about what I want to enhance.”

### Business Growth Journey
Cameron: You know what? You made a point earlier about how you wore every hat and you were in a smaller office, and you never thought it would get to this point. It’s a journey, you know? And I mean, I think there’s people that want to get into the medical aesthetics arena or maybe they’ve been in and they haven’t really quite got to where they want to go. And they have the tendency – and I see it all the time, so I want to bring it up – but the tendency to maybe go pull up your social media and say, “Oh my gosh, like I want to be there,” and they think that they can maybe get there overnight. Right? You’ve been working on this for six years.

Anisa: Oh my gosh, yes! I was so weird in the beginning on camera. I cannot tell you – I would say things that were not even true or real. It’s just almost like improv. You’re like, “Well, well, you know…” just like you want to be entertaining, and you say anything that comes to mind. It’s like word vomit or it was awkward.

It’s definitely a skill like aesthetics – you will refine it if you’re consistent with it. And I was practicing this every day, whether I was doing videos on the fly between patients, or I was doing “follow me around” stories, or I was doing lives. Like it’s weird on lives because when you’re quiet, people don’t want to interact or they leave, and you want to keep that engagement going.

So it’s a skill that I think anyone can truly do. You just have to do it, and you have to get over like, “Oh what if people – you know, what will they think about me?” Get over it!

Cameron: Well, they just scroll to the next video, right? Like it’s just…

Anisa: Yeah, yeah. I mean I think we get caught up in our mind of what others think. If you can table that and just not even care, right?

Cameron: Then that’s true authenticity comes up, right?

Anisa: Absolutely, absolutely. And at least you’re doing it, is what you know. The takeaway is a lot of people are too shy to do it and they never do it and they always wonder “what if,” right? But at least if you’re doing it, you know you’re already ahead of the game.

So let people feel that confidence right now to talk about it. Even if you know just a little bit about aesthetics, talk about it. We’re all on this learning journey path together. You might introduce someone that is so new to whatever you’re providing to be on that learning journey with you, and then your patients grow up with you, right? And they will follow you as they age because they see that you’re learning and progressing. They’ll continue to go to you because they want to grow up with your level of knowledge as well.

### Industry Evolution
Cameron: Yeah, it’s not like they just come in once and then they know everything. Like this is an evolving industry. This is a specialty that I don’t know if I’ve seen a specialty in an industry move as fast as this when it comes to technique, clinical business, technology – it’s crazy. So you have to continuously educate yourself, your patients and shoot, I bet, I mean you could tell me, but I’m sure the way that you are conducting the entire practice, from consultation to patient follow-up to even maybe your technique of injection, it’s got to be completely different, right?

Anisa: Oh my gosh, so different. I mean, I always call myself a “conference whore” because I’m at every conference. And I’m just like, you know, I learn so much from all the speakers because it’s a variety of people from all over the country presenting on their techniques. You hear like little pearls of how they market or how they manage their business that you could really take home and be like, “Wow, that’s so cool. That worked for them, let’s try to implement it and see if it works for us.”

### Continuing Education
So I personally love conferences. And I love the rooms – what are those rooms called with all the vendors?

Cameron: The vendor room, oh yeah, yeah, the exhibit hall.

Anisa: I personally love the exhibit hall because there’s so much emerging in terms of technologies and skincare treatments that I could never keep up with on my own, and that’s a chance to see it all at once, right?

I also love doing private trainings and really just having that one-on-one time with someone who’s considered an expert not only within this country but outside of this country. I went to Manchester, England to learn techniques from Dr. Raj Acquilla, and I thought that was so cool. The next venture is to do Middle East, South America, or Asia and learn just what are they doing over there. I need to know – like how are they finding these incredible results? Why do we feel so limited in the US? What’s holding our hands tight?

### Evidence-Based Practice
So I think it’s so important to stay on top of studies. Unfortunately, we are in a society where we really count on social media platforms to educate us. And while that’s a really entertaining, easy way because you’re already scrolling to learn about something, it’s not the best way because it’s not evidence-based.

