About
A business publication for a business that rarely gets one
Aesthetics Economy covers medical spas and aesthetics practices the way a trade paper covers any other industry: who is buying, what the rules are, what the research found and what it costs to run the place.
Most of what gets written for this industry is about treatments. We write about the business. Our readers own practices, manage them, or are thinking hard about opening one, and they need reporting they can use on a Monday morning.
We are independent. No manufacturer, association or software company owns us or reviews our copy. Advertising and sponsored content are labelled, and our editorial standards spell out how we keep the two apart.
What we publish
- Science. Summaries of academic papers and government and association research that bear on running an aesthetics practice. We report what a study measured and where it stops.
- Business. Industry news for owners: acquisitions, state regulation, manufacturer and device-maker moves, software and financing.
- Playbook. Practical guides on pricing, memberships, staffing, compliance and the numbers that matter in a medical spa.
We are journalists, not clinicians. Nothing we publish is medical advice, and we do not tell anyone how to treat a patient.
The staff
Dana Whitlock
Editor in Chief
Dana has covered the business side of elective medicine for most of her career and has a low tolerance for press releases dressed up as news. She edits every section and writes on state rules about who can own, supervise and work in an aesthetics practice.
Nicholas Verhoeven
Managing Editor
Nicholas runs the daily report and signs the weekly newsletter. He came to trade journalism from the finance side, which is why he reads the footnotes first. He writes about deals, device and injectable makers, and what their numbers mean for a practice with one location.
Renee Castellano
Science Editor
Renee reads the studies so owners don't have to. She reports what a paper measured, how big the sample was and where the authors say it stops. She is a journalist, not a clinician, and nothing she writes is treatment advice.
Tessa Brandt
Senior Writer, Operations
Tessa spent more than a decade on the operations side of aesthetics practices, from the front desk to running the schedule and the books, before she started writing about it. She covers pricing, memberships, pay plans and the handful of numbers an owner should look at every week.
Marcus Ellery
Staff Writer
Marcus writes about the money questions: what patients come back for, what marketing is worth and how equipment gets paid for. He splits his time between the research desk and practical guides.
Gregory Lindqvist
Director of Sales and Marketing
Gregory handles advertising, newsletter sponsorships and sponsored content. He is the person to write to if you want to reach practice owners, and he will tell you plainly whether we are a fit.
Get in touch
News tips and story ideas: [email protected]. Corrections: [email protected]. Advertising: [email protected].