About this episode
Chloe McGrath, founder and director of The Aesthetic Collective in Sydney, joins us to explore how cosmetic clinics should market and brand themselves in 2026. She shares her background in aesthetics and why her agency works only within the sector, prioritising compliance and close alignment with the regulators.
We discuss common misconceptions, including the belief that clinical skills alone build a successful clinic, and the serious risk of regulatory breaches when using a non-aesthetic marketing agency.
We also cover key growth drivers: the limits of word-of-mouth, the many touchpoints patients need before booking, and the challenge of tracking attribution. Chloe outlines practical, capacity-based strategies for solo injectors versus scaling clinics, and why well-targeted Meta ads can be cost-effective.
What you'll learn
- Why conservative, compliant marketing wins
- What happens when clinic marketing goes wrong
- The limits of word-of-mouth and the 7 to 10 touchpoints before booking
- Brand foundations: identity, values and target patient
- Capacity-based marketing for solo injectors versus scaling clinics
- Keeping your brand consistent across every touchpoint
Topics
- Marketing
- Branding
- Compliance
- Meta ads
- Patient journey
- Clinic growth
- Australia
Full transcript
The full transcript for this episode is coming soon.