And I really love that aesthetics is going towards evidence-based medicine, where we’re really going back to clinical studies to show that this is what produces the best results, and it debunks all these misconceptions. I think it’s so important and I see that happening, which is just incredible.

I mean, I know in some places you could go for a weekend and become an injector with eight hours of training. It’s like wow, whoa, whoa, what? Let’s take a step back. Let’s really look at what is working from a clinical standpoint based upon facts and evidence. So I completely agree.

### Conference Networking
And to your point about conferences – like I go to a ton of conferences. Maybe I’m a conference whore as well, but yes, I see you at every one!

Cameron: For sure. I mean like they’re hard to go to because you have to leave your practice and your team, and you have to have a team that maybe just keeps things going and everybody’s in a different state of their business. But I always get great takeaways.

You know, like we come from a business standpoint and a tech standpoint, marketing standpoint. But I started going into a lot of the clinical sessions, right? I mean I have to know, like okay – before you guys would throw out these anatomy terms that I’m like, “I don’t even know what she’s saying.” It’s probably like when we talk about certain terms with SEO, you’re like, “I don’t even know what they’re talking about.”

### Professional Development
Anisa: Oh, I know!

Cameron: So it’s like, hey, I need to educate myself on the clinical side. And then the networking is just extraordinary, right?

Anisa: Right.

Cameron: And you can learn about all these other academies and trainings and Patreon pages and so on. What I love about it is everybody comes into this one area and brings some different level of expertise to the table and you can talk about it, you hang out, and like every time I leave, I just feel energized. I’m like, “Wow, this is amazing, it’s exciting, great people. Let’s go.”

Anisa: I one hundred percent agree, and I’ve been to all of them. Right now, my top two are the MedSpa Show by AmSpa and AMWC. I think that the AmSpa MedSpa Show is great for business owners because we learn so much about business, and AMWC is really meant for just learning your best practices in aesthetic medicine from other great providers.

### Business Education
But I agree with you, Cameron. I think it’s important to educate ourselves as injectors about marketing terms like SEO you mentioned. I just learned a few months ago what bounce rate was – the amount of time someone is on your website until they bounce, right? Am I saying this correctly?

But it’s important for you to know that so that way you’re really making sure that whoever you have for your website… And I’m so happy with Growth 99 managing my website because it just – I love showing it off. I tell patients to just go to the website to book instead of just giving them the booking link via Boulevard, because I really want them to see how beautiful you guys put together a website and how it flows, and how visually appealing it is, and how enriching it is with content and the monthly blogs.

I think it’s so important to have someone really actively managing your website, not just reaching out to say like “Hey, just checking in, what’s going on with this?” They’re working the whole time on your website. So it’s equally important for us to be educated on marketing.

Cameron: Yeah, no, and I really appreciate that. And you guys have done a great job. I mean, the way that you set up your call to action on the site where you have the booking that goes directly into Boulevard – it’s easy to use even on your Instagram with your link tree page. Everything has a great CTA and so whether you know it or not, you have a great knack for saying “Hey, like obviously you create great content, but then that call to action is there, and it leads people right down the funnel to book an appointment.” It’s seamless, it’s easy, it works.

I mean, I still talk to practice owners today that they’re afraid to leverage online booking because it may interfere with their day-to-day operations.

### Adapting to Modern Technology
Anisa: Yeah, I know. It’s that resistance to not evolve because they’re so comfortable with what has always been. But unfortunately, we have to keep up with the times. And the times are online bookings and texting and not so much the phone calls and the mailers. We have to progress as a business, otherwise we’re considered outdated.

And aesthetics is so quickly evolving that you have to stay on top. If you’re not… I always call this the Harvard theory – but basically the theory is that there is a duck that you see floating. Have you heard about this theory?

Cameron: Oh? I want to hear it.

Anisa: Floating across the pond, and they look so calm, and they look so at ease, and you’re just like, “Wow, that is so pretty to see a duck just floating by,” but really underwater, they’re paddling, paddling, you know, like going super fast trying to keep up.

