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Spa Marketing Made Easy | Spa Business Growth
SMME #408 Authenticity and Spa Social Media Success with Dr. Sheila Barbarino, MD
00:50:21
Authenticity and Spa Social Media Success with Dr. Sheila Barbarino, MD
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- [00:00]
Daniela Warner
Are you an APA member yet? December is the last month to be a founding member of the ADDO professional association. With APA, you get free access to all of our 12 monthly masterclasses and recordings, invites to Smallpod mastermind groups that meet monthly, discounts on all offerings and live events from adoesthetics, a digital monthly magazine, and so much more. All of that for the very low price of $300 per year. And as a founding member, we guarantee that the price will never go up as long as you remain a continuous member. Go to attoesthetics.com and click on the ATTO Professional association tab to learn more and join today. Welcome to Spa Marketing Made Easy, a podcast for spa owners who want to step up their leadership and business skills and step into the role as Spa CEO. I I'm your host Daniela Warner, CEO of ATTO Aesthetics and founder of the Growth Factor Framework program where we teach, coach and guide spa owners in scaling their spas to the next level of growth and unlocking freedom in their life and their business. I'm so glad you're here. Now let's dive into the show. Hey friends, I hope you are ready for a really fun episode today. I have Dr. Sheila Barberino on the show and I actually brought her on to chat about social media and trust me, you absolutely want to follow her. Over on Instagram we've got the links below the show but this woman is everywhere in the aesthetic space. I am always seeing her speaking at conferences and finding out she's on different advisory boards and she has two very successful practices in two different states and with all of that she is also heavily involved in her own social media production. So so yes, I brought her on to talk about the creativity, the inspirational social media platform that she has created, but our conversation went into a variety of topics. It was honestly one of the most fun and refreshing interviews that I've done in a while so I'm just going to lead with that. Let me just do quick read of her bio and then we can jump right in. So Dr. Barbarino is a world renowned, award winning board certified oculofacial, plastics and full body cosmetic surgeon. She's best known for her comprehensive natural results approach to both non surgical and surgical procedures for all body and skin types. Additionally, Dr. Barbarino is known within the esthetics industry for her extensive artful expertise and mastery of non surgical modalities with fillers, threads and laser technology to help patients achieve pleasing natural looking facial and body rejuvenation. She's a world renowned lecturer, teacher and trainer at medical symposiums who focuses on cutting edge technology and new innovative techniques. She's an exceptionally sought after, key opinion leader in our industry and serves on multiple advisory boards. Published Author of over 15 peer reviewed publications and a busy surgeon with patients who travel from near and far for her expert opinion. She is definitely an incredible woman. She's obviously so accomplished and yet so down to earth. I really, really enjoyed this interview and I hope you do too. All right, Dr. Barbarino, let's get the party started.
- [03:43]
Dr. Sheila Barberino
I love it. Let's do it.
- [03:45]
Daniela Warner
Okay. You are, I do have to say, you're probably one of my favorite doctors that I've ever met. You have such a fun energy and you don't have that. You know, sometimes you meet doctors that are really good and really talented, but they just don't have that bedside manner that they don't have the fun aspect to them. And you are really talented and really good at what you do. You're smart. I've heard you talk a few times at different conferences, but you're fun and real and a mom and all of that too, kind of wrapped into one. So, um, and I think that, you know, as we go through this conversation today, people are gonna, people are gonna see that as well. And it's just really, it's refreshing, honestly.
- [04:28]
Dr. Sheila Barberino
Thank you. That's so nice. I'm like, I. I feel like we really connected when we met years ago and I'm like, I'm so happy that we're doing the podcast. It's. Your podcast has been amazing. I love it. All my friends love it, all my colleagues love it. And I continue to watch and I'm so honored to be part of the podcast today.
- [04:47]
Daniela Warner
Oh, thank you for that. So we, I want to talk about your social media and I want to talk about, I mean, because it's a thing like I love it.
- [05:01]
Dr. Sheila Barberino
I work really hard at it.
- [05:03]
Daniela Warner
I mean. And okay, so like, for those of you watching, listening right now, you need to just stop. Go to her Instagram. What is your Instagram?
- [05:14]
Dr. Sheila Barberino
Barbarino. Surgical Arts. And it's so funny because this is the worst mnemonic that you could ever come up with, but it really does work. It's bar. Like you're going to the bar for a beer twice. I n o Surgical Arts. Because people are always like, b R B. It's bar. Like you're going to the bar for a beer. I bar again, I N O Surgical Arts. And I would appreciate you guys to follow me that Would be awesome.
- [05:37]
Daniela Warner
We're going to link it up under here, but when you go there, scroll down a little bit and look for the hula hoop one.
- [05:45]
Dr. Sheila Barberino
Oh, my God.
- [05:47]
Daniela Warner
I was like, you're a woman of many talents.
- [05:51]
Dr. Sheila Barberino
I'm one of those people that give me a challenge and I'm like, could I do that? And I'm like, whoa, I don't. And then I'm like, maybe it's like.
- [06:01]
Daniela Warner
A push up hula hoop. You're like standing in an injector chair, leaning on the cabinet, hula hooping. And what I love about, I mean, you, your social, when you go to it, social's supposed to be entertaining, engaging. It's supposed to communicate your brand values and kind of the personality that someone is coming into. And also, like, you are a plastic surgeon, right? You're doing surgical things, which is scary for a lot of.
