The recent Facial and Rhinoplasty Symposium was a tremendous success – and a great example of how The Society is evolving to meet the needs of our members and the demands of a fast-changing industry.
Hello members and readers! I’m writing this on the heels of an incredible F&R Symposium in Boca Raton, where the energy, engagement, and shared sense of purpose truly reflected the best of who we are as an organization. The discussions, learning, and connections reminded me once again how our community thrives on collaboration and a collective commitment to advancing education and excellence across our field. Virtual events are convenient and valuable, but you can’t beat the power of hugs, handshakes, and face-to-face camaraderie when we encounter each other at first-class knowledge-sharing events.
I talked to many attendees who noted our recent achievements and new initiatives - and also fielded many questions regarding our evolution, growth strategy, and future plans. I’ve condensed these into the Q&A below, addressing many of our recent achievements, and what to expect as we move forward.
Q: What specific areas are you targeting as we continue to fortify the organization and position it for future success?
A: I introduced a three-legged stool as our model - the three critical areas that support our organization are Corporate Support, Membership and Education & Meetings. Each segment represents approximately one-third of our revenue stream.
Q: How have we strengthened these pillars of support?
A: We are now welcoming new non-voting categories of members – affiliated specialties including facial plastics. But beyond including more members in all facets of the aesthetic industry, we are making membership much for valuable and relevant for everyone.
Q: How so?
A: A great example is The Aesthetic Academy, our online learning resource. In addition to providing educational resources for surgeons, we are now offering guidance for all aspects of running a practice – establishing and growing your business, providing resources for front and back-office staff, and curating a learning journey specific to each surgical and non-surgical member’s career. Already, AlliedPro members are able to access a specialized learning path and receive “badges” to recognize their progress and achievements, something they can also show off to patients. We want to provide an experience that is relevant to fellows and residents, PA’s, nurse coordinators, injectors, office managers, and surgeons alike.
Q: Have there been changes to other educational offerings?
A: In order to keep our offerings relevant and easily accessible to members, we have reinvented our online webinars. Offerings now include Saturday Masterclasses, AlliedPro Forums, ASJ Journal Club and GEMS webinars. We aim to be the north star of aesthetic education – maintaining our leadership in providing the best education to drive optimal beauty outcomes and patient safety.
Q: You also rebranded the annual meeting - now known as The Aesthetic MEET.
A: We started reimagining our meeting in Vancouver, BC in 2024. The goal was to ensure that the content was state-of-the-industry current, and relevant to our members. We also wanted to present the information in ways that are visceral and immersive.
Q: What changes are in store for this year's meeting in Boston in May?
A: We are excited to be hosting our opening party in the Marketplace this year. It’s just one of the ways we are adding energy to the exhibit floor. We are also going to host “Meet the Experts” after-sessions in our booth to provide an interactive experience with our speakers. And the topics our speakers and experts will cover will be much more inclusive this year - how to run a successful practice, insights into hiring, marketing, patient loyalty, office systems, and some other standouts including:
- 5 cadaver labs covering Anatomy for the Injectors, Comprehensive Deep Plane Facelift and Deep Necklift, Endoscopic and Minimally Invasive Techniques, and NEW this year, Ponytail Facelift and Rib Contouring.
- New “Marking” courses covering Body and Breast.
- 12 New Courses "for AlliedPro, by AlliedPro," covering neurotoxins, fillers, lasers, skincare, ultrasounds and more.
- Video Spotlight presentations covering Comprehensive Upper & Lower Body-lifting and How to do Your First Preservation Rhinoplasty.
- Immersive learning on why your business should provide “Unreasonable Hospitality” and how it can benefit your bottom line.
Also, we will be celebrating a major milestone – ASJ’s 30th anniversary. It is especially timely, as the Journal has now achieved its highest impact rating ever – establishing ASJ as the number one journal in aesthetics!
Q: Corporate support is also evolving - can you let us know about your efforts in that area?
A: In 2025 we welcomed our first Signature partner, Allergan Aesthetics. We created this new level to allow our corporate partners to customize a package of opportunities and benefits that are tailored to their specific needs.
