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Izzy Gannon

@izzygannon

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Built a Skin Clinic. Now I Help Others Grow Theirs ✨
Marketing & Strategy for Skin & Aesthetic Clinics
Founder @iyge_consultancy @fixationskincare

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The marketing that got YOU fully booked isn’t necessarily going to get your TEAM fully booked. 👀

And this is one of the biggest shifts I had to make when growing my own skin clinic.

When you’re a solo practitioner, so much of your marketing naturally revolves around you.

Your face. Your expertise. Your results. Your personality. The relationships you’ve spent years building with your clients.

And it works!

But then you hire your first therapist. Maybe your second. Suddenly you’ve got more treatment rooms, more appointments available and more salaries to pay.

Yet you’re still the face of every Instagram post, every client testimonial and every treatment result.

And then you wonder why everyone still wants to book with you. 😂

Your marketing has to evolve from selling YOU to selling the clinic and the team behind it.

That means introducing your therapists properly, showcasing their expertise, sharing their results, building their credibility and giving clients a reason to feel just as confident booking with them.

It also means using your existing client database to help build those relationships, rather than relying entirely on attracting new clients.

Because hiring another therapist gives your clinic more capacity.

Marketing your team properly is what helps create the demand to fill it.

And ultimately, the goal is to build a skin or aesthetics clinic that clients trust because of the entire team - not just because of the person who founded it.

Clinic owners, have you found this transition difficult as you’ve grown your team? 👇🏼 by @izzygannon

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11 hours ago

The Biggest Thing Owning A Skin Clinic Taught Me About Marketing 👀

One of the biggest things owning a clinic has taught me is that marketing is never just Instagram.

Social media, email marketing, your website, Google, paid ads, your booking journey, your database, they all feed into each other.

You can have amazing social media, but if someone clicks through to a website that doesn’t convert, you’ve lost them.

Or thousands of people sitting in your database while all your attention goes into finding new ones.

I’ve learned to look at the whole journey, rather than judging each marketing channel in isolation.

“We need more bookings” sounds like a marketing problem.
But why do you need more bookings?

Is one therapist quiet? Is a particular treatment underperforming? Are you getting enquiries that aren’t converting? Are existing clients not rebooking? Do people simply not know you offer something?

Those are completely different problems and I’d approach the marketing for each of them completely differently.

Before deciding what marketing you need to do, you need to understand what you’re actually trying to change.

I think this is one of the biggest traps clinics fall into.

The diary looks healthy, so marketing takes a back seat.

Then suddenly there are gaps and it’s PANIC post more, send an offer, discount something, boost a post.

I’ve learned that marketing works far better when it’s consistent.

You should be building awareness, nurturing your database, showcasing your team and creating demand before you desperately need the bookings.

Marketing shouldn’t be the emergency button you press when the diary gets quiet.

It should be happening when you’re busy too. by @izzygannon

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2 days ago

There comes a point where doing your own marketing stops saving you money… and starts costing your clinic growth. 👀

And I say this as someone who built the marketing for my own skin clinic from the ground up.

When I first opened my business, I did EVERYTHING myself.

As well as running a fully booked column.. I was on social media, content creation, emails, website updates, Google… you name it. 😂

And for that stage of the business, it worked.

But as the clinic grew, so did the demands on our marketing.

More therapists meant more diaries to fill. More treatments meant more services to promote. Bigger overheads meant we needed more consistent bookings and revenue.

Suddenly, marketing wasn’t just about posting a few times a week on Instagram.

It was about having a proper strategy across social media, email marketing, paid advertising, our website, Google presence, client retention and the entire booking journey.

And I think this is where SO many skin and aesthetics clinic owners find themselves.

You’ve grown the business, but you’re still trying to squeeze the marketing in between treating clients, managing staff and running everything else.

There’s absolutely nothing wrong with doing your own marketing. But there comes a point where your time is better spent growing the business than trying to do every part of it yourself.

And sometimes, the next stage of growth isn’t about working harder.

