Ep. 80 - Megan Brown of Athenix on Building a Digitally-Native Aesthetic Brand

07/05/23 • 37 min

Ep. 80 - Megan Brown of Athenix on Building a Digitally-Native Aesthetic Brand
What does it take to build a successful aesthetic brand in today's ever-evolving beauty industry? Join Dr. Grant Stevens as he sits down with Megan Brown, the new CMO of Athenix, to delve into a rebranding journey to explore, implement and automate proven marketing technologies and strategies.
Leveraging her legacy of success at numerous enterprises, learn how Megan plans to bring strategies from consumer packaged goods and e-commerce into play in the realm of aesthetics. And don't miss discussion of the potential benefits and pitfalls of this approach, shedding light on the opportunities it presents for forward-thinking practices.
How can entrepreneurs in the aesthetic industry start with the basics, set up robust marketing infrastructures, and establish solid communications frameworks to propel their brands forward? And what role do paid social media, influencers, and subscription aesthetics play in this digital landscape? Tune in to the latest episode of The Technology of Beauty to uncover the secrets behind building a thriving aesthetic brand.
Show Notes:
00:00 Intro
01:16 Background
11:29 What is Athenix?
13:04 Megan's plans for Athenix
14:56 Applying CPG and e-commerce models to the industry
20:12 The role of subscription aesthetics
30:25 Crystal ball
36:42 Closing words

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Previous Episode

Ep. 79 - Steve Kreider on A Laser-Powered Breakthrough: Revolutionizing Long-Term Acne Treatment

Acne might just be unmatched as an aesthetic concern for how visible and traumatizing it can be for patients. Yet truly significant improvements in acne treatments have been hard to come by. As Cutera SVP Steve Kreider notes in this interview with Dr. Grant Stevens, "I've been selling acne products for 17 years, and the standard of care hasn't fundamentally changed."
Except that Cutera itself has now changed the game with AviClear, a laser treatment that offers a safe, prescription-free solution for acne. In addition to reducing existing acne, clinical trials show that future breakout episodes are shorter, less intense, and more infrequent following the AviClear procedure. Further, acne clearance results continue to improve over time, demonstrating the long-term efficacy of this novel treatment.
Join us as Dr. Stevens explores all the details of this groundbreaking laser device, along with breaking news about a recent FDA clearance for AviClear, all on the latest episode of The Technology of Beauty.
Show Notes:
00:00 Intro
00:27 Background
06:53 Arrival at Cutera
08:50 Treating acne with light-based technology
09:47 Breaking news!
11:54 Monotherapy vs. multi-factoral treatments
13:24 Procedure description, patient comfort, recovery
16:07 Off-face? Anesthetic? Cost?
18:17 Discussion of the Cutera xeo, lasers, other devices
23:10 The future of aesthetics
Any statements or views expressed on this podcast are the opinion of the host and guest(s) respectively. The technologies and commercial products discussed herein, and any claims made in relation to these, have not been evaluated by the Technology of Beauty, its host, or producers. AviClear results may vary.

Next Episode

Ep. 81 - Jessica & Melissa of Bodify on Sculpting and Scaling: The Single Service Medspa Strategy

Sometimes success comes down to taking a unique approach. Described by Dr. Grant Stevens as a "unicorn," Bodify is nothing if not unique. In a time when aesthetic treatment options are proliferating at a dizzying rate, Bodify stands out for its hyper-focused approach on one single service — Coolsculpting.
In this episode, we hear from sisters and Bodify Co-founders Jessica Stellwagen and Melissa Mickelson. Tune in to hear the back story behind Bodify and how the power of focus led them to becoming one of the nation's leading Coolsculpting practices.
As you'll hear, niching down wasn't the only thing they did differently. In this episode Jessica and Melissa break down their top tips and takeaways for ensuring a high rate of patient satisfaction, strong word of mouth, and effective patient acquisition — including an innovative marketing tactic they were strongly advised against by their web agency that turned out to be a key growth driver.
Join Jessica, Melissa and Dr. Stevens for a closeup look at a uniquely-focused medspa model and the advantages it can unlock.
Show Notes:
00:00 Intro and Background
03:54 Origins of Bodify
04:52 "If she can make it work here, she can make it work anywhere..."
06:40 Niches lead to riches
09:20 Marketing inspired by Dr. Stevens
11:01 The website no one wanted to build
13:43 On requiring multiple CoolSculpting treatments
15:55 A "lazy by nature" growth paradigm
18:14 The market for CoolSculpting is not going away
22:13 Bodify's secret sauce
27:55 Crystal ball
30:36 Closing words