That analogy hits home as a business owner in aesthetics because you’re trying to stay afloat where everyone’s like, “Wow, she really has it figured out. Everything’s so perfect about her business with the med spa, the website, everything’s so dialed in,” but it is a constant hustle of just staying on top and just being a part of the now. It’s not impossible, it just takes hard work.

Cameron: It totally does. Now, that’s a great analogy. When you said that, I immediately felt that. I’m like, “Oh my gosh, yeah.”

### Team Management and Growth
Cameron: I think like social media and marketing in general – we put stuff out there that’s put out in a way that is, you know, there’s some editing that takes place, right? There’s some thought process behind it, and it’s to show like, “Hey, this is marketing – you have to make it look good.” But behind the scenes, I mean, I’m sure you know there’s tears being an entrepreneur, right?

Anisa: Definitely.

Cameron: There’s some dark days, bad things happen. You almost have to hold the whole thing together and make it look great, while there’s always some sort of friction or challenge or something that’s taking place.

Anisa: Definitely, definitely. I agree, and I think the hardest challenge – and I think a lot of business owners can agree with me, and those that are thinking about opening up a business just know – managing employees can be the biggest challenge. It’s really just managing, making sure that they’re happy, making sure that we are all working cohesively when you have so many different personalities.

I went from five employees last year to ten this year because I increased my footprint, and there’s a lot of new personalities that comes with growth. Just making sure that we’re all dialed in, we’re all in it for the right goals, and hiring like-minded individuals is really what’s going to help you create such a strong team that’s going to propel your business. Because it’s really not just me – I mean I might be the face of the brand, but I have a whole team behind me managing a lot of aspects of the business.

### Employee Management Strategies
Some things that we do that I think are very valuable is we do monthly check-ins with our employees to make sure that they are feeling good, how anything’s come up that we need to address, and really doing quarterly team bonding. I think that’s really helped us be more synergistic with each other’s energies. Allergan provides color energies team bonding exercise – I’m not sure if you’ve heard of it?

Cameron: Oh yeah.

Anisa: But I think that’s helped us identify who is what color and then how to work with them better. So team and managing people is important.

### Hiring Process
But I want to talk about hiring for a second because I think that’s something I finally figured out now. I’m the type of person that I really do like everyone immediately. And I’m not just saying that – like, well, I like everybody. I just don’t have any reason to mistrust anyone unless they give me one.

So I think when it came to hiring, I just was like, “Oh my god, she’s so cute, she’s so capable, you’re hired!” We get along, but it’s not really looking at longer term in terms of fitting into the business or the culture.

So something that I’ve adopted in my hiring process that I do want to share with other owners or people opening up their business is a three-step type of process. Not only are we posting the job application online, but we’re really taking that first interview to FaceTime. Do they show up on time? Do they present themselves well? Are they really keeping eye contact? Are they engaging?

And then you can take it to the next level of inviting them in, doing like a shadow day for a few hours. What did the team think? What did they think? Just really making sure that they align. And then lastly, I would do another sit-down interview asking the hard questions – more behavioral, situational ones. After they hit those three points, I think that creates such a great team that will fit your culture and of course the rest of your team. It just becomes fluid.

### Team Growth
Cameron: Yep, yep, right. No, well done. I think it’s really hard to find the right team that fits, aligns with culture, understands the KPIs, where you’re going, you know, has the ability to like show up on time. I think that’s great – it’s like, hey, let’s have a phone call, let’s do FaceTime first, and let’s see how prompt you are, how well-spoken you are, how the fit is. Bring them in, let’s see their work. It’s almost like a tryout type of session, right, and then the final one, like you said, let’s have this one-on-one sit-down and let’s get into the meat of it and then from there make your decision. So that’s a lot – shoot, going from five to ten in a twelve-month period.

Anisa: Yes, so I doubled my injectors, which is adding one and a half because one’s part-time to the team. I have another person on marketing, so now I have someone just managing marketing on its own with the SEO, keeping the brand looking really cohesive and website and just making sure we’re overseeing all the platforms.