It’s about recognising what you no longer need to do alone. 🤍

Clinic owners.. are you still managing all of your own marketing, or have you started outsourcing? 👇🏼 by @izzygannon

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4 days ago

She got the soft glam memo @amua.dxb 🤌🏼✨

This salon is girls world heaven @prettywow.ae 🎀☁️✨ taken in Pretty_WOW by @izzygannon

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7 days ago

🐆🐆🐆 taken in Shimmers, Mina Al Salam, Madinat Jumeirah by @izzygannon

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11 days ago

8 Things I’ve Learned From 8 Years Of Owning A Skin Clinic 👀✨

For years, this was exactly what I was working towards. A full column, loyal clients and barely any gaps felt like the ultimate sign that the clinic was doing well.

But eventually I realised my own diary had a ceiling.

If the only way the business could grow was for me to personally do more treatments, add more hours or squeeze in another client, I hadn’t really built something scalable.

My definition of a successful clinic looks VERY different now.

I used to get SO excited about hitting a new revenue milestone and don’t get me wrong, I still love seeing the topline grow. 😂

But the money coming in isn’t the money that then sits straight in your bank.

Wages, VAT, rent, stock, device finance, software, marketing, merchant fees, consumables… it adds up very quickly.

These days, I’m far more interested in what it cost us to generate that revenue and how financially healthy the business actually is underneath the exciting number.

I definitely underestimated this when I first started growing a team.
You hire another therapist and suddenly you’ve doubled the number of appointments available… but you haven’t automatically doubled the number of people wanting to book them.

That’s where the marketing has to change.

Because adding someone to the team gives the business the capacity to grow.

Creating enough demand to fill that capacity is a completely different job.

For a long time, whenever I thought about growing the clinic, my brain automatically went to:

How do we get more new clients?

Now I look much more closely at the people we’ve already got.

Are they rebooking?
Are they coming back regularly?
Do they know what else we offer?
Are we staying in touch with them? Are they recommending us?

Sometimes the biggest growth opportunity isn’t finding another 100 people.

It’s doing a much better job with the hundreds you’ve already got.

This industry makes it VERY easy to convince yourself that the next machine, product range or treatment is going to be the thing that takes your clinic to the next level.

I’ve definitely been guilty of it. 😂

Now, before adding something new, I’d ask whether by @izzygannon

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6 days ago

If your clinic is quiet, posting more on Instagram isn’t automatically going to fix it. 👀

And yes… I’m saying that as someone who owns a marketing business..

Because before I start thinking about what content we need to create, I want to understand why the bookings aren’t there.

Are you not getting enough enquiries?

Are people enquiring but not converting?

Are new clients coming once and never rebooking?

Is your diary full while your team has gaps?

Are you sitting on a database of clients you haven’t spoken to in months?

Is your website getting traffic but not bookings?

Or is there a treatment you want to grow that nobody really knows you offer?

Those are completely different problems - so they shouldn’t all have the same marketing solution.

Sometimes we need social media.

Sometimes we need email marketing, paid advertising, a better website or Google presence.

Sometimes the opportunity is already sitting in your existing client database.

And sometimes we need to look at the entire client journey before spending another penny trying to get more people through the door.

Good marketing isn’t about doing more marketing.

It’s understanding the business well enough to know what marketing it actually needs. by @izzygannon

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8 days ago

Things I’d Do Differently If I Was Growing My Skin Clinic Business Again… 💭✨

I definitely underestimated this in the beginning. We put so much energy into growing on social media, but your database is an audience you actually own. These are people who already know your clinic, have enquired, booked or shown interest and it becomes incredibly valuable as you grow.

In the early days, I knew what was coming into the business, but I didn’t always understand the story behind the numbers. Revenue, profit, treatment performance, team utilisation, client retention, they all tell you something different. The sooner you understand them, the easier it becomes to make decisions based on facts rather than how busy the clinic feels.

When you’re growing, it’s so tempting to keep adding treatments because you don’t want to miss an opportunity. But more treatments don’t necessarily equal more growth. I’d have become much more intentional, much sooner, about what we wanted Fixation to be known for and what we were actually trying to grow.

At the beginning, Fixation naturally revolved around me. I was treating the clients, creating the content and building those relationships. But once you start growing a team, you realise the business needs people to trust the clinic, not just the founder. That’s something I’d start working on much earlier.

