Creating Aesthetic Podcasts

D is for drive If you’ve got this far, you’re clearly a driven person, and that’s good. In my talks I refer to your BIG VISION. What I mean is, what is the end goal? Is it having a clinic in a particular location? Having a certain number of patients? Winning an award? Running a business is incredibly rewarding but incredibly challenging, and there are lots of small, humdrum tasks that have to be carried out day to day. Taking out the bins, phoning the plumber, writing copy for a new advert to run on social media – these are tasks that by themselves are often boring, repetitive and uninspiring. But, of course, they still have to be done! Do you have that big vision in mind all the time? There has to be an inspiring goal, something that makes you get up in the morning and face the challenges, because there will be many. In my opinion, if you have a significant goal in mind, the setbacks are just obstacles in the road. Obstacles can be overcome with persistence and help. So, building your vision and making it clear in your mind is a critical component in building a successful business. That’s how you find the motivation to tick off the little steps in your todo list that take you to the top of the mountain.

E is for continued education To take a career in aesthetics seriously and to maintain a high standard of practice, you need to arm yourself with as much information and knowledge as possible and continue to do this over your career. A one-day course alone will not be sufficient. An education plan for the long term needs to be created, developed, re-written as necessary and adhered to if any kind of success is to be achieved. It is worth considering whether you have such a plan in place and, if not, what the likely long term success of your business is likely to be. You should regularly attend conferences and webinars, as well as reading journals where the latest techniques and equipment are discussed. Aesthetics is a rapidly moving field, and those that don’t keep up will not last long. The ‘experts’ are the ones who understand that we never stop learning.

F is for financial sense You may already be a business owner, or have experience in the private sector. However, most who venture into aesthetics will come from the NHS and, therefore, will have had little training in setting up a business and entirely new skills are needed to succeed. There are many business skills you will need to develop, but, in my opinion, one of the most important and easily forgotten concepts in business is if there is more money going out than coming in, your business will fail. Most medical students leave university under a cloud of debt right from the start of their working life, so it becomes normal for your finances to be out of control. In my opinion, instead of just managing your debt, you need to master elimination and prevention of debt. To keep things very simple, I suggest to go through all your monthly outgoings on your bank statement. Use a chart to categorise your spending. Be honest about where your money is going. This column has to total less than your income. If that exercise was time consuming and stressful, it’s nothing compared to squaring the accounts of your business. Doing so may be the defining moment in your deciding whether you’re cut out to run a business. If need be, get some expert advice on financial planning.

G is for guidance It is common knowledge that when receiving support, a person makes much more rapid progress than alone. One of the biggest factors that took me to the next level was the decision to have both clinical and business mentors during my career. When you choose a mentor, you’re putting your trust into someone of greater experience, wisdom and success than yourself. For experienced medical professionals, it can be hard to accept that someone is better than you and even harder to hear someone tell you that you need to improve. But this is exactly what you need if you want to make your business a success and outlast your competitors. By taking on board the wisdom and guidance of someone with many more years of experience, you can see your practice leap forward, whereas before you could only take small steps. A mentor can also help you see the long-term view, whereas you may be only trying to get through the month. Mentors can also open up opportunities for development and qualifications that may never have occurred to you. Finding a good mentor takes time. Not everyone will ‘gel’ with your personality and some will have quite different career goals than you. Be willing to pay someone for their time and expertise if that is what is needed to accelerate your career. The most successful value their time, as you should also do. Ask locally who offers the opportunity to ‘shadow’, and even treat their patients. Ask if they are able to discuss cases with you either in person or remotely and if they will be willing to help if you’re stuck. You may seek out different guidance for different skillset, for example for financial education, business skills, and even communication skills. Every learning moment is valuable, even if you only learned how not to do something. Being a member of an industry association can also help, as they often provide mentorship opportunities.

H is for humility One of my mentors told me that one of the best skills I could develop and perfect is the skill of knowing that I will never know everything. Having a modest opinion of yourself means that you have the selfawareness to understand that you don’t know everything and you cannot be right all the time. That means you will get things wrong and you may have complaints levelled against you. You need to be able to deal with such events in a way that allows you to conduct business ethically and empathically. Over-confidence has no place in this industry. You need to know your limitations and work within them until you have gained the extra competence required. Of course, you need a level of confidence to operate, however you have to also be able to take constructive criticism. If you are unable or unwilling to cultivate a sense of humility, you should not be working in aesthetics.