And I have someone for social media management – she’s also full-time, so two full-time just for marketing and social media. I have two patient care coordinators, I have two medical assistants. I promoted one of my medical assistants to practice manager this past year, so now my husband’s involved. So really, it does require a village to run a successful business.

### Business Growth Philosophy
And that’s why I always say this – that I have no intention of expanding and having multiple locations. Seeing that my team is so dialed in, someone could be like, “Well, now you can replicate it, right? You clearly have the recipe for your business. Just have that blueprint and just go to other cities. Why wouldn’t you?”

And my thought is that if it’s this hard to manage one business, I can’t imagine what it would be like with multiple. And then you have to think, okay, what’s the reason behind multiple? Well, now you’re just thinking about profits, right, and increasing that. And I understand that could be someone’s business model, and that’s their primary focus – to increase profits.

But mine has always been to do the best in aesthetics, to be known as having top injectors, to really have everyone dialed in on upcoming procedures, but really being evidence-based. And that’s how I train my injectors. That’s how I expect them to define the standard in aesthetics. So keeping it boutique, keeping it high quality, and keeping it really a fun, balanced environment.

Cameron: I love that, and I mean that’s going to create profits just on its own, right? And I think to your point, if profits start becoming the first topic of conversation – obviously, look, at the end of the day, it’s a business. We have to turn a profit and you’ve got ten families you’ve got to take care of.

I mean at the end of the day, that’s what you’re doing, which is incredible. Like when you think of it that way, and then all these patients you’re taking care of and you’re building confidence in them and they’re feeling great – like it’s a tall order. So I agree, if you focus on your craft, understand exactly what you want to do, those profits are going to come and you’re a true walking, talking individual that is doing that.

Anisa: Right, amazing will come with it. If the belief in heart is there, people will just see it, smell it, feel it, taste it. It’s just there.

### Business Operations
Cameron: What’s your husband doing in the business?

Anisa: So he actually does real estate full-time, but he doesn’t have an office for real estate. As you know, you have flexible hours of working from home and being out in the field. So I just have him in the office working with real estate, but now he’s been so much more involved in the operations, which is very much needed in terms of setting up Boulevard, making sure our patients are being booked properly, and just being tapped into everything that’s growing, just making sure it’s translating on social platforms and on booking platforms.

And then he’s really helping manage the staff because at the end of the day, I’m in the room 80-90% of the time and I’m not really seeing what’s going on outside. And it’s nothing bad – it’s just making sure that we have good flow, good synergy, and everyone is feeling that they are part of this great workflow, but keeping the culture intact.

### Family Business Dynamic
Cameron: I love it. I see that happening more and more when I’m just having conversations with people. I know, like the husband and wife duo – it creates something really compelling because there’s just levels of expertise both bringing to the table.

Anisa: Yes, and it’s just super helpful and probably a lot of fun. I mean, who knows – I’m sure there’s times where it’s not, but I’m sure for the most part it’s great. You know what’s funny? I was scared about it in the beginning because I was like, “Oh my gosh, I don’t know, like having my husband…” I don’t know the comments saying, but I just don’t want to have him around all the time, you know what I mean? And just having him around, I want to say if I’m being honest, looking forward to going home and seeing him and doing our dinners together and whatnot.

But it’s been so helpful. I actually talk to him all the time like, “What took you so long? You joined my practice year five! Like why were you just waiting?” He’s like, “Well, it was your thing, it was your business. I just didn’t feel like I wanted to be a part of that. It’s just your thing, and I wanted it separate.”

Cameron: But it’s so good. He’s super cool. I’ve had the opportunity obviously to hang out, get to know him with the conferences and have enjoyed that. So that’s awesome.

Anisa: And women love him at Beauty Boost! He walks in checking people in and they’re like, “Oh my god!” He just brings that male energy into the office with patients and staff. It’s good. It’s a good buffer.

