Max Baybak sits down with Josh Suchanek of Skytale Group for a conversation about one of the biggest challenges facing growing practices: marketing leadership. While many organizations have agencies, vendors, and internal coordinators helping execute marketing efforts, Josh explains why successful growth often depends on having someone responsible for aligning all of those moving pieces into a cohesive strategy.

Throughout the discussion, Josh shares insights from his work as a fractional CMO, helping aesthetic practices evaluate their marketing efforts, identify gaps, and build plans that actually support broader business goals. He explains why marketing problems aren't always caused by bad vendors, why changing agencies isn't always the answer, and how many practices can unlock better results simply by improving alignment and communication.

Max and Josh also dive into emerging marketing trends, including AI search, Reddit, online authority, and how providers can build visibility in a changing digital landscape. Along the way, they explore why thoughtful strategy still matters more than chasing the latest tactic and why the best marketing programs are often built around collaboration rather than constant reinvention.

If you've ever wondered whether your marketing is truly working—or if all the pieces are actually working together—this episode offers a refreshingly practical perspective on how practices can grow more intentionally.

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Live from The Aesthetic Meet 2026 in Boston, Erica Crawford welcomes Vahe Tirakyan of MD Logica for an unscripted conversation about the technologies changing the way practices market, communicate, and connect with patients. What starts as a discussion about ChatGPT quickly expands into a broader exploration of AI search, social media, online reputation, patient education, and the future of digital marketing.

Throughout the episode, Erica and Vahe share their perspectives on AI-generated content, emerging advertising opportunities, evolving search behavior, and the growing influence of platforms like YouTube, Reddit, and RealSelf. They discuss why traditional marketing fundamentals still matter and how practices can stay visible in an increasingly AI-driven world.

The conversation also tackles some of AI's biggest limitations, including inaccurate information, overreliance on automation, and the potential impact on critical thinking and patient expectations. With both humor and honesty, Erica and Vahe examine what healthcare providers should embrace, and what they should approach with caution.

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Live from The Aesthetic Meet 2026 in Boston, Max Baybak welcomes Dean Bakes, Co-Founder of Riviera, for a discussion about artificial intelligence, automation, and the future of practice operations. As healthcare businesses face increasing complexity, Dean shares his perspective on how AI can help practices move beyond traditional software tools and create more efficient systems for managing growth.

Dean explains why many practices are overwhelmed by disconnected systems and how the next generation of software may help eliminate manual processes while improving patient experiences and business performance.

Max and Dean also discuss lead management, communication workflows, revenue optimization, and the role AI will play in helping practices focus less on administration and more on patient care. Their discussion provides a practical framework for understanding both the promise and realities of AI adoption in healthcare.

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