Our corporate partners have traditionally been companies directly involved in the aesthetic industry. We realized that there is also a large number of companies that are not in the industry, but valuable and relevant to our membership and the patients they serve – luxury, lifestyle and wellness brands like Rolex, Peloton and Lululemon.
We also recently added Lisa Lopez as our Managing Director of Business Development, and she will lead our drive to identify and bring more of these brands into the fold. We are already conducting focus groups to determine which non-endemic companies to pursue.
Q: There are also a lot of things going on behind the scenes at The Society, right?
A: Yes! The one I am most excited about is implementing a new CRM (Customer Relationship Management) system. It will allow us to better drive personal engagement and loyalty across each of our member categories, based on the individual needs of members. We can curate our relationship with each member and incorporate their personal preferences in the content we provide and the way we communicate with them. It provides a convenient way for all of our systems to talk to each other and ultimately make the member user experience more friendly and seamless. We have also implemented many initiatives and processes to improve operational efficiencies.
Q: Did I hear a mobile member app is on the way?
A: Correct. Next year we will be rolling out a mobile app for members, using the brand recognition of Aesthetic One. While we know Aesthetic One powers the FDA-recognized breast registry, ARISE, the app will continue to evolve into a one-stop portal. It will be like checking the news or the weather on your phone when you wake up – a way to conveniently connect directly with our members, provide notifications, and other turnkey abilities. It will also evolve into our meeting app, a CME tracker, and a convenient way to update member profiles and pay member dues. It will also provide easy access to the Aesthetic Academy.
Q: There is also a noticeable new look to many of your educational offerings and events...
A: I’m so glad that our new “look” is getting attention! We really elevated our branding with our new marketing assets over the past year, in particular with the F&R Symposium and the Aesthetic Cruise, in addition to the upcoming Aesthetic MEET. You’ll also notice our new look when you visit our events online.
Q: What is your proudest achievement her at The Society?
A: Shifting our perspective to the bigger picture and recognizing the importance of maintaining our edge in the industry, and laying the groundwork for future financial stability. Beyond our day-to-day operations, we want to focus on growth and building a brand that drives affinity and engagement.
Q: I know you come from a hospitality and corporate background - how did you weave your experience into the vision and strategies you've championed here at The Society?
A: Like the best hospitality brands, I believe in focusing on POD’s (points of differentiation) that set us apart, telling a compelling story, and creating a sense of community and loyalty where members feel they really belong. People remember the experience based on how they felt, not just the experience itself.
Additionally, we are ensuring our decisions and approach are data driven. For example, we have recently engaged an outside research company to help us develop a new organizational tagline. They surveyed our members to analyze their perceptions and emotional connections with our organization in order to craft the best slogan possible. You will be hearing more about this in the coming months.
Q: Any other developments we should be aware of?
A: Yes. Our governance structure has been modernized and streamlined. We shifted to a competency-based model with a vetting matrix, where the nominating committee scrubs candidates to ensure we identify the best individuals to fill openings on our Board of Directors. We have already implemented this new nomination process for the 2026/27 slate.
And I don’t want to forget to mention The Aesthetic Foundation! Not only do we anticipate the FDA’s recognition of ARISE, but also the ongoing focus on developing new donor tiers and developing a fundraising strategy that will allow more funds, including grants, to be directed to vital research.
Q: You clearly seem to be someone that thinks three steps ahead - what are the concerns or challenges that still keep you up at night?
A: I’m constantly considering how to scale our brand and value proposition across our growing, more expansive community – while preserving and enhancing the personal, high-touch experience that truly sets us apart.
Q: What phrase would you use to describe The Society's current trajectory?
A: “Thinking big and looking forward.” This is my mantra for ensuring we remain ahead of the pack. And because of the tremendous knowledge and terrific teamwork of our staff, and the active collaboration by our Boards of both The Society and The Foundation, our efforts are already bearing fruit.
I hope the information above helps illuminate our successes and strategies as we continue to lead the industry by providing members with the information and educational resources they need. Our future is bright, and I am extremely optimistic about our path going forward.
Sincerely,
Mark Theis
CEO, The Aesthetic Society & The Aesthetic Foundation