### Provider Growth Strategy
Cameron: That’s fun. I love it. Hey, so as you’ve gotten from five to ten, some providers that you brought in, right? Your providers – did they come with existing patients? Like how? Because I know that’s always been a challenge, right? When you grow a provider count, then obviously that comes like, okay, what’s the capacity? Because we want to make sure that you’re booked. What has your strategy been around that?

Anisa: Oh, this is so hard and I feel like it’s painful to even talk about because I’ve been through it. First of all, I’ve tried hiring injectors without any experience, and I tried it twice, and both times I felt that my business is at a point where my patients deserve to have an experienced injector. Only because in the beginning there’s so much trial and error, right? I know that I kind of messed up quite a few times to get to this level, and you guys will too, and that’s okay.

But I think when our patients are paying top dollar in Newport Beach, they do deserve at least an intermediate skill set at least, right? So I didn’t feel that that worked with my business model, not to say that it will never. So I do hire someone who is experienced.

### Hiring Philosophy
And my thought behind having someone experienced is that I also wanted them to have a higher degree of education. And I thought only hiring nurse practitioners and PAs was going to be my cutoff. I did not want to entertain nurses. I just felt that, you know, when you have that extra level of education, there’s no chance of maybe going back to school and getting it. I can have you secured in your position and we’ll call it a day.

But I found that the most talented injectors are RNs, you know? So I found they just crave being masters at their craft, and they really enjoy where they’re at in their career, and they don’t feel the need to go back. And that’s okay – you don’t really need it in aesthetics other than clearing a good faith exam, let’s be honest, right? And I’m a nurse practitioner, I have another nurse practitioner. It’s okay to have that RN in the business.

### Current Team Composition
Anisa: So I hired an RN with experience – she came from Texas, did not have a following because she was out of state, and she was brought on this past summer. I hired a nurse practitioner who came from Georgia and she was brought on earlier this year in January. And then I had a nurse who just graduated to be a nurse practitioner who came back from maternity leave this September, so she’s back in the practice part-time.

So being part-time myself, part-time with my maternity leave returner, and then the experience is one full-time – I have two other full-times. So if you really think about it, it’s three full-time providers and we’re going to probably add one more to the team by next summer and then we’ll be maxed out. And I’m perfectly fine with that.

Cameron: You’re good with that. I love it. Yeah, you know your journey, your destination, you know where you want to go. It’s amazing. You really have a great vision. I don’t know if you’ve taken the time to roadmap this out or how you’ve done it, but I really like the vision and you know what you’ve gone through in terms of like – because I’m sure there’s been times where you’ve hired people and thought, “Hey, I’m not going to do that again,” right? And now you have a process in place.

So that’s really interesting, and it takes time to get the people to the team. I mean that’s a big move from Georgia all the way to Newport. I mean that’s – I bet that was from social media? Am I wrong?

Anisa: Yeah, no, you’re correct. She followed me for a couple of years on social media, and she applied because she knew she wanted to come back to California where she’s from. She’s actually from Northern California, so for her to come to SoCal and join our team, it was really, really truly an honor to see someone make that move across country. And then the other RN from Texas also found us through social media. And then she also said that she found our job posting online as well.

Cameron: So it’s cool because they could see the business, right? The brand…

Anisa: Totally.

### Talent Acquisition Through Social Media
Cameron: I mean it goes way outside of just patient acquisition. This is like talent acquisition that’s willing to move across the country because of the power of social media. That’s what I want the audience to know – like, look, there’s a big world out there outside of your local market, and you’re interesting – everybody’s interesting, right?

Yeah, and it’s a way of just expressing it through these channels that’s going to help you guys. Like I hear it all the time, Anisa, all the time, like “I’m not really big on social. I want a med spa, I want a practice, but I’m just not really big on social.” And you know, not that we’re necessarily a social media consulting company – that is one of the most important arms that you have to control as a practice owner, right? The talent that you guys have is incredible there.

