Our #YEPS – Your Epic Podcast Story campaign has kicked off with nurse and advisor on all things cosmetic and aesthetic, Paula Young, who gets things started by sharing with us her epic podcast story! It’s A Young Thing demonstrates that also the more specific podcast topics can gain mainstream popularity with listeners and even get you recognized in unexpected places!
How did the idea of starting a podcast about such an interesting topic come to mind? What’s the story behind it?
My husband and I run 2 medical spas. Over the past 14 years, we found most people have the same misunderstandings and misconceptions about aesthetic procedures. With social media stars being more open with their procedures, there’s been a huge spike in interest. The problem is, most people are misinformed. I started my podcast to help educate people on the procedures, what to watch out for, who’s a good candidate, and who’s not. I embedded these episodes on our website. Whether people choose to come to us or not for their procedure, at least they can make a more educated decision.
You work as a Registered Nurse, Certified Laser Operator/Aesthetics in a Medical Spa, how did becoming a podcaster change your job?
It changed my job quite a bit. I have moved more into a marketing and public relations role now. Our podcast has become quite popular and has been picked up as the official podcast of The Plastic Surgery Network on Apple TV. It’s also available on many other audio apps as well. The exposure on the PSN is enabling me to interview physicians all across the country who do some amazing procedures, many of which we do not offer in our practice. So with that, I’m able to offer my audience an endless forum for all cosmetic and aesthetic procedures with industry experts.
When it comes to the market of aesthetics, the target audience is very specific, we imagine it to be adults who are 40 plus and with a leaning towards women? Is this your real target listener? If so, how do you monetize your podcast taking into consideration this target audience?
No, not at all! My audience is of all ages. As I said before, social media influence has increased the amount of cosmetic procedures being performed. Think about someone like Kylie Jenner who famously advertised her lip injections. This spiked a huge increase in people wanting to have fuller lips. Not just women, but younger girls and men too. It raises awareness of the procedures we offer so much so that people go out and look for more information, like my podcast. My podcast is primarily funded by our practice, but many product and equipment manufacturers will sponsor an episode or two.
How do you prepare the next topics for your episodes? How do you find inspiration?
Most of my inspiration comes from what is trending in aesthetic medicine. Each year statistics come out that depict what was hot last year and what will be hot this year. I’m also fortunate enough to be Faculty with THE Aesthetic Show™ in Las Vegas which puts me in company with many famous physicians who are doing some really amazing things! I’m always inspired by them. Other inspirations come from what’s happening in social media or the news, horror stories of procedures gone wrong, what celebrity is doing what, it’s endless.
Choose one of your episodes: either the one which you feel most personally attached to or the one which took the longest to create or the one which has a particularly special memory for you. And tell us why!
That’s a tough one! I’d have to choose episode #16, “Tell Me About Male Aesthetics”. This was the first episode where I had a guest, my producer Steve. When it comes to aesthetic procedures, men are “silently” interested. What I mean is, they’re thinking about having an aesthetic procedure but aren’t that eager to schedule a consultation. So if there’s a way they can find out more information without having to go into an office and display themselves, they’re all over that. My podcast truly serves that purpose for them. I’ve found an increase in appointments after particular episodes.
Tell us one thing that you learned after starting your podcast and that you wished you knew before starting it. It could be useful advice for new wannabe podcasters that are reading this!
When I started my podcast I kind of pigeon-holed myself into one topic, aesthetic medicine. As the episodes racked up, I started to realize there was more to being your best self than just looking good. It also involved feeling good, physically, mentally and spiritually. At episode 50 I broadened my podcast to include all topics that help guide someone to be their “best self”. This opened up a whole new audience for my podcast. I think when I started, I didn’t think broad enough.
How did you start finding and growing an engaged audience?
By embedding my episodes on procedure-specific pages of my company’s website and on social media. People were curious about what we do, especially some of the more intimate types of procedures. As I interviewed some of my guests who have a large social media following, the cross promotion of the episodes on their channels helped to fuel my audience base. Then, I just started submitting my podcast to as many platforms as I could, including some video.
Which is the most interesting feedback you remember receiving from your listeners?
Last year at THE Aesthetic Show™ in Las Vegas, we were at the awards ceremony and it hadn’t started yet. And this lovely couple came up to me and they wanted a picture with me, a dentist and his wife. I looked at my husband, then looked back at them and said: “you must be mistaken, I’m not anyone famous”. And they replied “no, you are It’s A Young Thing! You’re famous in California! Everyone listens to you! We want a picture with you!”. I looked at my husband and said “Wow, I actually have fans! Who’d have thunk it?”
Have you got an interesting story behind your podcast? Think it might be something other podcasters would be interested to hear? If so, we want to know! Click here to be a part of #YEPS.