For a long time, I relied heavily on organic growth and word of mouth because it was working. Looking back, I would have tested paid advertising much earlier instead of waiting until we were more established. When you’ve got a treatment that converts and the foundations are right, paid ads can help you reach people far beyond your existing audience.

Probably one of the biggest lessons. When you’ve built something from nothing, handing over responsibility can feel really uncomfortable because nobody cares about the business quite like you do. But eventually, trying to do everything yourself becomes the thing that holds the business back. by @izzygannon

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8 days ago

Before I touched your Instagram, I’d want to understand your business 👀

Social media absolutely matters but it’s one part of a much bigger picture.

When I look at the marketing of a skin or aesthetics clinic, I want to understand the business first.

Where is the revenue actually coming from?
Where is there unused capacity?
Which treatments have room to grow?
Are clients coming back?
Are you actually using your database?
Is your website converting?
And how easy is it for someone to actually book?

Because sometimes the answer isn’t “we need to post more.”

You might already have plenty of attention. The opportunity could be sitting in your existing client base, your team’s diaries, your website or a treatment you’re simply not marketing enough.

That’s the difference between creating content and having an actual marketing strategy.

Instagram is part of it. It shouldn’t be it.

And that’s probably one of the biggest things owning and growing my own clinic has taught me about marketing one properly. taken in Dubai, United Arab Emirates by @izzygannon

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12 days ago

Looking back, signing a personal guarantee on an £80,000 machine without doing enough due diligence was WILD 🫠😂

But at the time? I was excited.

I could see the potential, I believed in the treatment and I was thinking about how much revenue the machine could generate, rather than properly interrogating everything that needed to happen for it to actually make commercial sense.

And I think this is incredibly easy to do in the skin and aesthetics industry.

We’re constantly being introduced to new devices, technologies and treatments, with impressive numbers attached to what they could generate for our clinics.

Nearly 8 years into owning a skin clinic, I look at those decisions very differently.

What’s the monthly commitment?
How many treatments do we need to sell to cover it?
What are the ongoing costs?
What demand already exists?
What can we realistically charge?
Who are we competing with locally?
And most importantly… How are we actually going to market it?

Because buying an £80,000 machine doesn’t automatically create £80,000 worth of demand.

Would I make a big investment in the clinic again? Absolutely.

Would I do my due diligence VERY differently? 100% by @izzygannon

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10 days ago

Season 3 🇦🇪 by @izzygannon

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a month ago

Things We’re Leaving In 2026: Skin Clinic Owner Edition ✨

I’ve definitely been guilty of looking at a quieter week and immediately thinking we need to DO something. But a few gaps in the diary don’t automatically mean something is wrong. Look at the bigger picture before knocking 20% off everything.

This was a big shift for me. When you’ve spent years building your own client base, being fully booked feels like success. But once you have a team, the question becomes less about how busy you are and more about how well the clinic is performing as a whole.

Something I’d approach very differently now. Adding another therapist gives you more capacity, but it doesn’t automatically create the demand to fill it. I’d have the marketing plan in place before they walked through the door.

In this industry, it’s very easy to get distracted by the next device or treatment. But I’ve learned to ask: are we actually maximising what we already have? Sometimes the growth opportunity is already sitting in your clinic, it just needs marketing properly.

Social media is important but it’s one piece of a much bigger puzzle. Some of the biggest opportunities I see in clinics are sitting in their database, website, Google presence, booking journey and client retention. More posting isn’t always the answer.

I used to think a bigger treatment menu meant more opportunities to sell. Now I’d rather be really intentional about what we’re pushing, who it’s for and why someone should book it. If everything is the priority, nothing really is.

This is probably one of the hardest transitions when you’ve built the clinic around yourself. Clients trust you because that’s who they’ve seen for years. Growing means intentionally building that same trust around your team, otherwise you just end up with a bigger clinic and the same dependency on you.

We spend so much time thinking about how to attract new clients that it’s easy to forget about the people who already know us. Your database is one of the most valuable marketing assets in your clinic and I definitely wish I’d understood that sooner.

Better marketing. Stronger teams. More intentional growth. And businesses that don’t rely on us perso taken in Fixation Skincare by @izzygannon

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12 days ago