### Boost Camp Program
So I know you have this Boost Camp. Can you talk to us a little bit about the Boost Camp?

Anisa: Yes! Well, it was actually really inspired from so many DMs I got in my inbox on TikTok and Instagram, finding me through videos where they felt inspired to become an aesthetic provider – they really wanted to learn from me. And I think a lot of experienced providers are seeing a lot of messages like that come through in their inbox but not knowing where to navigate, right? Because they don’t have a formal training program. They don’t know where to even start, because having one business is enough and I definitely resonate with that.

### Patreon and Online Training
Anisa: So I decided to actually start with Patreon. It’s an online training platform – I’m sure you know of it, but for our listeners out there, it’s really cool because you can pay like fifty or one hundred bucks a month and you learn the best techniques from the best providers in the business. And it’s not just techniques – I share business strategies.

I talk about what I changed in my business year over year based on the economy. I talk about marketing strategies. I talk about what I keep in my office for emergencies. I talk about my protocols – just so many things that I share online that is so valuable for literally not much, and you can watch these videos at any point.

Seeing that that grew so much, Cameron, I was shocked to see how much that grew. Then I realized on Patreon, people are like, “Okay, this is great, but I really want you to do hands-on because I want you to see my movement to the skin. I want you to guide me. I want to hear more of the ‘why’ when we’re injecting.”

### Boost Camp Development
So then that gave birth to Boost Camp – similar to Boot Camp, as you guys know, and that’s where we are really focusing on filler injections. Of course neurotoxin as well, but every boost here at Beauty Boost is filler. So Boost Camp is just like filler camp and injectables, but we will also focus on other areas.

It’s six hours. You come in, do hands-on and I really finesse your technique and it’s one-to-one. It’s really cool to see everyone just kind of travel from everywhere and see where they are at their level of training and just really taking it to the next level that they never thought they could be without that guidance. Because they’re always so scared to do the next best thing because you’re in that comfort zone, right?

Cameron: Oh yeah, I mean hands-on training is amazing. How often do you do it?

Anisa: I do once a month. That’s my cadence just because my time is limited. But it’s rewarding. I love it, and I’m also an Allergan trainer, so going all over the country myself to those practices is really cool. It’s nice to see injectors from all levels just working as a team to further themselves. It’s not so competitive, it’s more teamwork. It’s really cool to see that synergy.

### Business Evolution
Cameron: Yeah. You know what’s interesting is there’s this notion out there, this process out there – once you have a business, whether it’s a practice owner, you own a med spa or whatever, and you start working on it for a year, two years, three years, four years, things come and I call it attaching yourself to the existing. Yeah, you have the practice, and then you’re like, okay, I’m going to launch this Patreon page. That would never have happened if you didn’t have the practice, right?

So then there’s Patreon – it’s a business inside of a business, right? It’s like, okay, how do I give this value?

Anisa: And my marketing manager always tells me, she’s like, “You give out too much info, like you should be…” And I’m like, yeah, but it’s everything that I’m learning and it’s so quickly evolving that if I don’t share it now, it’s going to be old news later. So I have to say it, you know. But she’s like “It’s just a little too much of the numbers” and I’m like whatever, you know? I just take it or leave it. I have to share where I’m at with my business, and there’s enough business to go around, as you know.

### Business Growth and Opportunities
Cameron: Well, you’re giving back too. Like that’s really cool. And then from that comes the Boost Camp. You’re like, okay, because now you have the Patreon, people are like, “Okay, this is great. I want more.” You’re like, “Okay, Boost Camp taking place,” right?

And so for the audience, that’s what I want you guys to know – like the longer you’re in business, ideas are going to come to you that wrap around your current business model. Right? It’s happened to me. It’s like there’s a pattern there with entrepreneurs. It’s because you’re always thinking about entrepreneurship and how to give value, how to help, and it’s our duty and obligation to get out there and do it, right?

And so like that’s amazing. It will grow itself, I promise, and you know, just Patreon becoming a thing because I’m answering a demand, you know, and it’s taking off. And then becoming an Allergan trainer – just like I got nominated randomly. I mean, of course I love Allergan and injectables, but nominated, then I became one and then it’s like I love it so much. And then you asked me to become, you know, come on this podcast. These things just kind of happen as your business continues to grow, because people will start to see that and it will take care of itself. You really have to have that belief.