Summary This article has covered the ABCs (or the A-H, if you will) of the skills required to be a successful practitioner in the field of aesthetics. It represents a ‘wish-list’ of what I wish I had known at the start of my career. Hopefully it gives a taste of what is needed to not only be competent, but to thrive in an industry where there remains a lot of mediocrity. Most businesses fail within 12 months. Be one of the few who will outlast their competitors. Disclosure: Dr Sadequr Rahman offers paid-for mentorship opportunities.

Dr Sadequr Rahman is a GP and aesthetic practitioner with clinics in Harley Street, London and Newport, South Wales. He has appeared on ITV and Channel 5 discussing aesthetic procedures, as well as written about stress and burnout in his book ‘Superdoc’. Dr Rahman regularly offers mentorship to new practitioners. Qual: MRCGP, MBBS, BSc (Hons)

Audio production specialist Ben Anderson explores how to create podcasts to establish credibility for your clinic

Driven by the change in the way people consume television programmes, which has seen a significant shift to on-demand services like Netflix, Amazon Prime and BBC iPlayer, the country’s listening habits are being transformed. Until the recent stay-at-home warnings, the number of people listening to live radio had been dropping, particularly amongst youth audiences, and this trend is expected to continue once the coronavirus crisis has passed. 1 Meanwhile, those choosing to listen to podcasts is on the rise, 2 with the latest Radio Joint Audience Research data reporting almost a quarter of 15 to 34-yearolds now listen regularly to podcasts. 3 A podcast is a set of digital audio files that are made available on the internet for people to listen to immediately or download for later use. Users can subscribe to specific podcasts on the relevant platform to ensure they receive it as soon as a new one is uploaded. The biggest brands in the world, like Jaguar Land Rover, Nike and Microsoft understand the power of branded podcasts and are releasing their own frequently but, regardless of the size of a business, podcasts are a great way to communicate your value proposition to an engaged and captive audience. Businesses now use podcasts for a variety of purposes, including sharing information about new products, company news or general information related to the sector in which they operate and even information aimed only for the ears of their employees. In a survey conducted with 300,000 podcast listeners in the US, around 63% of respondents indicated they had bought what the host had been promoting, which demonstrates the power of podcasts to positively influence the buying decisions of the audience. 4 This on-demand format reflects the growing trend amongst the public, offering your clinic an opportunity to share insights and expertise with an engaged and captive audience. Establishing credibility, authenticity and connections As an aesthetic clinic, patients are trusting you to carry out procedures safely and deliver the desired results without adverse effects, so there can be no room for error. Short, engaging, and insightful podcasts, where experts are talking passionately about the services they provide or discussing them with colleagues and even patients, can be a great way to establish credibility and authority within the field, offering insights and advice that will assure new patients they are in safe hands. Listening to you explain in person helps the audience better understand your values and the way you run the business. You become a companion voice, a source for interesting news to be listened to whilst they undertake other tasks; unlike video or reading, which requires their undivided attention. Not only will it help potential customers understand the personality and authenticity of your clinic and the people that work there, but they will feel much more comfortable and more likely to use your services if they can hear you have in-depth knowledge of the industry. This trust was supported in Edison Research’s 2017 survey of 28,964 podcast listeners, in which 33% of respondents said they viewed podcasts as ‘very trustworthy’ and 49% described them as ‘somewhat trustworthy’. 5 Your podcast is the opportunity for you to demonstrate, then share your experience and expertise to listeners. Previously, you may have relied on the written word through blogs and social media, but podcasts are a different way to show your enthusiasm for what you do that will make you stand out from your competitors. Podcasts offering information, opinion and new ideas for discussion also helps establish you and your business as a leading authority, as people come to you for regular advice. The insights you offer could also be relevant and beneficial for other practitioners, boosting your reputation in the eyes of fellow professionals and even competitors. Hearing people present sector news or discussing topics creates a strong connection with the audience. Regular listeners will recognise your voice and presentation style, hopefully finding it a pleasant experience and want to listen to more. If you’re good, there is the added benefit of your podcast being recommended to others who may be

carefully crafted questions, but about

Aesthetic podcasts available researching the topics carefully, agreeing

There are many podcasts available that aim to educate the public about aesthetic what’s to be covered, and then talking as treatments, which might be good to listen to before you produce your own. Some that though you are friends having a coffee, are currently releasing regular episodes on Apple Podcasts and/or Spotify include the not colleagues in the boardroom – this is

UK Beauty Decoded podcast with Allergan KOLs, the US podcast Aesthetic Express where the authenticity comes from. Inviting with nurse practitioner Dr Kyle Farr, the US podcast by nurse Rachel Thompson called similar respected individuals from within