- [06:35]
Dr. Sheila Barberino
I'm not hula hooping when I do that. But yes, yes, I operate every single week. And you know, it's, I think like you said, it's a creative, fun outlet for me. Like I said that particular hula boon. I'm scrolling on TikTok or Instagram, I'm not sure for like two seconds. And I'm like, oh my God, is that guy. I mean, that is. How does he. Oh my God, can he. How does he do that? Like he's hula hooping and like washing his sink at the same time or something like that. And I'm like, can I do that? And I'm like, yes, I can try it and let's get it on film and see what happens.
- [07:11]
Daniela Warner
But I think that like, you know, going into surgery can be scary for somebody, right? There's the anticipation. Is this really something that I want to do? Is this really, you know, are they. Am I going to look the way I want to look? And so just initially doing the research and finding you and seeing like, she's fun, she's approachable, she's joy filled. You know, there's all of these different pieces that you can see from your brand that you show through social media, which is really, I mean, the purpose of it.
- [07:47]
Dr. Sheila Barberino
So when I, it's funny, my surgical personality is a little different in real life. It's in, you know, in my, my patients and my staff say that when I'm in my surgical mode, I'm very different and not in the sense that I'm not jovial or happy or fun, but I am a more serious doctor. When you come see me as a patient or whatnot. Or if we're talking about something serious. Right. And. But it doesn't mean. And I feel like, as a woman, they always want to, like, stereotype you. Right. Like, you're either serious or you're not serious or you're funny or. And. And unserious. It's just, it's. I feel like you get very boxed in. It's like, why can't you be both? Because some people are.
- [08:34]
Daniela Warner
Well, I, I mean, I say that about our industry all the time. When people are looking at, um, at, you know, if someone says, I want to go to beauty school, there's this belief that you can't be smart and pretty.
- [08:47]
Dr. Sheila Barberino
Yes.
- [08:48]
Daniela Warner
And I saw that my, My husband went to mit, which is a really prestigious engineering school, and there were some really great, super intelligent women that were there. Um, I started a health and beauty club when I was there to talk about skincare and, and all of this stuff when Kyle was studying there and I was living there with him.
- [09:08]
Dr. Sheila Barberino
You're amazing. You're like, let me start a beau. Like, well.
- [09:11]
Daniela Warner
And you know what? They came. It was like we met in once a month, and they were asking questions about ph of skin care and all this stuff. And I was like, this is so different than like, what other people, you know, like, if I were to start a beauty group somewhere else, the first question wouldn't be, well, tell me about the PH of cleansers and how does.
- [09:30]
Dr. Sheila Barberino
That, you know, like, are we getting free things? Like, what color is that lip gloss? You know, I think it's just. It's so wonderful that you bring that. That intelligence and the, the wit in this. The, you know, you are an experienced person in the aesthetic and beauty field and you bring that expertise to, you know, people that just want to be part of a beauty club and really enjoy, you know, understanding all of it.
- [10:00]
Daniela Warner
The piece, though, that I really wanted to hammer in aligns exactly with what you said, is that a lot of these women, some of the arguably the most intelligent group of people in the world academically. Right.
- [10:14]
Dr. Sheila Barberino
For sure.
- [10:15]
Daniela Warner
They are worried that if they look feminine and look pretty, they're not going to be taken seriously in their career.
- [10:22]
Dr. Sheila Barberino
100%.
- [10:23]
Daniela Warner
That is a belief that a lot of the computer scientists or engineering women feel that they can't be smart and pretty because they won't be taken seriously. And that was, I think, kind of being you. That's what you were feeling too, is like, in resident. I'm an entrepreneur.
- [10:41]
Dr. Sheila Barberino
Yeah, I really felt that way. Yeah.
- [10:43]
Daniela Warner
You know, and it's like you can be intelligent and accomplished, and you can be pretty and fun, and you can be all the things. Right. We are very dynamic as women.
- [10:55]
Dr. Sheila Barberino
Yes. And I think that you're right that that's still a stereotype today. Right. And it's something that we all need to fight against and prove them wrong. You know, I mean, every day.
- [11:06]
Daniela Warner
And it doesn't mean that you can't. It's. It's your definition of beauty. How do you feel the best? Whether you don't want to wear makeup and are not interested in esthetic services or if you want to have, you know, everything under the sun, it's like, how do you feel your best?
- [11:27]
Dr. Sheila Barberino
Yes.
- [11:28]
Daniela Warner
That is how we need to honor women to express themselves.
- [11:32]
Dr. Sheila Barberino
And going back to how you were saying, you spent the, you know, summer in Spain and Germany outside the United States, I feel like that is how the international mentality is. It's like, it's my life. I'm going to live however the hell I want, and, you know, I don't care what anybody thinks. And I feel like that's. That's something that isn't in the United States the way it should be. Right. I feel like it's.
- [11:55]
Daniela Warner
So we're still trying to keep up with the Joneses a lot here.
- [11:58]
Dr. Sheila Barberino
Yes, yes.
- [11:59]
Daniela Warner
You know, we. We definitely are. But I also noticed that, and I met with one of the founders of a software company that's big in Europe, that's like a spa booking software. And what he was sharing with me is that the rest of the, like, the European market looks to the United States as what's next and what's big. And I always kind of. When I was in esthetic school, it was always like, oh, the Europeans know how to do skin better. So we kind of have this, like, back and forth.