### Safety Protocols
Cameron: Now let’s talk about – I know you’re busy, and thank you so much for taking the time.

Anisa: Thank you, you too.

Cameron: Safety is huge in this industry, right? Like, what is your approach to safety? Can you walk us through that?

Anisa: Such a great question. I’m so happy you asked about this. I think, you know, I was privileged to work in plastic surgery where I got to assist with facelifts and really see facial anatomy firsthand and not just memorize off a textbook, even though that would have been, of course, the easier route. It was really cool to have that as my firsthand knowledge of facial anatomy. So I’m so passionate about it because of my background.

Now when it comes to new injectors injecting because they cannot wait to get their hands going, and I totally get it – it’s like you have that itch, that craving, you just want to do it, and you want to be great, and you just want to enhance people’s beauty and make them feel great. I believe me, I know that all too well.

### Importance of Anatomy and Follow-up
It’s so important to commit time out of your schedule to really understand facial anatomy and really see how whatever you’re injecting into your patients’ faces behaves. So I think equally as important as facial anatomy is your two-week follow-ups, right? Because you’ll start to see when you’re injecting the wrong plane of tissue, filler, or the wrong muscle with neurotoxin, how it results.

And you go back to the why – why did this happen? Like “Oh, I hit the levator palpebrae because why? The supraorbital foramen has this little drip tunnel that can go through the eyebrow.” Or “Oh, they’re not smiling well after midcheek filler. Why? Oh, there’s a new study about the transverse facial septum that it could fall through and that makes them limit their smile.”

So being on top of the basics of facial anatomy and evidence-based research will make you an all-star injector. I promise you’ll separate yourself from every other player in this business.

### Patient Safety and Loyalty
Cameron: It’s huge. I love it. Thank you so much for sharing that. That’s really good. I mean, look, there’s been a lot of situations obviously with the industry on the rise and how much demand is out there, you know, and so approach to safety is huge, and you know that creates a lot of patient loyalty as well, right? Because at the end of the day, they want to come and feel confident and you know, all the great things that the industry provides and that the provider provides. But at the same time, like man, gosh, I can only imagine – wow, that would be scary if something would happen and we weren’t investing in safety, right? Like that’s a big deal.

### Checkout Process
Okay, so really quick, I know that you’re very process-oriented, very organized. What does your checkout process look like? Like when someone’s done – is there a process? I’m sure like you guys have an SOP like rebook them, maybe talk about memberships, talk about your events – like what does that look like?

Anisa: It’s so cool that you’re asking me like I was waiting for someone to ask this because we’re like already on version five of our SOP. But we have a very – I call it like a song and dance patient flow, right? Where everyone knows their part as soon as the patient walks in – who’s rooming them, who’s doing the photos, who’s doing numbing, who’s putting together their before and afters, who’s doing the treatment plan, who’s walking them to the checkout desk, to how they’re checking out, getting booked for the next one.

And how do they get on the tracker is what we like to call it if they don’t book. The tracker is like our CRM. We’re looking at more finessed ones, but it’s like a really huge Excel sheet. We just haven’t found one that works for our practice just yet.

### Patient Flow
To kind of make that whole journey a complete circle – I really believe that the patient’s door should only be entered so many times, because then it’s just chaos. If they feel like Amy is coming in, then the provider, then the PCC – it’s just, you really want it to be so fluid.

And I even remember I had a patient that said, “Wow, your practice is like a well-oiled machine,” and I’m like, you know, because it didn’t come overnight. It took hard work to see how that flow would really play out in my business. So if you guys are interested, I have it on – I’m going to be posting on my Patreon. I’m just working out some final kinks, but I think it’s really helping our staff just really know where they belong at any given moment.

Cameron: That’s huge, that’s huge. I mean obviously rebook them. So if they don’t rebook, they go in the tracker?

