When I first met (or rather, saw) Brandon Mullen, he was delivering a powerful talk at the AmSpa 2023 conference. His insights into the unique challenges and responsibilities of practice managers resonated with me, so I reached out to connect. We discussed the need for a dedicated community and resources for practice managers in the aesthetics industry, which ultimately led to Brandon forming the Aesthetic Practice Managers Group (APMG).
Fast forward to October 2024 when Brandon hosted the first-ever APMG Practice Managers Digital Summit—a landmark event aimed at bringing together practice managers nationwide.
Below, I share some insights from my recent interview with him, showcasing his vision and goals for the group and the summit.
Event Overview
What inspired the Aesthetic Practice Managers Group and this inaugural digital summit?
Brandon has attended countless in-person conferences, but he realized that the high cost and time commitment make it challenging for many to participate. He envisioned a virtual event that could reach more people at a lower cost, providing valuable information without the hassle of travel. The goal was to create something accessible, where practice managers everywhere could gain insights and education.
“I wanted to provide impactful action steps that practice managers could easily implement. Our positions are unique, and no two practices are managed the same way. This summit was about giving managers the tools and community to not feel alone in their roles.”
Speakers and Topics
Who were some of the key speakers, and what topics did they cover?
The event featured influential speakers from various disciplines:
- Tiphany Hall, CGO of Aesthetic Record: Spoke on strategic marketing for practices.
- Brandon and Antony Kamel from Frier Levitt Attorney Group: Covered critical legal considerations in the aesthetics business.
- Dan Simard and Nick Liguori from Liguori Accounting: Discussed key performance indicators (KPIs) for aesthetic practice managers.
A memorable highlight was the accounting session. According to Brandon,
“The Ligouri Group is one of the first accounting firms that truly understands the nuances of aesthetics. Their insights on financial strategy and KPIs were crucial for our attendees.”
Audience and Engagement
What was the turnout like, and what kind of feedback have you received?
As a seasoned virtual facilitator, Brandon aimed for an intimate, interactive experience with 20 attendees. He emphasized a personalized atmosphere where everyone felt seen and heard. This approach paid off, as participants appreciated the close-knit environment. Feedback has been overwhelmingly positive, with attendees expressing the value they gained from the tailored content.
What recurring themes or concerns emerged among attendees?
“Recurring questions and themes that I see are in regards to formalization of HR processes (SOP’s, pay structures, and staff acquisition), marketing strategy, and technology optimization. As the popularity of (primarily solo owned) med spas has risen over the past five years, many vendors and options have come into the space. Finding what the best fit is for each practice is the challenge and one of the gaps I hope to solve with creating APMG.”
Importance of a Dedicated Practice Managers Group
Why is it crucial to have a group exclusively for practice managers?
Being a practice manager in the medspa industry can be isolating, especially given the diversity of roles and lack of a formal guidebook for the position. Brandon shared that for type-A personalities, like himself, it’s reassuring to know others face similar challenges and to gain clarity about what works best in practice management.
“Having a connection with others is paramount. It eases imposter syndrome and gives managers the confidence that they’re not alone in their unique roles.”
Future Plans and Next Steps
Will this summit become an annual event, or do you have other plans for the future?
Brandon is already planning the next APMG Virtual Assembly for February 10th, 2025, with a longer, single-day format packed with valuable content and engaging speakers. He envisions APMG growing as a supportive resource, meeting bi-monthly to address evolving challenges. Through member feedback, he continually seeks to innovate and add trusted partners, or “Aesthetic Allies,” who offer products and services to streamline practice operations.
Vision for the Aesthetic Practice Managers Group
What role do you see for practice managers in medspas, and how will APMG impact the industry?
Brandon believes that, with the right guidance and resources, practice managers can have a profound impact on the operational success of medspas.
“I feel that, with the proper guidance and knowledge, practice managers can play a key role in the daily operational functions of med spas. Having increased knowledge and skills and help deepen their impact in their practices, whether they start to dive deeper into financials or help develop the new found sense of marketing ideas and feedback they were too shy to share previously.”
A Message to Aspiring Members
What would you say to those who haven’t joined APMG yet or couldn’t attend the summit?
Brandon’s message is simple: “Join APMG!” The group provides a valuable platform for sharing experiences, asking questions, and gaining actionable insights. For anyone navigating the complex world of practice management in aesthetics, APMG offers the support, resources, and community needed to thrive.
Personal Reflections
What was the most rewarding part of organizing the summit?
For Brandon, the most rewarding aspect was the enthusiastic feedback from attendees who found the content immediately valuable. Seeing his vision come to life and knowing it positively impacted so many people confirmed that APMG is fulfilling a much-needed role in the aesthetics industry.
Looking Forward
As APMG grows, Brandon hopes to continue empowering practice managers, helping them become leaders within their medspas. His journey from an inspired conversation to a fully realized virtual summit demonstrates his dedication to creating a space where practice managers can learn, grow, and connect.
Through initiatives like the Practice Managers Digital Summit, APMG is setting a new standard for support and resources in the aesthetics field. Stay tuned for more from Brandon and APMG as they continue to build a thriving community of practice managers shaping the future of medspa management.
About Brandon Mullen
With over 20 years of healthcare experience, Brandon Mullen is a board-certified registered nurse and an accomplished aesthetic practice manager and consultant. He holds a Bachelor’s in Nursing Science and currently serves as the fractional Aesthetic Practice Manager at Aiyana Atelier Studios in Virginia, where he leads client experience, marketing, IT, and process improvement efforts.
Brandon’s commitment to knowledge-sharing is evident in his roles as a faculty member for the American Med Spa Association and Aesthetic Next conferences, as well as a co-founder of the Aesthetics Injector Gang Podcast. As the founder of the Aesthetic Practice Management Group (#APMG), he leads a virtual mastermind community that connects and empowers practice managers nationwide.
Connect with Brandon:
Visit APMG website
Shannon Hayes
Founder. Editor in Chief, Medspa Mastery
Contact Shannon at shannon@vitalityventuresgroup.com if you would like to be featured in Medspa Mastery.