- [12:32]
Dr. Sheila Barberino
Like, we're always jealous of, like, what the other person has. Right, right.
- [12:36]
Daniela Warner
And. And then when I was in Hawaii, it was like, oh, well, the Koreans are the ones that know everything. You know, it's like, that's exactly right.
- [12:43]
Dr. Sheila Barberino
The Koreans do lead us in beauty and lots of other things, but, yes, so do many other countries. Exactly. Well, you know what it is? It's always the grass is greene. Like, we love what we have, but, you know, oh, wait, over there. They might be. They might have better things. And I believe, actually in aesthetics, we do lag behind because of the fda. You know, there are a lot of fads and trends that come and go outside in other countries that die quickly and, you know, forever. But there's A lot of things going on that are very revolutionary in aesthetics outside the United States that we just haven't incorporated and haven't gone through the FDA process yet that were very exciting.
- [13:27]
Daniela Warner
And I think that, I mean, from what I understand, we have a lot of Canadian clients and listeners as well, and it's still significantly easier in the US Than it is to get things through Health Canada. I mean, yeah, Canada is really challenging to get.
- [13:45]
Dr. Sheila Barberino
I wonder why that is. Yeah, it's. It's interesting. I'm not sure I've heard that from my colleagues as well. They're like, well, you guys have this. You guys. I was sitting with Dr. Jennifer Pearlman, who's out of, I believe, Montreal. She's a good friend. I should know exactly where in Canada she is. But I love you, Jenny. But you know, we were talking about she's a huge functional and regenerative medicine doctor and you know, she was talking about how outside the United States, in Canada they're not allowed to use PDO threads, but they are allowed to use pcl. Mm.
- [14:20]
Daniela Warner
Why not pdo? I thought that that's what they used as like the dissolvable stitches to begin with.
- [14:25]
Dr. Sheila Barberino
PCL is the longer version kind of of that. It is a different material, but it's kind of like do you get do a PCL thread or PDO thread and oftentimes when you want it longer lasting, you'd go with the pcl. And yeah, PDO is. Apparently they're not allowed to use them there. Not weird.
- [14:45]
Daniela Warner
That is weird. But they also have kind of an easier. I mean, this is a whole nother episode. But it's that they don't really have a distinction between what we consider day spa aesthetics and physique medical spa aesthetics. So there's kind of one area and strengthen it. Yeah, yeah, yeah. Okay, so let's get back to your social and let's talk about it. So when you started, how long have you had this? I know you had a practice in California. You maybe still do have that one.
- [15:20]
Dr. Sheila Barberino
Yes, yes. Okay. Once a month and see patients. I love it. I get to see all my patients that I've known for 15, 20 plus years. I'm from California and I'm from that area. So it's kind of going home and seeing my friends from high school, college, junior high and, and their mothers that I've taken care of all these years. And so it's, you know, and then I have my A, B, C, D, E celebrities that come in that I love and I'll take care of until we, we get old and die together. We look really good at that point still, you know.
- [16:00]
Daniela Warner
So with your. When you moved to Texas.
- [16:03]
Dr. Sheila Barberino
Yeah.
- [16:04]
Daniela Warner
How did you. What was the kind of strategy or thought process in your marketing with social media having the two different practices?
- [16:16]
Dr. Sheila Barberino
So it was interesting. So the reason why I moved here was not. And I've talked to other providers that have now, when I first did this, there wasn't many providers that had two practices in two different states. They had multiple practices, but not in two different states. They had to get on a plane and fly to. Now it's, it's more common, especially postco. But when I did that, that was preco and it was not a thing. And my husband moved his businesses here to Austin, Texas and I was like, oh my God, like, you know, how does this work? Like, you know, and he's like, oh, we'll open up practice there. And you go back and forth. And I was like, God, that sounds like a crazy way to live. But it's actually worked out one in a great way. I have two different kind of populations of esthetic patients to work with. And to me it really makes it more interesting and more fun at the end of the day with the social media. I think the social media really started with COVID I think that I wrote all the papers I could possibly write in that like six week period and worked from home as much as I could. And that's when I was like, you know what? Let me. And I really was dying for that social contact. And that's when I really started to ramp up my social media game. And I think I've tried, I've tried hiring people, I've tried, you know, different, you know, people say, you know, everyone has an opinion about social media, how their strategy and whatever at the end of the day. And I do have a guy that like helps me clip and everything. At the end of the day, I create and help build the content because I think that that's what resonates well with the people who follow me. And what resonates well with me and my heart is, you know, what I'm thinking about? You know, it's like all of us wake up in the morning and we're like, oh, you know, I saw that, that thread this weekend or that machine that weekend, you know, this weekend at the conference. What do I really think about that? What do I, you know, and you're talking about it with your colleagues and you're like, I should talk about this with people on my social Media, you know, there's something that we all kind of want to talk about with other people. And because I work all the time, I think this is a wonderful way to connect with people and not have to take time out of my day to have happy hour, even though I'd rather go to happy hour, you know, and I can come home and you know, have dinner with my son and, and you know, provide great care for my patients. So it's like, it's, I find it to be so fun and nice to talk to my colleagues and if it makes them smile or laugh at my expense, like, have at it. Because we all need to laugh more and I think we all need to connect more and I think we all need to, you know, make fun of ourselves more. I think all of us have gotten into this like serious society that like, you know, we take ourselves so seriously that we can't, you know, see beyond anything. And I think it makes people angry and I think they have pent up anger. And you know, I think that we've, we've seen it in many ways. You know, we have an aggressive society. Why? Because I think that they don't feel supported or connected or they feel like they can't vent. You know.
