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Platform Perspectives | Darcie Surinak from AYA: Integration & The Consumer Experience
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Darcie Surinak joins host Annie Robertson Hockey for another installment of our Platform Perspectives series to unpack the playbook behind scaling high-performing aesthetics platforms. Now President & COO of AYA Medical Spa, Darcie draws on a decade-plus operating multi-site, consumer-facing healthcare businesses to share how patient experience, disciplined integration, and front-line leadership accelerate growth without sacrificing clinical quality. At AYA, a 25-year pioneer in medical aesthetics with expanding footprints in markets like Atlanta and Dallas, she’s leading the next phase of brand and operational evolution.
In this episode, Darcie shares her career journey into the world of medical aesthetics, reflecting on how her background in multi-site healthcare operations shaped her leadership approach today. The conversation touches on the growing importance of consumer experience in driving success, her perspectives on where the aesthetics industry is heading, and strategies for successful integration.
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