Understanding Aesthetics with The Derm Diary, US podcast ask Dr. Ben with Dr Ben your business or from across your sector to

Johnson, and Australian podcast Inside Aesthetics with Dr Jake Sloane and David Segal. help create the podcasts, will only add to

Aesthetics Clinical Advisory Board member and consultant plastic surgeon Mr Adrian your credibility, and generate further trust

Richards has also recently launched a podcast titled Plastic Fantastic, alongside cofrom the audience, whilst expanding the presenter and nurse prescriber Alison Telfer. number of likely listeners. The content can cover topics such as

As well as podcasts targeted to patients, there are also podcasts available that aim to current events, changes in the sector, news educate practitioners. If this is your target audience, or if you are looking to educate your specific to your business, a discussion peers rather than your patients, have a listen to Skin Viva Training’s Aesthetics Mastery around sector-specific topics, trends or podcast, the US Aesthetic Success Podcast, or What Would Larry Do by the Clearskin legislation, but it must be interesting to

Institute of Laser Aesthetics. the target audience and delivered in short sections. To begin the podcast, a short ‘sting’ is interested in what you have to say and offer. as there are important techniques that can always a good idea as this will notify An additional benefit of a podcast is that help improve the quality of your episode. listeners that the episode is about to you can engage with your audience while If you don’t have the luxury of a quiet and begin, before the host spends the first few they are doing other things; one survey distraction-free room that improves the minutes introducing the upcoming topics suggested that 94% of 2,000 respondents acoustics of your voice, then broadcasting and talking points. This short introduction tune in to podcasts while multitasking, under blankets or sheets can help block out will give listeners the information they need including doing chores, driving, exercising any unwanted background noise. to decide whether this episode is relevant and running errands. 6 It goes without saying that all equipment to them. Meanwhile, products like the should be tested before recording starts, as Rodemaster Pro offer an all-in-one console Creating a memorable podcast this will eliminate any post-production issues. for podcast production, allowing creators to Technically speaking, a podcast is relatively add professional sound effects throughout. 7 easy to produce, requiring just a good Content is key Whilst the structure of your podcast is microphone connected to your computer A podcast may be easy enough to unique to your business, it’s best practice to make the recording and a way of editing produce, but the content is critical to the to follow a radio style template, where you the finished sound files. In terms of your success and longevity of your activity. As an raise the issue and then take time exploring equipment, you do not need to blow the aesthetic clinic, patients, and perhaps even it with your guests. This means slowly budget on the latest and greatest products, fellow practitioners, will be looking to you navigating your way through the episode, especially if you are unsure of your long-term for expert guidance and in-depth analysis taking short breaks to allow listeners to commitment to producing the podcasts. of industry issues, so it’s good to have a digest the information. 8 Start with the affordable options whilst you rough idea of the topics you’re planning Although the average podcast length is are learning the ropes – if the sound quality to discuss before getting started, with a around 43 minutes, this length of time on a is good then that’s all that matters. If you are plan that stretches for the first three to four single topic might bore the average listener, looking for a reliable brand, then I find that episodes at least. so it’s a good idea to break the topic up Rode Microphones offer a range of highIt’s not all about well-edited scripts or into smaller pieces and deliver several quality equipment at various price points, but there are various other brands available. Like your microphone, the recording software doesn’t need to be overly sophisticated and it does not require a large budget to start One survey suggested that 94% of recording clear and insightful episodes. If you have a Microsoft Office subscription, then 2,000 respondents tune in to podcasts that comes with sound recording software, which is more than enough to get started. while multitasking, including doing Alternatively, services like Zencastr can be used, which costs $20 per month for the chores, driving, exercising and professional package, offering unlimited guests and recordings, as well as access to a running errands live editing soundboard. More important than the equipment itself is how you go about producing the podcasts,

The recording software doesn’t need to be overly sophisticated and it does not require a large budget to start recording clear and insightful episodes

podcasts that revisit the subject. 9 It is useful to have a person to host or moderate the podcast. This could be the experienced clinic owner, practitioner or manager, who will feature in each podcast and may interview and interact with guest speakers. You don’t have to be funny or try hard to entertain. You just need to use your experience and imagination to deliver short bursts of interesting chat or discussion, in a professional manner, with the content tailored to your audience. And the more you do, the easier it will become. Remember to include a call to action in your podcast, usually it’s a good idea to do this at the end. You can point listeners to your website if you have more detail on a topic, like a guide or catalogue they can download, or even to enquire to make a booking. Depending on how you want your listeners to engage with you, perhaps you might want to tell then to follow your social media channels. Whatever your call to action is, try to make it consistent in each podcast.