- [19:33]
Daniela Warner
So it's interesting, a couple of things came up for me while you were saying that. And number one is, you know, you're the physician, you're the owner of two practices, right? And a lot of times CEOs will say, you know, when we, when we look at like E Myth or these different books that are talking about the, the entrepreneur, the manager, the technician, what are the thousand dollar an hour jobs, hundred dollar an hour jobs, dollar ten an hour jobs. And you know, how should you be doing the things that only you can do to maximize efficiency? And oftentimes social media falls to the manager or to the social media manager or something along those lines. But you, it seems to feel very strongly that that's the greatest way, you know, for you to connect and share your opinion. Where others might say, you're the doctor, you should just be seeing patients or doing these high level things. So do you feel that, I mean, it's obviously important to be in integrity with your beliefs and all of that, but do you feel that that has made a difference in the connection or the conversations that you're having or the. I mean, ultimately we want people to laugh and we want people to be entertained, but we also want to get new patients into our practice. Right? Like we're not running charities here, we're running Businesses?
- [20:58]
Dr. Sheila Barberino
No, I think that it helps with two things. I think that it shows my true personality. So when they come in for a consult, a lot of the people have already decided that you're my doctor. Like, I want you to treat me. You know, I want you to tell me because, you know, I'm really real. And, you know, if you come in to my practice, like, you know, a lot of people, when they come in, they don't. They want to hear what you have to say. Right. They're coming to you for your expertise. Right. And for. I hear a lot of my colleagues, when they, you know, talk about the art of the consultation and whatnot, they say, you know, I always compliment them on one thing, you know, that other facial features. You know, I feel like that's. To have, like, a role like that is very unauthentic. Right. So I think when patients come to see me, you know, they. They don't want me to sideline them and say, like, oh, that's not really your problem. You know, it's to really connect and really hear what they have to say and then take them through the. I like to call it a barbarino buffet of kind of what would make them look more well rested, more refreshed, what will make them look less tired, more like, how they want to look. And so I kind of go through a whole treatment plan because I want to be their doctor today, tomorrow, next year, and the next 20 years. Right. Whether we do anything that day or next week or the next year, I like to have a treatment plan. And so I think that that's one thing that I really stress during a consultation. And I think that that personality kind of comes through on. I mean, and you. You know, just as much as I do. How many times have you gone into a room that people are like, oh, my God, I know you? Because I, you know, I've watched your podcast, and I've seen you on social media in all these things, right. People are always, like, when they watch you talk to other people, they feel closer to you, and they feel like there's a trust.
- [23:03]
Daniela Warner
I mean, when we launched the podcast, you know, it did take a little while to take off initially, because podcasts, I mean, there's so many podcasts out there. But once it started taking off, we noticed, yes. Like, there was a summer that I went to Japan, and I had someone come up to me at a conference, be like, how was Japan? And I was, like, so thrown off because I was like, wait, who are you again?
- [23:29]
Dr. Sheila Barberino
Yeah. And how do you Know, I was in Japan.
- [23:31]
Daniela Warner
Yeah. And then she. She listened. And I had just launched the podcast maybe like a year ago or something at this point. And so it really was such a powerful thing. Like, wow, people are actually. Because right now it's. I'm alone in my office talking to you on a computer screen. But there are thousands of people, thousands, tens of thousands of people that will listen to this episode. And so they're going to hear our conversation like a fly on the wall. Right. And it's. That's such a hard thing to comprehend and understand. Yeah. But it did, like, from a business standpoint, our refund rate went way to almost zero. There were so many things that happened because people understood. You know, your brand is supposed to attract or repel, and when someone can get to know who you are and what you're about and if they align with the brand or not through a podcast, through social media or whatnot, then you're getting the right clients to you.
- [24:30]
Dr. Sheila Barberino
Right. If you feel like you know somebody already before you even talk to them, or even when they come in for a consultation, it's like you've already won them over. Right. They're there because they liked what you had to say, and they already, like I said, I feel like I go to a meeting all the time, every month, and, you know, there'll be people that come up to me, give me a big hug, and like I said, my child likes to pop up on my social media every once in a while, and they're like, oh, my God, how's your son? You know, and it's just, it's, you know, they. You feel like you know them too.
- [25:06]
Daniela Warner
You know, so it's like there's a point of connection. Yeah. There's something that you have in common that you can talk about that doesn't make the, like, small talk conversation awkward.
- [25:18]
Dr. Sheila Barberino
Right, Right. And they feel like they already know you, and it's a wonderful thing. And, you know, I never thought that I would. That social media would ever really, you know, take traction or anything. That. And I think it's so funny that people do like it. And I'm always so honored when people say that because it's just. It is kind of a fun labor of love. Like, all of a sudden, I'll wake up one morning and I'll be like, you know what we have to talk about? We have to talk about this. This is so crazy. Like, we have to talk about this. Right. And, you know, instead of texting all my friends or calling, you know, people or Waking my husband up, it's like, I can go on and talk to them, you know, and it's just, you know, it's your. Your tribe, it's your people.
