The Aesthetic Business Masters Awards are judged by people who know this industry from the inside. Not observers, but practitioners, founders, strategists, and educators who have built businesses, led teams, navigated regulation, and sat across the table from clinic owners working through the same challenges you are. This series introduces you to the people behind the scorecard, so you know exactly who’s reading your submission and what they’ll be looking for.
Meet: Alicia Hagen
Most clinic owners have thrown money at marketing at some point. A Facebook campaign here, a new website there, maybe a half-hearted Instagram strategy that lasted six weeks. The traffic comes in, but the phone doesn’t ring. Or the phone rings, but the bookings don’t stick.
Alicia Hagen built her agency, Mint Peach Media, to solve that exact disconnect.
If she could sit down with every clinic owner before they spent another dollar on advertising, she’d ask one question: do you know your cost per acquisition? Not your reach, not your impressions, not how many likes your last Reel got. The number that tells you exactly what it costs to put a new patient in the chair. Most clinics she works with can’t answer that when they first meet her, and it’s the single biggest reason their marketing spend feels like a gamble rather than an investment. The clinics that grow sustainably are the ones that track what converts, not just what gets attention.
Image credit: Mint Peach Media
Based in Queensland, Alicia specialises in strategic marketing for the aesthetic, cosmetic, and medical industries. She’s known for working with premium clinics across Australia to turn visibility into revenue through systems that stand the test of time, long after a campaign ends.
What sets Alicia apart is the way she pairs creativity with analytics. She designs full-funnel marketing ecosystems that guide prospective patients from first awareness through to consultation, treatment, retention, and advocacy. Every strategy is underpinned by data, metrics, and return on investment. She has a low tolerance for vanity metrics and a high standard for work that converts.
Her expertise spans brand strategy, paid digital advertising, content direction, launch campaigns, database marketing, and long-term growth planning. One client credited her with doubling their email subscribers and generating leads that converted into sales. Another described her knowledge across the ever-changing digital landscape as rare. She has also been recognised as an award-winning advertising and Google consultant, though in typical Aussie fashion, she rarely markets that fact herself.
Alicia also understands the emotional weight of clinic ownership. Many of the founders she partners with are exceptional clinicians navigating team management, expansion, and brand positioning without formal business training. Her approach is collaborative and educational, empowering clients to understand not just what to implement, but why. She advocates for responsible communication, transparent messaging, and patient-first strategies that build long-term trust rather than short-term traction.
As a judge for the Aesthetic Business Masters Awards, Alicia brings a sharp eye for what sustainable growth looks like behind the scenes. She knows the difference between a clinic that looks good online and one that performs well commercially. Entrants can expect her to assess not just the polish, but the infrastructure underneath it.