### Rebooking Strategy
Anisa: Oh my god, of course! And we always say for their three-month Botox, it’s just book now. Just like at the dentist, you’re just doing it in advance. If you can’t make it in three months, it’s totally fine, we get it. But we do give people priority if you’re rescheduling. We don’t give people priority if you’re calling in just to make your appointment, because we realize people who are rescheduling need to be in.

And if they don’t schedule, they’re like, “No, no, no, I just I’ll take my chances and I’ll just call in.” They still get on our calendar to contact in three months. Okay, so my patient care coordinator has a calendar and you know, every patient that week that three months ago didn’t book, it’s that week she calls and reaches out and we have three attempts. We have first the text, then two days later a phone call, then two weeks later an email. So that’s our processes and it really helped. It’s worked for us.

### Patient Retention Strategy
Cameron: That’s amazing. I love it. You guys, take note – she’s got the tracker. If they don’t rebook, they have a sequence to reach out. If they don’t rebook, they know exactly when they came in. And I bet that you have specific language on that: “Hey, if you book now, you get priority,” right?

Anisa: Yeah, like that. Just hearing the word priority, it’s like you’re on the VIP list, so you might as well just do it now, right?

Cameron: So and look, yeah, sure, they can cancel, they can reschedule, but at the same time, I know that increases retention rates, right?

Anisa: Yes, yeah. It’s been quite an interesting year to evaluate retention because you came off of such a weird year in 2022 to 2023, when so much was moving in our market in terms of employees moving, right, and then patients kind of moving around because some people can’t afford to live in Newport Beach anymore. So 2024 was an interesting year to evaluate that retention.

But we are really dialing in because we find that our best customers are ones that we are really putting value back into. It’s not too much where it’s “new patient, new patient” – just focus on what you have because they’re already loyal, they’re already here, they already trust the brand. Just keep it going.

### Treatment Planning
Cameron: Totally. I love it, and I know, like you said, one word that really resonated with me in terms of really helping with retention is treatment plan, right? Like if you have a treatment plan – like it’s massive what it does for retention. But now you’re on a journey together. It’s not just like coming quick fixes by like book when you book, right? That’s not the right model. The model is the treatment plan is the journey – you’re aging, you’re going to age tomorrow, so like, I can’t stop that, right, but this is a journey together.

Anisa: I love that. It took me so long to get to the treatment plan part. I was that girl that’s like, “You tell me what you want,” you know, instead of like, “No, you tell me.” And then I started to get confidence slowly because the hardest part about being a new injector is that as much as you want to recommend like a full face plan, you might not feel confident in your technique to do that, right?

So you don’t – you kind of want to withhold information so they don’t get excited and want to book for that because you don’t even know how to do it. And I get it – it’s a double-edged sword. I still think that it’s due diligence for us injectors and providers to give that treatment plan, because even if you don’t know it now, and you learn that technique later, like months later, a year later, you can always go back to that patient and say like, “Hey, it was on your treatment plan to do your smile lines which I didn’t feel comfortable with at the time – let’s do it now.”

And then they’d be like, “Oh, she waited to not push me to do it.” And it’s just this whole psychology, right? But I didn’t get there until like year three, to get that full face plan. And then the timeline – believe it or not, it’s just I’m adopting that now year six into my practice because I found that our patients will get to that full correction within two or three visits and then what? Like buy four a year? No, we do want to see them back periodically for microneedling, Botox, you name it.

### Outro
Cameron: Thank you so much for listening to Medical Millionaire. I wanted to take just a few short moments and tell you all about Growth 99 University.

Naturally, if you’re listening to Medical Millionaire, the success of your med spa is extremely important to you, and as it should be. And if you’re listening to Medical Millionaire, you are obviously looking for the best, most effective ways to take your med spa to the next level in both profit and customer success.

Enter Growth 99 University. Ranging from online education courses all the way to the full suite of marketing and web services, Growth 99 has your med spa covered. No matter the challenges that you’re facing, we are ready and able to help you achieve your next level in business, profit, and freedom.

To inquire about all of our support services and products, please visit Growth99.com and while you’re there, click the university link and check out the companion course to this very podcast. Thank you and see you next time. Happy injecting!