- [25:59]
Daniela Warner
So when, when you guys go and look at Dr. Barbarino's social media, you're going to see she has, like, choreographed dances, costumes, and it all ties in. You did one with Britney Spears toxic song and then it was like talking about toxins or so. I mean, it was like, it's so creative.
- [26:27]
Dr. Sheila Barberino
Doesn't everybody want to know if toxins are actually toxic to your body? Right? Because people are like, I don't want to put something foreign in my body that could be toxic. And it literally is called a neurotoxin. Right? So what does that mean to the layman who didn't go to medical school, who just wants maybe a little relaxation in these forehead lines, Right? So we thought we'd take a funny, fun spin on that because.
- [26:50]
Daniela Warner
But all of your, all of them are like that, you know, all of them. There's this creative piece where everything comes together. So when, when these, when you get these ideas, are you and your team, like, storyboarding or are you just kind of telling you have, like, dance practice?
- [27:07]
Dr. Sheila Barberino
Like, so I'm going to tell you and I'll give you. So by the time this. When. When is this podcast going to air? Who knows?
- [27:17]
Daniela Warner
I. I don't know. I don't know.
- [27:20]
Dr. Sheila Barberino
So I'm going to give you. So I'll tell you how. So I plan out four hours a month, that's it, two hours a week. And what we do is we come together. The girls are my reps, my friends, my worker. Like, everybody who wants to be a part of it can show up. They know what time it is. And then, um, I'll either come up with some ideas before my guy Cameron, who clips it can, you know, we'll send each other, you know, memes or something funny, you know, leading up to it. And then we kind of like, storyboard it. So yesterday we were like, everybody needs to learn the Thriller dance. And of course, like, nobody learned it because we are also busy.
- [28:06]
Daniela Warner
I just know, like, this part, you just like this.
- [28:09]
Dr. Sheila Barberino
And everyone's like, oh, well, it's like the 13 going on 30 with Jennifer Gardner. And like. And I'm like, I don't even. I remember the movie, but I don't remember her doing the dance. But I'm sure it was, you know, and we came in and I'm like, well, we've got the costumes, we've Got to do it, you know. And so we were trying to, you know, figure out what the theme line was. And we were like, well, gosh, you know, let's talk about how, like, people are scared to come into a plastic surgery office. Like, you know, like.
- [28:39]
Daniela Warner
Yeah, right.
- [28:40]
Dr. Sheila Barberino
It's like the fear of having a needle stuck in you. The fear of getting stabbed with a needle, you know, and, you know, we also have Pronox or Nitro Knocks, you know, and when you go, if you've ever had it, it's. It just kind of makes everything fun and foggy for, you know, about five or 10 minutes. And then when you stop breathing it, it's. So we thought it would be funny to kind of take it, do a take on that. And then all of a sudden, you know, I'm a zombie and Michael Jackson and all the girls are too. And so that's kind of how we, you know, it's like the thrill of getting something done, but yet, you know, the fear of having something done is scary too. So that's, like I said, it's. It's kind of easy when you, you know, kind of have like a. Like, with Shinobi, when we did the. With, we did Remember the Time, and he was like, what are we going to do? Like, it's, you know, I, I just, I can't. I can't think of what we should do. And I was like, oh, my gosh, you are like, he's lean and sexy and adorable. And I'm like, you are Michael Jackson and we are your, like, side dancers. And, you know, all I could think about is remember the time. Remember that. You know, if, you know, the video with Eddie Murphy and Iman. The model.
- [30:01]
Daniela Warner
The model, yeah.
- [30:02]
Dr. Sheila Barberino
Yes. And basically the storyline is, is that Michael Jackson is like the thwarted lover that used to be Iman's and then he. She ended up marrying the pharaoh. Right. And I was like, you know, what I was thinking about was the patience. That. Or Jennifer Lopez and all these celebrities that are like, oh, it was. It was just the olive oil. Oh, it was just. It was a good vacation.
- [30:25]
Daniela Warner
Oh, I rubbed riding horses. I think Martha Stewart said that she rides horses. Remember when she was on the COVID of Sports Illustrated? Yes.
- [30:32]
Dr. Sheila Barberino
Yes. There's no way. No way.
- [30:34]
Daniela Warner
Right.
- [30:36]
Dr. Sheila Barberino
And, you know, I remember one of my, my celebrity friends and she's like, I don't. I did an interview and it's going to hurt your feelings. It's really going to hurt your feelings. Because they asked me, what have I been doing? And I said, I've been drinking lots of water and because I can't bring myself to say that I've had injectables done. And she's this wonderful celebrity that, you know, of course her secret is safe with me. But I was like, my feelings are a little hurt. And she's like, please don't. Please don't. Like, you are my secret, you know, secret sauce. You're my secret potion. You are. I would not look half as good if I was just drinking water.
- [31:15]
Daniela Warner
Like we said that, you know, I mean, when I was working, I started my career in Maui and so many. I worked at a practice called mediso Maui with Dr. Sully, Dr. Martin. And we, like so many of the people there, they would come in and they would say, I'm never doing injectables. I'm not going to do Botox and fillers. That is just not me. I'm natural, I'm whatever, right? And by the time they finish their consultation, they were, you know, three syringes, four syringes.
- [31:50]
Dr. Sheila Barberino
They were all of it on board.
- [31:52]
Daniela Warner
Once they have the proper education. But I'm like, look, people, it is not the Maui sun that is in the Maui lifestyle that's making.
