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The Contraindication: Daily Summaries Delivered
by Elly Makinson
In medical aesthetics, it’s easy to feel like you’re guessing - what actually works, what’s changing, and what no one’s saying out loud. The Contraindication brings you the conversations most people keep behind closed doors. Real insight into the business, marketing, and culture of the UK aesthetics industry - without the fluff, and without the filter. Whether you’re trying to grow, stand out, or simply keep up, this is where you get clarity.
Latest Episodes
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- 1 weeks ago13 min
Marketing Monday: The AI Diagnosed Patient
What happens when your patients arrive at their consultation with a treatment plan already diagnosed by artificial intelligence?In this episode of The Contraindication, I explore the rising trend of patients using AI tools like ChatGPT or Claude to self-diagnose and formulate their own aesthetic treatment plans before they even book a consultation. I breaks down why this shift from "Dr. Google" to "Dr. AI" is fundamentally changing the practitioner-patient dynamic, the hidden influence of Generative Engine Optimisation (GEO), and the serious clinical governance risks involved.What You’ll Discover- The Shift from Search to Authority: Why AI-generated plans give patients a false sense of certainty compared to traditional internet research, turning consultations into negotiations rather than assessments.- The Hidden Influence of GEO: How Generative Engine Optimisation is quietly shaping the recommendations AI gives to patients, favouring brands that invest in visibility over clinical superiority.- Protecting Your Practice and Patients: Three practical steps to adapt your consultation process, including how to effectively dislodge an AI-anchored plan and document your clinical reasoning to satisfy the Montgomery standard.When a patient walks in with a plan they already trust, your role as a clinician is challenged. By adjusting the first five minutes of your consultation to ask before you correct, visibly demonstrate your physical assessment, and document the deviations from their expected plan, you can reclaim your clinical authority and ensure true informed consent.If you need more support or want to dive deeper into your clinic's specific needs, you can book a Power Hour with Elly at theaestheticsmarketer.co.uk.The Contraindication is produced by Urban Podcasts.
- Aug 30, 20267 min
Marketing Monday: AI and The Aesthetic Clinic - The Stuff That Falls Through The Gaps (6/6)
Are you letting valuable leads and rebookings silently leak out of your aesthetic clinic?In this final episode of our AI mini-series, I tie everything together by exploring the hidden system gaps that cost clinics money. From missed social media enquiries to forgotten follow-ups, I share how AI can act as the connective tissue between your disconnected tools - allowing you to automate operations without losing the essential human touch in your clinical care.What You’ll Discover- Plugging the Social Media Gap: How AI agents can instantly respond to out-of-hours Instagram and WhatsApp enquiries, keeping leads warm until a human can take over.- Maximising Patient Retention: Why automated, treatment-specific follow-up sequences are the most effective way to boost your bottom line and keep clients within a cycle of care.- The Golden Rule of AI in Aesthetics: Why you should stop using AI for creative, patient-facing content and start using it to streamline your behind-the-scenes operations and compliance.Building a successful aesthetic clinic requires clinical authority, personality, and trust - things AI simply cannot replicate. By shifting your focus from using AI as a content creator to using it as an operational backbone, you can free up your time to focus on what truly matters: your patients.If you need more support or want to dive deeper into your clinic's specific needs, you can book a Power Hour with Elly at theaestheticsmarketer.co.uk.The Contraindication is produced by Urban Podcasts.
- Aug 23, 20266 min
Marketing Monday: AI and The Aesthetic Clinic - Your P&L Is a History Lesson (5/6)
Are you making crucial financial decisions for your aesthetic clinic using data that is already out of date?In this episode of The Contraindication, I share why relying on a monthly or quarterly P&L statement is like driving by looking in the rearview mirror. We dive into how clinic owners can shift from conducting a financial "post-mortem" to using real-time data and AI to spot operational bottlenecks, forecast revenue gaps, and track practitioner productivity before it impacts the bottom line.What You’ll Discover- Real-Time Financial Visibility: Why waiting four to six weeks for your accountant to process the numbers leaves you reacting to embedded problems rather than seizing current opportunities.- AI-Driven Variance Analysis and Forecasting: How automated weekly reports can flag underperforming treatments, thinning booking diaries, and refund clusters before they become reputation issues.- Provider Productivity Tracking: Using live data to monitor rebooking rates and average transaction values across multi-practitioner or multi-location clinics without it feeling like a surveillance tool.Your P&L will always be a history lesson, but the inputs that drive it are happening right now. By building a financial infrastructure around live signals, you can make faster, sharper decisions that keep your clinic ahead of the competition.If you need more support or want to dive deeper into your clinic's specific needs, you can book a Power Hour with Elly at theaestheticsmarketer.co.uk.The Contraindication is produced by Urban Podcasts.
- Aug 16, 20267 min
Marketing Monday: AI and The Aesthetic Clinic - The Consent Problem (Part 4/6)
Is a signed form in the waiting room really enough to protect your aesthetic clinic when something goes wrong?In this episode of The Contraindication, I dive into the hidden consent problem that nobody in medical aesthetics is talking about. Moving beyond basic compliance, I share why traditional consent processes fail to meet Montgomery standards and how artificial intelligence can build a robust, legally defensible audit trail for your clinic.What You’ll Discover- The Montgomery Standard Reality: Why a signature on a tablet or a generic form handed over in the waiting room fails to meet the legal definition of informed consent.- AI as a Compliance Tool: How AI scribes and personalised pre-consultation documents can capture the individualised risks, alternatives, and specific conversations required for a defensible record.- Building a Provable Audit Trail: What the upcoming UK regulatory changes mean for your clinic and how to ensure your post-treatment notes, batch numbers, and records are fully watertight.In a regulatory environment moving rapidly towards mandatory licensing, provability is everything. Building a system that documents your processes automatically isn't just about saving time - it is about protecting your practice before a complaint ever happens.If you need more support or want to dive deeper into your clinic's specific needs, you can book a Power Hour with Elly at theaestheticsmarketer.co.uk.The Contraindication is produced by Urban Podcasts.
