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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Live from The Aesthetic Meet 2026 in Boston, Max Baybak welcomes Ben Wolber, Founder and CEO of Illume, for a conversation about analytics, accountability, and operational excellence in aesthetic practices. As practices adopt more technology than ever before, Ben explains why visibility into business performance has become a critical competitive advantage.

The discussion explores how practices can connect information from EMRs, CRMs, payroll systems, accounting software, and other business tools to gain a clearer understanding of performance. Ben shares how role-based reporting, provider scorecards, benchmarking, and automated performance tracking can help teams stay aligned while creating more opportunities for coaching and growth.

Max and Ben also dive into common mistakes practices make when approaching analytics, including tracking too many metrics at once and failing to create actionable insights from available data. Their conversation highlights how successful organizations focus on the information that drives decisions rather than collecting data for its own sake.

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Live from The Aesthetic Meet 2026 in Boston, Max Baybak welcomes Izhak Musli for a conversation about retention, loyalty, and the future of patient engagement. As the founder of Get Kudos AI and a veteran of the healthcare technology space, Izhak has spent years helping practices understand their data, optimize operations, and improve patient experiences.

In this episode, he shares why retention may be the most underappreciated growth lever in aesthetics. From understanding patient satisfaction to building stronger referral networks and loyalty programs, Izhak explains how practices can generate meaningful growth without necessarily increasing their marketing budgets.

The discussion also dives into the role of AI-powered sentiment analysis, personalized communication, review generation, and patient advocacy. Max and Izhak explore how practices can use technology to better understand what patients are actually experiencing, and how those insights can translate into stronger relationships and higher lifetime value.

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Live from The Aesthetic Meet 2026 in Boston, Erica Crawford welcomes Dr. Jonathan Kaplan for a conversation about the technologies, treatments, and trends reshaping patient care. As both a practicing plastic surgeon and the founder of DrWell, Dr. Kaplan brings a unique perspective on the intersection of aesthetics, wellness, telehealth, and healthcare technology.

Dr. Kaplan and Erica unpack the ongoing evolution of GLP-1 medications, the regulatory landscape surrounding compounding pharmacies, and the growing role of personalized wellness therapies. Dr. Kaplan also shares his thoughts on peptides, patient education, long-term treatment strategies, and why many of today's most important healthcare innovations are only beginning to reveal their full potential.

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Erica Crawford sits down with Dr. Kouros Azar, a Thousand Oaks plastic surgeon known for his expertise in facial rejuvenation, to discuss the intersection of specialization, innovation, and work-life balance. Together, they explore how intentional practice design can create better outcomes for both patients and providers.

Dr. Azar shares how focusing on high-value procedures, prioritizing quality over volume, and continually investing in new technologies have shaped his approach to practice growth. He explains why creating exceptional patient experiences often requires adding value beyond the procedure itself and how innovation continues to play an important role in maintaining high standards of care.

The conversation also explores the growing influence of AI in healthcare marketing and patient decision-making. Dr. Azar and Erica discuss how specialization is becoming increasingly important in an AI-driven world, why platforms are rewarding expertise, and how practices can position themselves for long-term success as technology continues to evolve.

Most importantly, Dr. Azar offers an honest perspective on balancing the demands of a surgical career with family life, demonstrating how building the right practice can create the freedom to succeed professionally while remaining present for the people who matter most.

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Recorded live at The Aesthetic Meet 2026 in Boston, Max Baybak sits down with Spencer Lynch, Lead Social Ads Manager at Influx Marketing, to discuss the rapidly evolving world of Meta advertising and what aesthetic practices need to understand to stay ahead. From recent algorithm changes to the growing role of AI-driven ad delivery, Spencer explains why successful marketing still comes down to understanding people, building trust, and delivering the right message at the right time.

They explore how Meta's advertising platform has shifted away from traditional audience targeting and toward creative-driven performance. Spencer shares why practices should focus less on chasing attribution metrics and more on understanding the patient journey, creating content for different stages of the decision-making process, and developing campaigns that build awareness long before a patient books a consultation.

The conversation also covers common mistakes aesthetic practices make with paid advertising, the difference between destination and gateway procedures, how email acquisition can outperform direct conversion campaigns, and why storytelling often produces stronger results than promotional offers alone.

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