- [32:00]
Dr. Sheila Barberino
Not the pineapple. It's not. Not academia nuts, right?
- [32:05]
Daniela Warner
It's half the island is coming to see us. That's what's happening.
- [32:09]
Dr. Sheila Barberino
I thought it would be funny to make it kind of a meme of that. This is how we feel when you, you, you blame, you know, the olive oil and not us. So, you know, and like I said, it's just, you know, it's kind of a take on real life of how the things that we struggle with each day, right? And, you know, I don't blame this, you know, actress to say that, but, you know, it's like, of course it's like, no, it's not. It's me, but okay, you know, I will.
- [32:36]
Daniela Warner
Someone for someone that is in the public eye, they may not want to be the person that. Because people do have strong feelings about it. And, you know, one way or the other, I always tell people everything that I've done because I think it's important to say, you know, like, I'm 43, like, I've been getting injections since I was.
- [32:57]
Dr. Sheila Barberino
And you look amazing.
- [32:58]
Daniela Warner
You look like you're 29, you know, and if I didn't want to get them, that's okay too. But it's like, it shouldn't be this, you know, this thing. But for someone in the public eye that is going to get a lot of judgment and all of that, then I, I, I would say, and I'm sure you did, she can have a free pass.
- [33:18]
Dr. Sheila Barberino
Yes. I'm like, fine. Fine. Yeah, exactly. Yes, exactly. You know, it's, it's always hard to, like, you know, people are like, oh, you know, do you do treatments? And, and I'm like, yes, every day. I do all the things. I drink the Kool Aid, I sell the Kool Aid. And then people are like, why don't you put, like, sometimes staff's like, oh, why don't you film it while you're injecting yourself or while you're doing your treatment on yourself or whatever the case, or someone's doing it on whatever the case is? And I'm like, you know, patients and people don't need to see that. I've seen a lot of my. And I'm not judging at all, you know, if that's. But to me, I think that, you know, part of the treatment is, you know, coming in and getting the treatment, you know, and it's like they, they can see the before and after pictures. They don't have to see the process. You know, a lot of people, especially on social media, you know, they don't want to see blood, they don't want to see needles, they don't want to see, you know, anybody wincing. And, you know, at the end of the day, like, you know, I honestly have tried as much as I can to, to not treat myself as much as possible and have, you know, other people, because when you, I feel like people are, especially in my industry, starting to look distorted, and I don't want to go there, you know, and so I think that, you know, to sit back and have an objective opinion, second opinion is always good.
- [34:44]
Daniela Warner
So, you know, the overall experience is also different. You know, I, I dermaplane myself at home and it's like this quick, but then, like, it's just, it's more of like a, oh, I'm going to receive when I actually go in and get a treatment and allow somebody else to be in charge. Allow somebody else to, you know, take the. And that's an important part of understanding what it is that we do is being able to receive.
- [35:13]
Dr. Sheila Barberino
Yes, that's actually a wonderful point. And I have to tell you that every time I talk to you, I always get these little pearls, and it, it always inspires me in a different way. And I love that. I think there's, I love having the girl talk. I think I, I just went to a, like, I said two meetings this weekend, and it was so nice. We went to happy hour. We had like, I kind of texted all my friends and just happened to be at girls happy hour. And I saw this, like, meme that I reposted. And it was like, you know, sit at the table with, you know, the girls that are talking about money and finances and, you know, how they get more things done in a short day, and not the table that's talking about other people. Right?
- [35:55]
Daniela Warner
Yeah.
- [35:56]
Dr. Sheila Barberino
And it was so funny because I'm like, we're all, you know, drinking, you know, our 5:00, you know, cocktail, and we're talking about, you know, what's inspiring, you know, the estrogen cream on the face and, you know, how we really feel about it, and does it work? Does it not? And should we be doing it? Should we not? You know, and all of these things. And it's like, instead of, you know, I feel like there's so. It's so easy to go down a negative path in discussion. And I think that when you're inspired by those people, you should talk to them and, you know, connect with them more often, because every. Every day you want to be the better version of yourself. And I think that, you know, now I have a couple pearls from you that I'm, like, going to be a better version of Dr. Barbarino, you know, today and moving forward, because you've given me mom pearls, you've given me aesthetic pearls. I love.
- [36:50]
Daniela Warner
Oh, I'm so glad. Well, I, you know, I think that we have a choice every day of how we want to show up and how we want to live our life. And I think that women in general are incredible human beings. Like, incredible. I'm so impressed when I see the work and the momming and showing up in sisterhood and all of these things of what these incredible women are able to do. And I also. One of my favorite quotes is from Bill Nye, the Science Guy, that says, every single person you meet knows something that you don't. And so, like, approaching all conversations with curiosity and with openness, learning different perspectives. That's how I want to approach life, you know, so much more out of it.
- [37:43]
Dr. Sheila Barberino
Yeah, I mean, it's. There's so many times that I. I meet somebody and, you know, I'm usually, I have my friend, you know, and I have acquaintances, and they dismiss people. And I'm like, you know, I think that you shouldn't dismiss anybody. Every. Like that everybody has something to add. And, you know, you never know. You know, people always Say, like, you know. You know, never. What is it? Every deck may be somebody's brother. So, like, you know, but I feel like it's less advantageous than that. Like, I don't think that I'm being nice to somebody because someday they'll help me out, you know, I think I'm being nice to someone because they might offer me something that might, you know, like something they said, something they. A mannerism that they did that inspires me to do something different. I mean, there's so many times that I've gone to a lecture that I didn't think I would get anything out of, and then all of a sudden I'm like, you know, that makes me think, huh? Even if I thought it was wrong, even though I didn't agree with it, I'm like, you know, I should write a paper saying this, you know, gives.
