If you’ve ever stared at your Instagram feed wondering whether any of it is actually working or found yourself doing a trending dance you hate just because everyone else is, this episode is for you.
Dr. Tiphany sits down with two of the most sought-after social media strategists in the aesthetics space: Mary Robb, CEO of Social Practice, and Lauren Taylor DeJohn, CEO of The Limited Agency. Together, they pull back the curtain on what actually moves the needle for aesthetic practices online, and what’s just noise.
Between them, Mary and Lauren have worked with hundreds of providers across the country, built thriving agencies entirely within the aesthetics niche, and watched the social media landscape transform from a follower-chasing game into something far more nuanced, and far more powerful when done right. This conversation is part strategy session, part reality check, and part permission slip to stop doing things that don’t work.
What You’ll Learn:
• Personal brand vs. clinic page: Why these are two completely separate engines that do different things, why you don’t necessarily need both, and how to know which one to prioritize based on where you want your business to go
• The influencer pressure trap: Why not every practitioner needs to be an influencer, why chasing follower counts is the wrong goal, and what actually matters more than how many people follow you
• Followers vs. views: Why follower count has become one of the most overrated metrics in social media, what KPIs actually matter right now, and why 2,000 truly engaged local followers will outperform 20,000 passive ones every time
• The messy middle: The multi-touch journey a potential patient takes between discovering you and booking an appointment, and why having as many digital touchpoints as possible along that path is more important than any single viral post
• TikTok- the real conversation: Why TikTok is a powerful discovery and personal branding tool but may not be the patient acquisition engine for every practice, who it works best for, and why consistency is non-negotiable if you’re going to use it at all.
• Influencer partnerships done right: How to vet a micro-influencer, why a 12-month minimum commitment and a proper contract are non-negotiables, the importance of a non-compete clause, and where these partnerships most commonly fall apart
• Content days that actually work: How both agencies plan and execute on-site content days (down to the hour) so practices walk away with six months of content from two days of filming, and why showing up without a plan is the biggest waste of everyone’s time
• AI as a creative partner, not a ghostwriter: How to use Claude and ChatGPT for ideation without sounding robotic, why uploading your voice as a prompt changes everything, the Whisper Flow hack for capturing your ideas in your own words, and what AI should never be allowed to replace
• Building your brand before you build your feed: Why getting crystal clear on your mission, values, target patient, and content pillars before posting a single thing will save you from a painful rebrand down the road
Quoteworthy Moments:
“My hot take is that not every practitioner needs to be an influencer. People feel like they aren’t going to have a successful business if they don’t have 40,000 followers. But I don’t think it’s a necessary evil. A loyal, truly engaged community of 2,000 people? That’s 2,000 patients who love you. You’ve struck absolute gold.” — Lauren
“The more that you show up, show your culture, and show what you’re up to, you’re going to attract your people—patients and employees. That’s how we get most of our employees at Social Practice.” — Mary
Connect with Our Guests:
Mary: Social Practice Instagram & TikTok: @socialpracticeus
Website: social-practicetx.com
LT: The Limited Agency Instagram & TikTok: @thelimitedagency
Website: thelimitedagency.co
Personal: @laurentaylordejohn
Both will be at Aesthetic Next — come say hi!