- Aug 9, 20266 min
Marketing Monday: AI and The Aesthetic Clinic (Part 3/6)
Are you treating compliance as a once-a-year headache rather than a live, continuous system for your aesthetics clinic?In this episode of The Contraindication, I explore how artificial intelligence can transform your clinic's compliance from a dreaded annual task into an automated, background infrastructure. I dive into the realities of compliance drift, the upcoming UK aesthetics licensing framework, and how AI can spot the gaps before the regulators do.What You’ll Discover- Spotting Documentation Gaps: How AI can cross-reference your consent forms, treatment protocols, and staff records to flag inconsistencies and outdated references automatically.- Automated Credential Tracking: Using AI to monitor varying renewal dates for indemnity insurance, prescribing registrations, and CPD requirements so you never miss a deadline.- Preventing Protocol Drift: Ensuring quality governance across multi-practitioner clinics by using AI to surface inconsistencies in how treatments are documented against your defined protocols.Compliance is not just an annual event - it is an essential infrastructure. By leveraging AI to maintain visibility over your clinic's daily operations, you can ensure you are always audit-ready, insurance-ready, and fully prepared for mandatory licensing.Learn more at theaestheticsmarketer.co.uk and on Instagram.The Contraindication is produced by Urban Podcasts.
- Aug 2, 20268 min
Marketing Monday: AI and The Aesthetic Clinic (Part 2/6)
Are you unknowingly crossing the line where artificial intelligence stops being a helpful tool and starts becoming a serious legal liability for your aesthetic clinic?In this episode of The Contraindication, I dive into the high-stakes reality of using AI in medical aesthetics. Moving beyond the generic content trap, I share the critical clinical line where patient safety, medical records, and treatment outcomes intersect with AI tools.What You’ll Discover- Patient-Facing Chatbots: Why unconfigured AI chat widgets on your website can expose you to massive liability if they attempt to answer clinical questions.- AI Clinical Note Takers: How tools like Pabau's AI Scribe can revolutionise your consultations, provided you never skip the vital step of human verification.- Treatment Simulators and Planning: Why AI-generated visualisations must be strictly framed as illustrative and why delegating treatment planning to unregulated AI is a dangerous game.AI is an incredible asset for modern clinics, but it must never be substituted for professional clinical judgement. By clearly defining where AI supports your practice and where it ends, you can protect your patients, your reputation, and your business.Learn more at theaestheticsmarketer.co.uk and on Instagram.The Contraindication is produced by Urban Podcasts.
- Jul 19, 20268 min
Marketing Monday: AI and The Aesthetic Clinic (Part 1/6)
Are you letting artificial intelligence strip the personality out of your aesthetic clinic's brand?In this episode of The Contraindication, I kick off my six-part mini-series exploring the role of AI in medical aesthetics. We dive into the "creation trap" and why relying on AI for patient-facing content is costing you trust, authority, and potentially even your compliance with advertising standards.What You’ll Discover- Detecting the AI Slop: Why patients can spot generic, AI-generated captions from a mile away and how it immediately damages their trust in your clinical authority.- Navigating Regulatory Pitfalls: How the ASA is using its own automated tools to crack down on fabricated AI before-and-after imagery that breaches CAP code rules.- Protecting Your Search Rankings: Why Google's helpful content guidelines reward real, lived clinical experience over high-volume, generic AI outputs.AI is a fantastic tool for drafting and repurposing, but it cannot replace your unique clinical voice. If your content could have been written by any clinic on the high street, it is time to put the human layer back in.Learn more at theaestheticsmarketer.co.uk and on Instagram.The Contraindication is produced by Urban Podcasts.
- Jul 12, 202610 min
Marketing Monday: Using The Summer Slowdown to Your Advantage
Every year it happens. The diary gets a little quieter. Enquiries slow down. And that familiar panic sets in.The summer slowdown is real, it's industry-wide, and it's coming regardless of what you do. What you can control is what you do with it.In this Marketing Monday I give you both sides. Three tactics to keep bookings and revenue moving through the slow months and four things to get done while the diary gives you room to breathe, so you walk into September ready rather than scrambling.What's covered:- How to reactivate lapsed patients without discounting or a mass email blast- Running a referral push at exactly the right moment in the social calendar- Reframing your treatment menu for the summer mindset not desperate, just smart- Getting your photography and video done while you actually have the time- Fixing your Google Business Profile (free, compounds, most clinics haven't touched it in months)- Building the email infrastructure that runs without you- Planning your Q4 now, before everyone else starts scrambling in SeptemberThe clinics flying in October decided in July what kind of business they wanted to be. This is the episode for that decision.Find a longer version of this episode over on my Substack.Learn more at theaestheticsmarketer.co.uk and on Instagram.The Contraindication is produced by Urban Podcasts.
About The Contraindication
In medical aesthetics, it’s easy to feel like you’re guessing - what actually works, what’s changing, and what no one’s saying out loud. The Contraindication brings you the conversations most people keep behind closed doors. Real insight into the business, marketing, and culture of the UK aesthetics industry - without the fluff, and without the filter. Whether you’re trying to grow, stand out, or simply keep up, this is where you get clarity.
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