- [38:55]
Daniela Warner
You a different perspective.
- [38:56]
Dr. Sheila Barberino
Yeah. You know, and that. That is what life's all about. Like you said, it's like, if you don't find that part of life fun, then what are we doing? Right?
- [39:07]
Daniela Warner
So I think we. I mean, we covered social media. We covered do it. So we cover all this.
- [39:13]
Dr. Sheila Barberino
People always, always labor social media. One thing that. The biggest advice that anyone that I tell everybody is that just everyone's like, oh, is it good enough? Is it. Am I doing it the right way? Am I. The biggest thing. Pearls that I like to say is like, just do it. Who cares? I've bombed before. I. There's.
- [39:38]
Daniela Warner
You got the zoom.
- [39:39]
Dr. Sheila Barberino
It gave me thumbs up.
- [39:41]
Daniela Warner
Yes.
- [39:42]
Dr. Sheila Barberino
How does it.
- [39:43]
Daniela Warner
I've bombed before. And it was saying, it's okay. That's awesome. Keep going.
- [39:47]
Dr. Sheila Barberino
I like the encouragement. Thank you. Zoom. So, I mean, I. I've taken posts down when I guess I didn't think that they were right. I'll tell you my biggest one. That's really funny. So Michael Jordan, Michael B. Jordan. He. He's like the actor. He was, you know, the last Rocky. He's his mom. I know him and his mom through social means in la, and they are so lovely and so fun. And Michael B. Jordan got Sexiest Man Alive on People magazine a couple years ago. And I wanted to personally give him a shout out because I have pictures with him and I love him. And I wanted to show, like, the support and the love because I think he was like, you know, he was excited about it, but he was like, oh, my God, this is weird. You know, I don't think of myself as sex. I mean, who wakes up is like, I'm the Sexiest man alive, right? And I was, you know, going quickly and, you know, as all of us do, and we're always multitasking, like we, we always do. I wrote hashtag sexist man alive because if you think about sexiest, I just forgot one eye and it turned into sexist. And I'm like, oh, my God, he's totally not. And, you know, I think it was like Heidi Waldorf in New York that, like, texted me and she's like, hey, I just saw your post, and I think you meant sexy. And she, like, capitalized the I. And I'm like, you know, and I went back and like, you know, redid the post because at the time I think they didn't have the feature that you could go back and change the whole post. And now they thank God, change that. So. But I changed it. That's.
- [41:31]
Daniela Warner
I mean, that's the perfect example though, too, of why you shouldn't take things so seriously because you did that. That's an honest mistake for your. Someone that you value and respect and consider a friend. And there's so many things that can happen where people are saying, oh my gosh, they hate me. They don't think, you know, and it's like really just a typo, you know, and it's like a typo because someone was super busy and so really, like, not taking everything so seriously and don't be yourself. So much gets lost in translation in text. And just to honor your own, whatever your own boundaries are, like, if you're concerned with social or oversharing or judgment or whatever, just decide, these are the things I'm going to talk about. These are the things that I'm going to do. These are the, the boundaries that I fit into for my business and then stick within those. And then who cares, you know?
- [42:28]
Dr. Sheila Barberino
Yeah, right. What would you, what, what are your, like, big, you know, recommendations for people that are starting or, you know, hesitate when they do their social media? Because there's so many of my friends that are like, I just don't have the time. I'm like, you have the time. I like I said for everybody has one hour a week to put towards social media.
- [42:47]
Daniela Warner
And literally at this point, social media in full disclosure is probably the least favorite part of my life. And I am in a position now after celebrating 10 years in business that I honestly, I have not been on social media for a year. I went to look at your post, but it's. It's something that's always been really challenging for me. But in the same way I. I have seen the magic of what it does for a company and a business and a brand, and I believe that it's deeply important. But it gives me anxiety. It stresses me, and so why?
- [43:27]
Dr. Sheila Barberino
Because it's like information overload or you feel like. It's like. Because, you know, you're very well spoken always. And like I said, you've got the podcast, which I think is like. To me, that is what is like, oh, my God. That is really.
- [43:43]
Daniela Warner
I'm a verbal processor, so I can sit here and talk. And I'm very comfortable in my opinions, and. And I'm okay if people don't agree with me. I think that there's more than one way to do something. Well, it's the. I think that the. The scrolling is the piece. It's. I'm not afraid to put content out there. I'm not afraid to be there. I'm not afraid to speak in front of groups of people. But it's the scrolling and seeing images and the. It. It just. I felt like it didn't make me as productive, and it. There were a lot of images that I didn't necessarily want to see.
- [44:30]
Dr. Sheila Barberino
Yeah. Yeah.
- [44:31]
Daniela Warner
Triggered a lot of, you know, especially in the. The political climate and the things that are going on in the world. It was just really challenging for me to see some of those discussions and images and things that were. It was just throwing me off course. And so I actually. I talked to my therapist about it for a long time because I said, look, I. I want to know and be aware of what's going on in the world, but I'm noticing myself not being able to get back to work or be present with my kids or whatever, because the images are so distracting for me.