Publishing Once you have finished recording and editing your podcast, you will need to make the podcasts available on a variety of distribution channels, such as Spotify and Apple podcasts, both of which are free to use. By publishing your episodes on different platforms, you aren’t limiting your podcast to certain audiences, as everyone has their own preference as to where they choose to access podcasts. Spotify and Apple are the most popular platforms due to their large userbase, but other services like Soundcloud can provide a suitable alternative if you find it easier. It is crucial that episodes are published either weekly, fortnightly or monthly depending on your commitment, as you need your podcast to build momentum and follow up each instalment quickly, so that subscribers do not lose interest or forget there are more coming. Once it’s published you can start promoting it to increase its exposure to a larger audience via your social media channels, website blog, e-newsletter and even send a press release to local press. If you want to talk in detail about sensitive information only for your employees, perhaps explaining strategic decisions, or current policies, a private podcast can be created, and a link emailed to specific recipients – it can be password protected if necessary.

Seeking a producer Whilst it is possible to produce a podcast on your own, professional producers will enhance the quality of the output considerably. A podcast producer will help you from the creation to the publishing of the podcast and will be able to advise you on the best channels to choose to publish your podcast. The producer is also helpful for handling the transition between different speakers on the podcast, asking questions, requesting clarification of unclear points or jargon, and ultimately editing the hours of chat into a professional and efficient podcast. Remember, if you don’t have the budget to pay for an external producer, then appointing a member of your team to fulfil this role is also fine. When it comes to finding a suitable producer, it’s always best practice to review their previous work, ensuring they have the relevant experience for your project. Producers will often have show reels of their past work, so take a closer look and see what other podcasts they have helped deliver. Each producer will have their own rate depending on their experience and demand, so it’s important to consider all the options before making a final investment and hiring someone. If you need assistance in finding a suitable candidate, then it may be worth asking your communication or marketing agency, if you have one, to do the research on your behalf. Once you are happy with your choice of producer, it’s wise to give them some general background information on your clinic and the work it does, as this will help them gain a better understanding of your business before recording begins.

Podcasts add business value Podcasts can be a uniquely spontaneous, informal and intimate medium, perfect for delivering important insight with emotion, warmth and passion for a topic. Ultimately, the podcast must be an additional means for your clinic to assure potential patients that they are in safe hands and that you have experience needed to deliver results they are looking for, which is where the personable nature of podcasts can offer added value.

Disclosure: Ben Anderson is the founder and managing director of Sound Rebel, which produces and promotes podcasts specifically for businesses.

Ben Anderson is the founder and managing director of Sound Rebel, having worked in the commercial radio industry for the last decade. He has been a breakfast show producer for Capital FM and Free Radio in Birmingham and managing editor for Capital FM in Liverpool and North Wales. He specialises in producing audio and podcasts specifically for businesses to help them inform, engage and entertain their audiences.

REFERENCES

1. Sweney, M, Is streaming killing the radio star?, The Guardian, 2019, <https://www.theguardian.com/media/2019/feb/08/isstreaming-killing-the-radio-star> 2. Podcast Insights, 2020 Podcast Stats & Facts (New Research

From Apr 2020), <https://www.podcastinsights.com/podcast-statistics/> 3. Press Gazette, RAJARs: BBC Radio 4 loses 300,000 listeners as podcast uptake increases, 2019, <https://www.pressgazette. co.uk/rajars-bbc-radio-4-loses-300000-listeners-as-podcastuptake-increases/> 4. Small Business Trends, Six reasons why your business should use podcasting, 2017, <https://smallbiztrends.com/2017/01/ benefits-of-podcasting.html> 5. Medium, Understanding public media’s most engaged podcast users, 2017, <https://medium.com/informed-and-engaged/understandingpublic-medias-most-engaged-podcast-users-bb592cd7e03e> 6. Sutton, K, Research finds branded podcasts are 22% better than

TV at engaging consumers who avoid ads, Ad Week, <https://www.adweek.com/tv-video/research-finds-brandedpodcasts-are-22-better-than-tv-at-engaging-consumers-whoavoid-ads/#> 7. Where to find sound effects and music for your podcast. <https://www.rode.com/blog/all/where-to-find-sound-effectsand-music-for-your-podcast> 8. Planning your podcast – free podcast scripts and formats. <https://www.voices.com/blog/planning-your-podcast/> 9. Duran, O, Five basic tips on how to podcast, Cision, 2019. <https://www.cision.com/us/2019/08/5-basic-tips-on-how-topodcast/>