- [45:07]
Dr. Sheila Barberino
Yeah.
- [45:08]
Daniela Warner
And so, like, I love looking at your stuff. I love positivity. I love, like, the creative aspect, but it was just the ongoing scrolling that was really challenging for me. And so what I. To. To get back. To answer your question of, you know, people that feel like they don't have time, I do a podcast. And that podcast is, you know, one hour on Zoom. But this goes into a YouTube video, this goes into reels, this goes into Pinterest, this goes into a blog post, this goes into an email. This goes. So all of our content, there's quotes that are pulled, there's audiograms, there's stories.
- [45:47]
Dr. Sheila Barberino
You do amazing job.
- [45:48]
Daniela Warner
And so all of those pieces takes me 50 minutes of time. And so because my team is doing the rest of the pieces, and so I still have stuff that goes out on social media every single day. And that is.
- [46:10]
Dr. Sheila Barberino
Yeah.
- [46:10]
Daniela Warner
And that's how I work. And the important. I would love to. I admire. I respect the creativity and all of those things, but it's also knowing that's not me, and I have to do what's aligned with my personality. I can admire and respect and value what someone else is doing, but that doesn't mean that I have to go and, you know, put on a leotard and, you know, try and do Britney Spears.
- [46:38]
Dr. Sheila Barberino
I do not expect anybody else to do the crazy things like that. Do not try to hula hoop from your sink and your. I do it at my own fruition. But it's.
- [46:50]
Daniela Warner
It's. It's. It is a talent. I mean, it is it really. And it's fun and expiring, inspiring and entertaining and all of those things, so.
- [46:58]
Dr. Sheila Barberino
And I think that's it in a nutshell, like what you were saying, like, it's authenticity. It's like you're your authentic set self. Right? Like, you are. You, are you. Umpteenth degree and I made on my umpteenth degree, and I think that's when you find that you really excel. Right? So, like, I feel like everybody is so critical and negative and scared of what people are going to think about them that they don't find their acceleration point. Right. It's like, you know, somewhere between being uncomfortable and putting yourself out there, there's going to be a place where you find your sweet spot that makes you you. And I think that that's where everybody needs to dwell and hover and push themselves further than they normally would have gone if they did not, you know, take a risk or. Or put themselves out there.
- [47:49]
Daniela Warner
I love that. So tell everybody again, one more time. Bar. Go to the bar.
- [47:55]
Dr. Sheila Barberino
Go to the bar.
- [47:55]
Daniela Warner
One more time.
- [47:56]
Dr. Sheila Barberino
Bar. Yeah, bar. I know Surgical arts. I would love it if you guys followed me. I follow Danielle. She's awesome. I mean, eldesthetics is awesome. And I love this podcast. I can't wait to continue to see where it goes, because it's grown even in the short time that I've known you so much. And she just shared with me that they hit, what, a million?
- [48:21]
Daniela Warner
We crossed a million about 10 months ago.
- [48:26]
Dr. Sheila Barberino
So now where are you guys? Are you guys at, what, close to 2? Close to 1.5?
- [48:33]
Daniela Warner
Probably closer to 1.5. I like to look at my. At my things, but we are.
- [48:38]
Dr. Sheila Barberino
Wow, that is so impressive because, you know, podcasts, like you said, there's a lot of podcasts out there. Especially aesthetic podcasts. And I feel like there are very few that stand out. And I think, you know, obviously the reason why yours stands out is because of the content and because you really pick good, you know, partners to do the podcast with. And like I said, I think really good topics, you know, most of all. And I think that's your, your sweet spot, right, is that you can really pull out really good topics out of people that, you know, that have good things to say.
- [49:16]
Daniela Warner
Thank you for that. Yeah, we listen to our audience and I think that that's the thing, you know, and we have an incredible email list and it's those people that are listening to the podcast. You know, we've built community, we've been consistent with it. We listen to, you know, what are they interested in, what do they want to really focusing on serving them and providing value to them. And I think then they have shown their support, you know, by continuing to listen and show up.
- [49:47]
Dr. Sheila Barberino
Well, you're a 10 out of 10 in my book, always.
- [49:49]
Daniela Warner
Oh, thank you, thank you, thank you. All right, you guys, so be sure to follow Dr. Barbarino. Go check out her post, be inspired, look at how creative she is and.
- [50:00]
Dr. Sheila Barberino
Inspire me to do. You know, honestly, I, I am inspired by my followers too. Like, there have been so many times that a follower has sent me something and they said, can you do a post about this topic? I'm really interested in it. You know, it's kind of the same thing with you, you know, people, you know, like you said, you listen to your podcast listeners, I listen to my followers. And there's definitely times that people have DM me and they're like, what do you think of exosomes? What do you think of this? What do you think of dermaplaning? And I'm like, well, we've got to, we've got to address it like in a fun spirited way that's informational and entertaining and fun.
- [50:35]
Daniela Warner
I love it. I love it. Well, thank you so much, Dr. Barbarino. Thank you. For those of you listening, I appreciate you and I'll write you on the next episode. As always, if you want to keep the conversation going, I want you to head on over to the Spa Marketing Made Easy Facebook group, the number one free resource out there for estheticians focused on business building. We've got weekly marketing tips, a monthly goal setting and planning session, monthly esthetician business book club, plus a community of thousands of estheticians committed to business building in the spa industry. I'll see you there.